Luxury Brands – Should we possess them?

DeepakOhri.com – Deepak Ohri, The Chief Executive Officer of lebua Hotels and Resorts







I have my roots in very humble beginnings. The modest environment where I grew up nurtured in me a strong urge to travel overseas and explore the world. Till today I remember, every quality gift, however small, would let a wide grin cross my face. I loved them, one because they were not readily available in my country and the second being my advocacy for quality even at that tender age. I simply adored the boldness and confidence of superior quality. But quality came at a price and so my appreciation for quality remained confined within the bounds of those fond gifts of mine.


Even today, when times have changed, my appreciation for quality has not. I travelled the world, graduated from Banana Republic to Marks and Spencer and then to finer things in life. Today I am fond of brands like Zegna, Louis Vuitton and Loro Piana. However, wise advisors around me still counsel me saying that it would cost me a fraction of the money to get a suit stitched inBangkok, with its inexhaustible list of ‘good’ tailors. But then, I ask them in lighter vein, who is NOT a tailor inBangkok? Jokes aside, I have never felt the same strong emotion and confidence that a luxury brand exudes from a stitched suit – and I guess, I never will.


Yesterday I went to a very small Indian restaurant to eat some street-food-favorites. One friend admired my jacket. “Nice jacket, when did you get it?” he asked. “Just 9 years”. I saw his gaze turn to admiration and I could see it was all for the quality of the material itself which seemed off the shelf for only a few hours (or was it because I managed to fit within the same jacket for 9 years? I assume the former)

I am back from a recent trip (which was sponsored as so I’ll skip the details) that made me reinforce some of my takes on quality. It is how certain folds are unfolded and certain unfolds folded, that make a brand. I have always strongly believed that quality is here to stay and brands should tell the world if they are good. I also learnt, six years back, that if you have a great product but do not know how to package it, you are not a businessman.

So why this fuss over the brands, the branding campaigns, fashion shows and all the glitz and glamour? I think this is because it’s important for the brands to shout to create awareness that they are the best. I solemnly believe that there is nothing wrong in a brand proclaiming that they are the best, if it is truly the matter. Stating facts is not arrogance. Also, it is important for luxury brands to create awareness which keeps counterfeits away. Counterfeits never support the legitimate government, they support parallel economy. Whether advertent or inadvertent, by associating us with counterfeit goods we never serve the right cause for humanity

Below are some of the brands which according to the Luxury Institute Survey (www.luxuryInstitute.com) deliver the best combination of quality, exclusivity, customer experience and peer prestige


– Women’s Fashion:

– Chanel-7.56

– Valentino-7.54

– Louis Vuitton-7.53


– Women’s Shoes:

– Christian Louboutin-8.37

– Manolo Blahnik-8.35

– Jimmy Choo-8.30


– Handbags:


– Hermes-7.84

– Chanel-7.69

– Jimmy Choo-7.66


– Men’s Fashion:

– Loro Piana-7.79

– Ermenegildo Zegna-7.32

– Giorgio Armani-6.94


– Men’s Shoes:

– Bottega Veneta-7.83

– Piaciotti Cesare-7.77

– Salvatore Ferragamo-7.64


– Automobiles:

– Porsche-7.53

– Mercedes-Benz-7.24

– Jaguar-7.18



I mention below my take on certain categories on men’s grooming that bear some resemblance and difference with the Luxury Institute’s verdict.

Men’s Fashion

Loro Piana

Louis Vuitton

Ermenegildo Zegna


(I am now moving away from normal Zegna (except Su misura) as I do not respect brands going on sale or discount, which denies the right value to its true customers)

Shoes

Stefano Moreschi

Fratelli Rossetti

Tod’s



Watches

Breguet

Parmigianni

Patek Philippe



Wallets

Loewe

Louis Vuitton

Hermes



Scarfs(men)

Loro Piana

Hermes

Pink



Shirts

Stefano Ricci

Kiton

Louis Vuitton



Ties

Marinella

Brioni

Hermes



Cuff Links


Breguet

Links

Louis Vuitton



Pen

Mont Blanc

Cartier

Montegrappa



The above list is taster of my personal favorites in the men’s grooming category. However, I do not advocate these brands in any way. Over the years this profession of catering to finer experiences in life has brought my personal tastes in alignment as expressed in this list. Keep reading as in the next post I bring up some of my hot favorites in eating out and travel.

