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Kerala entered the holiday travel market from mid 1990s and witnessed a steep growth trajectory to emerge as a front performing state. Before that, the key destination in India was the Golden Triangle which offered the quintessential India. Then came Goa, followed by Kerala which emerged as a tourism hotspot in a unique way – it connected with the changing perception of the traveller, who wanted to experience a destination in its totality – from cuisine to culture to wellness and Ayurveda. It was also the time that saw the emergence of the alert independent traveller who was aware of the impact of travel, both social and ecological.
 “You do not have to be in a city and party, but experience the uniqueness and flavours of the destination.”Jose Dominic, CMD, CGH Earth |
The important factor, believes Jose Dominic, CMD, CGH Earth, is the fact that the tourism industry in Kerala was not created by outside investors, but local entrepreneurs. It was completely local and coincided with the changing perception of travel, with the travellers seeking local experiences. According to Dominic, Kerala as a destination redefined luxury – it is experience based and meant for those travellers for whom it is not enough to do sightseeing but a much stronger experience and this destination fitted the bill. “The experience is transformational, for instance wellness and Ayurveda,” says Dominic. He asserts that Kerala is a proof that luxury and sustainability can coexist. This, of course, requires social inclusion. In India this direction gave an impetus to segments like rural tourism, plantation tourism, and others. “You do not have to be in a city and party but experience the uniqueness and flavours of the destination – local, fresh, sustainable. According to me the more luxurious you are the more sustainable you are. We are completely in this segment, our core value is of ecological sensibility, inclusion of the local community. At CGH Earth we offer experiential holidays. We believe that luxury a customer can achieve is when the consumer is not above planet and earth. The focus is now on local community and environment. CGH Earth is conscious of this and say we should belong where we are. Only then shall we have a sense of luxury,” states Dominic.
 “In our opinion luxury today relates to authenticity and the meaningful experiences we create.”Joerg Drechsel, Creative Director, Malabar Escapes |
The evolution of Kerala as leading luxury travel destination has been focused on the unique experiences that the destination offers. “In our opinion luxury today relates to authenticity and the meaningful experiences we create,” states Joerg Drechsel, creative director, Malabar Escapes, which focuses on connecting its guests with the art, traditions, customs, cuisine and people of Kerala. He points out that Kerala has a lot of authentic experiences to offer – the hills with its spice plantations, the unique backwaters, Ayurveda, yoga, cuisine and all the wealth of a composite culture in a rich tropical setting. “Together it offers a combination of exceptional unique experiences,” adds Drechsel.
Luxury getaway
For a destination that has been for almost two decades on the Indian luxury travellers’ bucket list, Kerala’s natural beauty – palm fringed beaches, green hills and tranquil backwaters offers travellers a plethora of opportunities for luxury getaways. “The HNI-UHNI traveller of our luxury ‘Indian Indulgence’ product team has reported strong demand for engaging experiences and interest based itineraries. Kerala, as a luxury destination, offers great scope for experiential travel right from wildlife safaris to Ayurvedic rejuvenation spa therapies,” says Rajeev Kale, COO – MICE, Domestic & Sports Holidays, Thomas Cook (India). The company’s domestic product teams have also created unique itineraries including experiences in Kerala like Malabar cuisine private classes with chefs at Wayanad and the martial art of Kalaripayattu at Munnar. Kerala also offers a number of high-end hotels to cater to the discerning luxury segment including Vivanta By Taj, Casino Group of Hotels, The Lalit, The Leela, Ramada, Le Meridian, Kumarakom Lake Resort and also, independent boutique brands like Vythiri Resort, Rainforest Resort, Neeleshwar, Kadavu and Welcomehotel Raviz.
 “We design bespoke packages based on guest requirements.”Vipul Bhargava, GM – The Lalit Resort & Spa Bekal |
South Kerala is already a well established destination for both domestic and international tourists. Now efforts are on to put northern Kerala on the tourist map. “Bekal is the first such initiative. The Lalit Suri Hospitality Group was the first resort to come up in this part,” mentions Vipul Bhargava, general manager – The Lalit Resort & Spa Bekal.
