ExcelsiorAsset Management & Advisory

Selected work The Leela Palace Udaipur

PROPERTY IMPROVEMENT PLAN · APRIL 2020 · WRITTEN THROUGH THE SHUTDOWN

The Leela Palace Udaipur

The world's highest-ranked hotel by reputation — and second in its own market by revenue. A repositioning thesis written while the palace stood empty, to close exactly that gap.

PRESENTED BY VIKRAM ADITYA SINGH · GENERAL MANAGER · CONCEIVED IN FULL, IMPLEMENTED IN PART
.70 → 1.10
RGI — FROM TRAILING THE COMP SET TO LEADING IT, BY MARCH 2022
₹85 cr
STABILISED REVENUE — OVER ₹1 CRORE PER KEY — WITH ₹40 CR OF GOP
105%
RATE-POSITIONING PREMIUM OVER THE COMP SET ON EVERY VISIBLE B2C CHANNEL
₹8.1 cr
PROPOSED 2020 CAPEX — EVERY LINE PRIORITISED, MONTH-MARKED AND OWNED
I · THE STARTING POINT

Reputation ahead of revenue.

In 2019, Travel + Leisure named The Leela Palace Udaipur the best hotel in the world. In the same year its RGI stood at 0.70 — the market's most celebrated palace was earning barely two-thirds of its fair share of revenue. Reputation and performance had come apart, and the gap was structural: an under-utilised spa split across two areas, a two-restaurant F&B programme against the comp set's richer offering, suites sold under commodity names, and a plant carrying deferred maintenance.

Then COVID-19 emptied the palace — and made the diagnosis possible. The stillness was used for a full audit of the asset: fire-life-safety, electro-mechanical, lifts, STP, licences, ergonomics. The findings were tabled without cosmetics: 95 of 246 FLS points non-compliant, 42 of 211 electro-mechanical, the pool unheated, storage blocking fire exits. A thesis that begins by counting its own faults can be believed when it counts its opportunities.

II · VISION & METHOD — THE BALANCED SCORECARD

How the house thinks.

The vision written plainly, then made countable — a Balanced Scorecard across four perspectives, every initiative numbered, each with an owner and a measure. Read the map from the bottom up: each layer exists to enable the one above it.

THE VISION
The benchmark palace hotel of the world — measured by RGI 1.10 and revenue over ₹1 crore per key.
— THE PROMISE · WHAT THE GUEST MUST FEEL
CUSTOMER PERSPECTIVE C1 – C8
C1 – C3
Product & service attributes of the Leela Palace experience
· Rooms & suites to LQA benchmark — TPM, featherbeds, smart TVs, Illy
· Suites renamed — stories, not categories
· 24-hour basics uncommodified — breakfast, laundry, rooms ready
C4 – C8
Unique palace experiences — Tehzeeb, rituals, excursions
· Palace Service ADCs — one department around the guest
· Ceremonial rituals, morning and evening · the Lavajama arrival
· Performing arts at Rang Mahal · excursions of discovery
MISSION 5
The region's most compelling weddings & events programme
· Every qualified lead closed on network and product superiority
· ₹10,000 per-person floor, rooms negotiated apart
· Preferred venue of the HNI and the cognoscenti
— THE ECONOMICS · WHAT THE PROMISE MUST EARN
FINANCE PERSPECTIVE F1 – F15
F1 – F7
Cost management & rationalising
· Manpower to 250 including contracts · span of control 6 → 8
· Solar power purchase — ₹60 lakh a year saved
· OPEX tracked line by line, month by month
F8 – F15
Revenue growth through capacity deployment & value creation
· The three special projects — ₹2.55 cr, +2 rooms per day induced
· F&B SPENDPOR ₹12,700 → ₹20,000 · capture 6.5 → 8 covers
· New source markets — Russia, South-East Asia, South America
PRICING
Value-based, never cost-based — a 105% rate premium held
· 105% premium on every visible B2C channel, brand.com included
· B2B negotiated from the premium, never toward it
· Suites never empty — priced to induce, not to fill
— THE MACHINERY · HOW THE HOUSE RUNS IT
PROCESS PERSPECTIVE P1 – P13
P1 – P3
Operations management
· Daily FLS tracking — tanks, pumps, exits, with photographs
· Perfect Room programme · arrival & departure checks
· Work permits for heights and hot work
P4 – P6
Reputation management
· GM meets 100% of guests · a reply to every review
· Glitch programme with active follow-up
· Market leader on customer voice, RGI, RevPAR, GOPPAR
P7 – P9
Social media & marketing
· Weekly proof points across every format
· The Pichola Chronicle at turndown and by email
· Suite stories and destination flavour, told online
P10 – P13
Regulatory & social processes
· OC & CC regularisation, overseen by the GM · Q3 target
· Every licence current, on a tracker
· Post-COVID hygiene SOPs and the re-opening critical path
— THE PEOPLE · WHO CARRY THE WHOLE MAP
LEARNING & GROWTH PERSPECTIVE L1 – L18
L1 – L8
Talent & culture capital — the Artisans and Curators
· Palace Tehzeeb trained as culture, not script
· Key talent — culinary, sales, palace service — to timelines
· Welfare and engagement held through the shutdown
L9 – L14
Information capital & IP
· Guest internet rebuilt · Guestfolio CRM pre-arrival
· Samsotech ID scanning · reports automated
· The journey map itself — the palace's own IP
L15 – L18
Organization capital — training & people development
· Palace Service multi-skilled — five teams working as one
· Apprenticeships in service, housekeeping, culinary
· Training built to carry the new service design
EVERY INITIATIVE NUMBERED, OWNED AND MEASURED · LEARNING ENABLES PROCESS · PROCESS ENABLES THE PROMISE · THE PROMISE PAYS
III · SAFETY BEFORE CHARM

The audit, tabled without cosmetics.

