BRILLIANCE OF BOUTIQUE

Offering exclusive, premium products and services, independent or boutique hotels are increasingly sought after. Some of the leading lights in the segment tell us why

- SUMAN TARAFDAR

In a sector heavily led by image and perception, you will not see an advertisement for Suryagarh or Narendra Bhawan, amongst India’s most-admired hotels.

Yet, as guest after guest has testified, they are unlikely to ever forget the level of solicitous care they received during their stay. The hotels are known for their general attention to detail, evident at every experience and service they provide—from themed meals, which could range from literary soirees to (luxury!) halwai breakfasts, spanning a whole range in between, to exclusive outings—where privacy, the sheer stunning-ness of the locale and the experience leaves a guest feeling that this is possibly the best moment of their life. Experiences that seem tailor-made for them. Moments that become lifelong memories.

The hotels, belonging to the MRS Group, choose guests to be their brand ambassadors instead of advertising. People are looking for experiential travel, says Manvendra Singh Shekhawat, MD, MRS Group, which runs Suryagarh and Narendra Bhawan. “The whole parameter of what luxury means today has changed. Luxury used to aspirational—thread count and crystal chandeliers. Today, it is more experiential, more honest. People want hyperlocal, though not vernacular. Hotels that are contextual, tell unique stories, are the ones people prefer.”

Indeed, such is the global desire for exclusive vacation destinations that bring out the best of local elements and traditions, that boutique hotels are a global trend. Big chains, taking on the challenge, have tried to replicate the model with sub-brands of their own that tend to be soft brands, and preferably hyperlocal.