“There was a big gap in the way resorts operated, focussing more on product than experience,” says Kapil Chopra, who, as CEO of The Postcard Hotel, announced this new brand on December 18.
Based in Delhi, India, the brand is being kick-started with three conversions, all in Goa, on the west coast of India.
“We were immediately able to show our philosophy, which is customer-centric, with no set check-in and check-out times, anytime breakfasts, plenty of immersion in the local community and the opportunity to meet like-minded people,” he explained. “The Postcard Hotel concept is luxury hotels for the modern audience but with the romance and charm of sun-kissed vacations. It is also simple. I believe guests want hotels that do the thinking for them.”
He wants his customers to leave happy. Instead of a loyalty program, guests will find, on departure, 5% of the total check credited toward a future stay or meal at a Postcard Hotel.
Chopra left Oberoi Hotels & Resorts, where he had been president, in December 2017. He did announce, to a few close friends, his intention to start his own group but most thought he was spending much of his time chairing India’s version of OpenTable restaurant reservations, EazyDiner, plus updating and publishing a blog on contemporary Indian art.
It was therefore something of a surprise that, backed by an anonymous investor in Mauritius, he was able to announce Postcard Hotels with such aplomb. The focus is on strategic buyouts and long-term leases rather than management contracts, and Chopra wants to build up to a portfolio of 50 total within the next five years. Complementing the Goa trio there are seven other India destinations already in the pipeline, and he is looking regionally at Bhutan and Sri Lanka and, further afield, at France and Thailand.
“Wherever, the focus is on providing ultra-immersive, ultra-luxurious experiences,” Chopra said. “Instead of watching the sunrise from the beach, what if we take you out to the sea at 4 a.m. — that would be a sunrise you would never forget!”
“Experiences will be unique to the destination but wellness will always play a crucial role, which is why we searched hard for the right Ayurveda partner. Coimbatore-based Purnarnava Ayureda will be offering on-site ayurvedic consultations in all our Goa properties. Food will of course be healthy, with no sugary drinks, and it will also be regional. At breakfast, for instance, expect local breads instead of croissants – unless, of course, you are staying in a Postcard Hotel in France.”