Hotels

Earth calling

From small beginnings, Kerala-based Casino Group of Hotels Earth has grown rapidly to etch a name in the international and domestic tourism markets alike. Jose Dominic, its MD, sums it as a confluence where the traditional meets the contemporary

Even with the 'Earth' appendage to its name, the Casino Group of Hotels, tries to connect to nature. "As Casino Group of Hotels Earth (CGH Earth), we look relentlessly into the future yet remaining firmly rooted in our past," says Jose Dominic, managing director, CGH Earth. This is evident in the various hotels that CGH Earth runs: Coconut Lagoon, Spice Village, The Marari Beach, The Brunton Boatyard, Spice Coast Cruises, Bangaram Island Resort and the Casino Hotel.

Talking about its new logo, Dominic says, "Its shape is fluid and organic suggesting forms found in nature. It echoes the Malayalam letter 'ruh', a rarely used vowel. We celebrate the connections between old and new, between hospitality and tradition, between the ancient and the modern world, between man and his environment," he explains.

The game plan

The greatest asset CGH Earth started out with, according to Dominic, was the distinct Kerala ambience to all its properties. "Access to large capital was not one of our strengths but it eventually proved to be a blessing in disguise," he reveals.

Instead of going in for grandiose buildings and ostentatious interiors, the group began to focus on and reproduce the uniqueness of Kerala, its architecture, customs and traditions in its properties. "We saw a dramatic shift in the international tourist market - from large packaged tours to small family groups and the pursuit of the exotic. Hence we were able to sustain business," Dominic adds. Throughout its six properties, there are ideas that have come directly from the environment.

He also champions the cause of being eco-friendly. The group has biodigesters and waste treatment plants that convert effluents into clean fuel. "We also have a breeding programme; our Vechoor cows that treat the sprawl of Coconut Lagoon as their own contented turf. Ideas like these do more than echo their surroundings - they serve to protect and nurture them as well," he adds.

He believes that sensitive tourism does not mean restrictions or having to constantly watch yourself and what you do. "In fact, our experience shows that ecological and cultural sensitivity can become a part of the experience itself, making it all the more enjoyable", Dominic adds.

On the horizon

Now that it has established its foothold in Kerala, it wants to explore other states. "We would like to blaze our trails in virgin territory - places like Karnataka, Madhya Pradesh, Uttaranchal and Chhattisgarh.

But capital, like in the past, is a hurdle. "But that will not deter us. Unlike the slow and organic growth of the past, we will now have to expand into new destinations fast. For that, we need sufficient capital before hand. We plan to go for private placement of some equity to mop up the funds. Several international players have shown immense interest as well. We would have gone for a public issue but the markets are down and we will not be in a position to realise our true worth. So we will soon be charting out our new course," Dominic explains.

His strategy is to have about 12 properties in Tamil Nadu, Karnataka and Kerala in the next two to three years. Most of them will be small properties with about 16 to 20 rooms. The investment towards its Karaikudi property will be about Rs 3.5 crore but for the upcoming projects, the scale could be different - more towards Rs 10 to 15 crore. He reveals that the group is in discussions with private equity funds. "The fund is bound to scale up if it materialises", he says.

Dominic believes…

Speaking on India, and in particular Kerala, Dominic says, "We are lucky that we did not get onto the tourism bandwagon earlier like Spain, Thailand and Indonesia. Theirs would be an example of a tourism model that failed. We are not carrying the baggage of old times - of large hotel chains and ostentatious lifestyles, something that is available in the homes of foreign tourists today."

His choice is the exotic. "For example, our latest venture, the ayurveda resort to be located at the Kollengode Palace in Palakkad, Kerala, will not offer worldly comforts of air conditioning, television, swimming pool, liquor or non-vegetarian food. Instead, it will offer chanting rooms, etc. We are confident it will succeed," Dominic says assuredly.

He also goes all out to vote for rural tourism - his idea of paradise is cows roaming on the roads, elephants and camels strolling on the wayside, dhabas on highways, festivals blocking the roads. "The concept of rural tourism is not about escaping but that of fulfillment. But it has to be in small numbers because rural infrastructure cannot handle large numbers," he says euphorically. A factor for its success is the complete involvement of the local community, he believes, adding that, "Until and unless there is total participation and co-operation by the rural community, the concept cannot survive."