Aerocity: Micely done

It is 2011. Wild plants add some greenery to the muddy 45 acres of uneven barren land near Indira Gandhi International (IGI) Airport. On this, plots are roughly marked out with bare poles. Some have rags tied around them as some sort of indication for the land owner, others are demarcated by tin fences. Unfinished buildings lay bare within. In the distance a red-tailed aeroplane is taking off. These are the only signs of civilisation in New Delhi’s Aerocity. There is, however, no sign of any ongoing work. Everything seems to have come to a standstill.

The area is under scrutiny by the Delhi Police and the Bureau of Civil Aviation Security. Location of the Aerocity project is a security concern as it is less than a kilometre from IGI Airport and a stone’s throw from Aviation Research Centre of the Research and Analysis Wing.

Less than a decade ago, the Delhi Aerocity project was proposed by GMR Group-led Delhi International Airport (DIAL) to be a one-stop-shop near IGI Airport with a large inventory of rooms, F&B options, and event and meeting spaces. Anticipating a promising future in Aerocity, hospitality groups invested in properties here, only to be met with opposition from authoritative security departments later. Thereafter, on persistent requests from investors, high ranking officials from various government departments formed a committee to dig deeper into the pros and cons of the Aerocity project. They must have seen more positives than negatives, because finally in the second half of 2013 this hospitality project saw the light of the day. A list of security measures was prepared, which each one of the hotels to be constructed here should adhere to. Some of these instructions include bullet-proof windows, sensor devices on windows, limited access to rooftops, sophisticated security gadgets in runway–facing rooms and CCTV cameras monitoring the entire property at all times.

Thus, with the appropriate measures in place, began the journey of Aerocity as India’s MICE destination.

FACILITIES

In November 2013, one of the first properties to open in Aerocity was JW Marriott New Delhi Aerocity. At its soft launch, the general manager Balan Paravantavida said,  “We firmly believe that the hotel will become the most sought-after venue for the business and MICE segment in New Delhi. With the scope of the Aerocity project, and the facilities it would provide on a whole to its corporate visitors, it’s an easy guess that any hotel to open here would have a promising future.

Today, if you’re on your way to IGI Airport by road, about ten minutes before arriving at the terminal, you will notice a neatly arranged hospitality block, with more than ten hotels within a 2km radius. Brands include Novotel, Pullman, ibis, Lemon Tree and Andaz. Among them; there are financial institutes, office spaces in mixed use commercial towers, and a few independent eateries too.”

Worldmark that practically lies in the centre of Aerocity has about 65,032 sqm of retail space, 13,936 sqm of F&B outlets, several event spaces and 74,323 sqm of office space. During weekends, visitors can enjoy live entertainment in designated areas within the three towers and the premise that holds them. On its website (worldmark.co.in), it describes itself as:  “The only corporate cum leisure address in the high-end hospitality district of Aerocity in New Delhi [among] the crème of 5-star luxury hotel chains of the world and 4-star business hotels.” Worldmark also offers an amphitheatre for events, an auditorium, wellness studios, banquet facilities, day care/crèche, well equipped conference rooms and a gym amongst the many services to open here.

On closer look, Aerocity is a good fit for MICE groups. Combining all hotels here, the room inventory crosses 4,500 units, event spaces and meeting facilities amount to more than 12,000 sqm and the number of F&B options, including those at Worldmark are in abundance. Besides, with a bouquet of hotels within walking distance of each other, each with an in-house spa and swimming pool, Aerocity has plenty of relaxation alternatives too.

INITIATIVES

In April 2016, TMF Dialogue Marketing, in partnership with Andaz Delhi, JW Marriott New Delhi Aerocity, and Pullman and Novotel New Delhi Aerocity launched AEROCITY.events.  “It is a project designed on the lines of a convention bureau to help boost the destination as an accessible and comprehensive events’  hub,”  is how TMF Dialogue Marketing’s director, Karishma Hundalani, the co-brainchild behind this project explains its concept.

Contact points listed on its website (aerocity.events) for each of the three co-founding hotels are trained to  “offer impartial advice in planning a MICE or social event in this pulsating region,” adds Hundalani. With a vision to up the game of the events industry in India, AEROCITY.events is working on bringing on-board other major players located here, such as hotels opened or scheduled to open in Aerocity, IGI Airport and Worldmark, to name a few. Pride Plaza and ibis are the newest members to join AEROCITY.events. The final aim is to get all participants from the area to collectively market themselves as a whole to events that haven’t noticed Delhi, ergo Aerocity, for its potential yet.

To achieve this, Hundalani says, “AEROCITY.events has been marketed to the meetings, incentives, events and wedding planners, professional congress organisers, private groups and organisations. We have also participated in international MICE congresses and exhibition platforms like IMEX Frankfurt 2016, IMEX America 2016, IBTM Arabia 2017 and IMEX Frankfurt 2017. To add an engagement quotient at these forums, AEROCITY.events has, for example, specially curated tasting sessions of the finest Indian whiskies. We also engage with our consumers through our social media channels, Facebook and Twitter.”

ADVANTAGES

Using his own property as an example, Tristan Beau De Lomenie, the director of operations luxe India and general manager delegate of Pullman Novotel New Delhi Aerocity says,  “Aerocity is an ideal location to launch Pullman-Novotel as it is in close proximity to the Indira Gandhi International Airport and it is within (one-hour) driving distance from the prominent business hubs of Gurugram and New Delhi. Its easy connectivity with South Delhi and Gurugram (in opposite directions from Aerocity) by road as well as by the Delhi Metro has made it popular with travellers. And because of the hotels’ close proximity to the domestic and international airports, we see high MICE traffic that maintains steady levels of occupancy throughout the year.”

