How Rosetta Hospitality Leverages Digital for Brand Growth

An interview with Abhra Guhathakurta, Head of PR and Marketing Communications at Rosetta Hospitality

In this insightful interview with Abhra Guhathakurta, Head of PR and Marketing Communications at Rosetta Hospitality, we explore his dynamic journey in the hospitality industry.

With experience spanning renowned brands like Hilton and IHG, Abhra’s expertise in digital strategies and consumer behavior has shaped his approach to marketing at Rosetta.

He shares how the brand’s commitment to luxury, sustainability, and personalized guest experiences continues to set new benchmarks in the competitive hospitality landscape.

Can you start by sharing a bit about your journey in the hospitality industry and how you came to lead PR and Marketing Communications at Rosetta Hospitality?

Abhra Guhathakurta: My journey in the hospitality industry has been both exciting and enriching, centered largely on building brands and creating memorable guest experiences.

Hospitality has always been my core focus, though I briefly explored the SaaS and technology sectors, which broadened my perspective on consumer behavior and digital strategies.

However, my passion for hospitality drew me back, and over the years, I’ve had the privilege of working with renowned brands like Hilton, IHG, and Tamara Leisure Experiences.

These roles allowed me to lead diverse marketing initiatives, from launching properties to executing campaigns that significantly impacted growth and visibility.

Joining Rosetta Hospitality felt like a natural progression. The brand’s vision for growth, its exciting projects in the pipeline, and its commitment to luxury, sustainability, and personalized guest experiences resonated deeply with me.

Rosetta is also a people’s company, which adds a unique dimension to its appeal. As the Head of Marketing and PR, my role is not just about enhancing visibility—it’s about shaping Rosetta into a brand that redefines innovation and sets benchmarks for excellence in the hospitality industry.

Rosetta Hospitality has been known for its innovative marketing strategies. How does the brand leverage digital platforms to engage with its audience, and what role does digital play in driving brand visibility and loyalty?

Abhra Guhathakurta: At Rosetta Hospitality, digital platforms are central to how we connect with our audience.

From the very beginning, we’ve focused on creating content that resonates with travellers by showcasing the unique experiences we offer. Through engaging images, videos, and stories, we bring our properties to life online.

Social media plays a pivotal role in building brand visibility and engaging with our audience. Platforms like Instagram and Facebook allow us to share our stories, highlight guest experiences, and showcase the unique charm of our properties.

We actively leverage user-generated content in both photo and video formats, as it adds authenticity and builds trust with potential guests.

Influencer marketing is another key element of our strategy, where we collaborate with travel and lifestyle influencers to expand our reach and connect with new audiences.

Our website serves as both a booking platform and an informational tool, providing users with easy access to explore our offerings and plan their stays.

Through consistent and engaging digital efforts, we aim to not just enhance visibility but also foster deeper connections with our audience, ensuring that every interaction leaves a lasting impression.

What are some of the new demands or preferences from consumers that you’ve noticed since the pandemic, and how has Rosetta tailored its offerings or marketing strategies to address them?

Abhra Guhathakurta: The pandemic has undeniably reshaped traveler preferences, with a noticeable shift towards health-conscious choices, regional travel, and wellness-oriented experiences.

At Rosetta Hospitality, we’ve adapted our offerings and marketing strategies to align with these evolving demands, ensuring we meet and exceed guest expectations.

Focus on Health: Travelers today prioritize healthy and organic food options, seeking transparency about what they consume. At Rosetta, we emphasize our farm-to-fork approach, showcasing the use of fresh, organic produce from our in-house polyhouse.

By incorporating vegetables and fruits grown on-site into our dining experiences, we provide guests with meals that are not only delicious but also rooted in health and sustainability. This approach is highlighted across our marketing platforms to appeal to health-conscious travelers.

Demand for Local Travel: With a preference for destinations closer to home, regional and domestic travel has seen a significant boost.

