“Our target is to sign at least 25 properties by the year 2025”

Atmosphere Core, a hospitality company known for its resorts in the Maldives, is on an ambitious expansion plan in India. The company aim to open 25 hotels by 2025. In an exclusive interview with Asmita Mukherjee, Souvagya Mohapatra Managing Director of Atmosphere Core India, Nepal, Sri Lanka, & Bhutan ; discusses the factors driving the expansion, how Atmosphere Core will ensure brand consistency across a larger portfolio, the key locations for these new properties,  and the plans to address its manpower requirements. 

Atmosphere Core aims to expand to 25 hotels in India by 2025. What factors are driving this ambitious expansion plan? How will Atmosphere Core ensure brand consistency across a larger portfolio?

Atmosphere Core has made significant strides since its inception in 2013, focusing on establishing a strong presence in the hospitality sector, particularly in the Maldives. Venturing into India and Southeast Asia is a natural progression given the brand’s success and expertise.

Our approach to selecting hotels based on popularity as a tourism destination, air connectivity, and the potential to attract high-end travellers is strategic. These factors are indeed crucial for ensuring the success of luxury resorts and hotels.

In India, especially, where tourism is growing rapidly, choosing destinations with established popularity among travellers and good air connectivity can provide a strong foundation for our expansion efforts. High-end travellers often seek exclusive and unique experiences, which aligns well with our brand’s ethos of delivering world-class service.

Maintaining our strong values and vision will be essential as we expand into new markets. It will help in not only establishing our brand but also in differentiating it from competitors in these regions.

What are the key locations in India where these new properties will be launched?

We have so far signed 12 properties in India in management contract module. Our target is to sign at least 25 properties by the year 2025.

The properties in the destinations that we have already signed are Kolkata, Bengaluru, Bhopal, Coorg, Kannur, Goa, Bhubaneswar, Darjeeling Hills and Jaipur.

We are going to launch three properties in this year i.e. 2024. Our flagship property Ozen Mansion Kolkata with 235 rooms, a heritage property called Sadar Manzil Heritage By Armosphere Bhopal and a luxury retreat in 40 acers coffee plantation called Stillwood Retreat A Signature Armosphere Coorg are set to open during quarter 4 2024.

What strategic benefits do you anticipate from this rapid expansion?

Atmosphere Core is leveraging its specialization in resort management within the luxury brand portfolio space as a key differentiator in the hospitality industry. Their expertise in managing luxury resorts allows them to deliver exceptional guest experiences and operational excellence, crucial for attracting high-end travellers. A pivotal strength is their ability to build strong relationships with owners and investors, ensuring trust and partnership that secure management contracts and portfolio expansion. Investors recognize the value proposition offered by Atmosphere Core, receiving a competitive return on investment while maintaining high standards of service and profitability. Focusing on regions like India and Southeast Asia represents a strategic move to tap into growing tourism markets with significant potential for luxury hospitality growth. By choosing destinations with tourism appeal, good connectivity, and high-end traveller potential, Atmosphere Core ensures sustainable development. Their commitment to delivering value and ensuring the right ROI for investors sets them apart in a competitive market, building on their strong brand reputation from the Maldives and extending it into new markets. This strategic emphasis positions Atmosphere Core as a compelling partner for investors and owners looking to capitalize on the growing demand for luxury hospitality in India and Southeast Asia.

How is Atmosphere Core tailoring its offerings to suit the unique characteristics of different markets while maintaining its core principles of luxury and service excellence, specifically in India with a focus on specialty dining and banquet facilities?

Atmosphere Core is tailoring its offerings to suit the unique characteristics of different markets while maintaining its core principles of luxury and service excellence. Here’s a breakdown of our approach in India and the emphasis on specialty dining and banquet facilities:

All-Inclusive Concept Adaptation: In the Maldives, the all-inclusive concept has been successful, covering transfers, meals, beverages, and taxes. This approach simplifies the guest experience and enhances value. Extending the all-inclusive concept to isolated destinations in India acknowledges the importance of providing comprehensive packages that cater to guest needs without hassle.

