‘Rakshā Initiative’ helps reinforce confidence in the Tamara experience

How does the Tamara group of hotels amplify luxury as well as wellness?

Tamara Leisure Experiences is the proud owner of a luxury nature resort; The Tamara Coorg; a luxury heritage nature resort; The Tamara Kodai; and an upscale business hotel; O by Tamara, in Trivandrum. At all three properties, luxury takes form through every feature – location, architecture, interiors, experiences, services, and the awarded wellness centres.

Our two nature resorts are built-in breath-taking hill stations, providing our guests the unparalleled experience of open skies, fresh mountain air, and lush greenery all around them, untouched by city bustle and pollution. Suites and cottages are built to embrace the clean air and the surrounding flora, allowing guests to truly immerse themselves in the rejuvenating natural environment. 

While spas are primarily pushed as spaces for relaxation, our spas add to every experience the expert advice of Ayurveda specialists and technicians trained in both Ayurvedic and Western treatments. The use of natural products and ingredients even further minimises the exposure to artificial and possibly harmful chemicals. Every experience begins with a consultation with a doctor or trained technician, equipped to suggest and administer the perfect therapies for each guest and their special needs. All of this wrapped up in the aesthetic and tranquil environment of The Elevation Spa.   

Are people really looking for luxury during the COVID period?

During these unprecedented times, we are aware that the primary concerns for anyone returning to travel after a long break will be health & hygiene. To that end, Tamara Leisure Experiences is making it its topmost priority to ensure that all properties are compliant with WHO and Ministry of Health guidelines, and that our guests are assured that every precaution is being taken to prioritise their safety. 

That said, we believe that these stressful times are likely to result in the need to take a break from the realities of this situation – working long hours from home, the uncertainties surrounding a new pace of life, and handling work, home, children, and more all at one shot. 

A holiday at a Tamara property is an escape; a place to be pampered and taken care of with the best of services and curated activities to cater to every desire. A quick getaway to a luxury destination where everything is taken care of for you may be the boost our guests are craving. 

What marketing strategies are you employing to bring back business in the future?

First and foremost, communicating our Rakshā Initiative is our biggest marketing feature. It is important to us that our guests are assured that we are doing everything we can to ensure their health and safety. We hope that this will encourage our guests – both old and new – to trust us enough to pick a Tamara property for their first post-COVID vacation. 

In addition, our marketing team has been personally reaching out to our existing database and keeping them updated with new offers and features that will make travel at this time even more attractive. Our social media handles and websites are also constantly updated to clearly communicate this information. 

Under our 2+1 offer, guests get 3 night’s stay at the price of 2. We have also introduced a no-cost EMI payment option for guests who are so inclined. Our guests will also be offered 24-hour check-in and check-out options, and a zero-cost cancellation within 24 hours of their arrival time. 

In addition, during the lockdown, a campaign titled “Tamara Tales” was launched, creating visual and audio bedtime stories for parents to share with their children who have been stuck indoors and away from school during this time. We hope to have helped lift some spirits through this initiative.

What measures have you undertaken to build confidence in consumers?

Tamara Leisure Experiences is an organisation that has long prided itself in establishing trust from guests and patrons. We are a transparent and honest company, and take pride in the fact that our policies, processes, achievements, and innovations are always readily and publicly available. We hope that in the years gone by we have done enough to build a strong and loyal customer base that, based on past precedent, will trust that our new COVID-related protocol will be of the highest possible standard. 

In addition, the General Managers of each of our properties have reached out through videos, to speak directly to our guests, sharing footage from our kitchens, laundry rooms, receptions, and all common touch points to illustrate the hygiene protocols in place. Our social media handles are constantly updated with posts and stories on these topics as well, and our website encourages guests to get in touch with us directly for all details around the Rakshā Initiative so we can answer any additional questions they may have. 

Have you had to let go of any employees during this period? What have you done to support those employed by you during these tough times?

As of now, we are grateful to have been able to keep our entire working staff across the head office and all properties. It is our continued effort to protect the jobs and needs of our employees to the best of our abilities. 

When the Rakshā Initiative was being developed to assure our guests of their safety, a version of this document was designed for all our associates as well. It was important to us that they were assured that their health and safety was also a priority, and that procedures for them to reduce risk to a minimum were in place. 

The organisation has also facilitated access to subsidised COVID insurance for a bulk of our employees. This is in addition to general health insurance provided to all our employees. We have also conducted immense amount of training across the organization and continue to push employee engagement digitally to keep the team connected during the work-from-home period.

How many hotels does the group have as of now and what growth plan in the pipeline?

As of now, the organisation has:

* A luxury nature resort: The Tamara Coorg 

* A luxury heritage resort: The Tamara Kodai

* An upscale business hotel: O by Tamara, Trivandrum

* Two mid-level boutique hotels: Lilac Hotels, both in Jayanagar, Bangalore

In the pipeline, we have three major projects underway, as of now, in Alleppey, Guruvayur, and Kumbakonam. 

How will Tamara Leisure Experiences support the local population?

Tamara Leisure Experiences also engages in several CSR activities to support local communities in times of need. This includes supporting education of underprivileged children through scholarship programs, flood relief work, and the planting of saplings and trees along with local communities. 

The organisation also ensures that a minimum of 50% ground staff are hired from local populations. Spaces have also been earmarked in each property for the sale of local products and produce.

In addition, our Activities Team have built experiences around local sights and communities, celebrating the unique flora and fauna of the region, the practices of the local communities, and the history of the region itself.

With respect to CSR around COVID-19, each property has tried to do its bit to support the community.

The Tamara Coorg supported the COVID hospital, Madikeri, by providing:

* Distributed 450 food kits

* 1000 water bottles (1L each)

* 1000 juice packets

* 1000 biscuit packets

* 3 COVID testing kiosks

The Tamara Kodai:

* Distributed 400 food kits to local communities in the surrounding villages.

O by Tamara:

* Contributed rice and vegetables to the community kitchen during the lockdown

* Distributed sanitisation kits to health workers and police in Trivandrum

Where does Tamara Leisure Experiences stand on sustainability issues?

Sustainable and responsible business practices is at the core of every Tamara property. Starting with the choice of land, the architecture of every building, and the materials used in building, restoration, and expansion projects, right up to operations, promoting sustainable and responsible tourism is very close to our hearts. Every property has procedures and equipment and innovative solutions designed towards making the use of energy, water, and organic material as efficient as possible. We have in-house rainwater harvesting, sewage treatment, and composting facilities within each property. The resorts are no-plastic zones, and innovations are put in place to reduce non-recyclable material to the greatest extent possible. 

A detailed sustainability report is compiled each year for each property, which is also updated constantly to improve our goals and achievements.