Exclusive Interview | Ramit Sethi, Founder, Seclude Hotels Home Style
/“Let’s be honest, nothing really prepares you for hospitality until you’re in it. Every twist and turn taught me something new, like how to keep calm when things go sideways or how to turn a hiccup into a win for the guests.”
Ramit, you've had a diverse career, transitioning from banking and corporate leadership to becoming an entrepreneur in the hospitality industry. What motivated this shift towards the homestay and boutique resort business?
The motivation for this shift was really the untapped potential I saw in the homestay and boutique resort sector. Back then, it was a relatively underdeveloped space. I’ve always been someone who loves a good challenge, and travel has always been close to my heart. Combining these two passions felt like the perfect opportunity to create something unique. It’s been an incredible journey, and we’ve come a long way since then, building something truly special. On a personal note, it also made it even more meaningful to run this venture alongside my childhood best friend, Rohit Sethi.
Seclude Hotels is redefining luxury stays with its focus on aesthetic homestays. Can you share what makes Seclude different from other luxury accommodations in the market
Seclude Hotels is redefining luxury stays by offering more than just accommodation—it's about delivering a curated, personalized experience for each guest. What sets Seclude apart is our unwavering commitment to making guests the central focus.
We go beyond the basics by tailoring every aspect of the stay, from personalized menus to unique experiences such as bonfires, picnics, gala dinners, and custom itineraries designed to create unforgettable moments. Whether it's an intimate getaway or a larger group event, we ensure each guest feels special.
A key differentiator is our focus on aesthetics. Each property is uniquely designed, and the design of every room is central to the Seclude experience. From intricate decor to thoughtful touches, the design plays a huge role in creating the luxurious and intimate atmosphere that guests love. At Seclude, we don't just offer a place to stay—we offer a personalized, memorable experience with style and elegance at the forefront.
Given your extensive experience in the corporate world, how has that shaped your approach to running Seclude Hotels? What business strategies from your earlier roles do you apply to the hospitality industry?
My time in the corporate world definitely left its mark on how I run Seclude Hotels. I've worked with industries across the board and navigated the quirks of different generations, which gave me a crash course in everything from negotiating deals to managing revenue—let’s just say I’ve seen it all! If there's one thing I’ve learned, it’s how to plan meticulously and problem-solve on the fly, because in the corporate world, if you're not two steps ahead, you’re already behind.
But, let’s be honest, nothing really prepares you for hospitality until you’re in it. Every twist and turn taught me something new, like how to keep calm when things go sideways or how to turn a hiccup into a win for the guests.
So, while my corporate background gave me a solid toolkit, hospitality has taught me to keep it light, stay flexible, and always be ready for the next adventure—because in this business, there’s never a dull moment!
In 2011, you noticed the rise of the Indian start-up ecosystem and pivoted to angel investing. How did that experience influence your decision to create Seclude?
The story of Seclude actually dates back to 2009 when I stumbled upon this little gem in 2010—it was my childhood friend’s company with just three properties at the time. Fast forward a bit, and with my angel investing hat on, I couldn’t resist diving in. Why? Well, I spotted some serious untapped potential. Back then, homestays were like the rare unicorns of the hospitality world—few and far between.
With my trusty consultant skills, I initially invested because, hey, who doesn’t love getting in early on a winning idea? By 2019, I was fully on board, rolling up my sleeves and helping shape Seclude’s brand identity to make sure it stood out in the now crowded hospitality scene. And let me tell you, I love a good challenge—it’s like my morning coffee.
But beyond all the business jazz, what really made this journey special was running the company alongside my best friend. There’s nothing quite like turning a shared dream into reality, with a little bit of laughter, a lot of hard work, and maybe a few “what were we thinking?” moments along the way!
Can you walk us through the journey of Seclude Hotels—what were the biggest challenges you faced in launching the brand, and how did you overcome them?
Launching Seclude Hotels was an exciting yet challenging journey. Starting a new company is never easy, and we faced several hurdles along the way. One of the biggest challenges was standing out in a largely unorganized market and tapping into its true potential. We wanted to create something unique—luxury homestays that blend comfort, design, and personalized experiences—but carving out our space among well-established players required a clear vision and consistent effort.
Another challenge was finding the right locations and properties that aligned with our brand ethos. Transforming heritage homes into luxurious yet intimate spaces demanded meticulous planning, significant investment, and a lot of creative problem-solving. We had to ensure that each property retained its unique charm while offering modern amenities and comfort.
Building a team that shared our passion and vision was also crucial. We faced difficulties in sourcing talent that not only understood hospitality but also embraced our commitment to personalized guest experiences. Through patience, persistence, and a focus on training, we built a dedicated team that has become the backbone of Seclude.
Additionally, managing operational logistics, especially in remote locations, posed its own set of challenges. From ensuring consistent quality to overcoming supply chain issues, we learned to adapt and innovate continuously.
