The Postcard Hotel

What The Postcard Hotel does

The Postcard Hotel is a privately held luxury boutique hospitality brand operated by Untitled Hotels & Resorts Pvt. Ltd., founded in 2018 by former Oberoi Hotels President Kapil Chopra and headquartered in Gurugram, India. The company operates 12 intimate properties (typically 5-20 rooms) in offbeat and culturally distinctive destinations across India (Leh, Assam, Goa, Gujarat, Karnataka, Kochi), Bhutan (Thimphu), and Sri Lanka (Galle), with 6+ additional properties in development across Nepal, Rajasthan, Madhya Pradesh, Tirupati, and Arunachal Pradesh. Its core proposition centers on experiential luxury — anytime check-in/check-out, anytime artisanal breakfast, authentic regional cuisine, destination-specific wellness (notably an Ayurveda partnership with Sitaram Ayurveda), and curated local experiences including wildlife safaris, heritage tours, and diving.

The business model is direct-to-consumer with no OTA or third-party travel agency distribution; all bookings flow through postcardresorts.com, a dedicated phone line, and email, preserving full margin and direct customer relationships. Revenue streams include nightly room revenue (INR 19,000-140,000 depending on property and category), on-site F&B, curated experiences and activities, the proprietary Sunshine Club loyalty program (Gold/Platinum/Black tiers offering 5-10% cashback), and co-branded acquisition partnerships with Etihad Guest, Singapore Airlines KrisFlyer, IndiGo BluChip, and premium Indian credit card programs (American Express, Axis Burgundy Private, Canara Bank, IDFC First, IndusInd). The Sunshine Club and partnership integrations serve as the primary customer engagement and retention layers in lieu of OTA distribution.

The brand's differentiation rests on founder-led hospitality expertise, Condé Nast Traveller award recognition, consistent earned media presence in premier lifestyle publications, and a curated portfolio strategy targeting destinations underserved by global luxury chains. Customer segments span affluent domestic leisure travelers, MICE/corporate retreat clients (via the One Key full-property buyout service), and wellness seekers. The company has no disclosed technology platform or proprietary software beyond its direct booking infrastructure, and no AI/ML capabilities are evidenced in the source data.

Name

The Postcard Hotel

Legal name

Untitled Hotels & Resorts Pvt. Ltd.

Website

https://postcardresorts.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Postcard Hotel is a privately held Indian luxury boutique hospitality brand operating 12 intimate properties across India, Bhutan, and Sri Lanka. It serves affluent domestic travelers via direct booking, offering anytime check-in, regional cuisine, curated experiences, and the Sunshine Club loyalty program.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Retail-Eating Places (5812)

akta.pro primary industry

Luxury Boutique & Lifestyle Resorts (THAGACAO)

akta.pro secondary industries

Boutique Resorts (Small-Scale Resorts) (THAGADAJ), Wellness-Lifestyle Boutique Hotels (THAGADAF), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Luxury boutique hotels
• Experiential hospitality
• Hotel loyalty programs
• Curated travel experiences
• Resort accommodation

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Room Revenue: Primary revenue stream from nightly room rentals across 11 operating properties in India, Bhutan, and Sri Lanka. Room categories range from Luxury Rooms to multi-room Suites, with nightly rates varying by property and room type. Revenue is one-time at point of stay with no subscription component.
2. F&B and Dining: On-site restaurant and bar revenue at all properties. Emphasis on authentic regional cuisine using locally sourced ingredients. Dining experiences include in-room dining, outdoor dining, private picnics, and special culinary events.
3. Experiences and Activities: Revenue from curated experiences including wildlife safaris (Gir), diving and dolphin watching (Karnataka), heritage tours, cooking classes, archery, foraging, wellness and spa treatments. Experiences are add-on purchases to the base room rate.
4. Sunshine Club Loyalty Points Redemption: Returning guests earn Sunshine Points (5–10% cashback on spends) redeemable on future stays. This drives repeat bookings and increases customer lifetime value.
5. Airlines Loyalty Partnerships: Partnerships with Etihad Guest, Singapore Airlines KrisFlyer, and IndiGo BluChip earn airline miles for guests on stays. These drive acquisition of loyalty members who may subsequently book directly, while also generating cross-promotion value.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Postcard Hotel operates and sells stays at a curated portfolio of intimate luxury boutique hotels (typically 5–20 keys) located in off-the-beaten-path destinations across India, Bhutan, and Sri Lanka. Core commercial activity combines nightly room rentals, on-site authentic regional food and beverage, destination-specific experiences (wildlife safaris, heritage tours, Ayurveda, diving, foraging), and the Sunshine Club loyalty program that rewards repeat guests with 5–10% cashback and tier-based perks.

