Slowdown notwithstanding, pilgrimage tourism has shown a rapid growth and the time is ripe for brands to make their presence felt in the pilgrim cities across the country. BY BABITA KRISHNAN
Hospitality sector in India has emerged as one of the key drivers for growth in the service sector. Tourism in India accounts for 6.8 per cent of the GDP and is the third largest foreign exchange earner for the country.
As per the India Tourism Report 2013 by Ministry of Tourism (MOT) in 1997 (full year), Foreign Tourist Arrivals (FTA) was 2.37 million, whereas FTAs during the period OF January-August 2015 (8 months) was 5.07 million. There was a rise of 4.5% from the previous corresponding period (8 months) in 2014. Foreign Exchange Earnings (FEE) from tourism in 2013 was $18.44 billion compared to $2.89 billion in 1997. FEEs in rupee terms in January-August 2015 were Rs82,225 crore as compared to the FEE of Rs79,803 crore during January-August 2014, showing an increase of 3%. India’s share in world tourism dollar receipts remained low at 1.59% in 2013. In the same year, the MOT estimated that domestic tourism touched 1,145 million which grew at 9.6% from the previous year.
With the increase in domestic tourism, pilgrimage sites have witnessed a growth in tourists in recent past and hotels have been coming up in such destinations to cater to this ever growing demand. The present government has laid great emphasis on tourism since coming to power, particularly pilgrimage travel. 12 ancient cities which are important pilgrimage destinations for different religions have been identified by the MOT under the Pilgrimage Rejuvenation and Spiritual Augmentation Drive (PRASAD) in the first phase of pilgrimage tourism support. These cities will be supported by the Heritage City Development and Augmentation Yojana (HRIDAY) scheme, aimed at revitalising the unique character of heritage cities in India. New trains have been introduced to enable the pilgrimage traveller. State governments like Gujarat, Madhya Pradesh and Andhra Pradesh have announced benefits and incentives to set up hotels at pilgrimage destinations.
One of the major players in the pilgrimage sector is Daiwik Hotels Private Ltd, India’s first specialty pilgrimage chain of full service four-star hotels that introduced the pioneering concept of hotels specifically dedicated to the various needs of a modern-day pilgrim. After opening hotels in Rameswaram in Tamil Nadu and Shirdi in Maharashtra, the brand is presently developing hotels in Tirupati, Andhra Pradesh and Dwarka, Gujarat and looking for opportunities in other pilgrim towns. “We are very bullish on the pilgrimage sector which intertwines with leisure and even business travel in India as travellers mix their holidays. Many underdeveloped pilgrimage destinations require good hotels and infrastructure. Adventure tourism is also poised for growth,” says Debashis Ghosal, MD and CEO, Daiwik Hotels, who plans to change and redefine the pilgrimage tourism landscape in India by creating a unique brand of hotels catering to every distinctive necessity of a pilgrim.
With two properties, 56 keys at Somnath, Gujarat and 22 keys at Ajmer, Rajasthan along with upcoming hotels in Udupi and Dwarka, Concept Hospitality is also venturing into pilgrim hospitality sector. “Our upcoming hotel in Udupi in Karnataka, would have a pilgrim assistance desk in the lobby to help the guest with any information sought,” says Param Kannampilly, chairman and MD, Concept Hospitality. “We have a very simple and focused approach, wherever we see a potential and opportunity for growth, we enter the market. We have a very robust development plan and by the end of this fiscal, we are aiming to open more than six hotels,” he reveals.
Most hotels in pilgrim destinations offer budget accommodation as the guest expects comfortable stay, competitive pricing, basic facilities, 24-hour check-in and check-out and transportation facility to and from the pilgrimage sites.
“We are a standardised hotel which enables travellers with all their pilgrimage needs. We have a very informative website and social media platforms which are rich in research based content. At the hotels, we have a pilgrimage assist desk. Our conference rooms and banquets are extensively used for hosting congregations and katha groups. We have a pure vegetarian kitchen and a restaurant which even caters to special requests like Jain or Vegan cuisine. We have researched and launched the first ever “Footsteps of Lord Rama” tour in Rameswaram, based on 16 locations that Lord Rama visited pre and post conquest of Lanka as per Sage Valmiki’s Ramayana,” Ghoshal elaborates. To enrich its pilgrim services, Daiwik Hotels have roped in Subhadra Sengupta, an eminent author and historian specialising on the pilgrimage history of India, to head the research team of Daiwik and create unique knowledge base on the holy cities and aspects that have remain unexplored.
There are more than 50 pilgrimage destinations in India, with the top 10 of them receiving more than 80 million tourists annually and most of the demand being catered to by the local hotels and guest houses. While Indian pilgrimage tourism is thriving, there is a gap waiting to be filled. With the emergence of pilgrimage as a hospitality concept with information penetration and government initiative, it is time for brands to create pilgrim hospitality as a new business vertical — one that would ensure occupancies throughout the year!