We overcame these challenges by staying true to our core values: putting the guest first, maintaining high standards of quality, and fostering a culture of innovation and adaptability. Every obstacle became an opportunity to learn and grow, shaping Seclude into the brand it is today.
What does "affordable luxury" mean to you, and how does Seclude ensure that its offerings align with this concept while maintaining high standards of comfort and aesthetics?
For us, "affordable luxury" is all about providing high-quality, stylish experiences that don’t come with a hefty price tag. At Seclude, we’re big fans of bite-sized luxury—those little touches that make a stay feel indulgent, yet accessible.
Here’s how we bring it to life:
Curated Spaces: Every property is designed to blend comfort with local charm. You’ll find cozy, stylish spaces that make you feel right at home.
Personalized Service: Our team is dedicated to making your stay extra special, offering tailored menus, itineraries, and unique Seclude experiences just for you.
Your Comfort Comes First: From plush bedding to electric blanket and peaceful surroundings, we go the extra mile to ensure your stay is as comfortable and relaxing as possible.
Aesthetic Appeal: Think stunning interiors and thoughtfully chosen decor. We've turned heritage homes like our Shimla property and Maharaja Simour’s holiday residence into luxurious escapes, complete with candlelit dinners for that royal touch.
Great Value: We focus on what matters most, offering luxury that doesn’t break the bank.
Butler Card Service: Personalized for each guest, our butler service ensures that every need is taken care of with exceptional attention to detail.
Guest Relations Team: Our team is always on hand, actively catering to your needs and making sure every event or special request is handled with care.
At Seclude, luxury isn’t just for the few—it’s for everyone. And it’s the small, meaningful details that make your stay unforgettable.
Seclude Hotels focuses on iconic locations for its properties. What criteria do you consider when selecting locations for new homestays and resorts, and how do you ensure the property complements the surrounding environment?
At Seclude, we focus on identifying unique USPs that transport travelers from their everyday routines into a state of tranquility. We carefully select properties that fall within the villa or boutique resort category, ensuring they offer natural light, serene views, and peaceful locations and evaluating the potential for transformations to align with our vision. Accessibility and location are crucial factors, ensuring each property offers both convenience and a serene escape.
Clear communication with property owners is vital in our collaborations. We prioritize transparency in every aspect—designing, maintaining, listing, and marketing the property. This open approach has fostered strong relationships with owners, who consistently align with our policies, making these partnerships successful and mutually beneficial.
As a mentor and advisor to various start-ups, what advice would you offer to young entrepreneurs in the hospitality industry who are looking to make a mark in the growing boutique resort space?
My advice to young entrepreneurs in the hospitality industry is to thoroughly understand your niche and target market. Clearly define the audience you want to attract and focus on creating an experience that revolves entirely around the guest. True hospitality lies in making every aspect of the stay about them.
With so many prominent players in the industry, there’s a wealth of information and inspiration available. Use this to your advantage, but always remember that your guest should be at the center of everything you do. Patience is key—balance your service offerings with a clear understanding of your business model and revenue generation. Ultimately, success in this space comes from a deep commitment to guest satisfaction, combined with thoughtful, sustainable growth strategies.
Sustainability has become a key focus for many businesses today. How is Seclude incorporating sustainability into its operations and guest experiences?
At Seclude, sustainability isn’t just a buzzword—it’s at the heart of everything we do. We're all about repurposing existing structures, like our 155-year-old Shimla property, which cuts down on waste and preserves local culture. We’re creating immersive experiences while reducing our environmental impact.
Here’s how we’re doing it:
Repurposing Properties: Instead of building from scratch, we give old buildings a new lease on life, preserving heritage and culture.
Water Conservation: In water-scarce areas, we embrace eco-friendly options like Balti Baths for a cultural touch.
Plastic Reduction: No single-use plastics here! We opt for glass bottles, bamboo products, and refillable amenities.
Locally Sourced Produce: We support local farmers by sourcing fresh, organic produce from our own kitchen gardens.
Energy Efficiency: We use natural light, solar panels, and energy-saving systems to make sure luxury doesn’t come at the planet’s expense.
Cultural Immersion: Guests can enjoy local cooking classes, nature walks, and more—making the trip as eco-conscious as it is enriching.
Luxury and sustainability can coexist, and at Seclude, we’re proving it—one eco-friendly stay at a time!
Looking ahead, what are your long-term goals for Seclude Hotels? Are there any exciting innovations or expansions planned for the brand in the coming years?
At Seclude, our long-term goal is simple: grow while staying true to the unique charm that makes us, well, Seclude. Recently, we launched Seclude Palampur Tea Estate—a boutique resort with a Pickleball court (because why not mix luxury with a little friendly competition?). Our mission? Bite-sized luxury experiences—intimate, high-quality stays that feel personal and exclusive.
We’re on an aggressive growth spree, rapidly expanding to new, exciting locations while maintaining the personal touch that makes Seclude unique. With each new property, we’re redefining luxury in a way that feels intimate, exclusive, and unforgettable.
