The old way to holiday

Now, here is a collection of intimate luxury hotels where the travellers get to choose as to when they want to check-in, have the complimentary breakfast at their chosen time and check-out. “At The Postcard, we understand the value of time and want our guests to pace their holiday as the day takes them. They have the luxury to choose and are not dictated by any rules. We also believe in clean and pure which is reflected across the design, the layout and all product offerings within the hotel – right down to the food and drinks. Even our menus are carefully curated sourcing fresh, organic and local ingredients,” shares Akanksha Lamba, Co-Founder and Senior Vice President Operations, The Postcard Hotel, adding, “Our audience is the traveller who is aspiring for new trails and likes to experience the riches of the region, be it spiritual, cultural, historic or adventurous. Magic for them lies in the memories that are created. At The Postcard Hotel, every experience allows you to feel moments and makes you want to slow down, harking back to a simpler time and the joy of ‘the old way to holiday’.”

Role of boutique properties in India 

Boutique hotels have always been exclusive, fashionable and luxurious. “Hotels that engage all your senses and elevate your stay experience beyond the ordinary as you immerse in the hotel product. The Postcard Hotel brings together a collection of boutique properties which allows the leisure traveller to experience bespoke hospitality, integrating local culture and history of untapped picturesque destination,” she says.

While boutique was big in some popular holiday destinations across the world, the appreciation was slow to come to India, perhaps due to the lack of true boutique hotels in the country. “The pandemic further accelerated this as it led the luxury Indian traveller to look within the country, and, in turn, demanding luxury hotels in leisure destinations. The demand for such exclusive and ultra-immersive boutique hotels will only grow. Unlike large inventory hotels, boutique properties will keep up to be synonymous with intimate and exclusive experiences, offering a story to travellers and encouraging them to forge a relationship with both their surroundings and themselves,” feels Lamba.

Trends to rule Indian boutique hotels in 2023 

“We see three emerging trends in the boutique hotel space in India. First, in 2023, travellers will continue to pick small, ultra-immersive and experiential hotels over large hotels where they are just another room number. In other words, they will choose boutique hotels. This was clearly evident in our occupancies of the third quarter which saw a hundred percent increase from the previous year, especially in Goa, where luxury consumers chose us over other existing larger inventory hotels,” says the Senior Vice President Operations, The Postcard Hotel.

Second, she adds, is that people will continue to rediscover and appreciate India like never before. “While the pandemic led the luxury traveller to holiday in the country, the destination and possibilities this has unveiled has created a clear segment. Our newest hotel, The Postcard on the Arabian Sea, just off the scenic Maravanthe Coast, has exceeded expectations by being sold out in its first month of operation, resonating that if resorts come up in great and undiscovered destinations, travellers will follow,” she opines, adding that the third trend is Northeastern India being explored in a significant way. “A constant feedback from a few of our guests is lack of luxury hotels in the region and their desire to explore it. We believe the best way to experience the Northeast’s riches is through an itinerary that spans the region and is staged in multiple boutique properties, emphasising a meaningful and indulgent experience for travellers. Soon to open, The Postcard in the Durrung Tea Estate, will be our first property in India’s Northeast set amidst 1,400 acres of lush tea gardens in Assam. We will continue to build on an itinerary through experiences in our boutique hotels dotted across the region,” she says.

The making of a new Postcard Hotel

Each hotel at The Postcard is conceptualised to provide a true sense of the neighbourhood and the destination. “The journey begins with handpicking the ideal holiday destination with an extensive preliminary research, tapping into undiscovered locations in the mountains, by the ocean, around prevalent wildlife sanctuaries or even places with historic or religious significance. We collaborate closely with some of the world’s leading architects to design and curate every aspect of the guest experience at the resort. The design brief given to the architects and the design team revolves around building a product that is true to the destination, allowing guests to feel every aspect of the region authentically,” informs Lamba.

The hotel teams at The Postcard Hotel are carefully handpicked individuals who are extensively trained in The Postcard way. “We are always sure to include people from local community for authenticity in the guest experience, in turn also positively contributing towards their benefit. We put in deep research and analysis into the regional offerings to bring together wholesome experiences for our guests without compromising on their luxury or comforts,” she says.

Luxury and sustainability: Together or …

Sustainability is the new luxury, opines Lamba. “At The Postcard, we are mindful of our choices and place significant importance on uniting with a destination, its culture, traditions and history. We naturally practice and integrate sustainability and believe that not only can it go hand-in-hand with luxury but can enrich the guest experience in a lot of ways. As a luxury hospitality brand, our initiative remains to collectively reduce our carbon footprint while also looking for new approaches to enhance the quality of the guest experience. Keeping that in mind, the guest amenities in our guest rooms include bamboo toothbrushes and combs, glass water bottles, organic cotton tote bags and metal or bamboo products as a replacement for single-use plastic. We extensively use local materials and techniques while building our hotels, you will see blue pine wood at our hotel in Bhutan and cuddapah, laterite, lime plaster and bamboo at our hotels in Goa,” she avers.

Furthermore, The Postcard Hotel believe that sustainability can largely contribute towards giving a wholesome experience. “Take the walls of each guest room at The Postcard Dewa, Thimphu, for instance, intricately hand painted by a local artist - an exhibition of the artists’ lived experiences showcased through murals, depicting the people, society and traditions of Bhutan. The integration with the local community allows the resort to bring cultural authenticity while also contributing hugely towards positive and holistic growth,” she concludes.