Our marketing campaigns focus on “drive-to” destinations, emphasizing the convenience and accessibility of our properties. For instance, Sakleshpur, just a three-hour drive from Bengaluru, has become a popular getaway for city dwellers.

Similarly, Goa is also drivable from major cities like Mumbai and Bangalore. By tailoring our messaging to highlight proximity and the ease of reaching our locations, we cater to this growing trend.

Emphasis on Wellness: Wellness-focused experiences, including spa packages, are increasingly in demand as guests seek relaxation and rejuvenation.

At Rosetta, we spotlight our wellness facilities and curated wellness packages in our marketing efforts.

By integrating these offerings into our storytelling, we connect with travelers looking for experiences that help them unwind and recharge in serene natural surroundings.

Family-Oriented Vacations: Families now seek resorts that offer a wholesome experience for all age groups, with child-friendly amenities and engaging activities. At Rosetta, we’ve positioned Rosetta Engage, our expansive activity center, as a key highlight for family vacations.

We ensure that every member, regardless of age, finds something to enjoy. Our marketing campaigns on social media often feature these aspects, creating appeal for families planning their holidays.

Through these strategic adjustments, we’ve not only addressed post-pandemic demands but also reinforced our commitment to providing personalized and meaningful experiences for all our guests.

What are some key trends you foresee shaping the future of luxury hospitality? How is Rosetta preparing to adapt to these changes and stay ahead of the competition?

Abhra Guhathakurta: At Rosetta Hospitality, we are mindful of the latest trends in luxury hospitality, such as sustainability, personalized experiences, and wellness.

However, we believe that maintaining a strong focus on the basics of hospitality is essential.We pay careful attention to details like our F&B offerings, soft services, and tangible luxuries.

For example, we ensure that our showers are set at 3 bar pressure for guest comfort, and we provide 400-thread count bedsheets to enhance the overall quality of rest.These small but important aspects contribute to a luxurious and comfortable guest experience.

One of our key strengths has been our ability to bring together individuals from diverse backgrounds and equip them to consistently deliver the Rosetta experience.

However, we recognize that securing qualified manpower will be one of the biggest challenges in the future. To address this, we are implementing programs such as structured induction training, continuous learning, and leadership development initiatives.

Looking ahead, we plan to establish the Rosetta Academy of Excellence, headquartered at Rosetta Sakleshpur, to nurture and develop the next generation of hospitality professionals.

While we integrate trends such as farm-to-fork dining and regional authenticity in our offerings, we continue to focus on enhancing the overall guest experience by providing a blend of luxury and comfort that truly reflects our commitment to excellence in hospitality.

This balance helps us stay ahead of trends while ensuring that the fundamentals of hospitality remain our top priority.

As a marketing expert, what advice would you give to emerging brands in the hospitality sector looking to establish a strong, lasting presence in the competitive luxury market?

Abhra Guhathakurta: For emerging brands, the key is to understand your audience deeply and deliver on their needs consistently.

Start by defining your unique value proposition—what sets you apart from competitors—and ensure that it’s reflected in every touchpoint of the guest journey.

Invest in digital platforms early on, as they offer cost-effective ways to build visibility and engage with your audience.

Focus on storytelling that’s authentic and aligns with your brand values. Also, prioritize guest feedback; it’s an invaluable tool for refining your offerings and strengthening loyalty.

Finally, remember that luxury isn’t just about opulence—it’s about creating meaningful, personalized experiences.

If you can consistently deliver moments that resonate with your guests, you’ll build a brand that stands the test of time.

Abhra Guhathakurta’s vision for Rosetta Hospitality highlights the evolving landscape of luxury travel, where personalization, wellness, and sustainability take center stage.

As the brand adapts to changing consumer preferences and technological advancements, Abhra’s insights provide valuable lessons for emerging hospitality brands.

His approach to blending traditional hospitality values with innovative marketing strategies ensures that Rosetta remains a leader in creating exceptional guest experiences, positioning the brand for long-term success in the luxury market.

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