Jit Bose, Vice President – Commercial at GRT Hotels & Resorts, shared with our reporter how he’s shaping a future-forward commercial strategy rooted in personalisation, sustainability, and innovation. From leading 22 hotels across 18 cities to championing AI-powered pricing, pet-friendly policies, and eco-conscious practices, he’s redefining hospitality .
Q – Can you walk us through the various aspects of your role as VP of Commercial and how they unfold throughout the day?
A – As a Commercial Leader, my day is a dynamic blend of strategic planning, cross-functional collaboration, performance analysis, guest engagement, and market outreach. I begin by reviewing daily revenue reports and key performance indicators to gauge current performance and address any pressing concerns. My schedule includes meetings with teams across revenue management, sales, marketing, and operations to align on strategy and ensure smooth execution.
Much of my time goes into market analysis, client engagement, and aligning strategies across our 22 hotels in 18 cities —including our four Radisson franchise Hotels. I value strong relationships and regularly visit markets and properties to stay connected with clients and teams.
Jit Bose
Vice President – Commercial, GRT Hotels & Resorts
Q – What emerging trends in the hotel industry excite you the most, and how do you plan to capitalise on them?
A – I’m particularly excited by the shift toward hyper-personalization in hospitality. Today’s guests seek thoughtful, curated moments—and we’re leveraging data and feedback to elevate every touchpoint of the guest journey. Wellness is also rapidly catching on, with more people becoming mindful of their well-being. We’ve introduced the GReaT Sunshine Breakfast, rich in Vitamin D to boost immunity, and offer unique experiences like Chennai’s only traditional Turkish Hammam. Sustainability continues to be a key focus—we’ve eliminated single use plastic and embraced local sourcing. Technology, especially AI-driven tools, is helping us enhance convenience and service quality. These trends not only energize me as a leader but also align beautifully with our brand’s promise of more.
Q – With the rise of digital platforms, how do you leverage technology to enhance revenue, guest engagement, and direct bookings?
A – We take a multi-pronged digital approach to drive revenue and guest engagement. Our website offers a seamless booking journey with exclusive deals to promote direct bookings. We use data analytics to understand guest behaviour and personalize offers, while CRM systems help us engage meaningfully before, during, and after each stay. Social media platforms allow us to connect, respond, and showcase our brand story in real time. Strategic investments in SEO and digital ads enhance visibility and reach. Together, these tools create an integrated, guest-centric experience that boosts loyalty and ensures we remain competitive in a digital-first landscape.
Q – How do you ensure that commercial strategies align with employee engagement and service excellence? (People-First Leadership & Organisational Culture)
A – At GRT Hotels & Resorts, we believe our people are our greatest asset. Our commercial strategies are rooted in a people-first approach, where open communication, transparency, and shared goals form the foundation. We invest in regular training and development to empower our teams, ensuring they have the tools and confidence to deliver exceptional service. Recognition and engagement plays a big role in motivating performance and reinforcing a culture of excellence. Many of our team members have grown with us over the years, reflecting our commitment to internal growth. By nurturing a positive work environment, we ensure that strategy and service go hand in hand.
Q – How do you differentiate GRT Hotels and Resorts from competitors in an increasingly competitive hotel market?
A – We stand out by offering a distinctive blend of authentic local experiences, personalized service, and exceptional quality along with value. Our properties celebrate regional heritage through design and curated guest experiences, creating a true sense of place. We are also known for our outstanding F&B offerings, from award-winning concept restaurants to thoughtfully curated menus that reflect both local and global tastes. Our versatile banquet halls and event spaces add another layer of value, making us a preferred choice for both business and social gatherings. Backed by deeply personalized service and consistent quality across touchpoints, GRT Hotels & Resorts offers an experience that’s warm, memorable, and meaningfully different in today’s competitive hospitality landscape. Our diverse hotel brands are unique are market leaders in their respective categories by ensuring we deliver our brand promise of ‘More’.
Q – What role does guest loyalty play in your commercial strategy, and how do you drive repeat business through personalised experiences?
A – Guest loyalty is a cornerstone of our commercial strategy at GRT Hotels & Resorts. We believe that meaningful, personalized interactions are the key to driving repeat business. Through advanced CRM tools and data analytics, we gain deep insights into guest behaviour and preferences, allowing us to tailor offers, communications, and services. We recognise returning guests with thoughtful touches—like welcome amenities and curated experiences that reflect their past stays. This attention to detail not only enhances satisfaction but also builds emotional connection and trust, encouraging guests to return and advocate for our brand.
