JS Anand, founder and CEO of LEVA Hotels, was recognized as one of Forbes’ Top Travel and Tourism Leaders in 2023. With over 20 years of influential experience in hospitality, the visionary leader details LEVA Hotels’ expansion in the Middle East.
How does LEVA Hotels differentiate itself in a competitive market?
We are more than just hoteliers; in fact, we are a guest-centric brand. LEVA Hotels distinguishes itself through personalized service and strategic positioning. Consequently, our hotels reflect local culture while providing modern comfort and convenience. LEVA’s mission, therefore, is to deliver innovative and flexible management solutions with a tailored, hands-on approach.
Moreover, we avoid imposing excessive fees by only charging what each project and market specifically requires. Our conversion strategies are designed to bring hotels to life without altering their fundamental structure. Thus, we work within existing parameters, adding key elements of the LEVA brand to optimize market positioning while protecting the owner’s bottom line.
Our strategy, therefore, involves optimizing existing properties with minimal disruption and seamlessly integrating essential aspects of the LEVA brand. We aim to simplify, transform, innovate and convert. Importantly, our conversion models do not pressure owners for additional investment. Instead, we focus on a phase-wise approach and need-based strategies to grow and develop existing assets with minimal changes while ensuring the right team and partners are onboard to enhance overall hotel operations.
How are you leveraging technology to enhance the guest experience at LEVA Hotels?
Aligned with our four pillars — people, art, design and technology — we employ cutting-edge tools like reputation management and global distribution systems. Furthermore, we utilize property management solutions and digital check-in to streamline operations and enhance efficiency. By leveraging advanced analytics, we personalize recommendations and anticipate guest needs to ensure a truly tailored stay.
Additionally, our in-room digital concierge platform, accessible via QR codes, offers seamless service and unmatched convenience for our guests. Moreover, we embrace automation and technology to enrich the guest experience and support sustainability initiatives.
What challenges have you faced and overcome in expanding LEVA Hotels?
Building a lifestyle brand in today’s competitive landscape and expanding internationally without substantial financial backing is indeed a challenge. Currently, most of our signed projects are greenfield developments in Africa, whereas Europe shows a rising trend in leasing. These markets, therefore, present opportunities to introduce vibrant lifestyle hotels that blend modern luxury, affordability and exceptional service.
As a five-year-old and growing brand, we carefully study what each market specifically needs to ensure success. Consequently, we conduct thorough market research and develop strategic brand expansion plans, including participating in premier events such as the FHS.
What are your plans for expanding LEVA Hotels in the Middle East and beyond?
Our primary focus is to expand in the Middle East, Africa and Europe. Specifically, in the Middle East, we plan to launch several new properties in key cities. This approach capitalizes on the region’s growing tourism and business travel sectors.
Notably, we have signed a new five-star hotel in Riyadh, which is set to open in Q4 this year. Additionally, we are actively exploring expansion opportunities in emerging and established markets, such as Saudi Arabia, Egypt and Prague.
Furthermore, we are targeting Germany, Serbia, Mauritius, Georgia, Montenegro, Uganda, Nigeria and Turkey. Our focus is on markets where there is a demand for training and human capital development. We believe many regions worldwide need well-structured processes to deliver exceptional hospitality.