 “To cater to the luxury travel segment, it is necessary that the destination in itself exhibits luxury.”N C Somaiah, GM, The Leela Kovalam |
Whilst the natural beauty and the backwaters of Kerala are unmatched, the state still needs to work towards being a luxury destination by developing infrastructure at par with international standards which will help the state maintain a competitive edge. Points out NC Somaiah, general manager, The Leela Kovalam, “To cater to the luxury travel segment, it is absolutely necessary that the destination in itself exhibits luxury. The airport, roads, transportation, hotels and beaches must match up to a global travelers expectations. Simply focusing on standalone luxury hotels is not enough; the entire experience, from the time the traveller lands at the destination till he leaves, must be luxurious.”
An interesting development has been the growth of domestic market over the years. “Over the last few years, there has been a growth of almost 10–12 per cent in the domestic tourist segment,” remarks Samir Khanna, general manager, Vivanta by Taj – Bekal, adding that there has also been a growth in inbound travel with increased clientele mainly from USA, UK and other European nations with an addition of NRIs from the African nations. The concept of monsoon tourism has been hugely popular amongst guests, mainly from the Middle East. The property has been witnessing a quantum increase of occupancy during the otherwise lean monsoon period.
Bespoke experiences
 “Over the last few years, there has been a growth of almost 10–12 per cent in the domestic tourist segment.”Samir Khanna, GM, Vivanta by Taj – Bekal |
Kerala has especially been gaining interest from inbound luxury travellers, considering it is a 12-month destination. The number of luxury stay options now available and the special emphasis on Ayurveda rejuvenation in Kerala have triggered this demand among luxury travellers who highly regard Kerala as an extravagant holiday destination to indulge in. “Our internal research and customer analytics have pointed towards a demand for authentic experiences with exclusive bespoke programmes- the genesis, our Luxury Portfolio, ‘Pure India – Luxurious Escapes’ was conceptualised as the ultimate in luxury travel experience catering to the discerning traveller, featuring the finest properties and experiences across the subcontinent,” says Prashant Narayan, COO and Head Leisure Travel Inbound Business, Thomas Cook India and TCI. Indian Indulgence aims to provide travellers with a taste of the local culture through performances and activities like bamboo rafting experience which is popular with inbound travellers.
 “Our internal research has pointed towards a demand for authentic experiences.”Prashant Narayan, COO & Head Leisure Travel Inbound Business, Thomas Cook India and TCI |
Surrounded by river Nombili on three sides, The Lalit Resort & Spa Bekal is located in serene environs. The resort not only offers Ayurvedic, aroma, herbal, international and beauty therapies, but rejuvenation, detox and weight management programme using fresh natural products. “We design bespoke packages on wellness, detoxification, rejuvenation, aging, romance and adventure based on a guest’s requirement. A Holiday Host assigned with each guest takes care of all the needs of the guest. We create personalised dining experiences be it under the star, on a Kettuvallom or in the garden with the chef designing the menu based on the guests’ preferences. A simple thing like bath is made into something magical by our trained Bath Butlers. Cultural evening can be put together showcasing the rich culture of Kerala on request,” informs Bhargava.
Malabar House in Fort Cochin is member of Relais & Chateaux, an exclusive collection of 500 of the finest hotels and gourmet restaurants in 60 countries. Malabar Escapes forms a perfect circuit. While the hotels showcase the best of contemporary and traditional South Indian art, culture and heritage, the restaurants offer gourmet cuisine, a culinary dialogue between Mediterranean fine dining and traditional food of Kerala. “Our service is highly personalised and friendly, yet discreet,·we craft genuine hospitality,” mentions Drechsel. Elaborating on the bespoke experiences being offered to guests, Drechsel says, “We are extremely design conscious and create a unique ambience by using traditional craft techniques to create a contemporary design vocabulary and ambience. Site specific artworks of contemporary artist enter in a dialogue with traditional arts and crafts to create a treasure drove of of a visualised cultural dialogue.”
