HERITANCE Kandalama - superbrands.com · temples.The hotel – Heritance Kandalama – is mainly...
1
38 SUPERBRANDS Market Before eco-tourism gained credibility as a marketing platform, a hotel that combined rock, water, conservation and cultural values took shape in the jungles adjacent to Sigiriya, minutes away from centuries-old monasteries and temples.The hotel – Heritance Kandalama – is mainly promoted by prestigious tour operators in the UK, Germany, Italy, France and Switzerland.This segment of the market accounts for approximately 70% of the hotel’s occupancy.There is also a growing Frequent Independent Traveller (FIT) segment visiting the hotel.This group stays for longer periods, thanks to enhanced facilities like spas and experience excursions.The domestic market accounts for 25% of the hotel’s business, with substantial revenue streams being derived from conferences and seminars. The hotel blends perfectly with the natural environment, while preserving the aura of ancient hermit caves. All its rooms have balconies overlooking two of the most prominent UNESCO World Heritage Sites, namely the fifth century AD Sigiriya rock fortress (also known as the eighth wonder of the world) and the first century BC Dambulla rock temple. Heritance Kandalama takes the eco label very seriously, conscious that a modern hotel can, in fact, impact the local environment positively. Its eco-park demonstrates the virtues of optimising the use of natural resources, not to mention minimising waste by means of recycling.The hotel has a comprehensive water-conservation policy, so surface water isn’t utilised by the hotel. Water is obtained from 150-200 foot tube wells and a maze of gutters collects rainwater. In place, too, is an environmentally sensitive purchasing policy that screens all suppliers to ensure their products only have a minimal impact on the environment. Energy conservation includes power cut-off switches, low-intensity-energy lighting, photo- active garden lights and solar-powered hot- water systems.The hotel has even embarked on an ambitious project to help manage wet garbage in the nearby town of Dambulla, a hub for Sri Lanka’s largest vegetable-distribution industry. Beyond all this, at a local level, the hotel is committed to the social and cultural development of the people in the area. It is working with 39 schools on awareness building vis-a-vis environmental conservation, and it provides financial assistance and participates in programmes to improve the physical and social infrastructure of the community. Heritance Kandalama, the flagship of the Aitken Spence chain of hotels, is ideally positioned to meet the challenges of the tourism industry, to cater to eco-travellers and to safeguard the environment. Achievements Amongst the hotel’s achievements are: the first Green Globe 21 certified hotel in Asia; being the first hotel in the world to be awarded the prestigious Leadership in Energy and Environment Design (LEEDS) green building certification; the Ultimate Service Award 2001 for the Indian subcontinent and the Indian Ocean region; the first hotel globally to receive the Thomsons Gold Award for environmental commitment; the Green Tourism Award by the Pacific Area Travel Writers Association (PATWA); the Saga Good Food Award 2005 for the tenth consecutive year; the INTACH-SATTE Heritage Award in 2001; the President’s Environmental Award 2005; the Community Leader Award 2005;and the PATA Green Leaf Gold Award for Environmental Education. History The hotel commenced operations in 1994 amid the type of controversy that usually surrounds modern architecture and infrastructure in many parts of the world. Just as railroads in the previous century or real-estate developments more recently have sometimes been cast as unnecessary interferences with nature, the hotel’s launch was met with similar opposition. It was, after all, situated near an irrigation reservoir that was a vital resource for thousands of farmers in nearby villages and it was situated in the heart of the Cultural Triangle.There were also many protests from Buddhist monks who feared that a hotel springing up in a village environment would negatively impact the rural community. Its management, cognisant of these issues, took steps to address them and work with the monks as well as the villagers, to build relationships that have helped Aitken Spence to operate this award-winning resort in a sustainable manner.The villagers have benefited in many ways because of the hotel, via electrification, employment in the hotel (approximately 60% of its staff are from neighbouring villages), upgrading local schools and numerous community-development programmes. With its best practices in environmental management, including the 3R principles of Reduce, Reuse and Recycle, the hotel has achieved considerable cost savings.This knowledge has enabled it to assist the local