In harmony with the earth

True to its name, CGH Earth believes in working the eco-friendly way and ensuring that the communities its properties are located in are benefited. Jose Dominic, its MD, believes that following eco-friendly practices will be the only way ahead for the industry. By Gayatri Vijaykumar

Jose Dominic MD CGH Earth

Having completed five decades in the hospitality industry, the Casino Group of Hotels or CGH Earth has made a mark in the unique space that it is present in - ecological resorts. As the word 'Earth' in its name implies, prime focus is placed on the community that the properties are located in and the ecology of the area.

Focus India

The group currently has properties in Kerala, Chettinadu in Tamil Nadu and North Karnataka. According to Jose Dominic, the immediate growth plans will focus on Tamil Nadu and Karnataka. "We would be looking at beach and heritage areas and will focus on health and ayurveda. We see great potential in the rural regions of Tamil Nadu," says Dominic. The group is also considering options in the northern parts of the country and are looking at the North East, Madhya Pradesh, Uttaranchal and Kutch.

However, according to Dominic, the locations have not been finalised yet. "We are at present focusing on peninsular India and wish to make our mark in the region in the next three to five years. We are also considering southern Maharashtra. We are strictly into the holiday space hence will not look at any of the big cities. We also try to avoid places which are established tourist destinations and prefer going to unexplored areas," explains Dominic. He wishes to see CGH Earth grow into a unique global brand with a strong Indian feel. However, insists that the group will not build large properties. In the global front, it has received invitations for partnerships in Mauritius and are also considering South Africa. The locations have however not been finalised yet.

Way ahead

Dominic feels that India is yet to witness huge growth in the hospitality sector. "We will see more growth in the next ten years than what we have seen in the last six years," says Dominic. He adds that in future, travellers will be more discerning and demanding. "With the Indian economy on an upward swing, we will see a huge demand for domestic travel. This demand will not be confined to sightseeing and staying at a hotel but will also be seen as a time for rejuvenation."

According to him, travellers will focus on returning from a holiday feeling fully refreshed and healthy, holidaying would be more experiential and attitudes towards travel will witness a change. The traveller and the small and indigenous players in the industry will take the leadership towards fuelling this change, feels Dominic.

The main challenge of the next decade would be responsible tourism, he feels. "Issues relating to ecological concerns like water and the inclusion of local communities will take precedence in the coming years. I would think that the future growth and survival of the industry will depend on its ability to contribute to the host community rather than being solely profit oriented," explains Dominic. The depleting energy resources leading to the already spiralling fuel costs will be an issue that the industry will have to tackle in the future, he believes. "With petrol and diesel increasing regularly, the worst is yet to come. The industry will have to be more energy efficient. Globalisation will mean that the local village will have to be treated as the supplier of both goods and services rather than depending on importing and using resources and products from elsewhere," cautions Dominic.

'Less is more' should be the philosophy adopted by the industry, according to Dominic. "Thirty years ago it was fashionable to wear a mink coat. Maybe ten years down the line flying a private jet plane will be considered as carbon terrorism. The industry will have to be more conservative," Dominic warns. Technology to harness renewable energy will become a necessity in the future and sustainable travel will have to be seen as the only way to travel, says Dominic.

India will also emerge as a prime destination for medical tourism, predicts Dominic. "We can provide good healthcare at a fraction of the cost abroad. India has traditionally been a provider of medical practitioners to Europe and America and will emerge as the world's largest medical tourism provider in the future," he says. India will be seen as a destination for rejuvenation and wellness, feels Dominic and it is necessary to ensure that the quality of the country's healthcare services are not diluted, he cautions.

Dominic believes

Dominic believes that more and more hotels will find it necessary to apply eco-friendly measures both from a cost point of view and because it will be what the guest requires. According to him, CGH Earth is strongly committed to ecologically-sensitive tourism. "Ecological sensitivity and involving the local community are our core values. The way we build our hotels, the raw materials used, the architecture, man power, designs are and will have to be a part of the locality. This will be what the customer demands for. CGH Earth will take a strong step in promoting responsible tourism," says Dominic. As part of its eco-initiatives, CGH Earth has launched a 25-seater solar-powered boat at its Coconut Lagoon, Kerala.

"In the last 20 years, CGH Earth has seen the formative years of India's growth as a destination. In the next ten years, it will mature into the ultimate destination of the world," predicts Dominic. n