95 / 246
FIRE-LIFE-SAFETY POINTS NON-COMPLIANT
42 / 211
ELECTRO-MECHANICAL SAFETY
21 / 104
LIFTS
19 / 64
SEWAGE TREATMENT PLANT

The response was cadence, not panic: gaps closed on a war footing; a daily FLS tracking group on tanks, pumps, exits, alarms and PA systems — with photographs; a work-permit system for hot work and work at heights; new post-COVID hygiene SOPs and a re-opening critical path; and the property's regularisation — OC and CC — moved to the top of the file, overseen by the GM personally. Safety and compliance were placed at the core of the business before a rupee was asked for the guest experience.

IV · THE THREE SPECIAL PROJECTS

Value from what the palace already owned.

No structural work anywhere. Existing structures, existing permissions, in-house project management, Udaipur craftsmen — ₹2.55 crore in total for the three moves that reposition the asset.

PROJECT 1 · ₹9.75 LAKH

The Haveli Spa Complex

The spa, split across two areas with doubled resources, consolidated into the ready-and-licensed Haveli as a destination spa with spa dining, detox programmes with a renowned nutritionist, and day packages for local HNIs. Cost: a few air-conditioners.

PROJECT 2 · ₹120 LAKH

Three Pool-Villa Suites on the Lake

The vacated spa tents — two directly on Lake Pichola — retrofitted within their own footprint into the most sought-after suites in Udaipur. ₹35–40 lakh per unit, at least two guaranteed incremental rooms per day, keys re-listed 80 to 83. Suites should not go empty.

PROJECT 3 · ₹125 LAKH

The Haveli Terrace Restobar

The missing third dining option — a high-energy, open-air, Lake Como-inspired restobar on the existing Haveli roof, kitchen shell already in place. Sundowners over the old city, non-resident business consolidated, spa cuisine produced alongside.

V · THE F&B ENGINE

From ₹12,700 to ₹20,000 per occupied room.

F&B spend per occupied room had been flat for three years. The plan: grow the capture ratio from 6.5 to 8 covers, and give guests reasons to spend — venue by venue.

The Dining Room

A name and an identity of its own; Asian, Western and Mediterranean lines added; à la carte breakfast on all non-group days with the palace cerealogist and fruitologist on morning trolleys; a treetop breakfast; garden-to-table from a coco-peat herb garden; a guest-chefs programme.

Sheesh Mahal

Back to the roots — the cooking delights of the Maharajas: Maharani Gayatri Devi's handloom recipes, Awadh, Hyderabad and Northwest Frontier menus, silver tasting thalis, twenty-five papads and twenty-five homemade pickles, Imtiaz Qureshi visiting, the terrace bar activated at sunset, a cookbook and a YouTube channel. Target SpendPOR: ₹2,500.

The Library Bar

The beverage programme rebuilt — palace martinis and palace-infused gins and vodkas, wine on tap in twenty-five varietals, molecular mixology, whisky rituals, a palace recipe book.

The wider table

A palace coffee and single-estate tea programme; spa cuisine for every guest; an Indian-forward wine list; a cigar lounge; six canopy dining venues across the grounds; weddings negotiated at a ₹10,000 per-person floor — and a wine and dining club to cultivate Udaipur's own HNIs.

VI · PALACE SERVICE

One department around the guest.

Front office, butlers, concierge, in-room dining and operators combined into a single Aide-de-Camp service — the differentiator no comp-set property could copy.

THE ARRIVAL

Pre-arrival preferences on the CRM; a personal call from the GM; the butler at the airport; the traditional Lavajama welcome; the guest book signed under the Grand Dome. Choose your service level — pampering, unobtrusive, discreet.

THE STAY

Palace Tehzeeb and daily ceremonial rituals, morning and evening; a weekly performing-arts calendar at Rang Mahal and the Darbar courtyard; one-touch phones to the guest's own ADC and to the GM; Magic Service — step out, return to a refreshed room.

THE BASICS, UNCOMMODIFIED

Twenty-four-hour à la carte breakfast; every FIT room ready on arrival; no charge for express laundry, none for children's; suites renamed from commodity titles into stories with their own following. What costs only effort is never billed.

THE FAREWELL

The GM meets every guest on arrival and departure; a handwritten note in every stay; the Pichola Chronicle at turndown each week; a commemorative departure gift; a personal reply to every review. The loyalist is cultivated, not assumed.

VII · PLANT & PLANET

Efficiency as quiet capital.

Solar power purchase at ₹2 per unit saved — ₹60 lakh a year off the energy bill. Chillers replaced with VFD-equipped efficient units, the hot-water generator moved to heat pumps, the STP rebuilt, gas detection interlocked with the fire alarm, and the pool heat pump restored for the winter season the palace lives on.

And the lake itself protected: the leaking gym-lawn sewage tank rebuilt, and the boat fleet moved toward solar and electric — larger, safer, cleaner. A palace on Lake Pichola holds its licence to operate from the lake first.

VIII · THE RECORD

Conceived in full, implemented in part.

The PIP was implemented in parts before the mandate at The Claridges called in December 2020; the thesis stands on the record as written — targets, audits, projects, paybacks and all. That candour is deliberate: a strategy is not less true for being handed on, and an owner deserves to know which value remains on the table.

What the mandate proved is now Excelsior doctrine. The hold period is never dead time; a closed hotel is an open drawing board. Audit before you ask. Build from what the asset already owns. Price on value, never on cost. And write the plan so precisely that whoever inherits it cannot help but see the same palace you saw.

“When stewardship is honest, the numbers follow.”
← CASE STUDY No. 03 · MKT BACK TO THE FIRM

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