J.S. Anand, Founder of Leva Hotels and Resorts shares his two cents with Apratim Ghoshal, The Senior Editor and Vice President of Travel And Tour World, on his brand Stay Leva and his plans in the future years to establish Leva Hotels in the Middle East, Africa and Dubai as his priority markets.
Focusing on affordable luxury in the 3 and 4-star hotel segments, Leva Hotels has quickly expanded, with its first hotel opening in Dubai. Anand reveals ambitious plans to grow the brand in key markets, including the Middle East, Africa, and Europe, with upcoming properties in Saudi Arabia, Zimbabwe, Nigeria, and beyond.
While targeting international growth, Anand emphasizes that the brand’s roots remain in Dubai, with no immediate plans for expansion into India. Leva’s approach to modern hospitality, supported by government partnerships and investor backing, positions the brand as a leading player in emerging markets, with a focus on upscale yet affordable luxury.
Tell me something about your brand
We have started our first hotel in Dubai focusing on Africa, Europe and Middle East and the other hotels are coming up in Saudi Arabia. We have also taken a foray into the 5-star segment and our first 5-star hotel at Riyadh will be coming up in about 60 days under the name Stay Leva. It’s a new brand. Leva is a brand with upscale 3 and 4 star which is trendy, modern affordable luxury that’s the kind of market we are focusing at. We made little bit of shift. We have plan to grow in Zimbabwe, Nigeria, Uganda, Córdoba we have other markets like Maldives, Morocco, Mauritius, Saudi Arabia. Outside of Riyadh there are lot of opportunities in other two cities. In these two cities is where the focus is going to be along with an investor and the government support.
We have started our first hotel in Dubai focusing on Africa, Europe and Middle East and the other hotels are coming up in Saudi Arabia. We have also taken a foray into the 5-star segment and our first 5-star hotel at Riyadh will be coming up in about 60 days under the name
What is your plan in next 5 years in moving to new destinations outside GCC markets?
Outside GCC market there will always going to be a few properties in few locations in Europe mainly I am planning to focus on the Western European market. In eastern Europe we are focusing a lot on places like Serbia, Poland, Montenegro as they have potential on tourism. Hungary we have already looked as an asset at this point. The bottle of hospitality in Europe is slightly different. They go for more leaves than manager. To get the right leaves we have to find it in the right location. So we are looking for places in Vienna in Austria, and Montenegro currently.
What are your current employee number? How will you count on them?
Total number of employees within the hotels as we already have 4 running hotels in not more than 354. In terms of growth it would take some years.
Are focusing on India as your target market?
The brand is focused on Middle East, Africa and Dubai because this is the place the brand originated from. For me home is Dubai. Though I was born in India, I have spent most of my life in Dubai although I am a Canadian citizen. The challenge is India is a different if you need to develop something in India you need someone to form that market. I am okay if someone to take on a master franchise or take on the Indian market, but we, as a company do not have the plan to cover the Indian market.
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