A mid-market property rooted in heartfelt services

“I didn’t choose the hotel; the hotel chose me,” reminisces Jayant Singh, Founder, TreeHouse Hotels as he recalls his decision to take on managing the Bhiwadi property. What started in 2007 as a single mid-market hotel quickly grew and fuelled by the desire to provide value and leisure experiences. More than a decade later, TreeHouse Hotels has become a significant player in the mid-market segment, offering guests leisure and business a number of options across India.

Building a hospitality brand
Singh’s experience in hospitality, including his time with The Taj Group, equipped him with an understanding of the luxury market. However, TreeHouse Hotels was set on a different path. “We got in the mid-market segment as we thought there’s a lot of opportunity in the segment, where people don’t get an opportunity to stay in these sprawling places at the price level that they want to pay,” shares Singh. TreeHouse, therefore, has become a brand catering to the needs of travellers who dreamt of large, rich properties without having to pay prices for a luxury property.

The brand has since expanded to cater to various market segments, including business and leisure travellers. “We’ve grown organically,” Singh notes, adding, “As a first-generation entrepreneur, especially one who’s self-funding, you learn by elimination – what works, what doesn’t. Now, we have clarity and focus on where we want to head. TreeHouse is firmly planted in the segment and offers comfort, value and memorable experiences.”

Diverse offerings under the TreeHouse umbrella
The company’s expansion includes sub-brands like Nest by TreeHouse, which is an entry-level, no-frills option, and TreeHouse Exotic, designed for more premium offerings. “We realised that not all properties could fit the same mould. A guest staying at a six-acre leisure property wouldn’t have the same expectations as someone staying in a box-style business hotel. That’s why we diversified,” explains Singh.

The Nest by TreeHouse is a segment within the brand, designed to offer a unique hospitality experience. “Nest is designed for high occupancy, fast-moving business environments. It is going to be a product where we are going to be doing room to man ratio as to 1:0.4. This allows us to offer great value to business travellers without compromising on essentials,” elaborates Singh. TreeHouse Exotic, on the other hand, provides a luxurious and unique experience. “We’re already opening properties in Goa and Himachal under this brand,” Singh shares.

Hospitality with Service Dil Se
At the core of TreeHouse’s success is its unique approach to customer service, branded as Service Dil Se. The phrase, which translates to ‘service from the heart’, sums up the brand’s commitment of providing warm and personalised service to guests with heart and soul. It is about more than just serving food from the right or left side; it’s about connecting with the guest on a personal level. If a guest is a vegetarian, we make sure they get something special without asking. If a family comes with kids, we offer to help with childcare so they can enjoy their meal. It’s about making people feel cared for,” explains Singh.

This philosophy extends to TreeHouse’s corporate culture as well. “Service Dil Se is for our team too. Our core values encourage mutual respect and compassion among colleagues. It’s something that has become ingrained in our culture, to the point where people who don’t believe in this ethos naturally don’t last long with us,” Singh emphasises.

Preparing for weddings and festive season
TreeHouse Hotels is also a preferred destination for weddings, especially in the highly competitive Indian market. “Weddings are a very emotional and special time for families,” Singh says, adding, “We focus on offering value for money while ensuring the entire family can relax and enjoy the celebration without any worries.” TreeHouse properties, particularly those in scenic locations, are well-suited for the increasingly popular trend of destination weddings. “The location of our properties, some as close as 80 km from major cities, makes them ideal for intimate, destination-style weddings,” Singh notes. TreeHouse even adds its unique touch with elements like a traditional dhol welcome and vodka shots for guests.

Expansion plans and new initiatives
Looking to the future, TreeHouse Hotels is poised for significant growth. “We are planning to expand our existing brands, including Nest and TreeHouse Exotic, while also introducing new concepts, among these is Kulcha & Co, a restaurant set to open in Amritsar. Another exciting new venture is Highway Hotels by TreeHouse that will cater to travellers on India’s growing network of expressways. These properties will be conveniently located every two to three hundred kilometres, offering essential services like car washes and e-charging stations, all at affordable prices,” Singh says.

Talking about the revenue growth of the brand, the founder shares, “If I compare myself to last year as such, we would be up about 17 per cent in terms of total revenues that we have done over last year as such. We are actually expecting 20 per cent growth over last year. So usually the lean time for hotels is this right now, because you've got Navratri and Diwali.”

As TreeHouse Hotels continues to grow, one thing remains clear: Singh’s focus on heartfelt, value-driven hospitality that has struck a chord with the travellers. “The journey is more important than the destination. We’re enjoying every step of the way, and that’s what matters most,” the founder concludes.