government of Dambulla to operate a wet- garbage disposal system which has, in turn, won recognition for Heritance Kandalama. After 12 years of successful and sustainable operations, the hotel underwent a medium-scale refurbishment programme whereby all its rooms were upgraded in line with the simplistic theme of its creator, the late Deshabandu Geoffrey Bawa. Product Heritance Kandalama stands at the foot of the northern slopes of Sri Lanka’s central hills, virtually leaning against a thickly wooded rocky outcrop, in close proximity to five UNESCO World Heritage Sites. Designed by the eminent 39 SUPERBRANDS architect Bawa, whose creations blend with the natural environment, its design doesn’t hinder the passage of water downhill into the man- made Kandalama irrigation reservoir, constructed in the first century AD. Architecture in the vicinity of the hotel comprises centuries- old ruins of cities, palaces, temples and monasteries. And the hotel offers a glimpse of Sri Lanka, perhaps like no other. Sri Lanka is rich in biodiversity, with as many as 27 specific eco- systems.Visitors encounter more than 3,360 species of flowering plants, 1,920 fungi, 242 butterflies, 78 fresh-water fish, 322 non-migrant birds and 250 amphibians. In this rich diversity, Heritance Kandalama, because of its location and what it stands for, offers a unique experience.This includes: a dry riverbed trek with intermittent pools, being home to a variety of fresh-water fish, including some rare endemics; a trip through the Knuckles range of mountains, providing an opportunity to view the biodiversity covering several habitats; bird-watching trails in the forest around the hotel, with tree huts and hides to observe some 165 species of aquatic, terrestrial and arboreal birds; close proximity to reservoirs in the region, which are rich in bird life – the Thuruwila tank is an hour’s drive, and the Kaudulla tank and Minneriya National Wildlife Park are also one- hour drives (Minneriya is home to 24 species of mammals, 160 species of birds, nine species of amphibians, 25 species of reptiles, 26 species of fresh-water fish and 75 species of butterflies); a dry-season feeding ground for wild elephants; the Namal Uyana (Ceylon Ironwood Forest) and the pink quartzite mountains, including river bathing in scenic spots; the Wasgomuwa National Wildlife Park – a three-and-a-half hour drive; the Peradeniya Botanical Gardens, one of the best in the East, which is a virtual paradise for the botanist interested in tropical flora – a two-hour drive; the Menikdena archaeological reserve and arboretum, where many species of the tropical, dry, mixed-evergreen forest can be viewed – a 45-minutes drive; Kaludiya Pokuna – which boasts ancient archaeological remains and ebony trees more than five metres in circumference – a twenty-minute drive or one- hour trek; natural pools with aquatic plants which include the national flower of Sri Lanka, The Blue Water Lily,White Lilies and Lotuses – a fifteen-minute drive; Wild Orchid Walk, where more than 50% of the 165 species of wild orchids are endemic; and the Butterfly Route, where travellers can observe more than 75 species, including many endemics around the hotel. Also available at the hotel is elephant-back trekking in the Kandalama forest, horse riding along the banks of the tank and through jungle trails, river safaris with fishing upstream from the tank, rafting and canoe rides to the bird island in the tank, mountain climbing and bicycling. There are 152 air-conditioned rooms, fourteen suites, 44 rooms with jacuzzis, three restaurants, tennis, table tennis, indoor games, billiards, a gymnasium and a spa, a business centre, and comprehensive conference and seminar facilities.The rooms are equipped with timber flooring,TV, mini bar, telephone, piped music, and 24-hour room and laundry services. Recent Developments A US$ 5 million refurbishment programme was concluded in early 2006 by fully upgrading all rooms and many general areas.The rooms were designed with simple luxury in mind – they have Burma-teak timber flooring, solid timber cupboards with wall panelling and crisp cotton linen.Thirty premier rooms with jacuzzis and fourteen suites, including the Royal Suite, were also upgraded. A new spa complex now adorns the top of the Sigiriya Wing, with a panoramic view of the Kandalama tank.The spa is managed by the internationally acclaimed Six-Senses Spas. All the restaurants and bars were upgraded, too. Promotion Past Strategy – More emphasis was placed on the tour-operator market, with special pricing strategies in place.This was highly successful and the hotel enjoyed a healthy year-round occupancy.This strategy was also extended to local travel agents, whereby the hotel was promoted as a premier round-tour property. The domestic market contributed nearly 25% to the hotel’s performance. Present Strategy – Post refurbishment