Indian boutique hotels are now identifying their target market in a bid to tap growth

There is growing demand from tourists, especially from Tier I and Tier II cities

Boutique hotels, Domestic tourists, Evolve Back, House of Ramapuram, Luxury, Niraamaya Retreats, Suryagarh, Target markets, Slider

While bigger boutique hotels such as Evolve Back, Niraamaya Retreats, Suryagarh in Jaisalmer and Aman have drawn regularly from foreign markets, the domestic market is equally important.According to Jose Ramapuram, Director – Marketing, Evolve Back, “There is a growing demand from Indian tourists, especially from Tier I and Tier II cities, which represent a vast market potential.”

Jose Ramapuram, Director – Marketing,
Evolve Back

The House of Ramapuram, planters by tradition, diversified into the hospitality business in 1994 by setting up a small resort in their 100-year old, 300-acre Chikkana Halli Estate in Coorg. “What came naturally to us was to share our way of life and extend the planter’s tradition of warm hospitality with our primarily urban guests,” says Ramapuram. “Coorg was a huge hit for decades, and we went on to launch Kuruba Safari Lodge in Kabini, to which wildlife enthusiasts and photographers flock.”

The ratio of domestic and international guests in luxury boutique hotels has changed to 50:50. Earlier, the number of international guests used to be almost nine times the number of domestic tourists. “When I started Sher Bagh 18 years ago, hardly 2 per cent guests used to be Indian. That figure is over 20 per cent [now]. Affluent Indians, who used to travel abroad, are now starting to enjoy the experiences that lie within,” says SUJAN’s Singh. Smaller boutique hotels such as Deltin, Daman have largely identified leisure domestic travellers as their target market. “We majorly have four different set of target markets—destination weddings, MICE groups, weekend leisure travellers and corporate guests who visit Daman, Vapi and Silvassa, three regions with vast industries.”

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