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CHG Earth offering is the experience that is local, for example the Spice Village in Thekkady – a tribal village in a spice garden with structures like that of the local community. The food is what people have every day. The staff wear dresses that are common among villagers. According to Dominic this has brought the global traveller to Thekkady. The 60-room property runs of solar energy. In fact, he points out, all the properties are venturing into some area of minimising energy requirements. 2014 has been declared by the UN as the Year of the Kitchen Garden, in Marari Beach resort there is a restaurant called Farm to Fork, where guests can learn how to grow and cook vegetables. “Hotels also have a role to preserve something of the community. For example, at Coconut Lagoon we have taken up the responsibility of preserving the Vechur cow, which is a rare, almost extinct breed. The guest is fascinated and sees a social purpose in this experience,” states Dominic.
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The Leela Kovalam is positioned as a five star luxury beach resort property catering to high net worth individuals and the discerning international traveller. “The new age global traveller seeks for a quiet, rejuvenating holiday within the hotel, where he is able to experience international cuisines and services along with spending quality time with his family. The Leela Holiday Concierge is always available to assist guests with holiday options and create a personalised itinerary. With a touch of local flavour, The Leela Kovalam fits perfectly in all these aspects,” says Somaiah.
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To cater to the demands of travellers who are today evolved and open to experiencing new and offbeat offerings, all Vivanta by Taj properties offer unique Vivanta motifs which region specific experiences that represent an imaginative take on the destination and its culture. The motifs at Vivanta by Taj – Bekal are very popular among the guests and have been carefully curated to let guests experience all the key elements that are synonyms to Kerala. Khanna gives the details, “We have an extensive client base that includes families, couples and also single lady travellers. Bekal, known for its scenic location and diverse culture attracts numerous national and international tourists. Our hotel is known for the different activities that families can enroll for to experience the essence of Kerala. Guests can take a trip to the Bekal Fort or enjoy the scenic Kettuvallam cruise. Families can also visit banana and rubber plantations and visit a traditional house or chat with the residents to experience the life in a village. Guests can also savour a delicious home-cooked vegetarian meal served on a banana leaf or enroll themselves to go on a fish trail with the Chef Ashok Pillai.”
 “Understanding the needs of the new age traveller we have several packages tailor-made to suit various expectations.”Shelley Thayil, Director Operations, The Paul Resorts & Hotels |
Kumarakom Lake Resort is a luxury heritage resort that offers an authentic and traditional Kerala experience to its guests with its villas styled from traditional homesteads, it’s authentic Kerala cuisine, the natural scenery surrounding the resort and its fleet of houseboats. Shelley Thayil, director operations, The Paul Resorts & Hotels, states, “Understanding the needs of the new age traveller we have several packages tailor-made to suit various requirements and expectations. Our rejuvenation package offers various options for travellers seeking a holistic or relaxing holiday. Our honeymoon package is tailor made to suit the needs of couples travelling on holiday. We also have a series of holiday packages under the brand Luxury Hideaways where we offer travellers the opportunity to experience not just our resort but other properties and destinations as well.”
In the future
A strategic business plan with a long term vision is necessary for Kerala to graduate into a luxury travel segment. Somaiah avers that systematic investment in infrastructure, cleaner beaches and backwaters and relaxation on CRZ regulations with an investor friendly approach is necessary. Designated locations must be identified and developed specifically for global luxury travellers. Drechsel believes that while Kerala has the right products for growth, a good mix of re-creative activities and rich discoveries. It has to solve issues like litter and garbage, which distract the visitor from the social achievements of the Keralian society. Further, the long expected online visa / visa on arrival will give a boost to the growth.
A lot of effort is being made by Kerala Tourism Board to promote and encourage luxury travel segment in the state. North Kerala is the new focus promoting back water, pristine clear beaches, unexplored natural resources etc. “With improving facilities and connectivity from north to south Kerala there will be no turning back,” says Bhargava. He points out that the upcoming international airport in Kannur and upgradation of Mangalore Airport allowing flights for night landing in any weather, will have more international and domestic flights connectivity resulting in more tourist inflow. While there is tremendous growth potential in the luxury segment in Kerala, Thayil mentions this growth would be even more accelerated if infrastructure is developed on a large scale and if and accessibility from destination to destination is made more comfortable and easier, thus giving visitors an opportunity to enjoy new and exotic experiences.
Kerala has adopted responsible tourism and going by the example of its success others are following the model. “In India this is the directional strategy to give competitive advantage,” concludes Dominic with great optimism.
