No Minor Feat

BY AIDEN JEWELLE GONZALES

On my way to meet Puneet Dhawan, the newly-appointed Head of Asia for Minor Hotels, I reflected on the first time I heard about the hospitality group. While I may not be Thai by nationality, having been born and raised here, parts of my third culture identity revolve around being dek Thai, and thus, I feel a sense of national pride when the Kingdom is recognised on the global scale. So, when I first learned that Minor Hotels, the parent company of the vaunted Anantara brand, which includes the iconic Anantara Siam Bangkok Hotel with its sumptuous interiors and the sprawling Anantara Riverside Bangkok Resort in all its resort-like glory, was based out of Thailand, it was a thrill. I knew Thai hospitality was second to none; and I was excited to know that its hospitality and culture would be spotlighted on the international stage. And indeed, with the global hospitality group that is Minor Hotels operating over 550 hotels, resorts and residences in 56 countries; it’s safe to say that it’s bringing uniquely Thai sensibilities to hospitality as an industry.

Puneet Dhawan, the newly-appointed Head of Asia for Minor Hotels, shares my excitement for this brand operating out of the City of Angels. “Thai hospitality is rated as one of the best in the world,” he enthuses when I meet him at the Minor Hotels headquarters in Bangkok. “And what attracted me to Minor Hotels was, first and foremost, that they are headquartered out of a fantastic city like Bangkok, which is diverse, multicultural, and boasts a great quality of life. Moreover, Minor Hotels is one of the Top 50 valued stocks listed in the Stock Exchange of Thailand (SET), and the brand
as a whole has that entrepreneurial spirit and go-getter attitude as part of its culture, which I find very exciting.”

Born in New Delhi in India, Puneet has history with the city of Bangkok, having married a Thai-Indian woman whom he met at the renowned hospitality school, César Ritz Colleges Switzerland, in 1991. Despite the years taking him to various geographies – from Amherst College in the University of Massachusetts for his undergraduate in hospitality, travel and restaurant administration; to the Philippines during his first job as a Corporate F&B Trainee at the Mandarin Oriental Manila; to the legendary Mandarin Oriental, Hong Kong; and then to Singapore, Vietnam, Australia, Dubai and India – Bangkok has always had a special place in his heart. “My wife’s dad was probably one of the first 10 Indian families
to move to Bangkok in the late 1940s, and she was always talking about Thailand,” he recalls fondly. “Both our kids were born here in Bangkok, and coming back here feels like a homecoming for both of us, after globetrotting for almost 30 years.”

With decades of experience in the hospitality industry, spanning working for Century Hotels in Singapore, and then working for Accor for over 20 years, including taking on the role of Head of India and South Asia during the COVID-19 pandemic, Puneet is bringing his unique insight and vast experience to Minor Hotels. “I had a great run in Accor; it’s a fantastic company,” he tells me. “Working with Minor Hotels will be different, but I’m here to learn the Minor way, and at the same time, bring some of the practices that I’ve gathered in almost three decades in this industry.” 

He shared his insights, experiences, and the vision he has for Minor Hotels with Masala.

Having spent three decades and counting in the hospitality industry, what initially drew you to this field, and what has kept you loyal to the industry all these years?

What initially attracted me to hospitality was that you get to travel a lot [Laughs]. It’s a unique industry because it’s universal – the vernacular and the way we operate hotels is the same all over the world; it’s all about people, either the ones in your team, or your external customers. It’s one of the oldest trades in the world, and I was fascinated by the large hotels, banquets, restaurants, bars, and of course the rooms themselves. It’s a glamorous industry from the outside looking in, as a young child.

Of course, it was only later that I realised that there is a lot of hard work and planning behind all those smiles and the pretty
people you see walking around the hotel in beautiful uniforms. Once you become a General Manager, it’s like leading an orchestra! To get music, everything has to work in sync – and that’s what I think differentiates a good hotel from a great hotel, and listening to that music is something I love to do every day.

