Evolving Consumers, Evolving Experiences
There’s much to be said about travel and travel experiences. Our timelines are suddenly seeing a rush of driving expeditions across continents, of settled professionals chucking it all up to travel the world, the growing popularity of Slow Travel and more.
Today’s traveller-consumer is adventurous, investing in experiences, willing to experiment – even when it comes to work related travel which was otherwise defined by the familiar and cookie cutter offering. The change is, of course driven by oodles of sharing of travel experiences and authentic word-of-mouth. Travel hacks of all kinds curated by experts inspire and enable more travel and travellers. And the market disruption fuelled by the growth of AirBnb has led to paradigm shifts in consumer expectations and behaviour when it comes to stays and their experience.
Flipping the traditional hospitality model on its head – it sells on the promise of the unknown,
of adventure with little promise of consistency. It was only a matter of time before someone woke up to the potential of how the business of hospitality could get further disrupted by creating an offering based on the AirBnb principle. Not many brands have wrapped their heads around this yet. There is perhaps an Indian automotive brand that comes to mind. Who looks to redefine their product portfolio given the number of taxi hailing apps that now are redefining in city transportation.
The Hyatt looks to redefine the Hospitality Experience with their Unbound Collection – that walks the path of an AirBnb – by putting together a chain of boutique properties, each with their own individual charm and style. The creation of this offering is based on a key insight – that while the idea of travel has changed so that people want to explore and develop and have new experiences – on the other side they are also creatures of habit and want things that evoke some sense of the familiar.
Well – great minds seem to think alike. For that is the principle on which the Tree of Life and its offering is based. Each of the three Tree of Life properties at Binsar, Dudhwa and Jaipur – have their own distinctive look and feel, their own set of curated experiences within and around the property, their own story that make each property delightfully different and unique. Be it the serenity of the Aravalis that house the stylish Tree of Life , Jaipur, or the retro style hunting lodge that has reinvented itself in the ‘ avatar ’ of the Tree of Life Jaagir Lodge, Dudhwa or the one-time British Commissioner’s residence, which is now the Tree of Life Grand Oak Manor, Binsar.
All of the experiences at the three properties are created with the exactingly high standards and concepts of hospitality that include signature cuisine and discreet service. That makes it a beautiful blend of the unknown and the known. All perfectly balanced. A whole new experience also awaits at the upcoming Tree of Life, Varanasi – scheduled to open early 2017.
And we’re embarking on another adventure that extends the concept of creating great travel and hospitality experiences with our brand new venture – Tree Leaf Hospitality. Taking the concept of experiential travel a notch ahead, across uniquely different, standalone, boutique properties. Where Brand Tree Leaf would work to offer complete operational back- end support for small, individual boutique hotels – including sales and marketing; reservations; online sales; social media handling and online reputation management.
Our very first venture is slated to open 10th April 2016., at Marari Sands Resort by Tree Leaf, Marari Beach, Kerala. Where just 13 palm – view cottages await.
Watch this space for more. And yes – great minds do think alike.