Senior Vice President - South Mumbai and SeleQtions – Taljinder Singh shares the brand’s structure and expansion plans

With over 200 hotels across four continents and 12 countries, the Indian Hotels Company Limited (IHCL) has been reimagining itself by leveraging its strong brand equity to multiply its portfolio while aligning to high-growth segments. Backed by 117 years of legacy, the company offers a warm service and unique experiences for different customer segments with its re-imagined brands. IHCL’s brand portfolio comprises the iconic Taj hotels, operating in the luxury segment; SeleQtions, a named collection of unique individual hotels; Vivanta in the upscale segment for the sophisticated traveler; re-imagined Ginger is in the lean luxe segment; and amã Stays & Trails, India’s first branded homestay product offering heritage bungalows, guesthouses and homestays at unique locations across the country.

To get a deeper knowledge about SeleQtions, BW HOTELIER got in touch with Taljinder Singh who is the Senior Vice President - South Mumbai and SeleQtions. Launched in 2019 as a soft brand that unifies IHCL’s hospitality eco-system with hotels that have their own individuality and distinct identity, SeleQtions is a group of selected hotels that are well established in their markets.

Responding to our question about the story of SeleQtions, he explains, “The potential for such hotels across India, which are independent jewels that needn’t adhere to a particular brand guideline, is huge. Owners with such unique properties can retain its name, legacy and individual style without the need to switch to a cookie cutter and straight jacketed brand.” Explaining the objective of the brand introduction, he further says, “SeleQtions will help IHCL add a significant number of new, individual hotels in key cities, emerging resort locations, non-metros and district capitals of India to its existing 220+ hotels portfolio.”

KNITTING IT TOGETHER

A brand is not established in a night, it requires a step by step process with a clear intent. The Senior VP of SeleQtions, Singh also opines that it takes time and a clear strategy to build any brand. Explaining the important things that one need to focus on, he says, “The first is Development. We need to create a critical mass by adding more hotels to the portfolio. We also have to create and deliver customer experiences that are differentiated. This is very important from the brand philosophy standpoint.”

“Marketing, Distribution and PR help in this customer journey. As it is a named collection of individual hotels that are heroes in their own rights, we have to ensure that we make their stories stronger,” he adds. He was very excited about the brand as the portfolio has a lot of flexibility.

OPPORTUNITY IN ADVERSITY

The pandemic has had a devastating impact on the hospitality industry. The industry has however proved to be resilient and is adapting to the new normal. Taljinder Singh feels that this crisis will throw up opportunities.

He elaborates, “We feel that the pandemic may play a catalyst for owners looking for trusted brands such as ours to manage their properties. This is because customers are choosing large-trusted brands more than ever before, driven by the feeling that they will get a better assurance of safety and hygiene.”

The time for SeleQtions is now. The Connaught – IHCL SeleQtions launched recently in New Delhi is a great showcase hotel for potential owners to see how IHCL can transform and operate such stand-alone hotels.

SELEQTION’S PORTFOLIO

The brand portfolio at present is 16 hotels including 3 under development with approximately 1500 keys. Each hand-picked marquee property, under the SeleQtions brand, has a distinct character that tells a unique story that celebrates legacy of time, a sense of place or a specific theme with innovation, commitment and sustainability woven in at its core.

From design to interiors, service to cuisine to immersive experiences, each hotel has its own characteristic and strong voice. “SeleQtions hotels are the ideal choice for travellers seeking varied experiences that reflect the destination and the stories within. Be it pet-friendly holidays, leisure travel that allows one to mix work with pleasure or simply a getaway that immerses you into the history, culture and legacy of the hotel and its destination, each SeleQtions hotel is an experience like none,” Singh elaborates.

Among the leading hotels under this brand are:

The Connaught, New Delhi – IHCL SeleQtions:

Launched in November 2020, The Connaught, New Delhi exudes character at every corner. With its thoughtfully designed interiors, the hotel located at the heart of the city, reflects the best of the cultural and social milieu of the national capital.

It presents a unique and striking design, effortlessly combining the art deco charm of Connaught Place and contemporary luxe interiors. Featuring 104 spaciously designed rooms conceptualised by a globally renowned Swedish designer, it is a perfect abode for business and leisure travellers.

President, Mumbai – IHCL SeleQtions:

Standing tall in South Mumbai’s Cuffe Parade district, the hotel offers views of the famous skyline of the island city’s southern tip. It is a food and beverage destination with extremely popular restaurants Thai Pavilion, Trattoria, Konkan Café and Wink the bar. It is closely integrated with its neighbourhood and has a unique sense of place.

Devi Ratn, Jaipur – IHCL SeleQtions:

Devi Ratn was the perfect fit for the SeleQtions brand with its bold originality, rich character and innovative design. Located a short distance from the city centre, the resort is spread over 20 acres of lush green landscapes. Each of the spacious 60 rooms and suites offer a view of the Aravalli hills.

Devi Ratn takes its name from the Nav Ratn – the nine gems symbolising cosmic energy. Inspired by the Jantar Mantar astronomical observatory, the hotel’s modern architecture weaves in Rajasthan’s vibrant tradition and culture.

Savoy, Ooty – IHCL SeleQtions:

A landmark in the misty hills of Ooty since 1829, the Savoy is a heritage grand hotel in Ooty that ushers guests into a colonial-era lifestyle with afternoon high tea, croquêt on the lawns, spa sessions, single malts by the fireplace, and an exclusive taste of local cuisine.

The Savoy in Ooty is a great example of the hotels in the SeleQtions portfolio that represents history and a legacy.

Cidade de Goa – IHCL SeleQtions:

Designed as a Portuguese hamlet, with a Mediterranean influence, by world renowned architect Charles Correa, Cidade de Goa, is a blend of luxury, warmth, and the laidback elegance of susegad. It embodies the heart of Goa, both in terms of location and vibe. The hotel located on Vainguinim beach offers stunning views of the sea, Correa’s telling murals, chequered floors, balcaos, and tiled roofs that take one through a historical Portuguese-Goan journey. Every corner has a story, every nook - places to sit, and every evening is accentuated by live music.

REVENUES & EXPANSION

The top five revenue generating SeleQtions hotels are President, Mumbai, Cidade de Goa; Savoy, Ooty; The Connaught, New Delhi and Devi Ratn, Jaipur. With the key focus on India, the brand aims to establish itself in the domestic market first.

Commenting on the expansion plans, Singh says, “We are on track with our internal targets. We started with a portfolio of 12 hotels in 2019 and are already a portfolio of 16 hotels in the short time. This expansion came in spite of the pandemic induced lockdown. Post the pandemic uncertainty, it is difficult to give figures so much in advance. However we aim to be a 30 hotel brand by 2023.”

Guests can obviously select SeleQtions. They can expect a certain standard of attention to detail. The service delivery and quality is rooted in the brand’s philosophy and is differentiated from IHCL’s other brands. On the team leadership, Singh states, “SeleQtions General Managers and leadership at operations level is second to none where Tajness continues to be the core of our customer centric service delivery philosophy. Trust, Awareness and Joy continue to be the value system.”

Concluding on the consumer connect initiatives, he opines, “We are adding distinctive features that help us build the brand – one example is a focus on being pet and family friendly. I am happy to say that this initiative has been not only very popular but also yielded good revenue. Our brand outreach is being innovative and aiming to tap into the newer market segments.”

This article was published in BW hotelier issue dated '' with cover story titled 'HYGIENE THE X FACTOR ISSUE VOL 7, ISSUE 2'