Best Restaurants in New York

DeepakOhri.com – Deepak Ohri, The Chief Executive Officer of lebua Hotels and Resorts






In my eventful stint with the Food and Beverage industry till date, I’ve been addressed by several favorable adjectives. Some went so far as to say that I was a ‘guru’ in this discipline, ‘a master of food of beverage’ and even possessed a ‘Midas touch’ to create and even recreate glory for any restaurant. But little did they know that much of my experience came from watching and learning from numerous mistakes throughout my career. This links back to 1985, when I was stepping into my Hotel Management and my father left me with a single most important thought –it is very easy to make money but equally hard to gain respect and so it is important for one not to shrug responsibility and to accept failures as they come.

During my tenure at ITDC, I would silently observe the Chairman and MD come into the restaurant and the whole team scampering around to serve him his food. The restaurant manager, F&B Director and Asst. Director, Chefs..everyone had just one focus, and needless to say it was the MD. I would think to myself, if ever I rise to such position, I would abhor such service which was superfluous and killed the joy of eating out. It just transforms the pleasure of hospitality into the glitz of showmanship. During the same time, I remember asking my boss “Who is going to be the chef?” when the new restaurant was being designed. I was asked to rather concentrate on the interior design, staff uniform, glass design – and the chef, he said, could always be found as one who matched the décor!

As I moved on, I opened my first and final fusion restaurant with the longest kitchen at that time. However, in no time the whole restaurant was nothing more than in a state of utter ‘con-fusion’. It was then I learned my first hands on lesson on management of service process and operations.


Well, the patient reader is wondering why is it that I mention these small incidents before giving my take on few of the best restaurants. These and numerous other rather trivial incidents have helped me come up with my five point criterion of judging a restaurant. Let me list them down



The restaurant setting should live up to the food

There should be a defined process in service flow

Elegance and sense of pride among the service staff

Menu should be simple and well defined

Sense of privacy should prevail among patrons

I don’t proclaim myself to be a meticulous judge (for that matter, I have not formally judged a single restaurant) but I found the above to be the most effective criterion to analyze a restaurant threadbare, coming from my 21 years of F&B experience across 5 countries and creation of 30 restaurants – with lot of great successes and failures alike.

Following is my take on the restaurants of New York, a city with unparallel culinary diversity. The Michelin, Zagat and New York Times all had their chance, and here is mine (in reverse order of ratings):

5) Le Bernardin:

This place at155 W. 51st St.,New Yorkoffers the best French cuisine in a fine dining atmosphere. The service is great with a fantastic wine list. I tried their degustation menu and it was nothing less than amazing. I think the only other fine dining restaurant that deserves a comparison is Mezzaluna in Bangkok (not because we own it, but based on service level and food quality)


4) Balthazar

My favorite place for breakfast. This beauty is located at 80, Spring Street,New Yorkand serves some of the best breakfast that you can have. Try out their Eggs Florentine, bowl of berries (I just can’t do without them when in NY) and the Bowl of cappuccino. All of them are my personal favorites and be assured to start the day in style.


3) Babbo

A creation by Mario Batali – this is the clear best among all his restaurants. I once happened to be on the same flight with Mario Batali and went on to stay at the same hotel. I saw him reading “How to prepare doughnuts” in a short 2 hour flight which spoke volumes about his passion. At110Waverly Place, NY this place exudes the passion of its creator. The flavor of its fare is what distinguishes it from many other Italian fine dining venues. I just wonder why it has achieved only one Michelin star

2) Peter Luger

This is undoubtedly the best place for a steak. At 178 Broadway,Brooklyn, the rustic ambience both conceals and accentuates the superb steaks on offer here. Steaks have rustic origins and the restaurant takes you to the roots of what they serve. The staff are fast, efficient and give you what you want – no fuss, no frills. And that is exactly what I love about the place. An unpretentious dedication to doing what they do best – make the best steaks in the world.


