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12 INTERVIEW HOSPITALITY BIZ OCTOBER, 2024
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TreeHouse Hotels Prioritises Owner ROI

with a Strategic Growth Plan, Limiting

Multiple Properties in the Same City

TreeHouse Hotels & Resorts, a prominent hospitality chain under Karma
Hospitality LLP, is making significant strides in its expansion journey,
led by Ajay Mehtani, Partner at TreeHouse Hotels & Resorts. With

extensive experience in leadership roles across sales, marketing, asset
management, and business development in global hotel brands, Mehtani
has been instrumental in driving the brand’s successful transformation
in the mid-scale segment. In an exclusive conversation with Hospitality
Biz, Mehtani shares his vision for TreeHouse, its growth strategy, and the
evolving trends shaping the hospitality industry.

Q From a successful role in research, what inspired you to take on right mix of all brands and at key locations.
the leadership role at TreeHouse Hotels & Resorts?
I have always been on the operational side of business. Sales & Q What sets TreeHouse Hotels & Resorts apart from other
Marketing, Business Process Outsourcing, New Builds, Transitions & boutique hotel brands in the hospitality industry?
Franchise Support to Asset Management are some of the roles I have I think the most important part in any mid-scale brand will always be
handled with leading global brands at regional level, hence running a consistency of product and service. Our Unique concept of Service “Dil-
business has always been a passion, that’s where all the action is! In India, Se” which is a registered trademark with us, is our core value. We imbibe
Mid-Scale hotels present a huge opportunity with over a billion domestic this service concept through our training programs at the associate level
travelers growing at almost 8% CAGR in the next 5-10 years. We at and our culture. Service from the heart, irrespective of the language we
TreeHouse Hotels & Resorts are well positioned to take advantage of this speak.
space. TreeHouse is a great brand for value conscious domestic travellers, From a product standpoint our focus is very clear again across all our
the reason why we are expanding rapidly across India, and hence making brands, young, vibrant, safe, clean-comfort for our guests.
it an exciting venture for me.
Q How do you see the hospitality industry evolving over the next
decade, and how is TreeHouse positioned to adapt to these
Q What was your vision for the brand when you first started? changes?
TreeHouse has been in existence for over 10 years. We were very
clear from the beginning that we want to be mid-scale and domestic It’s a very broad topic as it has many aspects to it. Change is always
focused. We stuck to our core strategy and direction resulting in constant. It can be product, technology, service, design, delivery, and
successful growth and expansion. processes. All of these will continue to adapt to changing customer
needs. We will adapt too, bringing in operational efficiencies, with
Q Tell us about TreeHouse in numbers? What is the future plan, internal and external help and with the changing needs of the guests.
We continue to engage with our customers to understand their
say by 2030?
TreeHouse Hotels & Resorts has now moved to a multi-brand strategy. requirements and read through various other industry research on trends
“TreeHouse Exotic” is our upper mid-scale product, expansive and to be able to understand what should be done to keep our products and
large format to cater to Weddings, Events and other market segments. services aligned to the needs of our guests. We are younger and smaller,
“TreeHouse”, our core mid-scale product offers great hotels to the so change is always easier for us to adapt. You would have heard about
value conscious travelers with one all day dining and small meeting the book “Who says Elephants can’t dance?” but we think that it takes
areas in both business and leisure locations. Our third brand, “Nest by bigger players a little longer!
TreeHouse” Hotels Offers great Bed & Breakfast hotels which are at super
locations for business or leisure providing clean-comfort at great prices. Q Can you share some key factors that have contributed to the
Our growth strategy is very clear we don’t want to have many flags success and growth of TreeHouse Hotels?
in the same city or geo locations as we feel that it dilutes returns for Our measure for success is simple, better ROI for our Owners, 8 of
the Owners if they are within +/- 15-20% ADR range and guests get an the hotels we operate are in the Customer Choice Awards for 2024, we
option to move unless the locations are significantly apart and travel time expect to get to an 80% plus on this benchmark within our portfolio
is high within the city. in the next year on our Customer Choice. Rest everything, we do
We at TreeHouse Hotels & Resorts want cities to have fewer hotels revolves around this, continue to improve ROI and Guest Experience
of our brands but they should be well located, and with the right – as they say, Keep it Simple S..! If this is what we do well, everything
partners. Hence, we want to reach a goal of 50+ hotels by 2030 with a else will follow. n

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