Examining the emerging design trends driving the leisure hotel

segment in India – a Hotel Operator’s perspective

Sleep Event India May 2011

An ITC Hotels Operations Response

A classic is classic not because it conforms to certain structural rules. It is classic because of a

certain eternal and irrepressible freshness

- Edith Wharton

I.Evaluating global design trends

and establishing new directions and inspirations for the Indian leisure hotel

segment

…. the global leisure hotel design leadership which initially moved from the Western world to South-East Asia is now firmly embedded in India.

Source: Condenast Traveler

…. the global leisure hotel design leadership which initially moved from the Western world to South-East Asia is now firmly embedded in India.

Source: Condenast Traveler

Rooted in the local soil

Whilst it is very important to benchmark global best practices and technological developments to enable a product brief… We see the future of the Indian leisure product as inspired by the regional and the contextual. … there are so many discoveries to be made, so many stories to tell…

Cultural diversity We have a huge advantage because of the rich cultural diversity of our beloved motherland (Six Zones). Actualizing this shall be inspiring for both the international traveler as well as the domestic tourist. This shall be our strength and as people increasingly get bored in an increasingly homogenized planet.

As Trisha Wilson (Founder & CEO, Wilson Associates) says “Give back to the local economy by pulling from local artisans and craftsmen. Local artwork will in turn give the design a rich and rooted local culture.”

Local Renaissance

Hotels provide endless possibilities of using local crafts and textiles. Our traditions and skills are not only alive and thriving but have adapted with the times.

India, the One land that all men desire to see… - Mark Twain

The structure of the hotel edifice resembles a stupa The inner cave-like dome of the building named Chaitya hall, is inspired by the cave-temples - the most famous of them, in Karla, Maharashtra. The vaulted ceiling has been hand painted by Indian artist Krishen Khanna and is entitled “The Grand Procession” Every corner of the hotel has a sculpture or an installation by an eminent artist infusing the hotel with an ambience from history and a sense of belonging to a traditional legacy of Indian luxury. The exterior of the hotel is appropriately cladded with local Dholpur stone. The Hotel is at once in harmony with the capital city of Delhi

The Making of an InstitutionITC Maurya – New Delhi

An International Hotel rooted in the Local Soil

II.Understanding The Changing

Shape of the Leisure Hotel Clientele & Determining

Optimal Design Parameters to Meet Their Needs

Middle India – exponential growth

The huge rise in the middle class in India is leading to a new customer base Their needs are:

Togethering Double Occupancy – Twin Rooms – Interconnecting Rooms - Luggage Rooms Larger Baths – Dual Sinks – Long Shower stalls Activities for children (Demographic dividents) and senior citizens (Lower Beds & Big Fonts) Tables for 4 to 6, less emphasis on tables for two. Scenic, playful and fun filled environment - Activity Pool

MotoringWith the highways becoming better the preferred mode of travel

is now motoring which necessitates the requirement for:

Multiple Parking BaysDriver Rest roomsFacilities for car wash and maintenance

India is truly on the move as a nation of Intrepid traveler.

Whilst there is a diversity in the leisure client segmentation, we shall attempt to address two segments which are on a growth trajectory.

‘Supreme’ Traveler - International Luxury Traveler – an Inflection point

Privacy & Solitude are very important - They do not want to co- exist with anybody Private Villas with gardens and all weather pool World class SPA – Wellness - Longevity – Looking GoodExclusive leisure activities – Golf – Equestrian – Water & Airborne Adventure International Cuisine - Winemakers Enoteca – Private reserve labels Luxury Retail Personal Attachés

Some of these features have been successfully implemented at the “Vilas properties” by the Oberoi Hotels

"India is, the cradle of the human race, the birthplace of human speech, the mother of history, the grandmother of legend, and the great grand mother of tradition. our most valuable and most instructive materials in the history of man are treasured up in India only.“

- Mark Twain

III.Balancing Aesthetics With

Space Optimization and Cost Efficiency

Space is the new Luxury

RoomGive space back to the guest, guest rooms have become over planned and atomized as a result the guest has a very little elbow room….

For instance, in a leisure hotel you could give a guest more lounging space and in a business hotel a very efficient work desk and an ergonomic branded writing chair

One Grid-multi category of rooms.

Food & BeverageMainline Restaurants are going to be BLD with smaller 24/7 cafes.Banquet halls are going to be technology driven and not interior driven.

