What goes into the making of a ‘Non-Hotel’ brand

By Neeta Lal

With an impressive portfolio of 12 hotels across seven Indian states, the award-winning Neemrana Hotels group has distinguished itself by being a `non-hotel’ brand. So much so that the term ‘Neemranafication’ is now synonymous with viable and sustainable heritage tourism involving local communities. Through its philosophy, the Neemrana brand of hospitality has created a niche where experiencing history and architectural treasures has become an organic part of the Indian tourism repertoire.

What does the group mean when it says it’s a `non-hotel’?
We call ourselves ‘non-hotel’ hotels as none of our properties were originally meant to be `hotels’. They are all monuments of historical significance with different stories to tell about the glorious Indian history and culture. And, they have been restored by us to their erstwhile magnificence
and glory!

When the Neemrana story began in the 1970s, we started by looking at restoring historical properties which held stories about the glorious past of India. The splendid ruin of the Fort Palace of Neemrana has become a foremost example of architectural restoration-for-reuse. We have focused continuously on restoring our past historical wonders into modern day heritage hotels. We’re focused on providing an immersive experience of Indian history, culture and traditions to our guests.

Not only does this generate local employment, promote fair remuneration and empowerment at the lowest level to counter the obligatory migration to urban slums, but it also has a multiplier effect on domestic economies.

How is your philosophy of being a `non-hotel’ executed at your properties in real terms?
The process begins by us taking some of the oldest properties and breathing life into them. For instance, our property – the 14th century Hill Fort of Kesroli — restored by us offers intimate and authentic experiences to travelers.

The traditional Indian belief of ‘Atithi Devo Bhava’ (Guest is God) is practiced at Neemrana in real terms as we groom and introduce local youth to the hospitality industry. Having local staff provides a unique blend of courtesy and cultural immersion to guests.

There are other ways in which we’re non-hotels. For instance, at the 15th Neemrana Fort-Palace in Rajasthan, there were circular holes in the property’s ramparts which we have retained. This not only provides a historical perspective to visitors but they can actually feel how the soldiers lived their lives. Broadly, we’re talking about adapting and redefining heritage to contemporary visitors.

Tijara Fort-Palace is renowned for its terraced hanging gardens and Rani Mahal wing which consist of suites and rooms named after India’s leading women painters who have honored them with their work. The Mardana Mahal houses various rooms and suites that have been styled by leading male designers, artists, and aesthetes. The Kanch Mahal or palace of glass is a central structure where guests arrive from all directions for their meals. One of the sunken wonders of the Tijara property is Pataal Kund – a rather large pool, where guests can swim in the comfort of summer shade.  There is also an underground auditorium below the fountain garden.

At most of our properties – including Neemrana Fort-Palace, Hillfort Kesroli and Tijara Fort-Palace we also have some of the most talented classical dancers from across the country showcasing folk dances, folk music, and regional arts from Rajasthan.

The Neemrana non-hotel hotels also bring each guest closer to nature. The 19th century Ramgarh Bungalows offer breathtaking views of the Kumaon valley and guests can literally pluck apricots, plums, peaches, pears and apples and enjoy homemade Neemrana jams. The 21st century Glasshouse on the Ganges, located in the middle of a natural forest has already become a favorite for rafting retreats and longstays.

How does the non-hotel philosophy adhere to sustainable and eco-friendly travel, the current buzz words in a post-pandemic world?
Neemrana pioneered the concept of turning abandoned ruins into experiential non-hotel hotels where you can wake up amid history and experience spaces where royals and nobles once lived. Fort-Palaces and grand mansions from the 14th century onwards have been restored and converted into ‘monument’ hotels. They now offer travelers their labyrinthine spaces, corridors, stairways, courtyards and quaint rooms refurbished with antique furniture and art to recreate an ambience that transports you to a charming bygone era. At Neemrana, our motto is ‘We don’t let history become a bygone!’

Neemrana travelers can wake up in a 700-year-old room with thick vaulted ceilings bolstered with limemortar, lentils and jaggery to strengthen the fort walls. The hilltop views are extraordinary as all our old properties chose the best sites when they were being built by royalty.

From widespread tree plantations across all the properties, using biodegradable guest amenities to recycling waste and using eco-friendly and natural materials wherever possible, the team is constantly working on innovative techniques to augment the guest experience and conserve the environment.