Crafting an exceptional boutique experience

In the rapidly evolving landscape of hospitality in India, boutique hotels are carving out a niche that promises unique, memorable experiences for travellers. Udit Kumar, co-founder of Brij Hotels, captures the essence of this shift perfectly. “Travellers today seek more than just a place to stay; they want experiences that resonate deeply with them,” he explains. This desire for deeper connections and personalised stays is fuelling a burgeoning market for boutique hotels in India.

Udit sees this trend as a golden opportunity. “The demand for unique and memorable stays is rising rapidly, prompting major hotel chains to develop specialised divisions to meet this trend,” he says. Unlike larger chains, boutique hotels can offer a more exclusive luxury experience, making each guest feel truly special and valued. He envisions a future where this trend only grows stronger and the boutique hotel market is set for significant expansion, with travellers continue to seek personalised and authentic experiences. "We can expect more innovative and culturally immersive offerings, setting new standards for luxury and exclusivity in the hospitality industry," Udit predicts.

A unique brand identity
Amidst this dynamic market, Brij Hotels has managed to stand out through a distinctive approach. Anant Kumar, co-founder of the Group, elaborates on what sets them apart. “Most hotels these days feel similar — they offer standard experiences that don’t always leave a lasting impression. At Brij Hotels, each property is one-of-a-kind, with its own personality,” he shares. The emphasis at Brij Hotels is on sustainable tourism that respects and celebrates local cultures without disrupting them. Their goal is to immerse guests deeply into the culture of the places they visit, offering a unique blend of luxury and cultural experience through everything from food to architecture and local activities.

Enhancing the guest experience
The Group’s commitment to enhancing the guest experience goes beyond just luxury accommodations. Udit highlights their approach, “We stand out from other boutique hotel chains by enhancing the guest experience through personalised stays and deep cultural immersion. Our approach ensures guests connect with people, culture, nature and their own well-being.” This is reflected in the personalised attention given to each guest, whether arranging religious ceremonies on the Ganges or organising adventurous jungle drives. Every experience is crafted to deeply engage with the local culture and environment.

Sustainability is another pillar of Brij Hotels' philosophy. “Our commitment to sustainability includes responsibly sourcing from local artisans and implementing eco-friendly practices. We actively support local communities through various initiatives, ensuring our presence positively impacts the areas where we operate,” Udit emphasises. 

Expansion plans and drivers of success
Looking ahead, they have ambitious plans to expand their footprint significantly. Anant outlines their vision to have 40 operational boutique properties in the next five years, “Our goal is ambitious, but we’re fortunate to have strong partnerships and a clear vision. We prioritise customer satisfaction over sheer numbers, and we’re meticulous about selecting each new hotel.” The selection criteria for new locations include unique local characteristics that can be seamlessly integrated into their concept, whether it’s traditional mud cottages in rural villages or tents adorned with hand-block printed fabrics in Rajasthan.

Internationally, Brij Hotels has its sights set on Nepal as a key market for expansion. “We see it as a market where we can successfully expand while maintaining our commitment to offering authentic and enriching experiences,” Anant says.

When asked about the primary drivers of Brij Hotels' business success, Anant is clear: “Our success metrics are simple — guest reviews and the percentage of repeat customers. These indicators guide our efforts and ensure that we’re consistently delivering exceptional experiences.”

Culinary excellence and cultural integration
One of the core missions of Brij Hotels is to connect travellers with the essence of the places they visit, and cuisine plays a vital role in this. “Absolutely! Our core mission is to connect travellers with the essence of the places they visit. That’s why each of our hotels proudly features local cuisines, constantly innovating to offer guests fresh perspectives on traditional dishes,” Udit shares. This commitment extends to collaborating closely with local chefs and sourcing ingredients locally to ensure that the culinary offerings authentically reflect the flavours and traditions of each region.

The integration of local culture and heritage into the guest experience is a cornerstone of the group's philosophy. “At Brij Hotels, it’s all about embracing the local culture and heritage to create memorable experiences. From architecture and decor to activities and interactions with locals, every aspect of our guest experience is designed to immerse visitors in the rich tapestry of the destination," Udit concludes.

As Brij Hotels continues to grow and evolve, their unwavering commitment to providing personalised and culturally immersive experiences ensures they remain at the forefront of the boutique / niche hotel market in India and beyond.