Seclude – Upholding a Steadfast Vision for Experiential Hospitality

The allure of luxury homestays in India is on the rise, as discerning travelers seek personalized experiences beyond traditional accommodations. These accommodations offer a unique blend of comfort and cultural authenticity, catering to the evolving preferences of today’s travelers.

Rohit Sethi, Founder and Director, Seclude Hotels Home Style reveals to T3 how the responses has been for Seclude.

Seclude has witnessed strong performance up until June 2023, with commendable average occupancy rates and ARRs, mentions Sethi. However, in July & August 2023, there were challenges due to rains and landslides, resulting in a dip in occupancy and ARRs. However, Seclude has made a robust recovery from the lost sales in October and remains optimistic about the future.

Talking about the expansion plan, Sethi mentions that Seclude’s current operational profile is inclined towards offering unique and exclusive boutique accommodations in Uttrakhand, Himachal, Kerala, and Goa. “We are actively planning an expansion into these existing states as well as explore the North-eastern part of India, Rajasthan, and other regions of South India. These regions hold immense potential for our brand, with their diverse cultural and geographical offerings”, mentions Sethi.

When asked about the trends evolving, Sethi says that in the luxury homestay business arena, there a discernible shift in customer preferences. “While standard rooms were once the norm, there is now a growing demand for boutique villas and boutique resorts. Customers are increasingly valuing unique design, culinary experiences, and immersive stays”, he adds.

Considering the trend elements, Sethi says that the resurgence of homestays and nature stays aligns with their long-term vision. “We foresaw this trend, focusing on boutique villas and resorts. Much of our inventory caters to this demand. We view the potential as extraordinary, with travelers seeking authentic, immersive experiences. Seclude’s vision remains steadfast, dedicated to providing discerning guests with exceptional, nature-inspired retreats.”

Highlighting the importance of OTAs and travel agents in overall business, Sethi says that at Seclude, the in-house sales team excels in direct sales, which is a cornerstone of the business. However, OTAs and travel agents act as valuable fillers. The current booking ratio stands at 60% direct bookings through own platform, 30% via OTAs, and 10% through travel agents. This balanced approach allows to reach a broader audience while maintaining the personalised touch that characterizes the Seclude experience.

Seclude is also refining its marketing approach with the integration of innovative elements. “We are venturing into the realm of podcasts, using this platform to engage, inform, and inspire our audience. Targeted campaigns will sharpen our reach. Collaboration with like-minded brands is also on the horizon, offering the opportunity to become an accommodation or location partner”, mentions Sethi.

With regards to incorporating the potential of technology, Sethi says that Seclude has adopted Leadsquared as its CRM to streamline customer interactions and improve service. According to him, the website operation continues to excel, providing a seamless booking experience. Integrating with various software solutions enhances automation across operations, ensuring efficiency and a seamless guest journey.

Emphasizing a responsible business approach, Sethi mentions that sustainability is an integral part of their ethos and functioning. “During peak seasons, we advocate responsible travel planning, spreading demand across the year. Our investments in infrastructure improvements support eco-conscious practices. We actively engage with local communities, bolstering the regional economy. Additionally, our commitment to sustainability extends to unique souvenirs, like plantable pencils, reducing waste and promoting reforestation. At Seclude, we firmly believe in preserving the pristine beauty of offbeat trails, ensuring a harmonious coexistence of travelers, nature, and the local community”, Sethi concludes.