Curating experiences

The hospitality arm of the Bengaluru-based Ferns Estates & Developers, Rosetta Resorts & Holiday Homes,  is betting big on the rapidly-growing domestic luxury hospitality market. Having made its maiden entry in this space in 2021 with successfully curating its first luxury resort –`Rosetta by Ferns Sakleshpur’ – in Sakleshpur, Hassan district, a three-hour drive from Bengaluru, Rosetta Hospitality is today on an expansion mode. 

In the next 3-5 years, the luxury hospitality chain, also in the premium F&B space, is looking to have at least 10 resorts (1,000 keys) in its offering. The company is actively scouting for prime destinations, including Mahabalipuram, Munnar, Kochi, Ooty, Udaipur, Bandipur, Kabini and Wayanad for its expansion. While carrying out this expansion, Rosetta Hospitality has consciously decided to pursue an asset light-model (leased property), which will help it to expand its portfolio quickly and explore the emerging market opportunities in a much efficient manner.     

“Rosetta Hospitality’s expansion strategy focusses on an asset-light approach,” says Jai Sreedhar, joint managing director & CEO, Rosetta Hospitality. “We aim to add four leased properties for every owned one, which allows greater flexibility and broader market reach, while continuing to deliver exceptional luxury experiences. We are quite bullish on the way the luxury hospitality space is shaping up lately and we are building up our portfolio accordingly”.

“Our endeavour is to curate exceptional experiences across a diverse portfolio of destinations,” he adds. “They are dedicated to transforming guest stays into extraordinary moments by blending elegant accommodations with innovative culinary offerings”. 

The premium-to-luxury hospitality venture, conceived in 2017, has recently (December 2023) launched its second resort. The 74-key `Elements by Rosetta Varca’, in Varca, Goa, is positioned in the affordable luxury market, where well-designed rooms and a variety of recreational activities provide a lavish yet budget-friendly escape. 

New locations, new resorts

The company has acquired this property from a local developer and built it to its Rosetta requirements. It has invested Rs100 crore in this property. And, in the Phase II of this project, the hospitality chain is in the process of adding about 70 luxurious suites in the adjacent plot. The new project, likely to be ready in the next one-and-a-half years, will also call for an investment of about Rs100 crore.   

Following this, the luxury hospitality player is all set to unveil a new resort property in Kalyapura, just 50 km from Bengaluru (96 keys; to be launched in Q2 2025). The property is fully owned by the company.   In the next 12-18 months, the company is planning to launch its resorts in Kochi (90 keys), Mahabalipuram (86 keys), Munnar (45 keys) and Udaipur (115 keys). These properties are not owned by the company, but are taken on a long-term lease. 

In the premium F&B space, Ouzo by Fire, Bengaluru, situated in Indiranagar, is a premier restaurant renowned for its exceptional Goan and Mangalorean cuisine. The diverse menu showcases a range of flavourful dishes – from spicy seafood to hearty traditional fare, all prepared with the highest quality ingredients. In Bengaluru, the upcoming Merchants of Spice Restaurant in Ulsoor is set to elevate the city’s dining scene with its innovative menu.

“Having proved our mettle in the premium realty space in the past, we are now all set to replicate that success in the luxury hospitality business,” affirms Errol Fernandes, chairman & managing director, Rosetta Hospitality. “In fact, our Sakleshpur resort property is testimony to the fact that we can also create our niche in the hospitality domain as well.  Despite some initial hiccups, the property under our flagship `Rosetta by Ferns’ brand has turned out to be a major success story. Now, since the Goa property also under our belt, we are all poised to transform this market with our meticulously created resorts under our two existing brands – Rosetta by Ferns and Elements by Rosetta”.

“Our properties, particularly our Sakleshpur resort, is an extension of Ferns’ philosophy of creating personalised spaces within larger communities,” adds Fernandes. “Merging real estate with hospitality, we have reached a new milestone, one that will embellish the history of real estate in the country. Maintaining Ferns’ environment-friendly values, `Rosetta by Ferns’ provides sustainable living spaces with world-class amenities”.

Branded residences

The company is also getting into branded residences (Rosetta branded) in case of those properties, where it owns them. It is in the process of putting up branded residences in Sakleshpur, followed by Kalyapura. In case of its five-star resort in Sakleshpur, the company, in the Phase I, is planning to have 20 luxury villas.  The resort is built meticulously on 100 acres of lush green coffee plantation. Started its operation in 2021, the property delicately interposes within its natural habitat 126 expansive luxurious accommodations, all carefully designed and discreetly situated to harmonise with the outstanding natural beauty of environmentally sustainable coffee plantation.

For the discerning traveller seeking an elevated experience, Club Rosetta offers an exclusive membership programme, designed to transform vacations into extraordinary journeys. Club Rosetta is India’s most exclusive luxury hospitality club. It is a vacation ownership programme that offers 1 week of holiday (four weekdays + three weekends) every year for a period of 10-20 years, with a refundable deposit. Lifelong memories, experiences to cherish with flexibility and savings are just a few perks of vacation ownership to enjoy. As of now, there are 600 active Club Rosetta members and the idea is to onboard only 300 members each year. 

While pursuing its expansion, Rosetta Hospitality is committed to upholding the highest standards of respect and integrity in the workplace, distinguishing itself through a comprehensive approach to employee benefits and support. The company ensures that every associate’s dignity is preserved and their concerns can be addressed through a structured Escalation Matrix, which allows issues to be escalated to the highest levels of leadership. 

“What sets Rosetta Hospitality apart is its dedication to not just competitive compensation, as also a range of unique benefits, including tailored wellness programmes, professional development opportunities, and a supportive work culture that values open communication,” informs Fernandes. “This holistic approach to employee care reinforces Rosetta Hospitality’s commitment to creating an environment where associates feel genuinely valued and empowered”.

According to a JLL report, India is becoming a top destination for luxury and ultra-luxury hotel companies, driven by a surge in domestic travel and the growing affluence of the Indian middle and upper classes.  The emergence of India as an ultra-luxury hotel destination can be attributed largely to the domestic market. Rising disposable incomes are being spent on travel within the country. Prior to the pandemic, foreign travellers accounted for a large majority of the country’s ultra-luxury travellers. But this has seen a significant shift, with domestic travellers now accounting for up to 70 per cent of the total turnout.

According to another report, India’s luxury hotel market, valued at $28.1 billion in 2022, is poised for remarkable growth. With an anticipated CAGR of 8.92 per cent during 2023-29, the market is expected to reach about $51.11 billion by 2029. This substantial growth is driven by the rising tourism industry, increasing disposable incomes and evolving consumer preferences towards leisure and luxury experiences.