1) Per Se

Finally, meet the best in NY City at10 Columbus Circle. Per Se is my number one in NY judging by all the parameters I mentioned earlier. The décor is rich and sleek. The food is the best inNew Yorkin elegant surrounds. The service is like watching an opera. The harmonious service is more than complemented by the excellent American and French cuisine. Best food, best ambience, best service..for me they’ve ticked all the right boxes.

The ratings above are my take after visiting 31 best restaurants inNew York. The views are completely personal and unbiased. See you again with more restaurants from Chicago soon.

Career Advice – A Few Thoughts

DeepakOhri.com – Deepak Ohri, The Chief Executive Officer of lebua Hotels and Resorts

Looking at the bunch of career queries at my inbox today, I pondered – Am I capable enough to give career advice? After some contemplative moments, it occurred to me. No one, I realized, but the very person in need of advice is best suited to steer her own career. Others can just share their experience and pinpoint pitfalls that often lurk in the youthfully conceived career path of ambitious minds.

In my speeches at different business schools, I encourage young students to learn from our past mistakes and how we overcame them to be where we are today. These facts of our journey through the undulating alleys of the corporate world serve to forewarn young minds of several hindrances that will always remain as obstacles in their career path.

Let me go back to my early life to help the reader better appreciate my thoughts. It all started in 1985 when I was pursuing my hotel management. During this time I also worked as a dishwasher to support myself. I was subjected to such ill-treatment at this time that I made up my mind to pursue my career overseas. I had numerous opportunities in Middle Eastbut never took up any. Looking back just a month, I feel that was the right choice. I got my passport made in 1988 when I passed out from college. Every day, I used to look at the empty pages for Visa and wondered when they would be filled up. Many of my friends often told me that the only opportunity for me was to embrace any offer from theMiddle East. One of them even suggested me to go on a budget trip toHong Kong, buy cheap clothes there are sell them at Janpath – which would be enough to pay for the trip! I listened patiently and waited for the right opportunity. On 10th July, 1991 my passport received its first stamp – not a visa, but change of address. Finally, in 1992 I had my first visa stamping when the shores of Singapore beckoned me, thanks to my ex-boss.

Hospitality at Singapore, however, was never an easy business. My friends ridiculed me for not knowing what a ‘7-11 Store’ was at that time! This and many such small incidents instilled in me the understanding of cultural difference at workplace. While jargons like packaging, fair treatment of employees etc. should be culture independent, in reality they are deeply rooted in a country’s culture. In emerging economies people ought to work extra hard to make up for any cultural disadvantage at workplace. With this realization I started my own business which had to be closed down faster than it opened – but that left me with another learning which I’ll share in some other post.

Back to India, I was continually reprimanded in meetings and asked to keep my mouth shut with phrases like “This is India, not US or Singapore..Things are different here” bombarding my ears! But I was confident that the basic concepts of this business (or for that matter any business) don’t really depend on culture. To prove this point, I took up a project with IIM Bangalore to illustrate basic mistakes every restaurateur make in menu design and was awarded the prize of best project for the year.

I am sure, as a reader you are wondering, what has this got to do with career advice? Well, when I look at several career queries today, I can still sense the same frustration among young candidates from emerging countries. If there is one word of advice for them, it is never to compromise on ethics and principles. Everyone must realize that success comes at a price and comes the hard way. The sooner we know what price is to be paid for success, the better. In today’s world with hundreds of MBAs and Hotel management grads from top institutes, there is no dearth of knowledge. What is however scarce – is the ability to use this knowledge within the bounds of ethics and principles.

Volumes have been written on “Business Ethics” and are part of every B-School curriculum. And yet, let me share my latest experience with a top notch banker from an even better B-School. He was frank in admitting that his latest job involves counseling a builder how to evade bank rules and regulations. The same gentleman gave a speech on ethics few months back. It’s not that he is not aware of “ethics in business”, the problem lies in him having forgotten his past. This is why I keep reminding myself of my humble beginnings to keep my feet rooted to reality and never to disregard the values that shaped me and my career.

