At Çırağan Palace Kempinski İstanbul, a luxury hotel of the Kempinski Group, the number of Indian clients has been rising steadily over the years (Photo: Çırağan Palace Kempinski İstanbul)
Hotel Hermitage Monte-Carlo (Photo: Radhika Khanijo)
About 25 pc of Indian clients of Atlantis, the palm, a top-notch luxury hotel in Dubai, that is amongst the most expensive hotels in the world, are repeat customers who have already stayed at the property and are returning for another sojourn. And on each subsequent visit, the Indian clients are opting to stay longer and try more experiences and hence spend a lot more money than on their previous visit.
At Çırağan Palace Kempinski İstanbul, a luxury hotel of the Kempinski Group, the number of Indian clients has been rising steadily over the years, notably for key celebrations and events and realising the growing importance of the Indian market, the hotel has started to personalise the services to the Indian customers and also began serving Indian cuisine on demand.
Capella Hanoi, a boutique luxury hotel in Vietnam, which has a Michelin Star Teppanyaki cooking class with its Michelin star kitchen team, organised a vegetarian Michelin star teppanyaki menu with its chef for some Indian clients on their request.
The focus on Indian customers by three top-tier luxury hotels in three different parts of the world highlights the rising importance of the Indian customers for practically every stakeholder in the global luxury travel business and their willingness, rather desire, to customise their offer and their properties to meet the specific needs of the Indian travellers shows how rapidly the hospitality players are becoming aware of the habits and behaviour of the Indian customers.
Bridging The Gap
(Photo: Ciragan Palace Kempinski Istanbul)
But this awareness has not come all of a sudden and neither have the hotels become more knowledgeable about the Indian market on their own. A key link in this equation is the role played by Indian travel agents and tour operators who have been and continue to act as the bridge between the hotel and the Indian customers, sensitising the hoteliers on the potential of the market and how to meet their clients’ needs and desires.
Unlike in most other segments of travel where the consumers are opting to make their own arrangements, this segment continues to rely almost exclusively on the travel trade as the luxury clients prefer to have the professionals sort out their travel plans and ensure that all the demands and desires have been taken care of when booking the trip.
And as a result, business is booming for the travel trade. “We have seen a significant rise in demand for luxury hotels, driven by travellers seeking exclusivity and unique experiences. Destinations like Switzerland, Italy, France, Japan and Dubai continue to be popular for their iconic luxury offerings. In beach destinations, Maldives, Seychelles and Bali remain top choices, while in city destinations, luxury hotels in Paris, London and New York are always in demand,’’ Anshu Tejuja, Managing Director, Ashoka Dream Holidays, a Mumbai-based luxury travel agency, tells India Outbound.
Anshu Tejuja
Tejuja adds that most of her clients look for personalised service of a very high quality. “Today’s travellers are looking for more than just a lavish stay, they want curated, immersive experiences. Some key trends include personalised services such as private butlers and exclusive concierge experiences, wellness-focussed stays with bespoke spa treatments, yoga retreats, and holistic healing. There is also rising demand for sustainability-driven luxury, where hotels integrate eco-friendly initiatives without compromising on comfort and finally, unique dining experiences, such as chef’s tables, farm-to-table concepts, and exclusive gastronomic journeys,’’ says Tejuja.
“Hotels are adapting by offering more tailor-made experiences, from private yacht excursions to cultural immersions and adventure-driven stays,’’ she adds.
Karan Vakharia, Chief Operating Officer, Pathfinder Holidays, a luxury travel agent based in Ahmedabad in Gujarat, agrees with Tejuja on the evolution of the market.
Karan Vakharia
“I have seen more and more people wanting to stay in top-notch hotels when they travel. Some of the most popular choices include Burgenstock Resort in Switzerland, Soneva in the Maldives and Aman hotels in Asia. These hotels are known for their beautiful locations, private villas, and personalised service. They are not just luxurious, they create experiences that people remember long after their trip,” Vakharia tells India Outbound
“These days, travellers do not just want a nice room, they want unique and meaningful experiences. Hotels offer things like private cooking classes, guided cultural tours and relaxing wellness retreats. They also focus more on sustainability, using local materials and supporting conservation projects. This extra effort makes guests feel like their stay is something truly special,’’ adds Vakharia.