OthersDelink gyms/pool from spa (Gym and the pool become the amenity and SPA becomes the chargeable service)Zoning for energy and HVAC efficiency

India is now the “flash point” of International hotel brands such as this hotel. We envisage fierce competition , a surge in new projects, demand for better quality. This can only be responded through value engineered unique & mindful designs

Path back to simplicity

Less is more. A focus is being seen on quality over quantity. Bring the outdoors in so the guest can be one with nature. Increasingly leveraging the latest technologies: LEDs are leading the way in lighting and televisions and giving us many more opportunities to be creative with lighting and digital media. Replace awkward armoire-style entertainment centers with wall mounted televisions

Year % of Backup Kitchen area to the Restaurant area

1980 35%

2000 25%

2011 20%

*Covers having remained the same

Bukhara/Peshawri

An example of operational efficiency

IV.FOCUSING ON THE SPECIFIC DESIGN REQUIREMENTS OF

THE LEISURE SEGMENT SUCH AS SPA, POOL, F&B AREAS, BATHROOMS, BEDROOMS,

SAFETY & SECURITY

At ITC Hotels our core values are W.I.S.E.R.

These translate as Warm, Indigenous, high focus on Sustainability & Efficiency. Proud bearers of Responsible Luxury

“At the core of every hotel design brief are very strong values and a living and vibrant culture.” – Nakul Anand, Executive Director, ITC

Room – “We are in the Service of sleep” – Nakul Anand

Sound – Fenestration standards and decibel levels (35 DBA by the pillow side) –Air gap between rooms.

Sight – Blackout curtains

Touch – Posturepedic Beds and 350 thread count Indian cotton bedding /All furniture has beveled edges

Smell – WelcomFragrance/ Aroma therapy

Taste – Fine selection of sleep inducing milk beverages,

Delivered through

Food & Beverage

Staging experience that sell, incorporating Local/Global flavours, a cast of local or international characters, “Guest Involving” rituals that provide memorable experiences.

An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.

“Commodities are fungible, goods tangible, services intangible and experiences memorable.”

SPA

Kaya Kalp the world class award winning SPA was inspired in sum by the wellness (Kaya) sutra perfected during vedic times as well as by the Aaramgah of the Mughal empress Noorjehan. This offers a diversity of treatments from Hamam to Ayurvedic wellness, from Pilates to Hatha yoga, from Aqua therapy to Aromatherapy

Safety & Security

Safety & Security

Special emphasis on Vehicle & Individual Security. Align security consultants as part of the design team.

V.INCORPORATING GREEN

ELEMENTS TO FUTURE PROOF YOUR HOTEL DESIGN & DRIVE DOWN OPERATIONAL COSTS

LEED (Leadership in Energy and Environmental Design), is a voluntary sustainability and green rating program under the aegis of USGBC (US Green Building Council). USGBC is the globally accepted, leading Green Building certification body with extremely stringent norms and certification procedures for buildings.

Platinum rating is the highest category of certification preceded by Gold and Silver Certified.LEED certification covers actionable under five major areas of Environmental and Productivity concerns. These are:

1.Energy Efficiency & protecting the environment 2.Efficiency in Water usage 3.Sustainable Site Management 4.Sustainable Materials and resources 5.Indoor environment quality for enhanced productivity and health

All ITC Hotels are either or in the process of being LEED certified

These are further actualized through:

Wind Turbine – ITC Windsor /ITC Gardenia 100%, ITC Rajputana 95% ,ITC Maratha 90% Water tanks at high position for land with undulating terrain – to be considered for landscaping with moisture sensor based irrigation Waste kitchen oil given to manufacturers of soap/detergents Mixture of indoor and outdoor spaces to create natural air flow to cool interior Excessive tree plantations

Inclusive and Sustainable growth is a compelling national need - Y.C. Deveshwar - Chairman ITC Ltd

• Development centre for local students, PWDs and orphans for hiring in the hotel• Organic menu• Development & Preference of local suppliers, in line with ITCs Sunehera Kal• Use of native plants as they require less water• Preference for locally available materials for amenities and construction e.g. Bamboo, Cane, Rubber wood, Driftwood from sea and reuse old railway sleepers

“The earth, the air, the land and the water are not an inheritance from our fore fathers but on loan from our children. So we have to handover to them at least as it was handed over to us.” - Mahatma Gandhi

VI. ESTALISHING THE KEY

DESIGN CRITERIA LEISURE HOTEL OPERATORS LOOK FOR

AND INTERWORKING EFFECTIVELY WITH

ARCHITECTS AND INTERIOR DESIGNERS TO ACHIEVE THIS

In Sum

Leisure hotels in India should be rooted in the soil and have a strong conceptual theme. They must become catalyst of a local cultural renaissance.

They should be adaptive of latest technology and building methodology.

Hotel companies must have a diversity of brands so as to meet the needs of a diverse public. It is almost impossible to be “all things to all people”

Space is the new luxury, plan for the future and build for the present.

Design briefs are determined by a company culture. These must be highlighted to the architect and the design team. Safety & Security are now an important part of that brief.

Green is an integral part of the ‘Triple Bottom Line’ of an organization.

“An artist is a person who sells what he paints and a painter is a person who paints what sells.”

- Pablo Picasso

Thank You

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