Rubin Cherian, General Manager of Novotel Hyderabad Convention Centre & HICC, in an exclusive interview with Today’s Traveller, talks about his vision for redefining hospitality through integrated experiences, sustainable practices, and tech-forward event solutions.
With a deep commitment to operational excellence, guest personalization, and environmental responsibility, Rubin Cherian offers valuable insights into how NHCC & HICC is setting new benchmarks—transforming from a business-first venue into a holistic travel and event ecosystem that is both future-ready and rooted in service. Cherian discusses how the property is uniquely positioned as India’s leading MICE destination, the evolution of Hyderabad’s hospitality landscape, and the growing demand for lifestyle-led offerings.
TT Bureau: What sets Novotel Hyderabad Convention Centre & HICC, Hyderabad apart from other hotels in the city?
Rubin Cherian: Novotel Hyderabad Convention Centre & HICC is India’s leading integrated MICE destination, combining a world-class convention facility with a full-service international hotel in a single, purpose-built ecosystem.
We are not only prominent in Hyderabad but are nationally recognized for setting benchmarks in scale, infrastructure, and operational excellence.
Hyderabad International Convention Centre (HICC) is India’s first and only convention centre of its kind, designed from the ground up for large-scale events, not retrofitted. It remains the only venue in the country directly connected to a hotel. The 287-room Novotel Hyderabad Convention Centre links to HICC via an interconnecting walkway, enabling a seamless transition between room accommodation and event spaces. This integration significantly simplifies logistics, enhances delegate experience, and ensures efficiency across every touchpoint.
Spread across 15 acres, the complex operates as a complete MICE ecosystem. It combines business functionality with resort-style elements, offering green spaces, diverse dining, leisure amenities, and secure, walkable connectivity. This setting provides international delegates and event organizers a unique blend of productivity and comfort.
HICC features a pillarless 6,480 sq. meter main hall with a 12.5-meter ceiling, heavy rigging capability, and 37 versatile breakout rooms—catering to exhibitions, summits, and global conventions. Its hybrid-ready infrastructure, with AV, IT, and service pits every six meters, supports complex, high-impact events. Our independent digital platform (www.hicc.com) allows global planners to explore and plan virtually reinforcing our tech-first positioning.
Sustainability is at the core of our operations. Over 50% of our energy is sourced from solar power, our transport fleet is fully electric, and we’re among the first in the region to implement atmospheric water generation. These are built-in operational standards, aligned with global ESG expectations.
With over 200 large-format events annually and 75% of revenue driven by MICE, we are a trusted partner for delivering consistent, high-quality experiences. Our proven model of integration, scale, and innovation makes us the destination of choice for leading national and international events.
TT Bureau: How do you see the hospitality industry evolving in Hyderabad, and how is Novotel Hyderabad Convention Centre & HICC positioned to capitalize on these trends?
Rubin Cherian: Hyderabad’s hospitality landscape is evolving rapidly, from being a business travel hub to a vibrant destination for lifestyle, gastronomy, and celebration.
At Novotel Hyderabad Convention Centre & HICC, we are uniquely positioned to lead this transformation through scale, versatility, and guest-centric innovation.
Our 15-acre integrated complex offers one of India’s most comprehensive event infrastructures.
With vast indoor and outdoor spaces, we seamlessly host large-scale conferences, social galas, and destination weddings—often simultaneously. HICC remains India’s only purpose-built convention centre of this scale, directly connected to a 287-room international hotel via an indoor link—an advantage that eliminates event-day logistics and ensures a seamless guest experience.
We’ve elevated our positioning from being a business venue to a lifestyle destination. Weddings are a significant growth area for us—with multiple gardens, zoned venues, and curated bridal experiences that span from starlit vows to honeymoon stays. Our dedicated teams personalize every detail—from décor and entertainment to custom menus and wellness offerings—turning celebrations into immersive journeys.
In dining, we’ve built differentiated outlets that go beyond traditional hotel restaurants. Permit to Grill offers open-air grills and craft beverages; Le Café specializes in personalized cakes and deli-style indulgence; Food Exchange serves global cuisine with regional soul. These venues attract both resident guests and local patrons, making us a part of Hyderabad’s culinary map.
Outdoor catering has further expanded our footprint. From golf course socials to corporate offsites, we now take the NHCC experience off-property—handling everything from setup to service with the same precision and quality.
As Hyderabad grows as a tech, pharma, and cultural hub, guest expectations are shifting toward experiences, convenience, and personalization. Our integrated model, strong F&B identity, and resort-style campus give us a competitive edge. We’re also seeing increased demand for leisure-led stays and family-centric experiences—areas we’re actively growing through wellness, memberships, and curated lifestyle programming.
At NHCC & HICC, our approach is simple: adapt to evolving needs while delivering exceptional value across every guest touchpoint, whether it’s a CEO summit, a Sunday brunch, or a wedding under the stars.
TT Bureau: Hyderabad is rapidly becoming a multifaceted hospitality hub—where business, leisure, gastronomy, and celebration converge. As guest expectations evolve, the industry is moving beyond room stays and meetings to immersive experiences, and this is where Novotel Hyderabad Convention Centre & HICC holds a strategic edge.
Rubin Cherian: Hyderabad is quickly establishing itself as a vibrant destination where business, leisure, gastronomy, and celebrations blend seamlessly, and at Novotel Hyderabad Convention Centre & HICC, we’re leading this transformation. As the city becomes a preferred hub for global events, our approach goes beyond traditional MICE services, offering immersive and customized experiences that cater to evolving guest expectations.
