Chapter 16: Navigating Competition.
The early 2010s saw Pakistan's hospitality industry transform into a competitive battlefield. The Hashwani Group, a household name in luxury accommodations through its Pearl Continental and Marriott brands, faced rising threats from both international hotel chains entering the market and local startups targeting niche demographics. It was a defining moment for the group, one that required sharp strategy, swift innovation, and bold decision-making to maintain its dominance.
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The Growing Threat
At the Hashwani Group's headquarters in Karachi, Imran Hashwani, the group's COO, sat with his team in the boardroom. A detailed market analysis report lay open on the table, its figures underlined in red ink.
"This is what we're dealing with," Imran said, his voice tight. "Hilton is planning to open two properties in Lahore and Karachi. Hyatt has signed deals for Islamabad. That's on top of local players like Luxus Grand expanding aggressively in the mid-tier market. If we don't act, they'll start eating into our market share."
Sarah Hashwani, Imran's sister and head of marketing, nodded thoughtfully. "They're leveraging digital platforms to reach customers more effectively," she noted. "Their online booking systems are seamless, their social media campaigns engaging, and their loyalty programs are innovative."
"What's our biggest weakness?" Sadruddin Hashwani, the patriarch of the family and chairman of the group, asked from the head of the table. His tone was calm but commanding.
"Our digital presence," replied Sarah. "We're not maximizing online booking platforms, and our social media engagement is outdated. Customers, especially younger ones, are looking for convenience and interaction. We need to evolve."
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Strategic Responses
To tackle these challenges, the group devised a multi-pronged strategy involving acquisitions, new investments, and partnerships.
Acquisition of Boutique Hotels
One of the key decisions was to acquire boutique hotels in tourist-heavy regions like Skardu, Hunza, and Swat. These properties would cater to eco-tourism and adventure travelers, an emerging market segment in Pakistan.
At a meeting with his executive team, Sadruddin laid out his vision. "The hospitality landscape is changing. While luxury will always be our core offering, we must diversify. Acquiring boutique hotels allows us to tap into the growing demand for unique, personalized experiences. We must act quickly before others claim these opportunities."
The team agreed, and within months, the Hashwani Group acquired three boutique hotels, rebranding them under the Pearl Continental umbrella while retaining their unique charm.
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Investments in Technology
Another cornerstone of their strategy was upgrading their digital infrastructure. Sarah spearheaded this initiative, hiring a team of tech-savvy professionals to revamp the group's website, develop a user-friendly mobile app, and integrate advanced booking systems.
During a strategy session with her team, Sarah emphasized, "We're not just updating our website; we're creating an entire digital ecosystem. Customers should be able to book rooms, arrange transportation, and even customize their stays with a few clicks. Convenience is the key."
The new platform launched six months later to rave reviews, with a significant uptick in online bookings and positive customer feedback.
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Partnerships with Global Brands
To strengthen their position against international competitors, the Hashwani Group deepened its ties with Marriott International, exploring opportunities for co-branded properties.
In a pivotal meeting in Dubai, Imran met with Marriott executives, including Michael Garrison, their regional director for the Middle East and South Asia.
"Pakistan has untapped potential," Imran said, presenting a detailed report. "While security concerns have discouraged some investors, the market is ripe for growth. Our existing properties are a testament to what's possible."
Garrison leaned forward, clearly intrigued. "We've been impressed with your group's resilience and operational excellence. Let's explore a partnership for properties in emerging cities like Faisalabad and Peshawar. If we combine Marriott's brand power with your local expertise, the results could be groundbreaking."
The partnership was finalized within weeks, resulting in the announcement of two new Marriott properties in Pakistan.
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The Role of Digital Marketing
Sarah knew that even with acquisitions and partnerships, the battle for dominance would ultimately be won online. She worked with her team to launch a series of digital campaigns aimed at rebranding Pearl Continental and Marriott as symbols of modern luxury and cultural pride.
Social Media Campaigns
One of the most successful campaigns was titled "Explore Pakistan with PC," showcasing the country's natural beauty through the lens of Pearl Continental's properties.
At a brainstorming session with her marketing team, Sarah explained, "Our goal is twofold: to promote domestic tourism and position PC as the gateway to Pakistan's treasures. We'll use Instagram and YouTube to share high-quality visuals and stories that inspire wanderlust."
The campaign was a hit, generating millions of views and significantly boosting bookings at PC properties in scenic locations.
Influencer Collaborations
The group also collaborated with travel influencers and bloggers to reach younger audiences. These influencers shared their experiences at PC hotels, highlighting everything from gourmet dining to personalized service.
"We're not just selling rooms; we're selling experiences," Sarah said during a meeting with the influencers. "Show your followers what makes staying with us unforgettable."
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Challenges Along the Way
Despite their efforts, the group faced obstacles. Competitors slashed prices, making it harder for the Hashwani Group to maintain its premium positioning. Additionally, operational challenges arose as the group expanded into new markets.
During a tense meeting with his executive team, Sadruddin addressed these issues head-on.
"We can't compromise on quality," he insisted. "Our customers are loyal because they trust us to deliver excellence. Cutting corners isn't an option. Instead, we need to find creative ways to add value without inflating costs."
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Triumph Over Adversity
By the end of the decade, the Hashwani Group had not only survived but thrived. Their acquisitions, partnerships, and digital innovations positioned them as leaders in a rapidly evolving industry.
At a celebratory dinner with his family and senior executives, Sadruddin reflected on the journey.
"This wasn't just about staying in business," he said. "It was about proving that with vision, determination, and adaptability, we can overcome any challenge. Our story is far from over."
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Exciting Questions for Readers
1. How can legacy brands innovate without losing their core identity?
2. What role does digital transformation play in modern business success?
3. Can traditional family businesses effectively compete with global giants?
Author's point of view.
The Hashwani Group's journey through this era underscores the importance of resilience, adaptability, and a commitment to excellence in navigating competition. Their story is a testament to the power of strategic vision and unwavering determination.