Authenticity is the Language of Luxury

Restoration is only a beginning, the role is to understand each city and building deeply, and interpret these to feel relevant with today’s guests, who are invited to be a part of history rather than mere observers, says Priya Paul, chairperson, Apeejay Surrendra Park Hotels, whose group is pioneering a new approach to luxury hospitality as conservation

By Priya Paul

I have always believed that authenticity is the language of luxury. Long before it became a larger industry conversation, it was a clear starting point for us. When I introduced luxury boutique hotels in India in 1994, each hotel was visualised and designed to reflect the city it belonged to. From the beginning, we have consciously stayed away from cookie-cutter approaches. Every hotel is designed as an individual expression, deeply rooted in its surroundings. This thinking has always been part of our DNA at the Apeejay Surrendra Park Hotels. “Anything But Ordinary” is not just a tagline, it defines how we approach every space and experience. Our hotels act as platforms for fashion, food, music, art, and nightlife, always contemporary, yet deeply connected to their surroundings. It is important for us that the guests experience the city through us. For instance, in Chennai, THE Park stands at the site of the iconic Gemini Studios, and that cinematic legacy continues to shape the space. In Hyderabad, THE Park was imagined as a modern Nizam’s palace, reinterpreted for today while reflecting the city’s layered history. Each hotel carries its own narrative, energy, and point of view.

Through curated gatherings such as Sur Mahal at Ran Baas, The Palace Patiala and Suvai at THE Lotus Palace Chettinad, we bring regional art forms, music, and cuisine back into the spaces where they historically belonged. These experiences are immersive and rooted, allowing guests to engage with the destination in a way that feels natural and unforced. Over the years, initiatives like THE Park’s New Festival have also brought together new voices and talent – including artists, musicians, and creative voices – creating a more meaningful dialogue within our spaces. This extends across everything we do. Our hotels house some of India’s most inventive restaurants, liveliest bars and happening nightclubs, each shaped by the same intent to reflect the city.

With our heritage hotels, restoration is only the beginning. Each building comes with its own architectural language and memory. The role is to understand it deeply and reinterpret it in a way that feels relevant today. At Ran Baas, the idea of Palace Life, Modern Living comes alive through our Anything But Ordinary experiences. As Punjab’s first luxury palace hotel, it invites guests to be part of its history rather than simply observe it. The palace is reimagined through a contemporary lens, where guests live like royalty in a way that feels authentic today. It was important for me to bring the spirit of Punjabiyat to life here. Elements like phulkari are reinterpreted in an evolved design language, while royal cuisine is presented with a modern perspective, even bringing back cultural icons like the Patiala peg in a refined way. It is a celebration of tradition that continues to evolve through creativity.

THE Lotus Palace Chettinad is a striking expression of scale, craftsmanship, and detail-rooted in Chettinad’s architectural legacy, interpreted through a design sensibility and conveniences for modern travellers. Whether it’s Denmark Tavern in Serampore, Kolkata – the oldest known hotel in the country, Malabar House and Purity in Kerala or our hotel in Travancore, intent is to make our spaces lively, engaging, and always a part of the local fabric. For me each hotel must feel distinct, with its own narrative, while delivering an experience that is modern and meaningful. It should be your window to the city. When luxury is approached with creativity, boldness, and care, authenticity becomes its foundation.