At lebua Hotels and Resorts, we had a case where we had to pay an employee a mere THB 3000 for a dispute but against the company principles and ethics. After speaking to our owner, Khun Rattawadee Bualert, we a pursued a legal case with costs over USD 33,000 to stop this payment. I did discuss this with my ex-bosses in different MNCs and all of them termed it as ‘absurd’ and categorically ruled out any reason for doing this. On the other hand my supervisor, K Rattawadee, a young owner at 32 wanted to build the organization on solid principles and approved me to pursue the case. This is what commands respect and reverence. This sole incident helped me formulate plans to train employees better and we became the first company in the world (across all categories) to formally correlate a Customer Satisfaction Survey and Employee Satisfaction Survey. After all how can we understand our customers if we fail to understand our own employees?

Coming back to emerging markets, it is always a challenge to pursue a luxury business in these demographics.
The challenges involved include

- Proper training of staff
- Charging top dollars to your customers for quality
- Getting international press to focus on these markets
- Competing with best brands (mostly foreign) in this sector

If any establishment has been doing the above consistently in emerging markets, I guarantee they would be one of the best places to work for!


Finally, for the couple of queries that I received from MBA students regarding whether to major in HR for hospitality and what opportunities it holds, let me emphasize that there is ample opportunity in this sector. Bright young students from emerging economies are best suited to create such opportunity for themselves and this industry as a whole. After all, the world is a neutral platform and the best talent would be amply rewarded in every way possible. So, ladies and gentlemen let’s work together to create the best in hospitality.

My Take on Marketing

DeepakOhri.com – Deepak Ohri, The Chief Executive Officer of lebua Hotels and Resorts

Marketing is subject in today’s world that probably has more gurus than students. Every author has their own perspective for the subject and different styles are in vogue. Nothing wrong I say, for currently the world is far more complex than it used to be with ample scope for every distinctive marketing strategy to co-exist. However, how does one explain Marketing? It will be difficult for me too, but let me give it a shot by taking you back to the illustrious history of the Dome and lebua.

The day was 15th May, 2003 when I stepped into State Tower, a 3 million square feet of empty structure, at the end ofSilom Road, Bangkok. My task was to plan and execute the opening of a rooftop restaurant in the building. In other words, I had to translate dreams into brick and mortar only to initiate the even tougher task of competing with bigger brands in this segment. Contacted Gall up– did a focus group – results clearly told us “Don’t open a restaurant here, there’s no view”. By 2009, six years after Sirocco (the restaurant in question) opened; every premium publication has unequivocally declared that it has the “best view in the world”. What then is marketing? Does it always start from the consumer? We’ll see further into the post. But for now, Marketing seems to be the right combination of optimism, ambition and perception.

On 13th Jan, 2006 we took over Meritus suites in the same building (StateTower) creating the brand lebua. The whole market ridiculed us. I started getting phone calls with unsolicited sympathy on how I have just ruined my career! We did a research through Synovate to understand what our customers wanted, positioned the product accordingly and delivered to their expectations with a commitment to excel. The result of this commitment and repackaging was that lebua emerged as the most profitable hotel (with highest occupancy) in Bangkok for the year 2009, despite political and economic turbulence.

The astute reader must have realized by now that the examples are contradictory. In the first case we did not listen to customer opinion while in the second we abided by it. The answer lies in the sense of what to ask the customer. My take is, never ask a customer how you should be selling or packaging your product; ask them the reasons why they choose a product. An open-air rooftop restaurant with beautiful ambience resonates more easily with one’s emotions than a hotel room, the decision for staying in which is often the result of a thorough rational research. Hence the difference in our approach. I used the two examples to show how ideas in marketing can be contradictory. There is an old saying when it comes to wines “Buy on bread, sell on cheese”. For me the best marketing principle is to “build on design, sell on emotions”

The market today has moved far beyond the 4-Ps. The additional aspect of “emotion” plays the most important part in Marketing today. A product can become a brand leader only if it offers its customers a certain degree of emotional value. Translating that emotion to an experience is what comes next and ensures that the customer does not readily consider competing products/services as substitutes. Let’s take the example of Christian Dior. When it launched its ready to wear line, everyone in France criticized the brand. However, it did connect with its customers outside France offering them value and quality and was finally embraced within France as well.