Specialty Restaurants and Dining Experience: Recognizing the diverse taste preferences in India, emphasizing specialty restaurants offering various cuisines is strategic. This approach caters to guests’ international palate expectations. Incorporating live food preparation and service demonstrations in the All-Day Dining outlet adds a dynamic and interactive element to the dining experience, enhancing guest engagement and satisfaction.

Banquet Facilities and Market Segments: Acknowledging the significance of weddings and MICE (Meetings, Incentives, Conferences, and Exhibitions) in India, integrating robust banquet facilities becomes crucial. These facilities cater to large gatherings and events, offering tailored services and spaces that meet specific event requirements.

Strategic Considerations: Enhancing the overall guest experience through culinary excellence, interactive dining experiences, and comprehensive event facilities aligns with our commitment to delivering exceptional service. By focusing on specialty dining and banquet capabilities, Atmosphere Core distinguishes itself in the competitive Indian hospitality landscape, appealing to both leisure and business travellers.

By integrating these elements into our operational strategy, Atmosphere Core not only meets but exceeds guest expectations, setting a high standard in luxury resort management in new and diverse markets.

Given the significant expansion, how will Atmosphere Core address its manpower requirements, considering the severe talent crunch in the industry?

Atmosphere Core places a strong emphasis on addressing the challenges of manpower requirements in the hospitality industry through strategic recruitment, training, and retention practices. Prioritizing the recruitment of individuals well-suited for specific roles ensures a solid foundation for operational success and guest satisfaction, while partnerships with Indian Hotel Management institutes help source well-educated and trained talent. Emphasizing skill-based hiring ensures that each team member possesses the necessary competencies to excel. Our dedicated training department indicates a commitment to continuously enhancing the skills and knowledge of our workforce, providing thorough and ongoing training programs to equip employees with both technical and soft skills essential for delivering exceptional service. Organizing regular engagement activities fosters a positive work environment and strengthens team cohesion, while offering structured career development plans and pathways helps employees envision long-term growth within the organization. A transparent and fair appraisal process recognizes and rewards employee performance, boosting morale and retention. By actively sourcing talent from reputable institutions and investing in training, Atmosphere Core mitigates the impact of industry-wide manpower shortages. Our focus on employee engagement, career development, and fair appraisal processes helps retain skilled and motivated employees, reducing turnover rates. By consistently implementing these strategies, Atmosphere Core not only addresses current challenges but also sets a strong foundation for sustained growth and excellence in the hospitality sector.

The Indian hospitality market is witnessing significant growth. How will Atmosphere Core differentiate itself from the competition?

Atmosphere Core is strategically expanding its presence to cater to the growing demand for high-quality hospitality experiences.

The company plans to increase its portfolio from 12 signed properties to 25 by 2025, focusing on destinations aligned with its ethos and values. This ensures consistency in service and guest experience across all locations.

At Atmosphere Core, the “Joy of Giving” philosophy translates into exceptional service delivery. By fostering a culture where service is a joy, the company aims to not only enhance guest experiences but also boost employee morale.

Through strategic expansion, a focus on guest satisfaction, and a commitment to its core values, Atmosphere Core is well-positioned to become a major player in the Indian and Southeast Asian hospitality markets.

How will Atmosphere Core ensure they cater to the evolving demands of Indian travellers?

Atmosphere Core is strategically aligning its offerings to cater to the evolving dynamics of the Indian hospitality market, particularly focusing on domestic tourism, weddings, and corporate travel segments. Here’s a detailed look at our strategies and capabilities:

Domestic Tourism Focus: Recognizing the pivotal role of domestic tourism in driving demand within the Indian hospitality industry underscores your readiness to meet the needs of local travellers. Adapting our service style and offerings to cater specifically to the preferences and expectations of domestic travellers ensures relevance and enhances guest satisfaction.

Wedding Segment: Acknowledging the wedding segment as a game changer in India highlights our preparedness to capitalize on this lucrative market. Offering specialized services and experiences tailored for high-end weddings demonstrates our commitment to delivering memorable events and enhancing our brand’s appeal in this segment.