Q – How do you balance revenue growth with sustainability initiatives in the hotel sector?
A – We see sustainability not as a cost but as a catalyst for revenue growth. By seamlessly integrating eco-friendly practices into our core operations, we reduce operational expenses, build stronger guest loyalty, and attract a growing community of environmentally conscious travellers.
For example, we’ve eliminated plastic water bottles across all our properties by setting up in-house bottling plants that provide purified alkaline water in reusable glass bottles. We’ve also replaced single-use plastic toiletries with elegant, refillable dispensers—minimizing waste while maintaining a premium guest experience.
Our initiatives are promoted across digital platforms and on-property touchpoints, turning sustainability into a powerful brand differentiator. Crucially, every action is aligned with our revenue and guest satisfaction goals—ensuring that sustainability not only reflects our values but also enhances our commercial performance.
Q – What role do AI and automation play in shaping the future of commercial strategies in hotels, particularly in pricing and guest personalisation?
A – AI and automation are integral to the evolution of commercial strategy in the hospitality industry, particularly in pricing and personalization. At GRT Hotels & Resorts, we use AI-driven tools to analyse real-time data, allowing us to dynamically adjust pricing based on demand patterns, competitor movements, and market conditions—maximizing revenue potential. On the guest experience front, AI enables us to anticipate preferences and craft personalized journeys through tailored recommendations and proactive communication. Automation simplifies operational workflows such as booking confirmations, check-ins, and service requests, empowering our teams to focus on meaningful human interactions.
By embracing these technologies, we enhance efficiency, boost revenue, and deepen guest engagement with intelligent, intuitive service.
Q – How do your commercial strategies directly impact and enhance the guest experience at GRT Hotels and Resorts?
A – Our commercial strategies are firmly rooted in enhancing the guest experience. Every decision—from pricing models to promotional offers—is thoughtfully crafted to deliver exceptional value and convenience. We leverage dynamic pricing to remain competitive while creating personalized packages that cater to individual guest preferences. All our properties are proudly pet-friendly, positioning us as a top choice for pet parents and families seeking memorable getaways with their furry companions.
We also stay ahead of the curve by continuously researching emerging trends to curate unique experiences in wellness, food & beverage, and immersive hospitality offerings. Our Divine Darshan offers across our Hotels are extremely well received due to the carefully crafted itineraries and thoughtfully curated inclusions.By aligning our revenue strategies with a deeply guest-centric approach, we not only elevate satisfaction but also drive repeat business, foster brand loyalty, and generate positive word-of-mouth—transforming commercial success into lasting guest delight.
Q – How does your team navigate challenges such as fluctuating demand, economic downturns, or changing travel behaviors?
A – For our team, adaptability is key. Our revenue teams respond swiftly to market shifts with dynamic pricing, targeted promotions, and cost-efficient strategies. Diversifying revenue streams and embracing digital innovation keeps us agile. Flexible booking, payment options and scenario planning strengthen our resilience. Having weathered challenges like COVID-19 and natural calamities, our team is well-equipped to lead with confidence through disruption.
Q – What is your vision for the future of hotel commercial strategy, and how do you see GRT Hotels and Resorts leading the way?
A – Our vision for the future of hotel commercial strategy is rooted in a seamless fusion of technology, personalization, sustainability, and people-first culture. AI, automation, and data analytics will continue to drive revenue optimization and hyper-personalized guest experiences. At GRT Hotels & Resorts, we are not only embracing this shift—we are leading it. We’re investing in intuitive digital platforms, streamlining operations, and curating meaningful moments across every guest touchpoint.
Sustainability is integral to our identity. From our in-house ZRO bottling plants with reusable glass bottles to replacing plastic amenities with refillable alternatives, and guaranteeing an AQI of 25 at Radisson Blu Hotel & Suites GRT Chennai—we’re walking the talk on responsible hospitality.
Our distinctive edge lies in our holistic guest offering: curated concept dining, saltwater pools, bespoke wellness experiences like the traditional Turkish Hammam, and a pet-friendly policy across all hotels.
We are also deeply committed to our people. Our long-serving teams have grown with us and are the heart of our service excellence. As we expand into strategic destinations with thoughtfully designed hotels, we aim to set new benchmarks in experiential Indian hospitality—blending innovation, care, and culture every step of the way.