‘Luxury lies in simplicity’

From what started off as a small hotel to cater to port visitors in the 1950s at Willingdon Island in Kochi to its present collection of 20 hospitality experiences, CGH Earth has surely evolved into an unusual change-maker in the tourism domain. Over the last seven decades plus, CGH Earth has drawn inspiration from the common knowledge and practices of the local community – architecture, people, cuisine, dress, knowledge, tradition, custom and practices. These elements are then seamlessly blended in earthy luxury and with the requirements of any modern discerning traveller. 

Vision behind CGH Earth 

“God lies in the details, waiting to be discovered is the thought that has inspired CGH Earth from the very beginning and our core values of environmental sensitivity, benefitting the community and adopting local ethos have always been our constant guide. These values provide, not just the invisible pillars on which our efforts stand, but also serve as daily inspirations to innovate and create,” says Michael Dominic, Managing Director, CGH Earth. 

Over the years, with 17 unique holiday experiences and three wellbeing and curative retreats created across Southern India and the Andaman and Nicobar Islands, Dominic says they have learnt that less is more and that luxury lies in its simplicity. “We offer guests a string of experiences that are pure, unexpected and inspiring. Thus, raising the bar from a memorable to a transformative holiday, achieved by treading softly on the land and respecting its people,” he adds.

Hospitality industry experience  

CGH Earth has evolved over the decades to an internationally recognised brand for responsible travel and curative medical experiences. The company went through a transformation when, in 1988, it won the contract to renovate and operate the Government-owned hotel on Bangaram Island in Lakshadweep. “Through our experiments and learnings here, we were able to expand and create other hotels and resorts on the mainland, focussed on responsible tourism and sustainable practices. For the guest, this approach provides an immersive and authentic experience, giving them a true sense of the place. To the team, it was ideas and traditions which had always been theirs that now define the identity of each resort. To local villagers, a sense of wonder that their village architecture, traditions and practices are at the heart of our special guest experiences,” shares Dominic, adding that crossing the Vindhyas is on their roadmap and they are looking out for unique opportunities in other parts of the country and abroad. 

Combining sustainability with tourism 

“Responsible tourism and sustainability are the foundations on which CGH Earth rests. With the mission to not just provide a memorable holiday but a transformative one, our key tool is through harnessing the harmony of Nature and making the ordinary extraordinary. There have been some challenges but benefits overshadow them. Our core values of environment sensitivity, benefitting the community and adopting local ethos guide every decision,” says CGH Earth Managing Director.

Hospitality sector in India and its future

Pre-pandemic, there were 10 million people coming into the country and 20 million going out; but with the latter not having that option easily available now, there has been an explosive domestic growth. “This could be a short-term feature and it will stabilise and plateau. To continue to tap into this market, we have to understand its needs, create new products and experiences, and increase the awareness in the domestic market. Good responsible tourism products will draw the discerning travellers to the far corners of India. Private players and tourism boards should work towards bringing out these hidden gems that can also benefit the local economy,” feels Dominic.

Reaching out to newer audiences 

“We recognise the growth of the evolved traveller in India who is a seeker of responsible travel experiences in mid and luxury segments. We have a growing number of purpose-driven travel seekers who come to us for wellbeing and healing,” he says, adding that the digital platform plays an important role in reaching out to newer audiences in India and around the globe. “Travel for health will keep growing. People will travel to overcome health conditions, preventive healthcare and to de-stress and rejuvenate. The importance of the self and building relationships will become focus points when making holiday choices. Digital detox and remote working holidays will gain popularity,” he observes.

Challenges hospitality industry needs to overcome

Dominic expects international travel, over the next couple of years, will be affected by recessionary effects of Ukraine war with the gas prices rising. “It will take some time for the process to reboot after the period of the pandemic. Itineraries have to be drawn up again and it will be one or two seasons before the momentum picks up,” he says.

The Managing Director at CHG Earth opines the state of Kerala needs government and bureaucratic understanding of the business and support to get the industry on its feet again. “With travellers being able to go anywhere, we can’t afford to be restrictive in our policies. After agriculture and IT, hospitality is one of the highest earners, but the potential is not being explored,” he says, adding that staff shortage is another major issue. “When the industry had taken a beating during the pandemic, companies and hotel chains lost many of their staff so things have to be put in place again for the wheels to start turning properly. Also, the new generation is more demanding and the industry has to be aware of the paradigm shifts and changes accordingly,” Dominic says. However, he feels that the hospitality business will witness a 35-40 per cent growth as compared to the best year pre-pandemic.