and armed with many new facilities such as the spa, the emphasis is now on holiday packages that cater to long-stay vacations. A more interactive web presence is also being created, with an Internet Payment Gateway and more exposure in the foreign media also on the cards. A new branding strategy emphasises the hotel’s new philosophy,Where Tradition Is Alive. It advertises locally in almost all magazines and the press is used to promote special packages. With the launch of its new branding, a strategic media plan which includes radio is now in place. Brand Values The two words (heritage and inheritance) were the basis for part of the hotel’s new brand name, Heritance.They describe the essence of the hotel’s brand. Heritage refers to what is passed down from one generation to another – a custom, a tradition or an attribute which is an immaterial possession. It denotes the standards that are established on the basis of knowledge and experience in hospitality – learning from the past, specifically that of its parent company’s 140-year life span, to build for the future. Inheritance is the material counterpart of heritage, bequeathing the estates and assets passed down from one generation to another – a transmission of assets, so to speak.The hotel considers the locality and environment it operates in as its inheritance. It is something that has been bequeathed, but has to be looked after and passed down to the next generation. And last but by no means least, an environmental focus has been at the forefront of the hotel’s branding strategy. www.heritancehotels.com THINGS YOU DIDN’T KNOW ABOUT The only hotel in the world where guests can view two UNESCO World Heritage Sites – namely, the Dambulla cave temples and the Sigiriya rock fortress. Probably the longest hotel in the world, spanning 995 metres. One of the rarest locations in the world, where visitors see the fastest animal in flight in the world – the Shahin Falcon. Theoretically, if the hotel were to be relocated from its present position, the original land that existed before construction took place will come into view.The original land profile was not disturbed during construction. HERITANCE Kandalama
Transcript of HERITANCE Kandalama - superbrands.com · temples.The hotel – Heritance Kandalama – is mainly...
38 SUPERBRANDS
MarketBefore eco-tourism gained credibility as amarketing platform, a hotel that combined rock,water, conservation and cultural values tookshape in the jungles adjacent to Sigiriya, minutesaway from centuries-old monasteries andtemples.The hotel – Heritance Kandalama – ismainly promoted by prestigious tour operatorsin the UK, Germany, Italy, France andSwitzerland.This segment of the marketaccounts for approximately 70% of the hotel’soccupancy.There is also a growing FrequentIndependent Traveller (FIT) segment visiting thehotel.This group stays for longer periods, thanksto enhanced facilities like spas and experienceexcursions.The domestic market accounts for25% of the hotel’s business, with substantialrevenue streams being derived fromconferences and seminars.
The hotel blends perfectly with the naturalenvironment, while preserving the aura ofancient hermit caves. All its rooms havebalconies overlooking two of the mostprominent UNESCO World Heritage Sites,namely the fifth century AD Sigiriya rockfortress (also known as the eighth wonder ofthe world) and the first century BC Dambullarock temple.
Heritance Kandalama takes the eco label veryseriously, conscious that a modern hotel can, infact, impact the local environment positively. Itseco-park demonstrates the vir tues of optimisingthe use of natural resources, not to mentionminimising waste by means of recycling.Thehotel has a comprehensive water-conservationpolicy, so surface water isn’t utilised by thehotel. Water is obtained from 150-200 foottube wells and a maze of gutters collectsrainwater. In place, too, is an environmentallysensitive purchasing policy that screens allsuppliers to ensure their products only have aminimal impact on the environment.
Energy conservation includes power cut-offswitches, low-intensity-energy lighting, photo-active garden lights and solar-powered hot-water systems.The hotel has even embarked onan ambitious project to help manage wetgarbage in the nearby town of Dambulla, a hubfor Sri Lanka’s largest vegetable-distributionindustry.
Beyond all this, at a local level, the hotel iscommitted to the social and culturaldevelopment of the people in the area. It isworking with 39 schools on awareness buildingvis-a-vis environmental conservation, and itprovides financial assistance and participates inprogrammes to improve the physical and socialinfrastructure of the community.
Heritance Kandalama, the flagship of theAitken Spence chain of hotels, is ideallypositioned to meet the challenges of thetourism industry, to cater to eco-travellers andto safeguard the environment.
