Luxury within US$ 100
Targetting affordable luxury, the Treehouse Group claims that it will never charge an ARR beyond US$100 as it is aiming at the mid-segment. reports more...
Post its successful stint in the management of Treehouse Hotel Club and Spa at Bhiwadi, serviced apartments in Goa and Treehouse Queens Pearl in Gurgaon, Treehouse Group is now set to unveil its fourth property in October. “Anuraga-A Treehouse Resort at Ranthambore in Sawai Madhopur, Rajasthan is another landmark for us as it takes the group to one of the most popular destinations in the country for travellers, on business or leisure,” says Richa K Singh, EVP, Treehouse Group. Giving more details about the new venture, she adds, “AnuragaA Treehouse Resort is a fullservice hotel, which restores one of Ranthambore’s oldest hotels, the Anuraga Resort into a modern complex with a traditional inheritance. The hotel, which renders authentic Rajasthani architecture and construction styles, will have 40 rooms, four suites, a banquet hall, swimming pool, gardens, two conference facility spaces, spa and gym as well as restaurant and bar.”
Currently, the group draws around 25 per cent of its revenues from the B2B segment. Going forward, it is looking at strengthening this alliance. “We see an increase of around 10-15 per cent through travel agents/tour operators in the next one year,” the EVP articulates.
The company that started operations six years back with the flagship property in Bhiwadi has come a long way. Reminiscing about its growth trajectory, Singh points out, “We started with 50 rooms, but we added another 50 rooms by the end of that year seeing the demand. At an ARR of around ` 3,700-4000, we currently have occupancy of 70 per cent, out of which 60 per cent consists of the Japanese corporate clientele.” During weekdays, this is primarily a corporate and conferencing hotel. During the weekends, the hotel gets transformed into a weekend getaway. “When we started, we got booking of one room per day and now it has risen to 10 rooms a day. The mid-segment is our target and this is the maximum we will charge as ARR would never exceed US$ 100,” Singh confirms.
Talking about the other model of serviced apartments -- The Treehouse Blue -- in South Goa at Majorda, Singh comments, “Finding a piece of land in Goa is itself a challenge. Thus, managing the inventory and then opening a restaurant becomes difficult as the fixed costs soar. Thus, we decided to have serviced apartments in Goa. We are doing 60 per cent occupancy in the off-season now. This model has worked extremely well for the group. On similar lines, we will open two more properties in North Goa—in Candolim and Calangute. These will be managed properties and would be operational by the end of next year.”
Currently, the group draws around 25 per cent of its revenues from the B2B segment