Shoba Mohan

OT What is it that RARE India does exactly

Shoba Mohan RARE is a hotel marketing and PR company promoting small, boutique, independent, privately run hotels, homestays and lodges across India. As we are based in Delhi/NCR our focus is primarily the travel agents, corporate houses, embassies and leisure travellers in and around here, who we target through private meetings, presentations, fairs and exhibitions. However, in the last few years we have been taking RARE to other travel-inclined metros, such as Ahmedabad, Mumbai and Bangalore.

OT Promoting a bunch of unrelated hotels would have been unusual when you started in 1998.

Shoba Mohan RARE actually began only in 2004 as T.S. Marketing Services. It was only in 2009 that we rebranded as RARE. In 1998, my partner Sumati and I began a travel company based out of our home in Gurgaon promoting off-beat vacation ideas. I would travel to these places by bus and train, discover them, write or talk about them at fairs like the Swiss Embassy Fair or Diwali Mela. It was tough work and not very lucrative but soon we were known as &ldquothe two ladies who have some unique holiday ideas&rdquo.

OT Your biggest hurdles in the beginning

Shoba Mohan Getting clients. We tried to open people&rsquos minds to a different kind of holiday and hotel (without TVs , room-service, multi-cuisine restaurant and proper access, which could be a 2km trek). I remember explaining Kumaon&rsquos Jilling Estate to a couple once. The husband thought it&rsquod be great for the kids. The wife said, &ldquoI&rsquom going on a holiday, not to punish myself&rdquo

OT There are several boutique hotels now. Why did you choose the ones you represent

Shoba Mohan Firstly for RARE, a boutique hotel has to be a small, singular hotel (not a chain). RARE hotels range from six rooms at Sarai at Toria to 39 rooms at Raas in Jodhpur. Mostly we stick to the magic figure of 12-14 rooms. The concept, d&eacutecor, cuisine, location and the passionate people behind them lends them their unique character even as they match the industry standards. One can easily have guests booked at a Raj Vilas [Oberoi] or Ram Bagh [Taj] stay with us at Shahpura Bagh or Chhatra Sagar too, without a quality imbalance.

OT Did you see the homestay wave coming

Shoba Mohan In 1998 Not really. I just knew that this was what interested me. The typical mall or lakeside hotels just did not excite me. My first foray into the hills was towards Shimla and above, and I just fell in love with the old H.P. Tourism and P.W.D. Bungalows. There are so many places out there still waiting to be explored. The initial few that we promoted were The Cottage in Jeolikot, Lake Resort, Jilling Estate, Cedar Lodge, Deodars and Sitla Estate (all in Kumaon), among others, and then the list grew with Rajasthan and Kerala. I feel it was in Kerala that &lsquohomestays&rsquo found their ground.

OT A hotel you&rsquod like to include in your portfolio

Shoba Mohan Oh, the wish list is pretty long. There is a hotel I read about in Bedford owned by Richard Gere, which I&rsquod love to promote here. In India, I&rsquod like to promote more plantation retreats in Coorg. I am also very keen on places that are working hard on the conservation angle.

OT What should one look for in a boutique hotel

Shoba Mohan The people, the location and the concept. I can&rsquot understand a &lsquoboutique&rsquo hotel on a cramped piece of land with over forty rooms stacked on top of each other, views looking into the neighbours terrace, thoughtless amenities, like a pool villa in a place where water is scarce...and indifferent owners.

OT Recommendations for August or September

Shoba Mohan Rajasthan in the monsoons. Even the mountains look lovely in September. Goa&rsquos beaches are just waking up to the tourist season. Above all though are [off-season] deals, deals, deals.

OT What next

Shoba Mohan We have been toying with the idea of RARE Global for boutique hotels from around the world. Also, I feel there is a huge niche being created in the Rs 4,000-5,000 range. Hotels would be wise to model themselves around this kind of budgeting.