Sudipta Dev – Mumbai
V Resorts offers experience based holidays to its guests in picturesque, less explored, offbeat locations.
Currently, there are seven resorts in Uttarakhand (Sattal, Bhimtal, Ramgarh, Dhampur Corbett, Pauri, Rajaji National Park and Mussoorie), two in Himachal (Narkanda and Kullu), one in Rajasthan (Auwa – Pali district) and a Training & Recreation Centre in Delhi. In the next three – five years, in addition to expanding to various picturesque remote locations of India like Andaman & Nicobar islands, Lakshadweep, Daman & Diu, etc, the company plans to expand internationally by adding destinations like Nepal, Bhutan, Bali, etc. “We are the only chain that is completely asset light, focused on experiential holidays, providing standardisation of services by consolidating various different properties under a single brand umbrella. Our goal is to provide our guests with a new experience each time they plan a vacation with us. Therefore, each resort has a unique positioning and experience – Sattal is our lake resort, Fort Auwa our heritage resort, Narkanda – a skiing resort, Rajaji – a jungle resort and so on,” said Aditi Balbir, co-founder and MD, V Resorts. She added that each place has unique local activities designed to hear and live the local stories, local cuisines and local staff to complete the experience.
Many interesting activities are offered in these resorts, which are of particular interest to urban travellers. “However, we do understand that a minimum level of comfort and service is desired by our guests. Therefore, we are not rural stays, in fact quite the opposite,” stated Balbir. The properties are both brownfield and greenfield projects. The common elements that form the USP of the brand are – sit amidst nature as the resorts have private balconies, verandahs and sit out areas to relax and enjoy the views; rooms are designed to feel like home but equipped with all modern facilities; activities are unique and taken from the local surroundings. For instance, Sattal is a birding destination while Pauri is good for fishing. “Enthusiasts from across the world travel to Pauri to catch the huge Mahaseer fish found in the Ganges. At Auwa we have a village walk where customers can learn the local trade like pottery. Most of the properties are ideal for trekking – we usually equip our guests with a utility belt and an energy drink, some supplies and a map so they can carry on the activity themselves. We also have options for our guides to meet them at common points and serve refreshments,” explained Balbir. At most times V Resorts ties up directly with farmers for fresh and local produce. The restaurants also have local themes and flavours.
The focus of the marketing strategy, informed Balbir, is to increase organic searches, create content around offbeat places, have presence across various social media platforms, and promote the recently launched membership programme. “We are also seeking partnership with like-minded brands like NatGeo, Wildcraft, Woodland, etc,” she added.