Doubles group size – from 6 to 12 properties
January 2022, India – Tree of Life Resorts & Hotels, a boutique chain of luxury getaways, tackled 2021 – arguably one of the most challenging years for the hospitality and tourism industry – and passed through it with flying colors. With a dedication to their mission and determination towards their goal, Tree of Life Resorts & Hotels not only survived, but also doubled their chain over the pandemic, going from 6 properties to now having 12 properties all over India.
Once the pandemic set in, the world of hospitality and tourism became a volatile and ever-changing environment. New restrictions would be introduced almost everyday as far as travel was concerned and there were regular amendments to the already existing long list of state restrictions. During this period, Tree of Life took this challenge as an opportunity and believed it was best to truly go with the flow and make the best of such a developing and dynamic situation. Understanding their consumers and the needs of the hour and combining it with their vision to provide luxurious escapes away from the city and deep in the trenches of nature, Tree of Life created a space for themselves in the industry and how!Talking about 2021, Akhil Anand, Tree of Life Resorts & Hotels, said, “There is no doubt that this period was one of the most challenging I have ever faced in my 13 odd years of work. There is nothing that prepares you for such a situation and it is humbling to say the least. Having said this, I am happy to report that I have never seen numbers in terms of both occupancies and ADRs across the group (including all our new openings) as high as I have seen post the second wave of the pandemic. The opportunities in the luxury boutique space within India are huge at the moment.”
“Many owner driven smaller properties who would like a better positioning and more visibility have been reaching out to us to associate. Pre-covid we were operating at 6 destinations and have doubled this number to 12 operational properties during the pandemic. We are clearly at the right place and at the right time and we are looking at making the most of this opportunity. This is a great time for us to expand our footprint in this domain.” adds Akhil further.
Pre-pandemic, Tree of Life had 7 properties pan-India. The brand was one of the firsts in the country to introduce the concept of getaways and stays of solitude and serenity. The mission and concept came through as a foresight, since with the onset of the pandemic, there was an overall shift towards such properties and experiences. Being in the right place at the right time, Tree of Life tapped into this growing demand and was able to expand to 6 more locations in the country. While this expansion has come with its own set of challenges, the company treads forward with a positive and dedicated approach to reach new heights.
Through the ebbs and flows of the pandemic and its implications on the hospitality and tourism industry, Tree of Life has recognized and given the consumers what they want and simultaneously revolutionized the hospitality space in the country. With a clear-cut vision and unwavering tenacity, the brand is ready to take on the upcoming year and make it bigger and better