NHCC & HICC is India’s first purpose-built convention facility, spreading across 15 acres of lush greenery. Our expansive, versatile spaces are designed to host a range of events, from intimate meetings to grand conferences with up to 6,000 delegates. This large footprint, combined with sophisticated infrastructure, positions HICC as a top-tier venue in the MICE sector. The venue’s architecture, characterized by seamless glass facades and lush green surroundings, creates a perfect backdrop for any event.
One of our distinguishing factors is the integrated experience we offer. Beyond hosting business events, we understand that today’s delegates often look for a blend of work and leisure. Our facilities cater to this need with a mix of dining, wellness, and entertainment options. From the global flavors at Food Exchange to the relaxed ambiance at Le Café, and exclusive outdoor dining options at Under the Mango Tree, we ensure that the culinary experience is as memorable as the event itself.
Additionally, we focus on sustainable practices that align with global expectations. From on-site water generation technology to solar power systems, our commitment to eco-friendly operations is central to the guest experience, ensuring that each event leaves a minimal environmental footprint.
Our dedicated team excels at curating personalized event experiences, whether it’s integrating local cultural activities into a conference program or tailoring the food and beverage offerings to suit specific dietary needs. This focus on customization and attention to detail ensures that no two events are alike and that every guest enjoys a distinctive and meaningful experience.
As Hyderabad’s prominence in the MICE sector continues to grow, Novotel Hyderabad Convention Centre & HICC remains the go-to destination for event organizers seeking a venue that delivers not just on size and facilities, but also on creating unparalleled, enriching experiences for delegates and guests.
TT Bureau: How do you see Novotel Hyderabad Convention Centre & HICC evolving to meet the changing needs of travelers and the hospitality industry?
Rubin Cherian: At Novotel Hyderabad Convention Centre & HICC, we understand that the hospitality industry is constantly evolving, and we are committed to staying ahead of these changes to meet the needs of today’s travelers and event organizers.
As both a hospitality and convention powerhouse, our focus is on refining our offerings to ensure that we cater to the unique demands of each market segment while also providing world-class service and experiences.
For corporate clients, we emphasize a seamless blend of professionalism, advanced tech infrastructure, and flexible meeting spaces. Our goal is to offer modern solutions that enable businesses to conduct meetings, conferences, and incentives effortlessly. From smart technology integration to flexible room configurations, we ensure that every event is both productive and impactful.
For event planners and organizers, our strategy revolves around showcasing the versatility of our venue. We are continually enhancing our facilities to transform them to suit any event—be it a high-profile conference, an intimate corporate retreat, or an elaborate wedding celebration. With expert event management support, logistics, and a team dedicated to customization, we ensure that every event is executed flawlessly.
In terms of marketing channels, we’ve adopted a hybrid strategy that combines robust digital visibility with a strategic offline presence. We’re investing in a new, user-friendly website for NHCC & HICC, enhancing our SEO efforts, engaging through social media, and tapping into global directory listings. Simultaneously, we’ll continue to represent HICC at trade shows, host fam tours, and foster local business partnerships to maintain a strong offline presence.
As hybrid events become increasingly important, we’re continuously evolving our technology and services to offer seamless virtual and in-person event integration. This approach allows us to extend the reach of events to global audiences, even when physical attendance is limited, ensuring we can support any event format.
Sustainability remains a core focus for us. We continue to enhance our green initiatives, such as solar energy systems, water-from-air technologies, and waste reduction efforts. We’ll also ensure that our marketing reflects these efforts, collaborating with eco-conscious partners and showcasing our Green Key Certification.
Through ongoing facility and experience upgrades, we aim to make NHCC & HICC more intuitive, experiential, and aligned with modern traveler expectations, ensuring a top-tier experience for both our guests and event organizers.
TT Bureau: Novotel Hyderabad Convention Centre & HICC is a favoured choice for business travellers. How do you plan to expand the hotel’s presence in the MICE and corporate travel segments?
Rubin Cherian: At Novotel Hyderabad Convention Centre & HICC, we are focused on strengthening our position across the MICE and corporate travel segments through a clear, structured approach.
Loyalty continues to be a key driver. Accor’s ALL loyalty program and Accor Plus help us retain high-value guests by offering consistent benefits such as exclusive offers, dining privileges, and experiential rewards. For event professionals, the ALL Meeting Planner program provides tangible value through points that can be redeemed across Accor’s global network. This allows us to build long-term relationships and encourage repeat business.
Hyderabad’s growing importance as a hub for IT, pharmaceuticals, and academia is reflected in our evolving sales strategy. We’ve shifted from broad-based outreach to segmented targeting, focusing on key verticals such as technology, life sciences, government, and education. Our event offerings are designed to support a wide range of formats, from large-scale conferences to hybrid meetings and industry-specific summits.
Our infrastructure supports this positioning. With 37 breakout spaces, a purpose-built convention centre, and a team experienced in managing complex event requirements, we are able to offer an integrated MICE solution. Importantly, we continue to invest in technology, digital training, and personalized services to align with changing event formats and client expectations.
We also recognize the rising demand for destination weddings and social events, especially from neighbouring cities and states. Our team has developed customized packages that combine accommodation, curated F&B, and event support, catering to both intimate and large-scale celebrations.
With Hyderabad’s enhanced connectivity and our proximity to the city’s business districts, we are well-positioned to serve both domestic and international markets. Our data-led approach helps us identify and target high-growth regions such as Andhra Pradesh, Karnataka, and Maharashtra, enabling us to expand reach while staying relevant to market needs.
Our focus remains on creating value for our clients, strengthening loyalty, and delivering consistent, high-quality experiences across all segments.
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