Siddhesh Sood
Siddhesh Sood, Founder & CEO, Rapidluxe, a Mumbai-based luxury travel agent, says that the demand for luxury stays has boomed particularly in the post-pandemic period.
“Covid-19 has not only made luxury travellers realise the need and importance to create memories with families and friends for small celebrations, but it has also made them open to trying out unique, offbeat luxury travel experiences. The luxury travel market is expected to grow by at least 8 pc every year and we at Rapidluxe always advise our clients to focus on experiences and exclusivity during their travel so that they keep coming back to us in the future as well for our expertise and planning,’’ Sood tells India Outbound.
He adds that even small gestures go a long way in making the stay memorable for clients. “A small thing like handwritten notes by hoteliers and travel partners placed in their rooms before arrival makes luxury travellers feel pampered and it gives them a sense of comfort and reliability that they are well looked after during their holidays. Moreover, a lot of clients have specific dietary requirements and hotels are keen on hiring chefs specifically to cater to these high end MICE or family groups which makes luxury travellers feel at home as food and hospitality is a very critical part of an Indian traveller’s overall travel experience,’’ Sood adds.
He adds that other elements like early check-in or late check-out, room upgrades and food and beverage credits help smoothen the experience further.
Radhika Khanijo
Radhika Khanijo, Founder, Welgrow, a luxury travel firm based in Delhi says that her company prefers to work with hotels where it is a preferred partner, ensuring that her clients receive exclusive benefits such as complimentary breakfast, USD 100 hotel credit and room upgrades. She adds that the customers today are extremely clear on what they want.
“Luxury travellers today have highly specific preferences based on their travel purpose and season. Families with children look for hotels with engaging kids’ clubs, honeymooners seek secluded romantic settings with private dining and adventure experiences and multi-generational families prefer destinations that offer a range of activities to keep everyone entertained. Additionally, wellness-focused amenities like spas, gyms, and holistic retreats are becoming increasingly popular,’’ Khanijo tells India Outbound.
She says that the hotels need to train their client-facing personnel to the highest degree possible. “A well-informed concierge plays a crucial role in enhancing a guest’s experience, providing insider recommendations that make their stay truly exceptional,” she adds.
Responding to client needs
Ralph Radtke
Hotels seem to be listening to the suggestions of the tour operators, who are their ears and eyes on ground in India. “We endeavour to make Indian travellers feel at home by offering customised experiences that cater to their specific preferences. This includes incorporating a variety of Indian cuisine options in their special events and in our restaurant menus. Furthermore, we ensure that our staff receives training in cultural sensitivity and that our services, such as housekeeping and room amenities, are tailored to meet the unique needs of Indian travellers,” Ralph Radtke, General Manager, Çırağan Palace Kempinski İstanbul General Manager and Regional Director of Kempinski Residences in Türkiye, tells India Outbound.
While Kempinski Istanbul is still getting familiar with the Indian customers, for Atlantis Dubai, which brings together two upscale luxury properties, Atlantis, the Palm and Atlantis, the Royal, India has historically been an important market and one that has been growing steadily, says Kyp Charalambous, Vice President, Sales, Atlantis Dubai.
Kyp Charalambos
“Atlantis, the Palm has undergone evolution over time, particularly in its appeal to Indian customers. Initially, Indian visitors tended to stay for shorter durations, possibly due to the higher costs or a lack of understanding of the value offered by the resort. However, as Atlantis, the Palm has gained recognition within the Indian community, perceptions have shifted. Guests now appreciate its unique offerings and are increasingly opting for longer stays. This change is evident in customer behaviour, with many now choosing three-night stays instead of two. They seek immersive experiences such as swimming with dolphins and sea lions or exploring the Ambassador Lagoon. Guests also express interest in dining at the resort’s renowned restaurants,” Charalambous tells India Outbound.
“The growing intrigue and aspiration among Indian travellers have led to increased spending across Atlantis’ properties. Moreover, those who previously stayed in standard rooms are now exploring upgraded options like the Imperial Club. This category offers added benefits, including access to a private lounge with snacks and happy hour privileges, as well as inclusions like the kids’ club. These enhancements have fostered loyalty among Indian customers, encouraging repeat visits and higher bookings in premium room categories. Our ability to evolve and cater to its diverse clientele reflects its commitment to providing exceptional experiences that resonate across cultures,” Charalambous adds.
