What inspired the set-up of The Postcard Hotel ?
The inspiration for setting up The Postcard Hotel came from my 25 years of experience in luxury hospitality, including my tenure as President of Oberoi Hotels & Resorts, where I witnessed the evolution of luxury hotels in India. During this time, I observed the rise of iconic leisure hotels, which focused on grandeur but lacked innovation and experiential travel elements.
Globally, transformative luxury hotels like Six Senses and Aman Resorts were redefining hospitality with authenticity and human-centric experiences. Meanwhile, in India, luxury hotels remained focused on extravagance, often importing materials and designs that felt disconnected from the local context. I recognized a significant gap in the market for a brand that combined high-touch service, transformative experiences, and authentic luxury.
In 2017, while reflecting on the two primary reasons people travel—work and leisure—I noticed that city hotels still thrived under strong founder-led leadership, but the high-end leisure luxury segment had lost its soul. Many global brands had moved toward standardized, cookie-cutter approaches, straying from the personal touch and transformative experiences travellers were seeking.
I was particularly inspired by the way brands like Aman Resorts, Six Senses, and One & Only carved distinct identities—design-driven immersion in the destination, a strong focus on wellness, and a vibrant lifestyle orientation, respectively. These examples highlighted the potential for a leisure hospitality brand that prioritized guest-centricity over rigid policies.
The core idea behind The Postcard Hotel became clear: to create “transformational luxury”—”hotel stays that that stay with you long after you have checked out”. By prioritizing flexibility, authenticity, and high-touch experiences, The Postcard Hotel aims to redefine leisure travel, offering guests a soulful, personalized escape that breaks free from the conventional rules of hospitality.
Tell us more about the business model behind the resort chain. What is the criteria for including each property in the chain ?
Our idea always has been to create the world’s foremost luxury transformational hotel company and for that the criteria for selection is focussing on 5 key themes:
- Beaches and coastal towns inspired by the sea.
- Mountains, offering serene and immersive experiences.
- Tea, coffee, wine and spirit estates, such as The Postcard in the Durrang Tea Estate, which is India’s first serious foray into tea tourism. Soon, we will unveil The Postcard Chikmagalur, a luxurious property set on 140 acres, marking India’s first uber-luxury coffee hotel. Additionally, we are in advanced discussions to launch an exceptional wine hotel.
- Wildlife reserves, allowing guests to connect with nature in unmatched comfort.
- Significantly acclaimed buildings and palaces.
I say this because, in all these locations, the story of the destination takes precedence over the story of the hotel itself. This philosophy guides our approach to establishing hotels in such unique places. We collaborate with like-minded owners and are among the very few brands globally that actively partner with them in building these hotels. Our involvement extends beyond ideation—we play a pivotal role in determining what the hotel should embody and selecting the right architect to create a truly iconic asset. We operate through three key models:
Management Contracts
Revenue Share Contracts
Outright Purchase
We specialize in entering high-risk destinations with untapped business potential, venturing into areas that have rarely been explored. A prime example is The Postcard on the Arabian Sea, which has been awarded the title of the World’s Best Hotel twice in its first two years of operation. Located on the breathtaking Maravanthe Beach—widely regarded as one of the most stunning beaches in India but previously lacking luxury accommodations—this hotel exemplifies our commitment to transforming underdeveloped locations into world-class destinations. We also acquire land to build a hotel from the ground up, or we purchase an existing property, completely demolish it, and rebuild it into a new Postcard Hotel. This approach is driven by our strong preference for exceptional locations, ensuring each property aligns with our vision of delivering unparalleled luxury and experiences.
Which are the USPs ? What about the comp set ?
We have divided the USPs into 3 different parts:
Product : We take pride in pushing boundaries to deliver extraordinary experiences. At 13,000 feet in the Himalayas, we have built a permanent luxury hotel in just 11 months—a feat never accomplished before. This is not a temporary structure but a testament to cutting-edge architectural technology. Set in one of the most serene and isolated regions of the world, the hotel features stunning 800 square feet rooms, embodying our commitment to innovation, sustainability, and speed.
Our approach to product disruption begins with asking a vital question: What will our guests desire most? For us, luxury revolves around three core elements: height, light, and space. Catering to the most affluent travellers, our room sizes range from 800 to 1,950 square feet—significantly larger than the industry standard of 400–500 square feet. These are not suites, but spacious, light-filled rooms designed to let guests immerse themselves in their surroundings. Bathrooms are equally luxurious, spanning 250 to 300 square feet, with abundant natural light. Every detail reflects our philosophy of creating unparalleled spaces for our guests. Our journey doesn’t stop here. We will soon unveil The Postcard Hotel in Chitwan, Nepal, further elevating the standard for luxury hospitality.
