Avijit Singh, a hotelier and passionate advocate of slow and immersive travel, has been recognized as the TL Champion in this category at the India’s Best Awards 2024. Below are excerpts from his insightful interview, where he discusses his journey and the future of immersive travel.
T+L India: How do you promote and implement slow travel at House of Rohet?
Avijit Singh: At House of Rohet, our aim has always been to provide an authentic and deeply immersive experience for our guests. Since 1990, we have focused on showing travelers the true essence of rural Rajasthan. We believe in peeling back the layers to offer a glimpse of the region that is untouched by commercialization.
Slow travel for us means immersing oneself in the local culture and community, taking the time to understand the place deeply. We offer programs like our village safari, where guests meet and learn about local communities such as the Bishnois or the Paliwal Brahmins. Our culinary workshops, featuring recipes passed down from my grandmother—who has authored cookbooks—immerse our guests in regional cuisine. We also introduce them to the indigenous Marwari horses, as we have one of the best stables in the country. Everything we do revolves around creating a meaningful connection to the place.
T+L India: What direction do you see immersive travel taking in 2025?
Avijit Singh: In 2025, immersive travel will continue to rise, especially with the post-COVID changes we’ve seen. Indian travelers have started exploring their own country more, discovering unique properties like ours that had previously catered primarily to international tourists. This has led to a shift toward offbeat destinations over the typical tourist spots. Additionally, travelers—both domestic and international—are seeking more meaningful experiences, wanting their travels to enrich them. It’s an exciting trend that we are thrilled to be a part of, and we are eager to see how it unfolds in the coming year.
T+L India: In a fast-paced world, what is the importance of slow travel for you, even in your own personal travels?
Avijit Singh: For our family, travel has always been viewed as an investment, not just an expense. The value of this investment is realized when you return with experiences and memories that enrich your life. This philosophy aligns perfectly with the essence of slow travel. We believe in providing our guests with experiences that will stay with them forever, making each visit memorable and meaningful.
T+L India: Any challenges that occur in presenting these ideologies?
Avijit Singh: One of the greatest challenges we face in promoting experiential slow travel is the price war. Offering well-rounded, immersive experiences naturally comes with higher costs than just providing basic services like meals and a bed. Competing in the online travel agency (OTA) space, where there’s limited information available apart from images and brief descriptions, makes it difficult to convey the true value of these experiences. However, I believe the path forward is becoming clearer, and we are optimistic about overcoming these challenges.
T+L India: Your favourite spot in Jodhpur?
Avijit Singh: My favorite place in Jodhpur is a hidden gem—Panchrukhi Hanuman in the old city. This secluded temple, carved into the side of a hill, houses a magnificent statue of Hanuman with five heads. The sheer scale and beauty of the statue are awe-inspiring. The temple is not easily accessible by car, so I recommend taking the time to walk and climb the stairs for an unforgettable experience.
T+L India: What’s next for the House of Rohet?
Avijit Singh: We are excited to expand our footprint and have some exciting announcements coming soon. Our focus will continue to be on offering immersive, slow travel experiences, and we are eager to share what’s next with our guests in the near future.
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