30 Minute Interview

"We anticipate growth at the rate of 15 per cent every year, at least for the next five years"

Sunil Sikka, head - Marketing and Business Development, WelcomHeritage shares his views on the segment and the group's plans for expansion. By Dinkar Farwaha

Sunil Sikka Marketing and Business Development, WelcomHeritage

What are the key brand tenets that differentiate your brand from other heritage hotel brands?

Each of our 53 properties is unique. The reason for this is that most of them are ancestral homes and reflect the style of living of their owners. We have positioned the brand as the ideal heritage getaway. Also, each hotel in its own location has helped in more jobs and skills for the local people.

Are occupancies throughout the year affected by seasonal fluctuations?

We are lucky to have a good balance between properties in the plains and those in the hills. Earlier, we used to have problems selling locations in the plains in summer and the hills in winter. But all this has changed. People often opt for the hills in winter and the plains in summer, owing to competitive rates. Our ARRs works out to Rs.4000.

What potential do you see in other segments?

The management has taken the decision to enter the herbal resorts' segment. We will announce the developments soon. Today, our presence extends to forts, palaces, residences (manors, havelis and cottages), resorts, jungle lodges and tea bungalows.

What are the group's future plans?

We will soon venture into other Asian countries, with whom we share a common heritage. We are also considering brand extensions. The heritage segment is growing very fast and we anticipate that WelcomHeritage is likely to grow at the rate of 15 per cent every year, at least for the next five years. Many of our larger properties have reworked their accommodation to offer conference facilities. They also had to add extra rooms, or tented camps during the winter months to accommodate larger numbers.

What challenges face this segment?

Many heritage properties are present in smaller cities or in semi-rural locations. Without suitable roads and communication facilities, these would not be viable propositions as hotels. The challenge is to ensure that connectivity and infrastructure is able to keep up with the number of properties that are added.