Achievements Amongst the hotel’s achievements are: the firstGreen Globe 21 certified hotel in Asia; beingthe first hotel in the world to be awarded theprestigious Leadership in Energy andEnvironment Design (LEEDS) green buildingcertification; the Ultimate Service Award 2001for the Indian subcontinent and the IndianOcean region; the first hotel globally to receivethe Thomsons Gold Award for environmentalcommitment; the Green Tourism Award by thePacific Area Travel Writers Association(PATWA); the Saga Good Food Award 2005 forthe tenth consecutive year ; the INTACH-SATTEHeritage Award in 2001; the President’sEnvironmental Award 2005; the CommunityLeader Award 2005; and the PATA Green LeafGold Award for Environmental Education.
HistoryThe hotel commenced operations in 1994 amidthe type of controversy that usually surroundsmodern architecture and infrastructure in manyparts of the world. Just as railroads in theprevious century or real-estate developmentsmore recently have sometimes been cast asunnecessary interferences with nature, thehotel’s launch was met with similar opposition. Itwas, after all, situated near an irrigation reservoirthat was a vital resource for thousands offarmers in nearby villages and it was situated inthe heart of the Cultural Triangle.There werealso many protests from Buddhist monks whofeared that a hotel springing up in a villageenvironment would negatively impact the ruralcommunity.
Its management, cognisant of these issues,took steps to address them and work with themonks as well as the villagers, to buildrelationships that have helped Aitken Spence tooperate this award-winning resort in asustainable manner.The villagers have benefitedin many ways because of the hotel, viaelectrification, employment in the hotel(approximately 60% of its staff are fromneighbouring villages), upgrading local schoolsand numerous community-developmentprogrammes.
With its best practices in environmentalmanagement, including the 3R principles ofReduce, Reuse and Recycle, the hotel hasachieved considerable cost savings.Thisknowledge has enabled it to assist the localgovernment of Dambulla to operate a wet-garbage disposal system which has, in turn, wonrecognition for Heritance Kandalama.
After 12 years of successful and sustainableoperations, the hotel underwent a medium-scalerefurbishment programme whereby all its roomswere upgraded in line with the simplistic themeof its creator, the late Deshabandu GeoffreyBawa.
Product Heritance Kandalama stands at the foot of thenorthern slopes of Sri Lanka’s central hills,vir tually leaning against a thickly wooded rockyoutcrop, in close proximity to five UNESCOWorld Heritage Sites. Designed by the eminent
39SUPERBRANDS
architect Bawa, whose creations blend with thenatural environment, its design doesn’t hinderthe passage of water downhill into the man-made Kandalama irrigation reservoir,constructed in the first century AD. Architecturein the vicinity of the hotel comprises centuries-old ruins of cities, palaces, temples andmonasteries.
And the hotel offers a glimpse of Sri Lanka,perhaps like no other. Sri Lanka is rich inbiodiversity, with as many as 27 specific eco-systems.Visitors encounter more than 3,360species of flowering plants, 1,920 fungi, 242butterflies, 78 fresh-water fish, 322 non-migrantbirds and 250 amphibians.
In this rich diversity, Heritance Kandalama,because of its location and what it stands for,offers a unique experience.This includes: a dryriverbed trek with intermittent pools, beinghome to a variety of fresh-water fish, includingsome rare endemics; a trip through the Knucklesrange of mountains, providing an opportunity toview the biodiversity covering several habitats;bird-watching trails in the forest around thehotel, with tree huts and hides to observe some165 species of aquatic, terrestrial and arborealbirds; close proximity to reservoirs in the region,which are rich in bird life – the Thuruwila tank isan hour’s drive, and the Kaudulla tank andMinneriya National Wildlife Park are also one-hour drives (Minneriya is home to 24 species ofmammals, 160 species of birds, nine species ofamphibians, 25 species of reptiles, 26 species offresh-water fish and 75 species of butterflies); adry-season feeding ground for wild elephants;the Namal Uyana (Ceylon Ironwood Forest)and the pink quartzite mountains, including riverbathing in scenic spots; the WasgomuwaNational Wildlife Park – a three-and-a-half hourdrive; the Peradeniya Botanical Gardens, one ofthe best in the East, which is a vir tual paradisefor the botanist interested in tropical flora – atwo-hour drive; the Menikdena archaeologicalreserve and arboretum, where many species ofthe tropical, dry, mixed-evergreen forest can beviewed – a 45-minutes drive; Kaludiya Pokuna –which boasts ancient archaeological remains andebony trees more than five metres incircumference – a twenty-minute drive or one-hour trek; natural pools with aquatic plants
which include the national flower of Sri Lanka,The Blue Water Lily, White Lilies and Lotuses –a fifteen-minute drive; Wild Orchid Walk, wheremore than 50% of the 165 species of wildorchids are endemic; and the Butterfly Route,where travellers can observe more than 75species, including many endemics around thehotel.