Product overview

The Postcard Hotel is a collection of intimate luxury boutique hotels across India, Bhutan, and Sri Lanka, featuring 12 operating properties including The Postcard in the Himalayan Willows (Leh), The Postcard in the Durrung Tea Estate (Assam), The Postcard on the Mandovi River (North Goa), The Postcard Saligao (North Goa), The Postcard Ayurveda Retreat (Old Goa), The Postcard Cuelim (South Goa), The Postcard Hideaway Netravali (Goa), The Postcard Gir Wildlife Sanctuary (Gujarat), The Postcard Mandalay Hall (Kochi), The Postcard on the Arabian Sea (Karnataka), The Postcard Dewa (Thimphu, Bhutan), and The Postcard Galle (Sri Lanka). The brand operates The Postcard Sunshine Club loyalty program (Gold, Platinum, Black tiers) and offers special packages including One Key Hotel (full hotel buyout), Discover Himalayan Kingdom, and various credit card and airline loyalty partnerships. Upcoming openings include properties in South Goa Chicalim, Chitwan Nepal, Jawai Leopard Reserve, Kanha Tiger Reserve, Pench Tiger Reserve, Tirupati, and Pasighat.

Differentiator

Problem solved

Functional benefit

Brands

• Sunshine Club: The company's loyalty program offering cashback rewards (5-10% return on spends) and benefits including complimentary spa and laundry services for returning guests. Tiers include Gold (5%), Platinum (7%), and Black (10%) memberships.

Products and services

• The Postcard Hotel Portfolio (12 boutique properties) A collection of 12 intimate luxury boutique hotels located in off-the-beaten-path destinations across India, Bhutan, and Sri Lanka. Properties include The Postcard in the Himalayan Willows (Leh), The Postcard in the Durrung Tea Estate (Assam), The Postcard on the Mandovi River (North Goa), The Postcard Saligao (North Goa), The Postcard Ayurveda Retreat (Old Goa), The Postcard Cuelim (South Goa), The Postcard Hideaway Netravali (Goa), The Postcard Gir Wildlife Sanctuary (Gujarat), The Postcard Mandalay Hall (Kochi), The Postcard on the Arabian Sea (Karnataka), The Postcard Dewa (Thimphu, Bhutan), and The Postcard Galle (Sri Lanka). Targeted at affluent Indian leisure travelers, premium corporate retreat buyers, and wellness seekers.
• The Postcard Sunshine Club Loyalty Program Proprietary tiered loyalty program offering cashback as Sunshine Points on hotel stays and total spends at The Postcard Hotel, with tier-based perks including complimentary laundry, spa treatments, and dining vouchers. Tiers: Gold (5% cashback, no minimum), Platinum (7% cashback, INR 5 lakh+ annual spend or 15 nights, complimentary laundry), and Black (10% cashback, INR 10 lakh+ or 25+ nights, complimentary spa treatment or INR 3,000 dining voucher on 3+ night stays, complimentary laundry). Points are redeemable only at The Postcard Hotel properties.
• One Key — Full Property Buyout Exclusive service allowing guests to book out an entire Postcard Hotel property for complete privacy, closing the property to non-residents for the duration of the stay. Available for 3-night or longer bookings at exclusive One Key rates. Targeted at private family celebrations, ultra-affluent group use, and corporate leadership offsites.
• Discover Himalayan Kingdom Package Curated Bhutan escape package at The Postcard Dewa, available as 3 nights at INR 1,95,000 or 5 nights at INR 2,90,000. Includes daily curated dinner, two 60-minute spa indulgences, and 50% off for an additional room for travelers under 18. Exclusive of taxes and service charge. Targeted at affluent travelers seeking a curated Bhutan experience.