It is not just large hotels like Atlantis or Kempinski that are attaching importance to the Indian market and offering personalised services. Even smaller luxury hotels across the world have begun to pay attention to the Indian travellers and their preferences.
“The Indian market has significantly grown for many of our luxury properties which we represent across the world. Post the pandemic, we have seen a steady growth in the number of Indian travellers to our hotels and it has only been an upward curve. Luxury hotel groups such as Oetker Collection, Belmond and Capella Hotels Group have India as their priority market in Asia and it is a busy year already for us at Heavens Portfolio as we have several brand representatives visiting India this year. Additionally, we have clients that are expanding their market coverage to India this year such as Le Sirenuse and Baur au Lac which reinforces the strength of Indian travellers,’’ Christine Galle-Luczak, Founder and CEO, Heavens Portfolio, a representation company specialising in luxury hospitality, tells India Outbound.
Christine Galle-Luczak
Like with other hotels, Heavens Portfolio has also seen that the spending by Indian customers at hotels represented by it has risen sharply. Galle-Luczak says that Indian tourist travel spends are on an all-time high at the moment and comparable to pre-pandemic figures.
“India’s high-net-worth individual (HNWI) population grew by 11 pc in 2023 and Indian tourists are consistently being ranked amongst the highest global spenders. Heavens Portfolio specialises in representing luxury hotel brands where the average room rate per night at any of our hotels ranges between USD 1500-3000. Indians are a key segment for us because not only do they spend higher but they also stay longer with average stay ranging between 4-6 nights. We are very excited to see the India market evolving at such a fast pace and are looking forward to continue drawing on this opportunity,” says Galle-Luczak.
At Kempinski Istanbul, too, Radtke has noticed a rising spending by Indian clients. “Indian travellers exhibit a diverse range of budgets, reflecting the broad spectrum of travel purposes, from leisure family vacations to large celebratory events and business engagements. However, we have observed a discernible trend of increasing average expenditure over time. This is particularly pronounced among those who book luxury and premium experiences, often seeking enhanced amenities, personalised services and higher-tier accommodations. This upward trend in spending aligns with Türkiye’s growing reputation as a destination offering sophisticated and memorable experiences,’’ he adds.
Market beyond metros
(Photo: Anshu Tejuja)
As with other segments of outbound travel, with growing demand for luxury travel from various parts of the country, the focus of the hotels is no longer restricted to Mumbai and Delhi, the two largest source cities for luxury travels. Increasingly, a number of Indian travellers from small cities are also taking luxury breaks overseas.
“A majority of our hotels cater to the top end of the luxury segment. These include high profile business owners, entrepreneurs, celebrities and sports personalities. Mumbai, Delhi and Bengaluru are the key markets for our hotels, however in the recent years, we have seen growing interests from Tier II cities such as Hyderabad, Kolkata and Pune. The market trend and choices have also evolved significantly. There is a growing preference amongst the Indian luxury travellers for unique and immersive experiences, private stays, wellness retreats, unique culinary experiences and cultural immersions. Wedding anniversary, milestone birthday celebrations with extended families and families at exotic destinations are also taking off among our Indian clients,’’ says Galle-Luczak.
For Atlantis Dubai, the growth is coming both horizontally and vertically, notably through repeat customers. “Interestingly, a few years ago, just before the Covid-19 pandemic, statistics from Dubai Tourism indicated that about one in five Indians who visited Dubai and stayed in five-star hotels chose Atlantis. This achievement highlights our success in building a loyal customer base, not just in terms of hotel stays but also through our culinary experiences, water park attractions and other peripheral activities that encourage repeat visits. A repeat customer is not just someone who checks in; they are individuals who engage with Atlantis in various ways. I am confident that we have successfully cultivated this loyalty with the Indian market at Atlantis, the Palm, and we are making progress with Atlantis, the Royal, which is still in its early stages. We will continue to focus on driving repeat business to Atlantis, the Royal, in the coming years,’’ says Charalambous.
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