India’s hospitality industry has transformed, with more and more travellers seeking personalised, quaint and culturally enriching travel experiences – consequently, boutique luxury hospitality has witnessed an upsurge.
The MRS Group of Hotels, which owns and operates a distinct collection of boutique hotels across Rajasthan and Uttarakhand, is dedicated to sharing a deep appreciation for diverse landscapes, cultures, and stories with the global traveller. It currently encompasses award-winning brands such as Suryagarh in Jaisalmer, Narendra Bhawan in Bikaner, and Mary Budden Estate in Binsar. Each hotel serves as a gateway to India's rich, diverse, and extraordinary heritage, offering thoughtfully designed experiences that authentically reflect the character of their locations.
Very recently, Small Luxury Hotels of the World (SLH), a community of independently-minded travellers and independently spirited hotels in the world made its debut in India through a strategic partnership with the MRS Group of Hotels.
Talking to Everything Experiential (EE), Sameer Mehra, who was appointed as Chief Commercial Officer, MRS Group of Hotels in April this year, outlined the MRS Group – SLH partnership in offering unique luxury experiences, its expansion strategy, tapping into international markets and more.
Edited excerpts:
How will the MRS Group - SLH collaboration build on offering distinct luxury experiences to its consumers?
The partnership between MRS Group and SLH is poised to redefine luxury travel by combining MRS Group's profound understanding of local culture and hospitality with SLH's extensive global network and expertise in luxury. This synergy will enable us to craft bespoke experiences that cater to discerning travellers in search of unique and authentic luxury.
By leveraging SLH's expansive marketing channels and loyal customer base, MRS Group properties will gain enhanced global visibility, attracting a wider audience of luxury travellers. Consumers can look forward to meticulously curated experiences that blend the charm of MRS Group’s distinctive properties with SLH’s standards of excellence, ensuring that every stay is both personalised and memorable.
With SLH extending its offerings to MRS Group’s hotels in Jaisalmer, Bikaner, and Binsar, what unique experiences will be integrated, and how many more properties will this collaboration be extended to within the year?
Guests at the MRS Group’s properties in Jaisalmer, Bikaner, and Binsar will continue to encounter a range of unique experiences that integrate cultural immersion with luxury. This includes exclusive access to local traditions, festivals, and customs, all enhanced by SLH's curated luxury experiences. The collaboration will elevate personalised luxury, tailoring each guest’s stay to their preferences.
Moreover, our commitment to sustainable and authentic travel will be further enriched by SLH’s global initiatives, providing guests with environmentally and socially responsible luxury experiences.
Over the next year, we plan to strategically extend this collaboration to additional properties within the MRS Group portfolio such as Kuchaman and Dhun. Each property will be selected to offer a unique blend of luxury, location, and culture, maintaining our mission of delivering unparalleled guest experiences.
What kind of expansion strategy have you planned with SLH, both in the Indian subcontinent and globally?
Our expansion strategy with SLH focuses on leveraging its extensive global network to attract international travellers. By tapping into SLH’s established presence in key luxury travel markets such as Europe, North America, and Asia-Pacific, MRS Group aims to significantly increase its international guest base.
To boost brand awareness outside India, we will participate in global travel fairs, and exclusive SLH-hosted events. These platforms will showcase MRS Group’s unique offerings and entice travellers to explore India’s hidden gems.
We will also launch targeted marketing campaigns in key international markets, highlighting the distinctive experiences offered by MRS Group properties. These campaigns will focus on the unique blend of local culture and luxury, appealing to affluent travellers seeking authentic and immersive experiences.
Collaborative promotions, including special packages and loyalty program benefits, will encourage SLH’s global clientele to choose MRS Group properties when visiting India.
Our strategy emphasises building long-term relationships with international travel agents, tour operators, and luxury travel influencers to ensure sustained business growth.
How has the MRS Group benefited from the upsurge in luxury travel, and what kind of growth have you seen?