In today’s market everyone talks about innovation, experience and emotion. Still success does not come to everybody. The reason is most people try to focus on what they do not have rather than what they do. Here comes the need to understand the brand, identify its strengths and build on them. Christian Dior’s ready to wear line was a revolution, so was Apple with its ipod, Red Bull with its marketing by not marketing strategy and lebua and the Dome with its unrelenting focus on creating experiential and emotional values for its guests. This is the time when only companies with passion will succeed. The challenge lies in converting this passion into tangible experience for the customer. Many companies still do not realize this and are just paving the way for the likes of Apple or Christian Dior.

Understanding customers also has sophisticated technical part to it. In my marketing meetings today, I ask for behavioral patterns, anthropology reports, motivational indices, which help me discover patterns and understand our top customers. Personally, I think it is time to move away from both qualitative and quantitative research and look more closely at motivations behind purchase decisions. This is further aided by research in social media domain rather than traditional media. Just to share an example, a person who drives a Porsche likes contemporary house, funky gadgets, social media and plain designer clothes. On the other hand, a person who owns a Lamborghini is looking for traditional house, bold dandy clothing, normal instruments and traditional media.

With all these illustrative examples, I think marketing in today’s world is more interesting than ever. Every marketing enthusiast today needs to better understand this fine blend of emotional and technical dimensions that is continually restyling the traditional concepts of Marketing. I too am learning by the minute and enjoying every bit of it!

The Business of iPad Travel

DeepakOhri.com – Deepak Ohri, The Chief Executive Officer of lebua Hotels and Resorts





When the iPad was first released I wondered how it would be integrated into people’s lives. Was it to become just another personal entertainment system or something more useful as a business tool? As leaders in a fast changing business world, we are often the first to explore new technologies and identify solutions that make our lives easier and our companies more efficient. It was with this in mind that i purchased an iPad and took it with me on my business trips around the world.







Having used my iPad for several months now, I would say that its focus, design, simplicity and speed are what I enjoy most. Even when travelling First Class I often encounter problems finding a comfortable workspace on a long trip. The iPad’s touchscreen interface makes it ideal for working on the move and once you master the finger functions, the OS lets you navigate smoothly between tasks and applications. The device fits comfortably into my carry-on luggage without the need for an additional bag. What’s more, the iPad is not classed as a notebook for the purposes of airport security, so I don’t have to remove it for X-ray inspection.







I find efficiency is easily maintained with an iPad. I can review and edit documents and presentations, keep up with market news and even check my business premises on realtime CCTV. The iTunes store is brimming with time-saving applications, many focusing specifically on business users and a healthy percentage of these are still free to download. Access to task specific applications helps me remain productive when I am away from my main computer and I enjoy almost constant connectivity, which allows me to stay in touch with my management team. Finance focused news providers like the FT and the Wall Street Journal have all developed iPad tools, this gives me access to real-time updates, video and market statistics.







Conversation is crucial for today’s decision makers and although iPad is not a communication device as such, applications such as Skype and Truphone’s free VOIP software provide 3G calls and Instant Messaging (IM) options. The advanced microphone and speaker technology means my calls are clear and strong over a WiFi connection, whether using Truephone, Skype or Google Talk. I can also call any local or international phone number for a negligible fee and even get a free voicemail account. Web boards and blogs claim Apple is also planning to include a camera in future generations of the iPad. This will eventually mean video conferencing and perhaps even a Face Time application similar to the one offered on the iPhone 4.







Beyond business specific uses, I also find the iPad an amenable travelling companion. When I visit new cities I can search for the best restaurants, even book a table online for dinner or hire a limo to pick me up at the airport. Recently I came across an application that tempted my natural sense of exclusivity. For a mere $999, I can download the premium version of iVIP, the first ‘Millionaire’s App’. Once certified as HNI, I become eligible for a personal consultation on managing my VIP lifestyle. The deal includes access to privileges across a range of luxury partners including supercars, cinemas, concierge, restaurants and bars. I am sure my PA would approve!







