Vikram Singh is the Head of Digital Marketing at ITC Hotels, where he spearheads digital transformation and innovation to craft data-driven, guest-centric ecosystems that enhance brand equity, drive direct bookings, and deliver measurable business impact. With over 18 years of experience across hospitality, advertising, and technology, he has led digital excellence at Hyatt Hotels, OYO, and Wieden+Kennedy—partnering with global brands like Nike, Audi, and Airbnb.

In the interview, Vikram shared his perspectives on shaping the future of luxury hospitality through intelligent personalization, the fusion of creativity and technology, and building digital experiences that are as intuitive as they are inspiring.

Having led digital marketing for some of India’s most recognized hospitality brands, what key lessons from your journey continue to guide how you shape ITC Hotels’ digital strategy today? 

At the heart of any great digital strategy in hospitality is a simple idea: put the guest first. It’s not just about adding tech for the sake of it—it’s about making every part of the guest journey smoother and more enjoyable. Strengthening your own platforms, like your website and app, gives you more control over the guest experience, data, and profits. Loyalty programs should go beyond points and perks—they should create meaningful, personalized experiences.

Instead of thinking in short-term campaigns, it’s time to design for the full guest journey—from the moment they discover your brand to after they check out. Data plays a big role here, but it’s only useful if it helps you understand your guests better and serve them smarter. And to make it all work, marketing, tech, and operations need to work hand in hand. The goal? Stay innovative, but always stay true to your brand’s promise.

Luxury hospitality thrives on scale and personalization. Where do you see digital creating the strongest opportunities to craft memorable guest experiences, and how are you addressing the challenges of delivering them consistently?

Digital tools now let luxury hotels offer personalized experiences to many guests at once. This is key to building loyalty and encouraging direct bookings. Whether it’s a custom offer or a tailored message, personalization starts with knowing your guests—what they like, what they need, and when they need it.

The best moments to connect are often before the guest even arrives—through apps, emails, or loyalty programs. But keeping the experience consistent across all channels can be tricky. That’s where smart systems like CRMs and real-time marketing tools come in. But remember, personalization isn’t just about tech—it’s about making guests feel understood. When done right, it turns every interaction into something special, boosting satisfaction and loyalty.

Digital transformation has touched every part of hospitality. In your view, which areas have embraced it most effectively, and where do you see the greatest scope for innovation?

Hotels have come a long way with online bookings, mobile check-ins, and loyalty apps. But the next big leap is about creating seamless, personalized experiences. Imagine using data and AI to predict what a guest needs before they even ask—and delivering it in real time.

Your website and app shouldn’t just be for transactions—they should feel like personal concierges. There’s also a big opportunity in empowering your staff with digital tools that give them guest insights and service tips. The real magic happens when technology feels human—warm, helpful, and intuitive. The future is about blending smart automation with genuine care.

Creativity is essential for standing out, while brand reputation is non-negotiable for a legacy brand like ITC Hotels. How do you strike the right balance between the two in your marketing approach?

In a crowded market, creativity helps your brand stand out. But trust is what keeps guests coming back. The key is to tell bold, engaging stories that still reflect your brand’s values. Whether it’s through your official communication, influencers, immersive videos, or social media, your content should be exciting—but always on-brand.

Your website and app should be more than just booking tools—they should showcase your brand’s personality. To protect your reputation, you need clear brand guidelines, quick content checks, and real-time feedback. Data can guide your creative choices, showing what works and where to try something new. Be brave, but stay true to who you are.

Your experience spans automobiles, FMCG, entertainment, and now hospitality. How has this cross-industry exposure helped you design more holistic digital strategies, and what makes hospitality uniquely challenging or rewarding?

Every industry comes with its own set of challenges and opportunities. As a digital marketer, I’ve always focused on staying agile—aligning with business goals and drawing insights from the data we gather across platforms. That approach holds true across sectors, but hospitality stands apart in one important way: it’s deeply emotional. You’re not just selling a product—you’re helping create lasting memories for your guests. That’s why digital strategy in this space needs both precision and empathy. Use data to personalize, but never lose the human touch.

Experience from other industries brings fresh thinking to areas like loyalty, content, and performance marketing. But what makes hospitality special is how quickly you see the impact of your work—in real guest moments. That immediacy makes it one of the most fulfilling spaces to work in.

Looking ahead, how do you see AI and data-driven personalization redefining luxury hospitality marketing over the next 3–5 years?

In the next few years, AI will reshape how we connect with guests. We’re moving from broad segments to truly personalized journeys—thanks to smart data, dynamic content, and conversational AI. Your website and app will become intelligent platforms that adapt to each guest’s needs.

Loyalty programs will become more like personal assistants, offering tailored rewards and content. But as we automate more, we must stay human. Guests still want to feel seen and valued. That’s why ethical data use and transparency are so important. The future of hospitality is about using AI to enhance empathy—not replace it. When done right, it leads to deeper connections, stronger loyalty, and unforgettable experiences.

Note: Opinions expressed herein are personal and do not represent the official stance of the brand/company or its leadership.