We collaborate with world-renowned architectural firms to bring our vision to life, including Luxury Frontiers on a global scale and top Indian architects like Tony Joseph, Akshat Bhat, and Ashwin Alva. Their expertise enables us to create iconic properties that redefine luxury and sustainability. Location is everything and each Postcard Hotel is meticulously chosen for its unmatched beauty and exclusivity, with rigorous selection criteria. Our rejection rate stands at 99%—only the finest properties with owners who share our vision qualify to become a part of our brand. At The Postcard Hotel, we are not just building hotels—we are setting new standards in architecture, design, and guest experiences.
Service : As already shared, we believe that guests should not feel like they are going back to school when staying at a hotel. There is no check-in or check-out time—and yes, it is entirely manageable. Why? Because the rich and affluent have everything in life except time. They are not here to game the system, so guests can check in when they want and check out when they want. This eliminates the stress of booking flights or worrying about being in the hotel lobby at a specific time.
The second disruption is anytime breakfast. It is freshly cooked, 80% organic (or as much as possible), and served whenever you wake up. There are no buffets at a Postcard Hotel. If you wake up at 2:00 PM in Goa after a late-night party, breakfast will still be served—and it is always a part of the room rate.
The third key disruption is unlimited cocktails upon check-in. People often perceive cocktails to be very expensive, so we serve local, regionally inspired beverages to elevate the experience. For example, if you are checking into The Postcard Dewa in Bhutan, you will be served a red rice beer. At The Postcard Galle in Sri Lanka, you will be served Arrack and Passion Fruit, a cocktail crafted with local ingredients. Similarly, in Goa, you will enjoy Feni, the local liquor, creatively paired with chillies in a Dandeli. Every location offers unique, region-specific options to enrich the guest experience.
This disruption extends to the food as well. India boasts 128 indigenous varieties of bread. Whether it’s the Poee in Goa or the Mangalore Bun in Mangalore, each region features a distinctive bread that reflects its heritage. We do not serve croissants at our hotels, as croissants are not Indian. India’s cultural diversity and rich heritage deserve to be celebrated and showcased.
Distribution : You will surprised to know Oliver, that Singapore Airlines has only one hotel partner in India and that is The Postcard Hotel. We are also proud to collaborate with leading credit card networks, including the erstwhile Citibank, HSBC, and American Express, to curate unique and tailored offers for their customers across India.
Our approach to distribution is truly distinctive. Unlike a typical hotel company, over 70% of our bookings are direct, which is likely one of the highest percentages for any hotel brand globally. Additionally, you will be pleased to know that the average guest score on verified reviews across all 11 of our hotels is an impressive 9.6 on Booking.com—placing us among the highest-rated hotel groups in the world.
Is there an aesthetic DNA for the properties? (Interior design / architecture)?
Our vision remains to operate the best hotels in the region and for that, we will start at the design stage itself. We are working with renowned architects including Luxury Frontiers in Ranthambhore and Chikmagaluru. They hold the reputation for creating some of the world’s most iconic hotels, including the internationally acclaimed Camp Sarika Amangiri in Utah. Their impressive portfolio also includes the Belmond Elephant Lodge in Botswana, the newly opened Naviva – A Four Seasons Resort in Mexico as well as the exclusive travelling camp that accompanies Saudi Arabia’s Crown Prince Mohammed bin Salman.
In addition, we have the privilege of working with 8 of India’s top architects who featured in the esteemed Architectural Digest’s top 50 list such as Akshat Bhatt for The Postcard Tirupati and Ashwin Alva for The Postcard Leh, who also worked on the iconic Fairmont in Mumbai. This diverse collaboration showcases the depth and expertise of our architectural partners. And of course, my all-time favourite architect, Lek Bunnag, remains someone I aspire to work with – though I have yet to have the opportunity to collaborate with him on a project. These partnerships reflect our unwavering commitment to redefining luxury and exclusivity in the hospitality space.
How are the wellness and dining offerings conceived?
When it comes to dining offers, we emphasize a deep connection to the land and local culture. Take The Postcard Hideaway, Netravali as an example—a property with just 20 rooms spread across 20 acres. This abundant space allows us to grow our own organic vegetables on-site. At many of our hotels, we prioritize cultivating organic produce; where that isn’t possible, we have established organic sourcing networks to ensure the highest quality ingredients that are sustainable, clean, and fresh.
