Ananta focuses on wellness

Gagan Katyal, CGM, Sales & Marketing, Ananta Hotels & Resorts says 2023 will be the year of wellbeing for their properties, as they aim for a full recovery during the current financial year. He shares details of the company’s new properties and business strategy.

Lipla Negi

What are your expansion plans for 2022?

We have a resort named Jagira Ananta Elite in Gir, Gujarat. It is scheduled to open in June 2022. In terms of location, we are growing. The majority of our properties are located amid nature and offer unique experiences. In Udaipur, for example, the entire resort is sprawled across 100 acres. We have created exquisite jungle cottages amid this vast space to provide our guests with a jungle glamping experience. Ananta gives guests an opportunity to live in nature rather than in a box hotel. As part of our strategy, we look for sellable locales such as Gir, Goa and Bhimtal, among others.

Aside from Gir, we will be expanding our footprint by launching a new 80-key resort in North Goa early next year. Villa residences are a prominent trend in Goa. We are building a villa community in Goa that will function similarly to a hotel. We are also upgrading our spas and wellness facilities. We are going big on wellness. For us, 2023 will be a year of wellbeing.

Is the room occupancy level returning to normal for you?

Occupancy has grown. We have been catering to family travel, which has been increasing from locations that are within driving distance. The rooms are rather large. We were really aggressive in our sales calls.

What marketing strategies are you considering for promoting your properties?

To win in this competitive atmosphere, strong marketing communication and brand awareness are essential. We will be attending shows for more B2C engagement.

Where do you see a strong connection and company growth: OTAs or travel agents?

OTAs are rapidly expanding. They provide fabulous flexibility in terms of rate aggression and property picture uploading. OTA accounts for around 30 per cent of all business.

What has changed for you and the brand as a whole between 2020 and 2022?

Bookings used to be long-term, but today they are short-term. Wellness is a differentiator for us, and we are working hard to capitalise on it at our resorts. To keep guests engaged in the resort, a variety of unique venues are available. A close encounter with nature and a high level of hygiene are two key areas of focus.

How did the shift to domestic travel work out for you?

Fortunately, we have always had a strong hold on domestic leisure, which has only grown. When it begins, international inbound will only fill the gap, providing a healthy mix.

What new ideas has Ananta tried or launched recently to stay strong on the road to revival?

We specialise in resorts that are well-planned and have plenty of open space. These are the factors that have contributed to our success. Our pricing has been competitive, and our guest service has helped us earn referrals. We have been able to meet our budgets following the pandemic, and we are aiming for a full recovery in FY2022-23.