Onora Hospitality’s boutique luxury wellbeing venture, Bookmark Resorts, introduced its first enchanting resort in Manali in May 2023. Later, in December 2023, they unveiled their second exquisite property, the Bookmark Jogi Mahal Resort, nestled in the heart of Ranthambore. This newly constructed boutique luxury resort sprawls gracefully across a lush 3.74-acre estate, promising a serene and opulent retreat for discerning travelers seeking both relaxation and adventure in a stunning natural setting.
T3 talks to Ashish Vohra, Founder & CEO, Onora Hospitality, and Karan Bakshi, General Manager at Bookmark Resort Jogi Mahal, Ranthambore to understand more.
In the competitive landscape of wellbeing and boutique luxury hospitality, how does the brand ‘Bookmark Resorts’ differentiate itself from other players?
The wellness or wellbeing hospitality space in India has offerings at two ends of the spectrum – either very high-end brands that are out of reach for most people or the basic Ayurveda offerings. Through Bookmark Resorts, our endeavour is to bridge this gap where we offer luxury wellbeing and transformative getaways at beautiful locations at highly competitive prices that a larger segment of people can afford. At Bookmark Resorts, we focus on the overall wellbeing of our guests through food, spa treatments, immersive cultural experiences and offering ample space for them to relax and unwind.
What motivated the expansion of the Bookmark brand into Ranthambore?
The resort is located at a prime location, merely 2km away from the main gate of the Ranthambore National Park. Yet, it is in an extremely serene and calm place where you can hear the birds chirping as well as enjoy the peace and quiet away from the hustle bustle. Moreover, the jungle itself is a big attraction for those seeking peace and quiet for overall wellbeing, which made this an ideal location for a Bookmark Resort. The proximity to Delhi-NCR and Jaipur also makes it an ideal getaway for a multifaceted clientele, including foreigners, domestic travellers, corporate retreats and MICE.
What does Bookmark’s future expansion plans look like?
We are exploring several destinations including Jawai, Chail, Goa, Varanasi, Coorg and Pondicherry. These are locations where the potential clientele is looking for differentiated places to stay and which offer unique experiences – both inside and outside the hotel.
Our five-year strategy is to be well-known beyond India and have a footprint in South Asia and Southeast Asia. In my opinion, development is the best marketing in today’s day and age. So, we are focusing on building a strong portfolio of resorts. We are constantly looking for hotels at unique locations and we aim to open 10-12 Bookmark Resorts, including a couple of them outside India, in the next 5 years.
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Talking about the USPs, Bakshi highlights that the resort boasts of premium rooms with private plunge pool for a lavish retreat. He further adds that being situated in close proximity to Ranthambore National Park, Bookmark Jogi Mahal Resort provides unique wildlife experiences, guided by experienced naturalists.
“The resort also offers cultural immersion activities such as traditional Rajasthani performances, cooking classes featuring local cuisine, and visits to nearby historical sites, allowing guests to delve into the rich heritage of the region”, adds Bakshi. Mentioning about further strategy, Bakshi adds that the resort plans to engage with the Indian market and beyond through a strategic multi-faceted marketing approach that focuses on cultural immersion; digital marketing; tailored packages, partnering with travel agencies, tour operators, influencers; and promotional campaigns.
According to Bakshi, the market segments in focus are domestic tourists; travelers from key source markets such as the United States, Europe, Southeast Asia, and Middle East; weddings and events; and corporate gatherings. Adding more on the booking mediums, Bakshi mentions “The primary booking channels for the resort are direct bookings through the resort’s website, phone reservations, and walk-in reservations. Online travel agencies (OTAs) such as Expedia, Booking.com, and Airbnb along with travel agents also contribute to the overall business by acting as intermediaries between the resort and potential guests.”
Talking about the sustainability roadmap, Bakshi adds that the resort has implemented various initiatives like energy conservation; water conservation through rainwater harvesting systems, water recycling programs; waste management, and minimizing single-use plastics. He adds that the resort sources locally produced goods and services to support the local economy and reduce carbon emissions associated with transportation. The resort is located in a biodiverse region, and they actively work to protect the local flora and fauna. The resort also engages with the local community through various initiatives such as training and employment opportunities for locals, and more.