Luxury travel is transcending from being only material focused to being more enriching. Recognising this shift and the impact it has on the environment and communities, The Leela Palaces, Hotels and Resorts has been taking measures to not just offer evolved experiences to its wellness-conscious guests but also adapt to the new norms of luxury. Anuraag Bhatnagar, chief executive officer of the luxury hotel chain, speaks with Vaishali Dar about sustainable luxury, soon-to-be launched The Leela app, relevance of loyalty programmes, and more. Edited excerpts:
Do you think the definition of luxury has evolved over time? How are you adapting to the new norms of luxury?
The understanding of luxury has always been highly contextual and evolving over time. Today, luxury travel is transcending from being only material focused to being more enriching. As a luxury brand, we recognise this shift and the impact it has on the environment and communities around us. We have taken measures to reduce our carbon footprint, focus on holistic wellness of guests and contribute towards community development through meaningful partnerships.
Technology has been an enabler to deliver experiences that are important to guests. Are there any plans to enhance technology for better digital customer experience?
The key is to balance hi-tech with high-touch. With contactless check-in and check-out, full access to digital news and e-papers as well as e-menus across restaurants, guests can have both choice and flexibility on their fingertips. We have an immersive website, an enhanced social media presence and are continuously optimising our digital presence for building outreach in new and more effective ways. We will soon be launching The Leela app that seamlessly integrates the guest journey across functions.
You have been on an expansion spree. Do the new properties come with new offerings and experiences—in terms of wellness, F&B and others?
Some of our personalised experiences and signature brand programming available at our hotels will be a part of any new openings. These include The Leela Palace Service, a signature service personally curated by the butlers assigned to guests as a single point of contact before, during and after their stay; The Leela ceremonial ritual, where hotels come to life with a ritual of cultural immersion, music and dance; and Tishya by The Leela, the brand’s signature fragrance, launched with an exclusive range of vegan bath amenities.
We curate experiences and create insider access through events such as #PoloInThePinkCity, Icons of India by The Leela concerts with Amaan & Ayaan Ali Bangash, private music concerts with Ricky Kej, Anoushka Shanker and collaborations including India Art fair and Jaipur Literature Festival. Moreover, pop-ups with celebrity chefs like Massimo Bottura, Alain Ducasse, Sarah Todd, Sashi Cheliah and Thomas Buhner, and collaborations with the world’s best restaurants like Tresind, Haoma and Le Du, and bar takeovers have ensured we bring exclusive experiences.
With wellness and mindfulness in focus, are there plans to enhance some of these offerings with new additions or experiences for guests or even a property dedicated to wellness?
Today, more than ever, our guests have become more aware and conscious of their well-being. Keeping this in mind, we introduced our signature wellness programme Aujasya by The Leela, offering healthy food menus that have been curated in collaboration with nutritionist and food consultant Dr Ankita Jalori. We offer guided yoga sessions and spa treatments that can be personalised depending on the specific needs of guests.
Can you give us an idea on the relevance of having partnerships with loyalty programme companies like Global Hotel Alliance (GHA)?
Our guest loyalty programme, Leela Discovery, is offered in partnership with GHA that represents a collection of 800 hotels of 40 brands in 100 countries, all positioned in the luxury segment. A member enrolled by any of these brands is recognised and rewarded across this global portfolio. The entry to the programme is complementary and moves up to four levels, silver, gold, platinum and titanium, which members can achieve through stay activity or spend.
Each level allows members to earn Discovery Dollars (D$) and gives increasingly enhanced stay benefits. Each D$ is equal to $1 and can be redeemed during a stay to balance as much against an invoice. This is one of the most differentiating features of our programme, unlike points rewarded by other loyalty programmes. Additionally, members can enjoy specially curated offers on dining and spa and local experiences, giving them access to our hotels even without a stay.
We have completed 17 years of our association with GHA. While the programme drives repeat business from members overall, it gives us privileged access to the 26-million global member base to promote our hotels and India as a destination, and cross-brand promotion opportunities with brands that help us generate visibility and demand in our source markets outside India.