Minor Hotels’ brand portfolio includes Anantara, Avani, Oaks, Tivoli, NH Collection, NH Hotels & Resorts, and
Elewana Collection; and each one has a unique brand identity. How do you ensure effective leadership and management across Minor Hotels’ diverse portfolio of hotels and resorts, and that the core vision across the properties remains the same?

To effectively lead and manage this portfolio, Minor Hotels employs a multifaceted approach. The first key component is
our strong brand identity and  positioning. This includes a portfolio of well-defined personality brands with clear value propositions and brand essence, supported by consistent brand guidelines that ensure brand consistency across all touchpoints. The strength of these brands is further reinforced by robust training and development, coupled with a consumer- centric approach. 

A shared vision across regional hubs of excellence is another critical element of our strategy. Our clear, overarching
corporate vision and values serve as the foundation for all brands. Regional hubs of excellence ensure strong leadership while maintaining consistency and allowing for local adaptation. Minor Hotels’ ‘Agile’ approach enables us to quickly adapt to changing market conditions and evolving guest expectations.

Finally, data-driven decision making is central to our strategy. Performance metrics are established for each brand to measure performance against objectives, and we leverage data analytics to identify trends, opportunities, and areas for improvement. This approach ensures that each brand maintains its unique identity while preserving the core vision of Minor Hotels. Currently, we are reviewing and fine-tuning the brand standards for our brands, with a particular focus on Anantara.

Minor Hotels is operating in 56 countries, with plans to expand even further – for example, you’re launching the Anantara brand in Jaipur, and you’re planning to expand your India footprint to 50 properties. What strategies are you implementing to achieve this ambitious growth?

Destination creation has been instrumental in Minor Hotels’ strategy and success over its 46-year history. India has many untapped hotspots and immense potential to establish new destinations for domestic and international tourists. We plan to focus our new openings in India on the upper- upscale and luxury hotel segments with our Anantara, Avani, and NH Collection brands, where we see a gap in the market, especially for experiential luxury, and the greatest profit potential. We also see the capacity to bring our upscale NH Hotels & Resorts brand to some tier-two and tier-three cities as well as airport locations. While we recognise potential in up-and-coming cities, particularly in Southern India, we are also excited about the prospect of opening luxury wilderness lodges in places like the southern hill towns and the northern Himalayas, converting historic palaces or forts, or launching Ayurvedic wellness retreats, all gaps our Anantara brand is well-suited to fill.

Given your extensive experience across various regions, how do you ensure that Minor Hotels’ properties in Asia maintain a balance between local cultural authenticity and the brand’s global standards?

Minor Hotels has its roots in Asia, which allows us to have a deep cultural immersion and understanding of the region. Our
adaptive global standards ensure that we have comprehensive guidelines in place, while allowing for local interpretation that maintains brand values. Additionally, we listen to our guests and team members, continuously adapting and fine-tuning our offerings. The Jungle Bubble and The Vietage are excellent examples of a local offering that corresponds with guests’ needs for a truly original experience immersed in the location.

What unique challenges and opportunities do you foresee in the hospitality industry in Asia, particularly in the post-pandemic era?

Global geo-political issues have the potential to greatly impact the hospitality industry in Asia. However, history has also taught us that the region is very resilient. Despite any challenges we face, guests always return due to the high quality of service, natural beauty, and rich cultural experiences in Thailand, Vietnam, Cambodia, and other countries. While talent shortages remain a concern, Minor Hotels’ strong recruitment and retention programs, including extensive training and opportunities to work across the MH network, ensure a solid service offering across the network. Additionally, opportunities lie in wellness, something Minor Hotels is deeply committed to, as evidenced by the soon-to-launch Layan Life at Anantara Layan, alongside Clinique La Prairie and Vivid Drip Bar.

How do you think Minor Hotels’ expansion in India and other parts of Asia will impact the Indian diaspora, especially in terms of tourism and cultural exchange between India and Thailand?