Of course, the iPad is not all bells and whistles. I find the lack of multitasking a little frustrating, especially when you need to open a spreadsheet or document to check something an email has asked for, then realize you have to close your mail application to do so. The heavy reliance on wireless connectivity also means occasional down time (it’s hard to find a signal on the 9th Hole). But even with these glitches, this is a device that helps me solve problems and in some cases forget they ever existed. With four times the battery power of most notebooks, a crisp, high resolution screen and super fast performance, I have been far from disappointed.







I believe that in business it is essential to use all the tools at your disposal to increase efficiency and make swift, accurate decisions. By adding the iPad to my list of travel essentials and exploring the best way to use it for my needs, I am now a more effective leader when on the move.

The Christmas Lunch

DeepakOhri.com – Deepak Ohri, The Chief Executive Officer of lebua Hotels and Resorts




It’s Christmas and I am penning down this post as I just wipe my fingers after the day’s lunch. Well, in reality it was not just one meal but a delectable sequence of lip smacking dishes – each one well seasoned with intricate memories of my boyhood. My only companion for this exciting food-filled day was my dearest friend for last 12 years, my fiancé for 11 years and now my loving wife for the last 10, Anita. It has almost become a ritual for us to target a city each Christmas and savor the wide array of its street food. Last year it was Singapore and this year we chose Delhi,India.

The day started almost at dawn as I picked up Anita from her parent’s place braving the biting cold of the city. It paid off. In red leather jacket and black jeans, Anita mesmerized me as soon as she stepped into the car – and I knew at once the beautiful Christmas day has arrived! We headed straight to oldDelhiat Jama Masjid for a road side eatery. I almost devoured my bowl of paya curry (lamb trotter curry) as Anita sipped on her glass of milk froth. Then came the masala chai (spiced Indian tea), over which we planned how to reach the parantha-wali-gulli (avenue-de-flatbreads, I wish they had such avenues inFrance). The parantha-wali-gulli reminds me ofSavile Row Street in London, famous for its world renowned bespoke tailoring for centuries. The parantha-gulli can boast of the same heritage, but when it comes to packaging the product – we are centuries behind our peers. It is indeed amazing to see that how some of the nation’s most cherished offerings are often strewn in its streets – without hype or even heed.







As we headed to the avenue in a rickshaw, I painfully realized the unchecked growth of some parts of my body- thanks to good food and lack of exercise. As I started to feel guilty the unmistakable aroma of the paranthas caught our nose; and all guilt was gone. We had paranthas there but I was also afraid looking at the amount of ghee (clarified butter) being used, as unlike me my foodie-partner was conscious of her health. But to my pleasant surprise, Anita held out her plate for the second time, “Uncle, can I have one more please?” With a broad smile, I whispered to her “Honey, you made my day!”.







Next on list was the Ghantewala (Indian sweet shop) where Anita tried out her favorite pinni (Punjabi sweet made from flour and crushed dry fruits). It was already 10:30am by then and lunch had not been planned. I asked the driver to take us to the Red Fort, from where we went to an old bookshop – the very shop from where I bought all my guide-books for passing the exams! As memories poured in, I couldn’t help but take a detour to my favorite papdi chaat (crispy wafers garnished with potatoes, tomatoes, chickpeas, yogurt and flavored with spices and red & green chutneys) corner. ( I confess being a papdi chaat addict, any suggestion of rehabilitation will be seriously considered).







After ample dosage of the papdi chaat, it was time to head off to South Extension for Bhel Puri (puffed rice dish with potatoes and a tangy tamarind sauce). In my earlier post on marketing, I expressed my interest for new marketing trends. And frankly I get to see most of it at my favorite bhel puri corner. I honestly feel that when it comes to merchandising, listening to customer feedback, customer engagement or innovation the bhel puri stall seems to have mastered every chapter from Philip Kotler. Big corporations, once in a while, need to pay a visit here to hone their marketing skills even at the risk of being humbled.







While having the finger-licking Bhel Puri I wondered about the sheer variety of cuisineIndiahad on offer at its streets. If only we could package them better for selling, the tourism dollars might grow in leaps and bounds. For people who get accustomed to pompous five star food, these simple offerings serve as a reminder of their roots. My recommendation to all such diners would be to go and try out this food for a change. Experience the food you grew up with after you’ve grown up – it is pure bliss.