Also available at the hotel is elephant-backtrekking in the Kandalama forest, horse ridingalong the banks of the tank and through jungletrails, river safaris with fishing upstream from thetank, rafting and canoe rides to the bird island inthe tank, mountain climbing and bicycling.
There are 152 air-conditioned rooms,fourteen suites, 44 rooms with jacuzzis, threerestaurants, tennis, table tennis, indoor games,billiards, a gymnasium and a spa, a businesscentre, and comprehensive conference andseminar facilities.The rooms are equipped withtimber flooring,TV, mini bar, telephone, pipedmusic, and 24-hour room and laundry services.
Recent DevelopmentsA US$ 5 million refurbishment programme wasconcluded in early 2006 by fully upgrading allrooms and many general areas.The rooms weredesigned with simple luxury in mind – they haveBurma-teak timber flooring, solid timbercupboards with wall panelling and crisp cottonlinen.Thirty premier rooms with jacuzzis andfourteen suites, including the Royal Suite, werealso upgraded. A new spa complex now adornsthe top of the Sigiriya Wing, with a panoramicview of the Kandalama tank.The spa is managedby the internationally acclaimed Six-Senses Spas.All the restaurants and bars were upgraded, too.
PromotionPast Strategy – More emphasis was placed onthe tour-operator market, with special pricingstrategies in place.This was highly successful andthe hotel enjoyed a healthy year-roundoccupancy.This strategy was also extended tolocal travel agents, whereby the hotel waspromoted as a premier round-tour property.The domestic market contributed nearly 25% tothe hotel’s performance.
Present Strategy – Post refurbishment andarmed with many new facilities such as the spa,
the emphasis is now on holiday packages thatcater to long-stay vacations. A more interactiveweb presence is also being created, with anInternet Payment Gateway and more exposurein the foreign media also on the cards. A newbranding strategy emphasises the hotel’s newphilosophy, Where Tradition Is Alive.
It advertises locally in almost all magazinesand the press is used to promote specialpackages. With the launch of its new branding, astrategic media plan which includes radio is nowin place.
Brand ValuesThe two words (heritage and inheritance) werethe basis for part of the hotel’s new brandname, Heritance.They describe the essence ofthe hotel’s brand. Heritage refers to what ispassed down from one generation to another –a custom, a tradition or an attribute which is animmaterial possession. It denotes the standardsthat are established on the basis of knowledgeand experience in hospitality – learning fromthe past, specifically that of its parent company’s140-year life span, to build for the future.
Inheritance is the material counterpart ofheritage, bequeathing the estates and assetspassed down from one generation to another –a transmission of assets, so to speak.The hotelconsiders the locality and environment itoperates in as its inheritance. It is somethingthat has been bequeathed, but has to be lookedafter and passed down to the next generation.And last but by no means least, anenvironmental focus has been at the forefrontof the hotel’s branding strategy.
www.heritancehotels.com
THINGS YOU DIDN’T KNOW ABOUT
The only hotel in the world where guests canview two UNESCO World Heritage Sites –namely, the Dambulla cave temples and theSigiriya rock fortress.
Probably the longest hotel in the world,spanning 995 metres.
One of the rarest locations in the world,where visitors see the fastest animal in flightin the world – the Shahin Falcon.
Theoretically, if the hotel were to berelocated from its present position, theoriginal land that existed before constructiontook place will come into view.The originalland profile was not disturbed duringconstruction.
HERITANCE Kandalama
