A Boutique Hotel, At Abode
Abedin Sham, Abode Hotel, Mumbai:
How did it all start? What led to the idea of your boutique stay? What background of education and work experience do you have?
It all started around the end of 2012. My father was running a guest house, so the property always existed. My ex-business partner and I, Lizzie Chapman (who co-founded Abode Bombay with me), always had friends visiting. These visitors were either forced to choose from traditional cookie cutter five-star properties or really low-end budget guesthouses/hostels. Most 5 star hotels also just seemed to offer really over the top service that was way too formal, which is something most international guests are not really used to, not comfortable with. Given the intensity of traveling in India, where tourists are bombarded at every given moment when out on the streets, our mission was just to create a little bit of home where guests could come back to and unwind; we wanted them to have space, and be comfortable having conversations about their travels and just live with other guests. We saw a gap in the mid-upscale market.
Abode is built on community. Early on in the building process, we realized that most travellers want great beds, good pressure in the showers, clean rooms, wi-fi, good linen, authentic service, and safety anywhere they travelled anywhere, but especially in India. Guests don't really care for elaborate floral arrangements.I have over 12 years of hospitality experience. After I graduated from Cornell University, I worked with Hyatt Hotels, and boutique hotel group HK hotels in New York before coming back to India.
Could you describe the design aesthetic you chose and more about the design philosophy of your brand?
We wanted to showcase the rich art deco history of Bombay. Over the years, architecture has just been covered up and hidden with layers of paints, wires, and plaster boards. We worked with Katy Buckley and Sian Pascale to strip back the years of cover-up, and just go with a classic aesthetic where we showcased the brilliant craftsmanship of local artisans.
Describe the client profile you currently have. Is there a market that you wish to tap into in the future?
Our clients are mainly professionals that are looking for a more experiential stay during their stay. They're interested in getting a local experience, finding little cafes, restaurants, and retail stores not usually found in typical tourist guides.They range from 25-45 and mainly work in the non-traditional industries.
What sort of special services and facilities do you provide? Are there any add-on services to your product?
We work to empower the local economy and try in our small way to help out micro industries. Our travel company is run by women only, and our spa is mainly serviced by people that are blind (we work with the Victoria school for the blind). We provide us guests cell phones during their stay for them to use
How do you compete with the likes of BNB which is also now doing boutique luxury?
We have a unique service offering and focus on our service offerings. A lack of hotel rooms means there's room for everyone to find their own niche, which we think is great for the market.
In 3 Words, what are your USPs?
Service, simplicity, authenticity
How do you monetise in the non-traveller season? Are there any brand activities and other collaborations that bring in business?
Being a small hotel, we don't see a massive drop in the offseason. We are starting to see a lot more local travellers coming over during the offseason. We haven't done any brand collaborations yet, but it's something we would be open to in the near future.
The term ‘Indie’ is often used as a short form for independent and ‘Boutique’ referring to a small business serving a sophisticated or specialized clientele. This could explain the current design movement that can be seen in both fashion and hospitality businesses. When buying into an indie boutique brand, you expect a niche experience that is crafted to individual taste. We interviewed Abedin Sham of Abode Hotel, Mumbai to understand what goes behind crafting a design-led unique experience ideal for a slow modern traveller.