Readers must be wondering at this point, did I only wonder at the variety ofIndian street food? Isn’t there anything I can do to help promote it? The answer is an emphatic “Yes”. This Christmas Lunch has helped me decide my next endeavor. We will be opening a restaurant and bar in Sydney in September 2010. The bar will feature an eclectic collection of Indian street food in their most authentic form. Why street food? Well, the answer lies in their addictive attraction. The bar would be close to an opium bar in character with an addictive array of mouth watering dim-sums and tangy Indian street food. Much has been said about the BRIC street foods. In my next post, let’s check out some of the fascinating street food from Brazil, Russia and China. Till then, it’s time to realize my Sydney dreams!

FLAWLESS EXECUTION

From the top looking down, lebua at State Tower does offer a compelling and spellbinding view from Bangkok and the provinces beyond, renowned locally, regionally and internationally.




Helming from the top, as Chief Executive Officer is Khun Deepak Ohri. For his flawless execution years back, he brought lebua to the world, from conception to fruition.



“When we started back in 2003, my aim was for the Skybar and Sirocco, not a hotel. My single focus was the restaurant business. We had so many stumbling blocks along the way, and even when it was up and running, no one came”.



With one ad in the newspaper, the tide turned and the rest, as they say, is history.



The Dome



Can you stop time? That one moment where everything you once believe is forever change, like the moment you step into The Dome at lebua in Bangkok. Or the poignant moment you reach out to touch the stars from the Skybar or feel the whisper of the wind at Sirocco. We have redefined fine dining in Bangkok and beyond.



The Dome is a combination of Sirocco, Distil, Breeze, Mezzaluna and Skybar – the five pillars of the gourmet experience here at lebua. We are connecting emotions, as dining is an emotional process, enthused Deepak.



With The Dome, lebua now offers Bangkok residents and visitors an exquisite and eclectic culinary dream, even for connoisseurs. Be it Mediterranean, Asian, Indian or Lebanese, the best restaurants and bars in Bangkok congregate at lebua. All provide an unmatched experience with a truly personalized service that will never makes you wonder where else to eat in style in Bangkok.



At lebua, we believe the gourmet moment you savour today is merely a step to a greater epicurean journey of a lifetime. In a city where only the best stands out, The Dome has what you need and more.



Setting the Bar High



There are many Skybar followers now, regionally – roof top bars with great names. As the pioneering force, Skybar at lebua has the advantage. To see similar bars mushrooming in Bangkok, India, Hong Kong and Singapore is a testament to the success of our model. We create, others innovate.



Every evening, locals and tourists come into lebua, and head up to the Skybar. We have become a beacon that is on a tourist’s must visit list. Our drinks are exceptional and the view, unsurpassed. To achieve this in less than a decade is amazing.



“90% rational and 10% emotional – this is how I see it for hotel guests in deciding where to stay. For restaurants it is the inverse” – Deepak Ohri, CEO



When the opportunity presented itself, we jumped in head on and took over the hotel, revamped the business, rebranded the whole concept and went all out. Despite all initial efforts, occupancy rate in February 2006 was a dismal 8%.



Like any turbulence in flight, we adjusted our flight path and flew straight on – heading to the final destination of Success. Now looking back, 8% is a distant memory. We have made marked improvement year on year, bringing occupancy rate to 62% and then a high 80% at one point and staying there or above it. Simultaneously, we worked on operation efficiency, reduced cost and worked on our compelling selling points to keep guests coming in and growing sales numbers. Over time, margins improved. We sailed through the turbulence and we arrived. Oh, what an achievement!



The next chapter



With success in Thailand, Deepak did not rest and pursued a new adventure. He set out to redefine the luxury hospitality landscape thousands of kilometers away in New Zealand. Lake Okareka Lodge in Rotorua burst into the scene and eventually became the benchmark for others to emulate.



lebua is now set to enter India, and expansion plans are in the pipeline. With Deepak helming from the top, and the rigor and vigor he brings with him, we are sure the next chapter will be equally successful, if not more.