Strategic alliance for bespoke travel

Nikita Meshram Sep 10, 2024

The alignment of brand philosophies is crucial for the success of any partnership, and in the case of The Leela and RedBeryl, it has been a cornerstone of the collaboration

In the hospitality industry, partnerships and collaborations often drive the pursuit of excellence, pushing brands to innovate and elevate their service offerings. In an era where luxury is increasingly defined by personalised and immersive experiences, strategic alliances between industry leaders can create powerful synergies that redefine customer expectations. A recent example of this trend is the partnership between The Leela Palaces, Hotels and Resorts and luxury lifestyle management company RedBeryl. Central to the partnership is a shared philosophy that emphasises on the importance of meticulous curation and personalised service.

“The alignment of brand philosophies is crucial for the success of any partnership, and in the case of The Leela and RedBeryl, it has been a cornerstone of our collaboration,” shares RedBeryl founder Manoj Adlakha. The partnership marks a significant move in the luxury space, aiming to blend RedBeryl’s personalised lifestyle services with The Leela’s legacy of exceptional hospitality. Together they plan to offer an enhanced suite of experiences, from exclusive room upgrades and bespoke local experiences to access to a global network of hotels through memberships.

A synergistic partnership

The partnership between The Leela and RedBeryl is rooted in a shared vision of excellence and a commitment to delivering unparalleled luxury experiences. “As leaders in our respective fields, we recognised the potential to create synergies that would elevate the service offerings for our discerning clientele,” explains Adlakha. This collaboration will enable RedBeryl members to access world-class services and exclusive privileges across all 12 properties of The Leela, further enhancing the luxury offerings for both brands.

Enhanced services for discerning clients

Customers from both The Leela and RedBeryl are set to benefit from a range of enhanced services that redefine luxury in the hospitality industry. RedBeryl™ members will be integrated into The Leela Discovery membership, which provides a suite of privileges including exclusive room upgrades, bespoke local experiences, and preferred rates at The Leela properties. Additionally, members will have access to over 800 hotels globally through the Global Hotel Alliance. Adlakha emphasises, “This partnership allows us to offer our clients a seamless and elevated experience, whether they’re dining at the iconic Jamavar or exploring bespoke events curated exclusively for them.”

Sharing her thoughts on the association, Shweta Jain, Chief Marketing and Sales Officer, The Leela, said, “As desire for bespoke immersive travel experiences continues to rise, particularly among the young effluents, our partnership with RedBeryl is another manifestation of The Leela’s true Indian luxury positioning. Over 60 per cent of luxury travellers are seeking custom, stress-free experiences that align with their lifestyle, which is precisely what The Leela Discovery membership benefits bring to the RedBeryl community. This collaboration is a testament to our commitment to setting new benchmarks in personalised service, ensuring every stay is not just a visit, but a deeply personal and memorable journey.”

Setting new standards in luxury lifestyle management

The Leela and RedBeryl are also creating immersive experiences that go beyond the conventional hotel stay. Adlakha notes, “These experience begin the moment our clients engage with RedBeryl. By leveraging The Leela’s unparalleled hospitality and our expertise in luxury lifestyle management, we are setting new benchmarks for what it means to live and travel in luxury.” The collaboration will also include joint marketing campaigns and exclusive events designed to push the boundaries of personalised luxury.

Future of luxury experiences

Looking ahead, the partnership between The Leela and RedBeryl is expected to play a pivotal role in shaping the future of luxury experiences, which are increasingly moving towards personalisation and immersive, meaningful engagements. Adlakha envisions a continued shift towards experiences that are tailored to individual preferences and offer a deeper connection with the brand. “Together, we are setting the stage for a new era where luxury is defined not just by opulence, but by the uniqueness of the experience and the memories created,” he adds.