Aerocity is equidistant from business districts in Gurugram and South Delhi and the location makes sense only if you have meetings scattered around the capital. Taking into account Delhi’s infamous traffic snarls and long distances, Aerocity wouldn’t be helpful if most part of your stay involves moving around largely in either Gurugram or in South Delhi. Both locations are equally populated with a cluster of recreational venues such as Cyber Hub in Gurugram and Khan Market in South Delhi. But they also lack the structuring of Aerocity where venues are easily accessible by foot, within an organised block, and where infrastructure is better laid out than in the rest of the city.

Being close to the airport, hotels in Aerocity say that they also receive a sizeable number of business travellers who check-in just for the day. This means, they may arrive in the morning, freshen up, conduct their meetings through the day, and use the hotel room again before catching their evening flight.

As for stays longer than a day, the ratio of Indian to foreign travellers varies per property. For example, while JW Marriott and Andaz say that they receive an equal number of domestic and international travellers, Pullman-Novotel says for every three Indian travellers, one is a foreign traveller, whereas the foreign to Indian traveller ratio at Lemon Tree Premier is 8:2.

Sukhbeen Tara, the general manager at Lemon Tree Premier adds that MICE groups make up a good chunk of business there.  She says, “For us, about 18-20 per cent of our business relies on MICE groups. This translates to about 35-40 MICE groups a year. Like many other Aerocity hotels, apart from members of AEROCITY.events, Lemon Tree Premier too helps organise activities for corporate groups. All our packages for MICE are custom-made to meet clients’ budgets. They include anything from fun activities and games to cocktail dinners. We also curate itineraries for their visits to the city’s important landmarks and famous tourist spots.”

Andaz Delhi is not even a year old, and its general manager Heddo Siebs is already positive of the scope of business it will receive from the MICE segment. “MICE is definitely going to be a huge driving factor for us. And, even though we only opened a few months back (January 2017) we are extremely positive about the response and the opportunities within this segment.”  When asked why he feels so strongly about this particular segment, he says, “There is no place in India with so many hotel rooms in different categories available within walking distance of each other. It has 9,290 sqm of newly built events spaces, it’s almost zero miles away from the airport, and is in a secure zone such as Aerocity.”

In the wake of frequent terror attacks and hate crimes worldwide, Tristan agrees that having a hotel in a high-security area is  “most certainly an added advantage because we ensure the maximum safety and security of our guests and are equipped with the latest best practices in safety and security. The facilities provided to the guests are based on international best practices, making us extremely competitive. The guests staying with us feel safe.”

Below is a list of hotels in Aerocity, that are no more than a 15-minute walk from each other at the most.

Andaz Delhi; delhi.andaz.hyatt.com

• 401 rooms and suites, and 129 apartments.
• There are eight meeting rooms (51 sqm to 168 sqm) and one ballroom (1,002 sqm) that can be divided into two parts.
• There is also an exclusive auditorium for private screenings.
• Internet rates for a base category room in mid-December started from ₹15,250.

Holiday Inn New Delhi International Airport; ihg.com/holidayinn

• 278 rooms and suites.
• The 752 sqm meeting space has four meeting rooms that can hold from ten to 32 people; the ballroom can be divided into three and has a total capacity for 400 delegates.
• Internet rates for a base category room in mid-December started from ₹7,938.

ibis New Delhi Aerocity Hotel; accorhotels.com

• 445 rooms.
• The 18 sqm boardroom can seat seven people, and the three meeting rooms that range from 53 sqm to 169 sqm in size can be combined to accommodate a total of 150 people.
• Internet rates for a base category room in mid-December started from ₹5,039.

JW Marriott New Delhi Aerocity; marriott.com

• 523 rooms and suites.
• There are seven conference rooms (60 sqm to 113 sqm) spread across two levels, two boardrooms and one ballroom (1,210 sqm) that can be divided into four sections.
• Internet rates for a base category room in mid-December started from ₹13,978.

Lemon Tree Premier Delhi Airport; lemontreehotels.com

• 280 rooms and suites.
• The boardroom can seat 12 people and the two conference rooms can hold 40 to 66 people.
• Internet rates for a base category room in mid-December started from ₹8,360.

Pride Plaza Hotel Aerocity; pridehotel.com

• 385 rooms.
• The Imperial room can be divided into three to hold 125, 150 and 300 people, the Chancery room can be split into two equal sections for 70 people each, and the Senate multi-function room can hold 60 people.
• Internet rates for a base category room in mid-December started from ₹8,554.

Pullman Novotel New Delhi Aerocity; novotel.com, pullmanhotels.com  

• Pullman has 270 rooms and suites.
• Novotel has 400 rooms and suites.
• Both brands share a common meeting space that has 13 conference rooms (33 sqm to 146 sqm), three boardrooms and one Peacock ballroom (1,181 sqm), which can be divided into three parts.
• Internet rates for a base category room in mid-December started from ₹9,999 for Pullman and ₹7,499 for Novotel.

Red Fox Hotel; lemontreehotels.com/red-fox-hotel

• 207 rooms and suites.
• There is just one conference room on the property — 124 sqm — with a capacity for 80 people.
• Internet rates for a base category room in mid-December started from ₹4,587.

Aloft New Delhi Aerocity; starwoodhotels.com/alofthotels

• The property will open on March 1, 2018.
• There will be one ballroom that can be sectioned into three parts of 200 sqm each, the two function rooms are sized at 75 sqm each, and the four conference rooms are 50 sqm each.