As The Leela Palaces, Hotels and Resorts celebrates 40 years, the brand is balancing its rich heritage with the evolving expectations of younger luxury travellers. Speaking to IMPACT, Anjali Mehra, Executive Vice President, Brand & Communication, said the milestone marks a transformative phase for India's only pure-play luxury hospitality brand.
While preserving founder Captain CP Krishnan Nair's vision of authentic Indian luxury, The Leela is adapting to a younger audience whose average guest age has fallen from 55 pre-pandemic to 42 today. "Luxury itself is evolving. Our consumers are younger, more widely travelled and more aware. The challenge is to stay rooted in culture while remaining relevant," Mehra said.
At the heart of the anniversary celebrations is a new visual identity, the 'Wave', created in collaboration with calligraphy artist Nikhil Chandwani. Inspired by Devanagari script, the symbol represents a seamless connection between the brand's past, present and future.
Culture remains central to The Leela's brand-building strategy. Its wellness programme, Aujasya by The Leela, draws on Indian nutritional sciences, while its signature fragrance, Tishya, blends lotus and Neelakurinji notes to create a distinctive sensory identity. The company has also partnered with Phool to upcycle nearly 10 metric tonnes of floral waste annually into incense sticks infused with its signature fragrance.
On the marketing front, Mehra said the brand follows a full-funnel approach rather than prioritising a single channel. While digital platforms remain critical for discovery and bookings, The Leela continues to invest heavily in PR, partnerships, content creation and CRM. Website traffic has quadrupled over the past two years, while CRM campaigns achieve an open rate of nearly 35%.
The hospitality group is also expanding aggressively. It plans to launch three new properties this year: The Leela Coorg Forest Sanctuary, a 76-acre wellness-focused all-villa retreat; The Leela Jaisalmer, a luxury desert resort; and The Leela Luxury Residences in Mumbai. The company is further strengthening its experiential luxury play through Arq by The Leela, its invitation-only private membership club.
"Luxury today is about creating desire and meaningful experiences," Mehra said. "Our role is to tell stories that inspire people to discover India through The Leela."
