A global guide to the latest travel and lifestyle trends | April - 2023

In the fifth session of #TnlOutreach series of webinars hosted by Travel + Leisure India & SA, seven creators and curators of

luxury boutique travel experiences in India discuss new possibilities on the horizon.

Himmat Anand, Founder, Tree of Life Resorts

The factors that set boutique properties apart from mainstream chain hotels are manifold. But the room to property ratio (land to

key ratio in colloquial terms), which is generally higher among boutique establishments, is the most significant distinguisher. With

the Tree of Life resorts, for instance, the smallest property has 11 rooms (in Binsar) and the biggest 18 (in Varanasi). “When the first

Tree of Life [property] was launched in Jaipur, I had four non-negotiables in mind,” shares founder Himmat Anand. It’s fair to say

that 10 years down the line too, his core philosophy hasn’t changed. All eight of his properties are away from the city centres, are

small (in size per unit), have no buffets, and are pet-friendly.

“What is supposedly in fashion in times of Covid is, I believe, in the DNA of all of us sitting here. We are easily slipping into the

current goal that big properties are grappling with,” adds Anand with the confidence that they (boutique hotels) will be the first

takers for any traveller. Playing on either side of the fence, with one property in the city (Jodhpur) and three in remote locations

across Rajasthan, Avijit Singh, Owner, House of Rohet, agrees. He says “Each of our properties was built to isolate you from the

outside world. Our strengths are open wide spaces ideal for isolation, low number of keys, fewer people to serve, and a more hands-

on approach.”

Nikhilendra Singh, Founder & MD, RAAS Hotels

Nikhilendra Singh, Founder & MD, RAAS Hotels suggests that since it’s a constantly evolving situation, being smaller gives the

advantage to manoeuvre quickly. “There’s ample [outdoor] space at all our properties. We cater to no more than 80 guests at a

time, and now it’ll be even fewer,” points Singh.

Rethink Travel

It is no news that the word luxury has long been misinterpreted in this industry. Its connotation has been associated with glitz and

hardware, which Anand thinks is untrue. Similarly, he rejects the idea that a city tour in a hotel car qualifies as an ‘experience’. He’s

rather of the opinion that offbeat locations that boutique properties occupy let you truly immerse in the surroundings. “I think that

is what people want now; immersive travel is the buzzword,” Anand remarks.

Shoba Mohan, Founder, RARE India

Shoba Mohan, Founder of Rare India, sees this interim as an opportunity to influence and change traveller mindset. “Wouldn’t you

would want to think about why you want to travel and who the final beneficiary is?” reckons Mohan. She also feels that the onus is

on tour operators to help travellers think out of the box.

Manvendra Singh Shekhawat, Managing Director, Suryagarh Jaisalmer & Narendra Bhawan Bikaner

Manvendra Singh Shekhawat, Managing Director, MRS Group that owns Suryagarh Jaisalmer & Narendra Bhawan Bikaner as well

as the Mary Budden Estate, adds that while bringing about a change, one must maintain the trust factor. He thinks, “The hallmark

of a boutique property is guest safety, comfort, and experience. So, it ultimately comes down to the trust your patrons have in you.”

Yeshwant Rao Holkar, Founding Partner, Ahilya Experiences

Further along the lines of reimagining travel, the focus of these hoteliers is now shifting from inbound customers to domestic

travellers. Anand observes that the domestic traveller has really evolved in the last two to four years. The interest and demand for

countryside experiences is gradually on the rise. Yeshwant Rao Holkar, Founding Partner, Ahilya Experiences, is of the idea that

there’s a huge space to rebuild travel. Holkar and his brand deeply care about the local communities around each of their

properties, and argues that the tragedy is substantially affecting them. Every guest at Ahilya Fort experiences a visit to an NGO that

sells handicrafts and supports local textiles. Similarly, Ahilya By The Sea in Goa closely works with the local fishermen. “People need

to come back to these communities now more than ever before,” explains Holkar.

The Price War

Jaisal Singh, Founder & CEO, SUJÁN

Luxurious boutique experiences often come at a premium. Catering to the concerns of the consumer, the panellists talk about the

question of money, and if altering prices would be a good idea to attract travellers. Jaisal Singh, Founder & CEO of SUJÁN, states

that there’s unlikely to be a price war. He shares, “None of the global industry leaders are planning on slashing rates. Customers are

not even asking for it. They are looking at what your sustainability credentials are.” Well-versed with the demands of the travel

consumer, Mohan stresses that it is not a good time to fall back on pricing. “Value-adds in terms of experiences, and flexible

booking policies are things to be rather looked at,” says Mohan. Holkar is of the idea that price war is meant for hotel chains, and

that it is another factor that helps distinguish them: “We do not just sell our rooms, we offer unique experiences. Our approach will

be: remaining mindful of people’s economic reality, while offering them the best at our priced value.”

Sustainability In A Germophobic World

Avijit Singh, Owner, House of Rohet

Unsurprisingly, all the panellists agree that boutique experiences have an edge after COVID-19, but they almost reject the idea of

becoming mainstream. “The inclination towards boutique hotels and experiences had already begun. The pandemic will only fast-

track it,” believes Nikhilendra Singh. Jaisal Singh simply hopes that the boom is a responsible one. He adds, “People might be

willing to pay more for meaningful experiences that help give back to the local communities.” For Avijit Singh, security and

sustainability work hand in hand. Mohan agrees and adds that people must be really cognizant when they put their safety

protocols together. She says, “How much careful can you be for a virus that only needs water and soap [for prevention]. We don’t

want another pandemic with use and throw masks and gloves. We need to be extremely careful of how we address sustainability in

a germophobic world.”