In recent times, a noticeable shift has emerged in the target market of five-star hotels in the country. Traditionally, these hotels primarily catered to the upper class, individuals whose purchasing power far exceeded that of the average middle-class population. However, the current landscape reflects a significant change, as five-star hotels are increasingly focusing on attracting middle-class customers.
Particularly during festive seasons such as Eid, Pahela Baishakh, and Ramadan, hotels are introducing a range of attractive and relatively affordable offers. As a result, middle-class consumers are now able to enjoy the services and ambience of five-star establishments within a limited budget.
During Ramadan, various banks have partnered with hotels to offer promotions such as "Buy One, Get Four," which have received an overwhelming response from customers. For instance, if a buffet Iftar and dinner package is priced at BDT 10,000, such offers effectively reduce the cost per person to approximately BDT 2,500. Considering the current inflationary pressure, where dining at a quality restaurant can cost a similar amount, these deals have become highly appealing to middle-class consumers.
Similarly, on the occasion of Pahela Baishakh, renowned hotels such as Radisson, Westin, and Pan Pacific Sonargaon have introduced special packages. Entry opportunities have been offered at around BDT 2,000, along with traditional food items, making the experience accessible to a broader segment of society. In contrast to overcrowded public spaces-where families and couples often struggle to enjoy a comfortable experience-these hotels provide a safe and pleasant environment for celebrating such occasions.
This strategy, in my view, is not merely aimed at boosting short-term sales but reflects a well-planned initiative to develop a new customer base in the long run. Many individuals are experiencing five-star hospitality for the first time, leading to positive impressions and a growing inclination to return.
Moreover, hotels are creatively utilising their underused spaces such as lobbies and open areas to generate additional revenue. This ensures optimal resource utilisation while also contributing positively to the overall economy through increased transactions.
Overall, it can be said that this evolving marketing strategy of five-star hotels is not only making luxury services more accessible to the middle class but is also playing a significant role in the expansion of the service sector.
Md. Zakaria, FAVP, NCC Bank PLC
zak.dufbs15@gmail.com
