Stay Pattern, an emerging force in the J&K hospitality landscape
Since its inception in 2019 in Srinagar, Kashmir, Stay Pattern has been committed to excellence and is consistently expanding its portfolio, aiming to exceed expectations and set new industry benchmarks. Whether optimising hotel performance or creating extraordinary travel experiences, Stay Pattern is a steadfast partner dedicated to the success of crafting unforgettable memories. Faheem Qureshi, Founder and Director, Stay Pattern Hospitality Services, shares his forwardlooking perspective in this enlightening interaction.
Stay Pattern Hospitality Services has consistently led the way in introducing innovative solutions to the hospitality sector in Kashmir. In a short time, the company has broadened its portfolio, aiming to elevate the experience for its esteemed clients. "We are the first company in Kashmir to manage independent hotel brands. Given the limited presence of international or renowned brands, this was crucial to the region. We launched our first hotel in 2019 but faced disruptions due to Article 370 and the COVID-19 pandemic. Despite challenges, with our resilience, our portfolio today boasts of eights hotels," shares Faheem.
Strategic Expansion and Growth
Stay Pattern oversees marketing and promotions for prominent Kashmir Valley hotels like The Orchard Retreat and Spa and Hotel Wood Venture Residency in Srinagar. They manage other properties in Srinagar, including Lake Avenue in the Dal Lake area and Harmukh Houseboat in Nigeen Lake, as well as Shaw Inn and Gulmarg Woods in Gulmarg. The company has recently partnered with Riverfront Luxury Cottages in Pahalgam, and Hotel Marina in Tanmgarg, near the popular Drung Waterfalls.
The company is gearing up for a significant expansion, aiming to add twelve more properties by year-end. “With the surge in tourism expected in Kashmir, we anticipate increased arrivals. Our expansion isn't limited to Kashmir; we are extending our footprint to regions like Jammu, Kargil, Drass, and Ladakh. Additionally, we plan to introduce specialised travel packages in off beat destinations such as the Gurez Valley, diversifying our offerings to cater to varied travel interests," states Faheem.
Crafting Richer Experiences in J&K
Stay Pattern offers an extensive array of experiential services meticulously tailored to meet the diverse needs of both B2B and B2C clients. The company assists partner hotels in maximising their revenue and bolstering their online reputation while catering to the discerning preferences of individual travellers. "We offer a diverse range of experiential packages to our clients, whether it's thrilling adventures in Gulmarg like skiing or crafting special moments for occasions like honeymoons. Our goal is to elevate these packages to a level where the memories created linger for years. We are committed to providing unique and unforgettable experiences that leave a lasting impression on our guests," emphasises Faheem.
The Visionary Approach
Faheem is also keen to work on the growth of the tourism industry in Jammu and Kashmir. Recently, the company tied up with SIDBI to take the initiative. "Our initiatives aim to increase livelihoods and enhance experiential capacity for locals. We have conducted two training programmes, uplifting around 300 candidates from smaller hotels. Additionally, we have onboarded 50 local travel guides, providing a 14-day learning session covering training, capacity building, soft skills, and insights into Kashmir's heritage to enrich their guiding experiences. All 50 guides are now part of our team," highlights Faheem.
Partnering with SIDBI, Stay Pattern has also taken over Drangyari village in Bangus Valley, aiming to enhance the villagers' livelihoods. With 15 houses averaging an income of Rs 10,000 per month, they have identified and developed some homestays in the village. Now, their focus is on promoting these homestays through their CSR programme to multiply the villagers' earnings tenfold, ensuring comprehensive growth and prosperity.
As tourism in Kashmir flourishes due to travel connectivity, Faheem recognises the need for increased accommodation to handle the surge and homestays emerge as a vital solution. Faheem explains, “By engaging with Jammu and Kashmir Tourism, we are actively involved in training homestays for market linkage. We guide them in connecting with OTAs and teach them inventory and rate management. By onboarding them with us, we ensure active participation and generate leads, ensuring these homestays thrive by attracting substantial business."
Winning Accolades
In a brief span, Stay Pattern has achieved significant industry recognition. Among its notable accomplishments in 2023 are winning the Outlook Business Spotlight's Business Excellence Award for Startup of the Year, being named Best MSME Enterprise of the Year at the India MSME Awards, earning recognition at the TravTour India MICE Awards and by the J&K Tourism Directorate for Outstanding Contribution in promoting tourism in the valley.