Anantara is a global brand that was born in Thailand, and it has gone global. We are in more than 20 countries, with over
50 properties, spanning some amazing destinations in Europe, such as the Anantara Convento di Amalfi Grand Hotel in Italy and the Anantara Plaza Nice Hotel in France; the Maldives, including the Anantara Dhigu Maldives Resort; and the Middle East, including the stunning Qasr Al Sarab Desert Resort By Anantara in Abu Dabhi. And of course guests from around the world are familiar with our luxe properties closer to home in Bangkok, Phuket, and more.

The Anantara opening in Jaipur will be our first of many ventures in India with the Anantara brand, and it’ll be a beautiful property, built like a palace with 150 keys. We’re really excited about this opening, as we’re hoping to further familiarise India, and indeed the Indian diaspora in Southeast Asia, the Middle East, and more, with the brand and the bespoke experiences that we provide. We want to become synonymous with the high standards of luxury and customised service that we’ve always displayed, and expanding further will help to do that. It also provides a great opportunity for our team members to experience the wonders of India.

What is your vision for the future of Minor Hotels in Asia, and how do you plan to innovate and stay ahead in the competitive hospitality market?

My vision is to reinforce Minor Hotels’ positioning as the leading hospitality company in Asia, renowned for delivering exceptional guest experiences that authentically reflect the heart and soul of each brand and destination where we operate. Through our portfolio of diverse yet complementary brands that cater to a wide range of travellers, we are committed to delivering an experience that fulfils every need of our guests, from luxury seekers to value-conscious explorers.

Are there any exciting new projects or developments in the pipeline for Minor Hotels that you can share with us?

Minor Hotels has ambitious strategic priorities and objectives for the next five years, targeting over 200 new additions to its portfolio by the end of 2026. These expansions will geographically balance the portfolio, with openings across Asia, Europe,
the Middle East, Africa, the Americas, and Australasia. Anantara is extending its luxury and experiential offerings into new areas, including historical European properties, luxury trains, and tented safari camps. The group continues to follow its long-standing ‘asset-right’ strategy, aiming to reduce the proportion of owned or leased properties from about 70 percent to 50 percent. Additionally, Minor Hotels plans to unveil new brands in the coming years to better cater to hotel owners and meet consumer demand, while focusing on Minor Hotels as the parent company in both B2B and B2C markets.

Recent additions to Minor Hotels’ luxury global footprint include several Anantara and Tivoli properties across Europe, the Middle East, and Asia, with exciting launches scheduled in the next 12 months. The NH Hotel Group’s rebrand to Minor Hotels Europe & Americas enhances alignment with the parent company and supports its accelerated international expansion. The group also remains dedicated to sustainability, aiming to become a net-zero organization by 2050 and continuing its pioneering efforts in environmental conservation through various initiatives worldwide.

Finally, hospitality as an industry is becoming increasingly popular among the Thai-Indian community – do you have any personal advice or insight that you’d like to give them from your longstanding years in hospitality?

Hospitality is a great business; I believe hospitality and tourism are blessed industries. People will continue to travel and they’ll want to experience new things, especially after the COVID-19 pandemic. There’s new zest and energy in the industry, and the demand is outpacing the supply right now, which is leading to better profits if you’re a hotel owner. For those who want to enter hospitality as a career – there’s nothing like it. You can travel all around the world, and with the advent of AI, automation, and robotics, I still believe that hotels will continue to employ people, as the industry is all about people and that personal touch. Of course, we are integrating technology where it’s required in the non- guest-facing areas, to run operations more efficiently and improve productivity, but there are still many jobs in hotels that will continue to be done by people.

You’ll also have the opportunity to meet and learn from people from various cultures, not just from the guests you meet but from the people you work with as well. It’s a fascinating experience, and it gives you an opportunity to take your skill set from one country to another. Finally, it’s a great career option, and my advice is, work hard, go for it, and have fun!