The Ultimate Travelling Camp (TUTC), a name synonymous with top-end luxury glamping experiences in India’s remote locations, is now gearing up to expand with another brand in the coming year, buoyed by a 13 per cent increase in glamping business last year.
“Looking at a similar business operating model, TUTC aims to introduce a new brand in 2024-25. This will offer responsible and affordable luxury experiences in smaller and new destinations,” Rajnish Rai, TUTC’s Chief Operating Officer told ETTravelWorld.
“The company’s aim is to make luxury travel accessible to a more extensive range of travellers, ensuring that glamping is not limited to a select few, while also maintaining its core principles of offering eco-friendly accommodations,” he reiterated.
Rai shared that the destinations to be introduced under the new brand, poised to debut by 2024 second half, have already been identified. “While TUTC will continue to epitomise top-tier luxury, the new brand will represent an additional segment focused on responsible and accessible luxury with moderate pricing. The selected destinations will be newer and relatively smaller,” he added.
Under the supervision of a new management team led by Rai, along with Lt. Gen. Deepak Raj as Managing Director and Col. LP Singh as Director, TUTC underwent a transformative journey in 2021. Their vision during the challenging times of the Covid saw them embark on an expansion plan.
Over a 18-month lockdown period, Rai and Singh travelled across the country, covering nearly 100,000 kilometers on road trips to uncover untapped destinations. Their explorations led them to discover wildlife-rich locations and offbeat destinations which helped them identify the new destinations for their portfolio.
Driven by their passion and not as typical business people, as Rai mentions, the new management’s goal is to create a brand that offers exceptional experiences, positively impacts local communities, and fosters growth opportunities for all involved.
To revitalise the state’s tourism and achieve the goal of hosting around five crore tourists annually, the Chief Minister revealed plans for the construction of 16 heliports across all district headquarters, including remote tribal areas. This development, he said, will provide tourists with swift access to unexplored destinations. The state has suffered losses amounting INR 8663 crore due to floods this monsoon.
13% jump in glamping business
In terms of bookings and the impact of recent management changes during Covid, Rai reported a highly encouraging response, particularly in the first quarter of 2023. “The post-COVID landscape witnessed a notable shift toward domestic travellers who prioritise sustainability and unique experiences. This shift was a significant factor in TUTC’s positive performance in 2023.”Accrediting this to previous year numbers, Rai shared that the glamping sector witnessed a remarkable 13 per cent increase in TUTC’s business in 2022 compared to the previous year, reflecting the growing popularity of the company’s offerings.
The guest base displayed a healthy blend of domestic and inbound travellers, with 2021 witnessing 100 per cent domestic business and 2022 comprising 80 per cent domestic and 20 per cent inbound travellers. TUTC targeted a diverse clientele, including families, couples, IPO groups, and small corporate gatherings and is also turning focus to catering to the millennials, going forward.
Notably, TUTC welcomed visitors from various regions across India, extending beyond the major metro cities.
“In contrast to the past, where major metros like Delhi, Mumbai, and Bangalore dominated our guest demographics, we’ve witnessed a significant increase in bookings from Tier II and Tier III markets.”
TUTC has also observed an interesting trend where travellers, particularly wildlife enthusiasts accustomed to African safaris, have shown interest in TUTC’s offerings, according to Rai.
Exploring new territories
TUTC’s expansion journey is already underway, with plans to venture into new destinations across India. This expansion entails the introduction of their signature glamping experiences to destinations such as Naldehra in Shimla, the outskirts of Chandigarh, Ranthambore, Kanha, Mandu, Goa, and Kabini.
Out of these, the most-anticipated FHR Wilderness Lodge by TUTC in Mohali is slated to open this month.
“By the end of 2024, TUTC will establish its presence in nine diverse destinations across India, marking significant growth from our current portfolio of four locations,” revealed Rai.
Diving deeper into the wildlife segment, TUTC welcomed Bandhavgarh into its portfolio in December 2022. “While game drives are a staple at wildlife locations, The Untamed Bandhavgarh by TUTC goes beyond, offering multiple dining options, designated photography spots to capture wildlife movement, nature walks, birding excursions, and visits to nearby villages to showcase local life,” Rai elaborated.
Established in 2013, originally with Prayagraj, TUTC is a pioneer in glamorous camping, or glamping, within India. Their existing offerings include the Chamba Camp Thiksey and Chamba Camp Diskit in Ladakh, the Kohima Camp in Nagaland (operational exclusively during the Hornbill Festival), and the Sangam Nivas Camp in Prayagraj, specially designed for the Kumbh Melas occurring every six years.
When asked about TUTC’s location selection philosophy, Rai emphasised their commitment to maintaining authenticity and exclusivity. “When we expand to new destinations, we carefully select locations with character, a mix of tourist and offbeat attractions, and good connectivity, ensuring these places thrive commercially while offering a unique experience.”
Running business sustainably
TUTC’s dedication to sustainability is not mere lip service; it’s an integral part of the daily operations, shared Rai.
“Plastic reduction stands as a significant initiative, with TUTC actively minimising its plastic footprint, contributing to a cleaner environment. Although achieving carbon neutrality in India poses challenges, TUTC continues its unwavering commitment to reduce the carbon footprint through various initiatives,” he added.
One unique aspect of TUTC’s sustainable approach is their commitment to leaving the land untouched during camp setup. “Unlike other glamping accommodations that may encroach on natural landscapes, TUTC in Ladakh ensures that when we wrap up a camp, the land remains pristine. No concrete walls are built, and nothing is disturbed, allowing the flora and fauna to thrive undisturbed. This philosophy reflects our unwavering commitment to sustainable and responsible accommodations,” Rai asserted.
However, their sustainability endeavours go beyond these measures.
Rai highlighted TUTC’s proactive involvement with the local community. “For instance, we’ve collaborated with an NGO specialising in medical services to set up free medical camps in remote areas, offering check-ups to nearby villagers. This is just one way we give back to society. Additionally, TUTC also actively sponsors children’s education in Bandhavgarh, underlining its dedication to empowering local communities through education.”
Also, as part of their sustainability strategy, TUTC has onboarded Major General Sanjeev Sharma, an army veteran, to oversee CSR activities and provide training to the local community, fostering personal growth alongside job opportunities.
To build business relationships, catalysing tourism growth and facilitating collaborative ventures within tourism, Visit Finland held its annual workshop across key Indian cities including Mumbai, Ahmedabad, and New Delhi recently. Over 17 suppliers from Finland participated in the workshop, making for the largest-ever delegation from the Finnish tourism sector to India.
