Navigating the future of hospitality

In a move aimed at reshaping the hospitality landscape in India, Onora Hospitality Pvt Ltd, under the leadership of Founder & CEO Ashish Vohra, has ventured into the wellness space with the recent launch of Bookmark Resorts. In an exclusive interview with BW Hotelier, Vohra sheds light on the company’s vision and the future of its brands – jüSTa, NUO and the new entrant, Bookmark Resorts

Entering wellness space with Bookmark Resorts
Identifying a significant void in the wellbeing hospitality segment, Vohra recognises the requirement for a middle ground between unaffordable luxury brands and basic Ayurveda retreats. This brand caters to the audience seeking a luxurious yet affordable wellbeing experience. “It’s not just about yoga and meditation,” says Vohra, highlighting their focus on holistic wellness – Nature immersion, digital detox and healthy cuisine.

“We decided to launch a wellbeing hospitality brand that has all the luxury elements to give a fantastic experience to the guests, yet is affordable for a larger segment of the client base. That’s how the Bookmark Resorts brand was launched,” explains Vohra.

Bookmark Resorts stands out with its carefully selected locations. The initial resorts in Manali and Ranthambore were chosen for their suitability to wellbeing experiences. Highlights Vohra, “The itineraries we curate for our guests help them have a more immersive experience. For example, the stargazing session at Bookmark Resort Jogi Mahal has received rave reviews and makes the guests appreciate that there is more to Ranthambore than jungle safaris.” This attention to detail extends to enhancing guests’ understanding of their surroundings, as seen in the recommended documentary viewing before jungle safaris in Ranthambore. “We opened two Bookmark Resorts in 2023 and we aim to open at least one or two new resorts under the brand every year. We are in advanced talks with partners in Jawai and Kerala,” adds Vohra.

Chitrashaala international art residency programme
Art plays a pivotal role in Onora’s luxury brand, jüSTa hotels. Vohra articulates the brand’s philosophy, “We firmly believe art is the ultimate expression of India’s culture.” Each jüSTa hotel showcases original artworks by emerging Indian artists, creating a culturally rich environment. “At present, almost a thousand original artworks by emerging artists of India are displayed across jüSTa hotels,” adds Vohra. The annual Chitrashaala international art residency programme further underscores this commitment, bringing together artists from diverse backgrounds for a week-long exchange of artistic ideas.

Vohra further explains, “This event is our attempt to build a credible cultural dialogue among artists from diverse socio-cultural backgrounds through an enriching reciprocation of artistic ideas.”

Vision for NUO
Onora’s business hotel brand, NUO, epitomises modern comfort and prime location. Located in Delhi, NUO boasts high occupancy rates and commands premium pricing within its segment. Vohra envisions a cautious yet ambitious expansion for the brand, focussing on greenfield projects or properties willing to meet NUO’s stringent standards.

Vohra explains, “The occupancy is as high as 90 per cent, which gives great returns to the owners. We want to grow this brand further but we want to only work with projects that are either green field or where the owners are able to make the necessary changes to make it fit to be a NUO.”

Maintaining consistent quality and service across the 24 jüSTa Hotels and Resorts spread over nine states is no small feat. Vohra attributes this by saying, “Systems, processes and people are the three pillars for ensuring consistent quality and service across all locations.” Robust systems and processes, coupled with diligent management, ensure that standards are upheld uniformly across all locations.

Future vision
Vohra’s vision for Onora Hospitality is one of balanced growth and diversification. The company’s strategy includes a diversified portfolio, with properties in varied geographical settings, from mountains and hills to plains and coastal areas like Goa. “To achieve the right scale and grow our business from a 24-resort to a 40-resort group, we need to be on our toes constantly,” he states. This approach not only broadens the brand’s appeal but also mitigates risks associated with market fluctuations.

As Onora Hospitality continues to navigate the evolving hospitality industry in India, Vohra’s leadership and innovative strategies position the company to achieve significant growth while maintaining its commitment to quality and unique guest experiences. With plans for expansion and a diversified portfolio, Onora Hospitality is poised to set new benchmarks in the industry.