The MRS Group has effectively capitalised on the rising demand for luxury travel by offering unique, high-end experiences that appeal to both domestic and international travellers. The group has been focusing on curating experiences that combine cultural authenticity with modern luxury, which has attracted a discerning clientele.
We have observed a significant increase in queries and bookings, driven by globetrotters seeking exclusive and off-the-beaten-path destinations. This surge in interest has been particularly strong in the post-pandemic period, as travellers seek more personalised and meaningful experiences.
Additionally, our commitment to exceptional service and unique experiences has resulted in strong customer loyalty and a rise in repeat consumers, contributing to robust repeat business. Year-on-year, we have experienced substantial growth, and we are optimistic about continued success in the luxury segment, supported by our ongoing efforts to enhance guest experiences and expand our brand presence both within India and internationally.
How does the MRS Group – SLH collaboration intend to integrate technological innovations like AI, AR, and VR to build unique and memorable experiences for consumers?
While AI, AR, and VR are not yet in use, the MRS Group and SLH collaboration is exploring innovative ways to integrate these technologies into guest experiences. For instance, AR and VR could be utilised for interactive storytelling, to narrate the tales behind each property, offering guests a deeper connection to the destination – thus, allowing guests to delve into the history and architecture of our properties or relive significant historical events.
We are also committed to using technology to support sustainability, with smart energy management systems, AI-driven resource optimisation and digital concierge services enhancing luxury while reducing environmental impact.
Our focus is on continuously exploring new technological advancements to ensure that each stay is not only luxurious but also unforgettable.
How does the MRS Group – SLH partnership address sustainability in its luxurious offerings?
Sustainability is a core component of the MRS Group – SLH partnership. We are deeply committed to sustainable practices, ensuring that every aspect of our operations is designed with environmental responsibility in mind. We are dedicated to eco-conscious design and operations, incorporating sustainable practices such as eco-friendly construction materials, energy-efficient lighting, and water conservation systems.
Our restaurants are focused on offering farm-to-table dining experiences that emphasise locally sourced and organic ingredients, supporting local farmers and reducing carbon footprints while offering authentic regional flavours.
We are committed to preserving local culture and natural environments and encourage guests to participate in sustainability initiatives like linen reuse programs, tree-planting activities and choosing carbon-neutral transportation options for local excursions.
Additionally, our integration of smart energy management systems, solar power, rainwater harvesting and waste management practices minimises environmental impact without compromising luxury.
Our hotels will also participate in SLH’s Considerate Collection, which highlights our commitment to sustainable luxury.
The MRS Group is about offering luxury without compromise, where sustainability is seamlessly woven into the guest experience. Whether it’s staying in eco-luxury suites, indulging in organic spa treatments, or exploring nature responsibly, guests can enjoy opulent experiences with a clear conscience.
What innovations and trends are expected to disrupt the luxury hospitality industry in India and abroad?
The luxury hospitality industry is poised for disruption through several key innovations and trends. Hyper-personalisation driven by AI and data analytics will allow will enable luxury hotels to offer highly tailored experiences, predicting guest preferences and delivering personalised services before the guest even arrives.
Sustainability is becoming a core value in the luxury hospitality sector with an increasing focus on eco-friendly practices and carbon-neutral accommodations that attract environmentally conscious travellers.
The rise of smart technology in hotels will enhance guest experiences through automated systems for lighting, climate control, and personalised room settings, creating a seamless and intuitive stay.
Providing comprehensive health experiences such as holistic wellness, integrating mental, physical, and spiritual well-being, is gaining traction, as is tech-integrated wellness, with virtual fitness classes and wearable health monitors becoming more common, enabling guests to maintain their health routines while travelling.
Additionally, travellers are seeking not only luxurious but also purposeful, impactful and meaningful experiences, leading to a rise in responsible tourism.
Modular and flexible stays will also become more popular, allowing guests to customise their stay duration, room configurations, and services on demand.
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