Why luxury hotel chain Leela jumped into sensual branding


It’s rare for a hotel brand to launch a sensory-focused retail store. And when that happens, it can be an unmanageable task. No one knows better than Anjali Mehra of Leela Palaces, Hotels and Resorts. He sits down with Drum and talks more about the brand’s recent journey.

Leela Palaces, Hotels and Resorts is one of India’s leading hospitality brands. The Mumbai-based luxury chain recently announced its entry into the sensual world with ‘Tishya by The Leela’, a range of bath products created exclusively with the brand’s newly created signature fragrance.

Anjali Mehra says, “Luxury is about creating thoughtful experiences that engage guests. Sensory branding helps build immersive experiences that help deepen emotional bonds with your brand.” . Senior Vice President of Marketing.

She told drums that the perfume was inspired by India’s national flower, the lotus, and the phenomenal flower known as Nilgiri or Neelakurinji, which blooms only once in 12 years.

Our newly launched amenity program is 100% vegan, free of parabens and SLS, and developed with natural extracts, floral fragrances and 100% recyclable packaging.

The signature fragrances and collections were conceptualized and executed in collaboration with Kimrica Hunter International, India’s largest manufacturer of luxury toiletries and in-room amenities.

Why sensory branding is right for hotels

Although sensory branding has been attempted by some airline and hotel brands worldwide, this launch makes Leela the first Indian luxury hotel brand to introduce a signature fragrance to numerous touchpoints. It will also be released in retail soon.

As Mehra explains: “The Leela’s idea of ​​launching Tishya was to enhance the customer experience and create brand differentiation through sensory immersion with the brand.

“It also helps build an emotional bond between our brand and our guests so they can stay with us before, during and after they are with us.”

Sensory branding for a hotel brand is obviously appropriate, but logistically it can be a very complex process, she tells us. “The hardest part of the trip was finding the right balance between product and experience. What is representative of the brand is a subtle fragrance that feels luxurious to the touch and feels, and yet not overpowering. It has the right formula, completely natural.”

Packaging also had to be sustainable, she says, and the company looked at several options to ensure recyclable packaging that was practical both from an operational and customer experience point of view.

Mehra detailed her future game plans, saying that the company has already added new automotive and lobby perfumes to its bath and body collections at all 11 facilities in India.

According to Mehra, the next card is a retail launch and should happen in the coming months as Tishya prepares to get bigger and more fortified space at more touchpoints.

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