Embracing the Shift from Mass Tourism to Bespoke Experiences
The Indian hospitality industry is witnessing a rapid growth phase, marked by an expanding customer base and unprecedented capacity addition. It is estimated that around 14,000 rooms were added in India across organised hotel chains in 2023, with this number expected to rise in 2024. While expanding capacity is essential for democratising travel and improving accessibility, the focus must remain on delivering memorable experiences. As hospitality stakeholders, we should aim to strike a balance between exclusivity and mass tourism.
Over the past decade, global awareness of overconsumption's negative impacts has brought sustainability and eco-friendly practices to the forefront, prompting industries to rethink long-established practices. The demand for sustainable tourism, coupled with evolving traveller preferences, is driving a slow but significant shift from mass-market tourism to personalized experiences.
As more people seek exclusivity and tranquillity, "bespoke experience" has become an overused term. Hotels in the most crowded parts of major cities are often marketed as offering bespoke experiences. However, personalised tourism should not be limited to world-class service, high-quality linen, or gourmet food. It encompasses much more—the experience outside the room, the area beyond the property, the cultural heritage of the destination, and human interactions. For example, if you find yourself stuck in hours of traffic en route to major tourist hubs like Mussoorie or Shimla, can a stay at a luxury hotel compensate for the stress and exhaustion?
True bespoke experiences can only be offered at relatively unexplored places and at properties that harmonise with nature. In Dholavira, we have established luxury cottages that offer modern comforts while leaving a minimal carbon footprint. The interiors are warm and cosy, but the true experience begins when guests step outside, soaking in the raw beauty of a UNESCO World Heritage site—the birthplace of one of the world’s oldest civilisations. The journey to Dholavira, passing through the arid expanse of Kutch and its rural settlements with their unique practices, is itself an unforgettable experience.
At Evoke Experiences, we are committed to offering curated, personalised experiences to our guests. Every property we develop reflects this mission, embodying the essence of exclusivity and sustainability.