MICE and Corporate Travel: Equipping our properties with the latest trends and technologies necessary for MICE (Meetings, Incentives, Conferences, and Exhibitions) and corporate travellers showcases our capability to meet the specific needs of business travellers. Providing state-of-the-art facilities and amenities ensures that our properties are well-positioned to attract and accommodate corporate events and meetings effectively.

Strategic Advantages: Aligning our service style and offerings with the unique demands of each segment—domestic tourism, weddings, and corporate travel—positions Atmosphere Core as a versatile player in the market. Prioritizing guest satisfaction through tailored services and memorable experiences strengthens customer loyalty and enhances our reputation.

By leveraging these strategic approaches and focusing on service excellence across all segments, Atmosphere Core is well-positioned to capitalize on the growing opportunities within the Indian hospitality industry.

How is Atmosphere Core strategically leveraging its Sales & Marketing operations to expand its global presence and establish a strong foothold in the Indian market?

Atmosphere Core is strategically leveraging its Sales & Marketing operations to expand its global presence and establish a strong foothold in the Indian market. Here’s a detailed overview of our strategies and initiatives:

Global Sales & Marketing Presence: With several Sales Offices and PR Offices worldwide, Atmosphere Core demonstrates a robust global footprint. Having a dedicated team managing Sales & Marketing activities ensures effective market penetration and brand representation across different regions. Emphasizing the adoption of latest trends and technologies in Sales & Marketing highlights our readiness to evolve with industry advancements, enhancing competitive edge.

Revenue Management Strategy: Our Revenue distribution team’s expertise in targeting the right clientele, considering peak and off seasons, optimizes revenue generation and occupancy rates. Tailoring marketing strategies to different segments like Tour Operators, Wedding Planners, MICE agents, and corporate entities demonstrates a strategic approach to diversify revenue streams.

Operations in India: Engaging with domestic and international Tour Operators, Wedding Planners, MICE agents, as well as Government and PSUs for business partnerships and brand building showcases proactive market engagement. Recognizing the importance of online visibility, partnerships with OTAs, presence in GDS, and a robust website booking engine setup are essential for expanding reach and capturing online bookings.

By focusing on these strategic initiatives and leveraging your global network and expertise, Atmosphere Core is well-positioned to capitalize on opportunities in the dynamic Indian hospitality market while maintaining a strong international presence.

How does Atmosphere Core ensure the maintenance of transparent and trust-based relationships with property owners while also delivering exceptional guest experiences and ensuring sustainable ROI?

Atmosphere Core places a strong emphasis on maintaining transparent and trust-based relationships with property owners while delivering exceptional guest experiences and ensuring sustainable ROI. Here’s a detailed look at our business strategy and focus areas:

Business Strategy: Operating and marketing properties with an emphasis on excellence ensures operational efficiency and enhances guest satisfaction. Building and nurturing transparent relationships with property owners fosters trust and collaboration, crucial for long-term partnerships. Upholding property standards and meeting expected ROIs consistently reflects your commitment to maximizing property value and profitability for owners.

Sales and Marketing Collaboration: Collaborating effectively with Sales and Marketing teams ensures targeted efforts to attract the right clientele, including direct guests and corporate accounts. Enhancing brand visibility through strategic marketing initiatives, online presence, and partnerships with OTAs and GDS enhances property recognition and guest acquisition.

Guest Experience Focus: Prioritizing guest satisfaction through personalized experiences and high service standards strengthens brand loyalty and drives positive reviews and referrals. Emphasizing ongoing training and development ensures staff readiness to deliver exceptional service, further enhancing guest satisfaction levels.

Owner Satisfaction and ROI: Monitoring and optimizing key performance indicators (KPIs) such as occupancy rates, revenue per available room (RevPAR), and guest satisfaction scores ensures alignment with owner expectations. Developing and executing comprehensive sales, marketing, and operational plans tailored to each property’s unique market position and potential maximizes ROI potential.

By continuing to prioritize transparent relationships with owners, exceptional guest experiences, and strategic sales and marketing efforts, Atmosphere Core is well-positioned to achieve its growth targets while delivering on commitments to both owners and guests.