With the progress of time, wellness as a concept has taken up a multi-dimensional definition, encompassing the individual’s desire for social acceptance, exclusivity, and collective welfare. Allen Machado, Chief Executive Officer, Niraamaya Wellness Retreat shares his perspective on the wellness tourism in India and the performance of his company. Excerpts from interview:
How do you see the growth prospect of wellness tourism in India?
The Asian Wellness Industry is estimated at USD 20 billion, and this is expected to grow at an exponential rate due to higher consumer awareness. In India, wellness is a concept which has been in vogue since ancient times and traditional medicinal and health practices like Ayurveda and yoga have propounded the concept of mental and bodily wellness. The pandemic also raised awareness of the importance of “wellness” – a state of physical, mental, and social wellbeing – in people’s lives.
What sort of policy support the sector needs to realise its potential, according to you?
One of the most ground-breaking developments is the NABH Certification which has been started under the AYUSH ministry. Through this initiative by the Indian government, India is poised to become a global hub for medical tourism and with it open up the market potential for wellness as well.
The government both central and state departments can contribute further by planning and raising awareness to put India as the top-of-mind choice for any wellness travellers.
Post pandemic, wellness tourism is on the boom. How has the performance been of Niraamaya Wellness Retreat so far this year in terms of ARRs, occupancy and RevPar?
Yes, definitely. People have become more conscious of their health post Covid. With pandemic the life we know came to a standstill and it has raised awareness of the importance of “wellness” in people’s lives. The year 2022 is seeing an unprecedented rise in the number of travellers looking for a wellness break. We have seen an uptick of 27% across parameters compared to 2019.
What is the percentage ratio of foreign V/s domestic market in your overall business?
Predominantly, we used to get a major share from UK, Russia, France, Germany and USA. The business did have an impact during the pandemic due to the sudden drop in international tourist. However, one big shift that has happened after is that the domestic traveller has discovered unparalleled destinations within India, and it continues to drive the recovery, especially those with large domestic feeder markets.
You have been now an established brand in the global wellness tourism industry. What are USPs that make you distinct from other wellness retreats?
Our retreats are an embodiment of wellness and luxury that operates in India’s most sought-after destinations like Kovalam, Kumarakom, Thekkady, Athirappilly, Goa, Chikmagalur, Kohima and internationally in Mahe – Seychelles. We cater to the needs of the crème-de-la-crème of discerning travellers all over the world. We believe in providing warm and genuine hospitality and in the domestic circle, we come highly recommended within the HNI network, celebrities and diplomats, thanks to our customized approach to hospitality services as well as the intimate vibes that our properties exude.
Currently, you have 11 retreats. What is your expansion plan? Which cities are on your radar for the expansion?
While we are recognized on the global platform, we do not yet have footprint in the destinations that we envision. This is going to be our driving strategy for the next few years, and we see a great opportunity with the market opening up and wellness being a forefront driver.
We are looking at spreading our wings, with the recent launch of 1st international Private Residence in Seychelles and are also looking at prospects in Europe, Southeast Asia and are in talks with few properties in the Maldives and Sri Lanka. Domestically, because we are predominantly in Kerala, and we plan to expand our portfolio within the state and also looking at key destination in Rajasthan, Tamil Nadu, and Maharashtra.
What sustainability measures are you undertaking at your retreats? What about giving back to the local community?
We are committed to preserving nature and protecting fragile ecosystems by upkeeping the natural world and wildlife while taking utmost care. We make it a point every single day to save water, soil and other precious natural resources and have partnered with local associations. We also recycle e-waste/plastic and upcycle cloth waste from the retreats to address the garbage load concerns.
Across all our retreats we use purified water in glass bottles for our guests, to avoid the usage of plastic bottles. At few of our retreats solar power fulfils nearly 40% of our energy needs. Being a wellness retreat, we grow a wide variety of herbal and medicinal plants, and fruits that find frequent use in our kitchen and spa. Most of our food products are sourced from local fishermen and farmers.
How important is the B2B agents for you?
B2B Agents or Travel Agencies are very crucial and are one of the cornerstones of a hotel’s sales and revenue strategy. With extended connections and a vast distribution network, they provide guidance and one-stop solution to the customer as well as regular support to the travel industry.
Murari Mohan Jha