Another hallmark of our dining experience is our commitment to local cuisine. We collaborate with both local housewives and hotel chefs to create authentic, fresh dishes unique to each location. For example, if you request an omelette in Goa, you won’t get a standard one—instead, you will be served a Ros Omelette, a beloved Goan delicacy. This dish features eggs cooked with onions and spices, topped with the flavourful gravy of Chicken Xacuti, a spicy and aromatic chicken curry. The story behind the Ros Omelette is as unique as its taste. Late at night in Panjim, after an evening of revelry, Goan boys would either use leftover Chicken Xacuti from their refrigerators or head to roadside stalls to enjoy this savoury treat. The result is one of the world’s few “wet omelettes,” where the rich curry is poured over the omelette, creating a perfect blend of textures and flavours. Paired with Garlic and Butter Poee, a traditional Goan bread, this breakfast is a divine experience you will find only at The Postcard Hotel or in select Goan homes.
What is the guest profile? Which are your key feed markets?
Our guest profile includes global fund managers, visionary CEOs, iconic Bollywood and Hollywood celebrities, celebrated sports legends, and other distinguished individuals who appreciate the finest things in life. These luminaries, who place immense value on time and luxury, choose to grace us with their presence, setting the benchmark for exclusivity and grandeur.
The Postcard Hotels has been expanding in India and Sri Lanka. What is the current pipeline?
The Postcard Hotel has established a strong presence in India, Sri Lanka, Bhutan, and now Nepal after six years.
Oliver, there are two critical points to discuss here. First, by 2027—just two years from now—India is projected to become the third-largest domestic travel market in the world, trailing only the United States and China. Additionally, India will rank as the fifth-largest outbound travel market globally. Despite this immense potential, Indian hotel brands have largely failed to establish a footprint in major global destinations such as Milan, Rome, Lisbon, Phuket, Vietnam, Cambodia, and Tokyo. I firmly believe this represents an unparalleled opportunity for Indian brands to thrive internationally. With India emerging as a dominant force in global tourism, high-end Indian travellers will significantly influence international markets. This is evidenced by the current boom in airline orders: one in every three planes ordered globally today is destined for Indian airlines like Air India and IndiGo.
That said, our primary focus has always been to solidify our brand in India before venturing abroad. Over the past six years, we have launched 11 hotels, achieving the highest average room rates and guest satisfaction scores of any hotel brand in India. From a global perspective, our guest scores are among the best in the world. Our growth continues at an exciting pace. We are on track to open 8 new hotels this year and have 7 more planned for 2026. This robust pipeline reflects years of thoughtful development, with timelines ranging from 12 to 24 months depending on the scale of each property.
At the heart of our vision is transformative luxury. Our mission is to create hotels unlike anything the world has seen—properties that redefine what luxury hospitality can be.
What has been your approach to service and maintaining consistency in service?
At The Postcard Hotel, we abide by a simple yet profound principle: attitude is everything. Genuine service delivered with a warm smile is at the heart of our philosophy. Our team is meticulously trained to embody a solution-oriented mindset, embracing the mantra: “never say no unless it is immoral, unethical, or illegal.” Instead, we focus on finding innovative and thoughtful alternatives, ensuring every guest experience is nothing short of exceptional
For 2025, which are the novelties we should be seeking for?
The Postcard, Tirupati – A serene sanctuary nestled near the sacred Tirumala hills, offering divine tranquillity.
The Postcard, Ranthambore – A luxurious retreat at the doorstep of India’s iconic tiger reserve.
The Postcard Kanha Tiger Reserve – Immerse in wilderness luxury amidst the enchanting landscapes of Kanha and a chance to watch the tiger once again.
The Postcard Chicalim, South Goa – A hidden gem celebrating South Goa’s lush serenity and timeless charm.
The Postcard on the Rapti River, Chitwan, Nepal – A luxurious riverside retreat where you can marvel at the majestic rhinoceros, embark on serene boat trips along one of the world’s cleanest rivers, and immerse yourself in the untamed beauty of Chitwan.
The Postcard Jawai, Rajasthan – Where raw wilderness meets Rajasthan’s leopard country in unparalleled luxury.
The Postcard on the Mandovi River, Goa – Riverside elegance amidst Goa’s rich heritage and culture.
The Postcard Nainital, Uttarakhand – A lakeside haven capturing the serene essence of the Kumaon Hills.

Kapil Chopra, The Postcard Hotel
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