Quantifiable outcome

• Etihad Guest members booking 2–3 nights earn 4,000 miles; 4+ nights earn 4,000 miles plus one complimentary night
• +6 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Etihad Airways (Etihad Guest)coreGTM or Marketing Partner · 30 January 2026Etihad Guest loyalty program partnership enabling members to earn 2,000–4,000 Etihad Guest Miles on stays of 2+ nights, with 4+ night stays also including a complimentary night. The Postcard Hotel is one of five new Indian loyalty partners in Etihad's largest India expansion, targeting its fastest-growing loyalty market with over 13 million members globally and 250,000 new enrollments per month.
• BOBCARD Limited (Bank of Baroda)minorGTM or Marketing Partner · 30 January 2026BOBCARD, the credit card arm of Bank of Baroda, launched a co-branded credit card with Etihad Airways as part of the broader five-partner loyalty expansion in India, which also includes The Postcard Hotel. India is Etihad's second most important market.
• Singapore Airlines (KrisFlyer)coreGTM or Marketing Partner · 14 November 2025KrisFlyer members earn 2,000 miles on completing a stay of 3+ consecutive nights at The Postcard Hotel, with 4,000 miles awarded on qualifying stays. Offer valid until May 15, 2029. Miles credited within 60 days of stay completion.
• IndiGo Airlines (BluChip)coreGTM or Marketing Partner · 27 March 2025IndiGo BluChip members earn up to 5,000 BluChips on stays of 2+ consecutive nights at The Postcard Hotel. Members also receive an exclusive chef-curated dinner. Offer valid until March 27, 2028. Applicable at all Postcard Hotels in India, Bhutan, and Sri Lanka.
• IDFC First Bank (Private, Ashva & Mayura Credit Cards)minorGTM or Marketing Partner · 10 March 2025IDFC FIRST Private Credit Card holders receive INR 7,500 off on minimum purchases of INR 25,000. IDFC FIRST Ashva and Mayura card holders receive INR 5,000 off on minimum purchases of INR 25,000. Valid through February 10, 2027.
• Axis Bank (Burgundy Private)minorGTM or Marketing Partner · 1 February 2025Axis Burgundy Private credit card clients receive INR 25,000 off on room bookings at The Postcard Hotel. Applicable on one voucher per booking, maximum two rooms per booking. Bookings must be made via postcardresorts.com or phone/email.
• Canara Bank (Crest Plus Credit Card)minorGTM or Marketing Partner · 1 February 2025Canara Bank Crest Plus Credit Card customers enjoy INR 10,000 off on room bookings plus 25% off on spa treatments. Use promo code 'CANARAVIP'. Valid February 1, 2025 through January 31, 2027.
• American Express (Centurion & Platinum)coreGTM or Marketing Partner · 1 January 2025American Express Centurion cardholders receive complimentary Sunshine Club Black membership (10% cashback + complimentary spa or INR 3,000 dining voucher on 3-night stays + complimentary laundry). Platinum cardholders receive complimentary Sunshine Club Platinum membership (7% cashback + complimentary laundry). Membership valid for two years, contingent on holding an active Amex card.
• IndusInd Bank (EazyDiner Signature Credit Card)minorGTM or Marketing Partner · 1 January 2025New EazyDiner IndusInd Bank Signature Credit Card members receive a special voucher worth INR 7,500 when booking a room at The Postcard Hotel. Valid once per year. Payment for booking and balance must be made on the EazyDiner IndusInd card.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Oberoi Hotels & Resorts: India's premier luxury hotel group where Postcard's founder Kapil Chopra previously served as President — the institutional incumbent against which Postcard positions its anti-standardized, intimate-luxury differentiator.
• Aman Resorts: Global ultra-luxury intimate resort brand (often <50 rooms per property) with a presence across South Asia — sets the upper benchmark for the boutique-luxury positioning that Postcard targets in India, Bhutan, and Sri Lanka.
• Six Senses Hotels Resorts Spas: Global boutique luxury operator with a strong wellness orientation and small-footprint properties — overlaps with Postcard's Ayurveda, hot-stone bath, and wellness retreats while operating at a larger international scale.
• Indian Hotels Company (Taj Hotels): Largest Indian luxury hotel operator with Taj-branded resorts across Goa, Kerala, Rajasthan, and Sri Lanka — broad incumbent with overlapping experiential destinations and loyalty (Taj InnerCircle) comparable to Sunshine Club.
• The Leela Palaces, Hotels and Resorts: Premium Indian luxury hotel group with properties in Goa, Kerala, and other leisure destinations — competes for the same affluent Indian leisure traveler segment that Postcard targets.
• ITC Hotels: Diversified Indian hospitality operator with luxury brands (ITC Mughal, ITC Grand) in Rajasthan, Kerala, and Sri Lanka, plus a strong F&B program — competes for the high-end experiential leisure traveler Postcard serves.

Direct peers

• Sujan Hotels & Resorts: Indian luxury boutique hotel collection (SUJÁN Sher Bagh, SUJÁN Rajmahal Palace, SUJÁN The Serai) focused on experiential, intimate properties in Rajasthan and tiger reserves — directly comparable positioning, scale, and Indian luxury clientele as The Postcard Hotel.
• CGH Earth (Coconut Grove Hospitalities): Experiential boutique hospitality brand across South India and the Maldives, focused on authentic local immersion, regional cuisine, and offbeat destinations — closely mirrors The Postcard's experiential luxury positioning and Indian geography.
• Evolve Back (formerly Orange County Resorts): Indian luxury resort operator (Coorg, Kabini, Hampi, Kumarakom) emphasizing nature-based, immersive experiences with strong cuisine programs — directly comparable to Postcard's wildlife, Ayurveda, and destination-resort pillars.

Emerging players

• Araiya Hotels & Resorts: India-focused boutique luxury and wellness hospitality brand with intimate properties in Goa and Uttarakhand — emerging player with comparable scale and intimate-luxury positioning to Postcard.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PostcardHotel
• Facebookfacebook.com/ThePostcardHotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Postcard Hotel