Nitin Sud, Cluster General Manager, Ajit Bhawan and Rawla Narlai shared insights on their post-pandemic business flip, unique guest experiences, and future expansion plans.
Ajit Bhawan: Keeping the royal vibe alive in Jodhpur
Located in Jodhpur, Ajit Bhawan holds a special place in India’s tourism history as the country’s first registered heritage hotel, starting back in 1971. Sud explained that the property has always focused on high-end luxury. In a city filled with standard hotel options, its massive size and rich history make it stand out. Sud proudly claimed that, “In Jodhpur, you will not find any other heritage property equivalent to Ajit Bhawan. Because of its beautiful rooms, large open spaces, and opulence, travel agents rank it as one of the top choices in the city.”
Jodhpur inherits history, luxury and the Rajputana culture.
Rawla Narlai: A hidden boutique sanctuary in rural Rajasthan
For travellers seeking peace and quiet, the Rawla Narlai Luxury Heritage Hotel offers a completely different side of Rajasthan. Situated in the village of Rawla Narlai, midway between Jodhpur and Udaipur, this boutique property features 30 uniquely designed rooms. It was originally used as a hunting house for the royal family before becoming a luxury lodge.
Sud emphasised that Rawla Narlai is all about unique, memorable experiences rather than a standard room stay. The hotel caters to high-end travellers looking for rest, local culture, and nature. The key highlights include leopard safaris, stepwell dinners and outdoor dining.
Both the properties are owned by the royal families.
How domestic markets drive revenue
The global hospitality industry has faced a slow year due to economic issues and international tensions. Despite these hurdles, Sud expects his properties to clock a solid 10% to 13% growth compared to last year.
This growth is largely driven by Indian travellers. Before the pandemic, 80% of their guests came from overseas, while only 20% were domestic. Today, that ratio has flipped completely to 60% domestic and 40% international.
The dominating wedding market
Out of that 60% domestic market, a massive 70% of the business comes from weddings.
Because the properties are small and focus on boutique luxury, they do not cater to large corporate MICE events. Instead, they focus entirely on intimate celebrations. The properties host 14 to 17 weddings every year. They specialise in smaller, high-end gatherings of 150 to 200 people. Guests often choose Ajit Bhawan as a premium option when nearby grand palaces are fully booked, loving its open spaces and authentic historical charm over modern box hotels.
Expanding the footprint with care
The group has clear goals for the next three to five years. While they are not launching new projects immediately this year, they are actively working to expand their presence in Rajasthan and across India. True to their roots, their growth focuses entirely on preserving history. In Narlai, the group has purchased several old havelis in the village. They plan to renovate these historic homes and open them to travellers within the next two years. In Jodhpur, they are planning to add more rooms to Ajit Bhawan to meet the growing demand for luxury accommodation while preserving its classic, open layout.
The GM’s endeavour is to take the hotels to the next level of luxury and also expand footprints in Rajasthan in the next 3 years and in India in the next 5 years. He also plans to increase focus towards the domestic market starting with Delhi and Mumbai markets.
Giving back to the local community
True luxury means taking care of the people around you. Through the Maharaj Swaroop Singh Ji Trust, the hotel group runs an extensive Corporate Social Responsibility (CSR) program to support local villagers.
Last year, the trust spent ₹2.5 crores on community development and infrastructure projects. Key initiatives include a free community ambulance service, a village garbage collection vehicle, road development, and direct support for local schools. By keeping the community close, the group ensures that the heritage of the region thrives alongside its tourism business.
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