In Rajasthan and Kerala, marrying heritage to tourism has really paid off
Shri Arvind Singh Mewar of the HRH Group of Hotels, Udaipur, says that by turning ancestral properties into hotels and resorts, many erstwhile royals have actually given themselves and the economy afresh lease of life. He talks about his group's unique approach to buying and selling heritage in an interview with Narayani Ganesh:
Should all the credit for Rajasthan tourism's success go to palace-turned-hotels?
Rajasthan's heritage is indeed the main attraction for foreign visitors today. But till recently, heritage was the poor end of the hospitality industry. The term heritage tourism was used to describe hotels that had inadequate facilities. Today, there's a total makeover — heritage hotels are laying down the highest standards in the hospitality sector, especially in Rajasthan. Heritage has given Rajasthan its USP. Heritage doesn't mean only old palaces and havelis; it also means natural heritage. This too, Rajasthan has in plenty.
But isn't heritage tourism expensive?
Exactly the opposite is true. Today, the return on investment as far as heritage is concerned is a lot more than what one can expect from a non-heritage hotel. This is because the cost of production in a heritage hotel is far less than in a non-heritage one. Just the construction costs entail huge capital investment, whereas, in heritage hotels, building infrastructure is already there.
What is the profile of an average heritage tourist in Rajasthan?
They're mostly upmarket tourists. Earlier, when the state was marketed, no specific audience was targeted. But now, with the development of a huge number of heritage hotels — many of them converted palaces and havelis and even hunting lodges — the message is clear. Rajasthan has made a mark as an upmarket destination.
Wouldn't this mean shutting out the budget traveller?
Not at all. You see, we also have economy hotels in the heritage category There are numerous smaller properties, mostly stand-alone ones, which have their own distinct flavour and ambience. In fact, Rajasthan caters to the top-end, middle and bottom-end tourist. We have also acquired a niche market that goes to for luxury tourism. But smaller properties, too, are doing equally well.
Both Kerala and Rajasthan have optimised their strengths. If Kerala is renowned for stress-busting holidays, Rajasthan has its rich historical heritage. Each one has optimised its own home-grown strengths. Both states are stand-alone destinations abroad. This is evident from the way India has been showcasing itself largely through these two prime destinations.
You were given a SATTE-INTACH award this year for promoting tourism and conserving heritage. How is your approach different from those of others?
Our approach is different: We do not wish to deprive the owners of the title to their properties. In the case of heritage properties, most are anxious not to be known as having sold off ancestral property. We respect those sentiments. Those we've acquired — Bikaner and Gajner, for instance — have been taken on long lease. While still retaining the ownership, the property holder does not have to expend much. Capital investment and development is taken care of, without compromising the ambience.
Because of this approach, HRH has established a certain credibility among heritage property owners. We've received feelers from heritage property owners — from Rajasthan, Gujarat, Maharashtra and Himachal Pradesh.
But what is the use of developing these properties if tourist arrivals don't move up? How are you dealing with the post-9/ll and post-war mongering effects on arrivals?
We have to look for new markets, especially domestic markets. So far, we've depended too much on arrivals from the West. We are now turning our gaze to South Asian and South East Asian countries right up to Australia and New Zealand.
I am also occupied with a project that is very close to my heart — what we've called The City within a City project in Udaipur. Tourism is not about tariffs alone; it is also about what the place has to offer, whether it is a museum, convention centre, library, or archives. This is especially true if the visitor comes to an ancient city, rich in history. The City within a City project seeks to forge lasting relationships with our visitors, and we hope to give them enough to make them become what we call 'repeat' visitors. This is possible only if we have something tangible to offer them and also plenty of goodwill.
What about infrastructure and diversification of interests?
We've made a beginning with the new airstrip at Shikarbadi, from where the Wings of India Microlite Aircraft Expedition took off on June 20. It will soon become a city airport. We will promote aero adventure sports. We'll have air crew training centres; start a flying school, begin a management school for the hospitality industry and also airline industry. |