BROWNS HOTELS & RESORTS

38 minutes ago

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Q: How would you assess Sri Lanka’s standing as an international tourism destination, and what is needed to strengthen its competitiveness and attract higher value travellers?

A: Sri Lanka’s greatest strength is its remarkable diversity within a compact island, which can be leveraged to attract higher value travellers seeking varied, enriching experiences.

International advertising campaigns targeting the public through B2C channels are essential to maintaining brand awareness and promoting what Sri Lanka offers. From this wider audience, we can attract travellers based on their interests, desired activities and facilities, and spending power.

Second, most tourism products are operated by local companies. International brands entering the market and promoting Sri Lanka in their own markets could help attract their existing clientele. Therefore, more foreign direct investment (FDI) is needed to develop tourism attractions.

Third, connectivity is essential for an island destination. While several international carriers fly to Sri Lanka from and through different destinations, direct flights would provide faster and more convenient connections.

And finally, internal transportation needs to improve. While the south coast has four to five months of good seasonality, the east coast has eight to nine. Domestic or charter flights to the east coast could cut travel time to around an hour, attract more tourists and support year-round tourism.

Q: Given Browns Hotels & Resorts’ diverse portfolio, how does the group differentiate its offering in the hospitality market?

A: Two main factors set us apart: the diversity of our hospitality experiences and our approach to inclusive tourism. Our portfolio spans beach resorts, boutique hotels, heritage properties and wellness retreats across some of Sri Lanka’s most sought-after destinations, catering to diverse traveller preferences.

Meanwhile, our hotels work closely with local communities, respecting their culture and the environment. Excursions, shopping experiences and home cooked meals help ensure that tourism benefits the community.

We purchase locally made products, employ people from surrounding areas, and encourage tourists to support artisans who display and sell their products at our hotels.

Q: What do the group’s recent wins at the 2026 South Asian Travel Awards (SATA) say about its approach to hospitality, innovation and guest experience?

A: When selecting a hotel, we first consider the destination. Given Ella’s popularity, we saw an opportunity to attract a wider range of tourists while preserving the natural habitat. Rather than constructing a new building, we converted an existing tea factory into Newburgh Ella – The Tea Factory Resort, a concept that was well received internationally.

Sri Lanka’s reputation for wellness led us to develop Ayugiri Ayurveda Wellness Resort Sigiriya, a luxury property for high-end travellers. Set within 44 acres, the property features 22 spacious suites with private plunge pools, offering a peaceful retreat at an affordable rate.

Additionally, The Eden Beruwala, Lantern Boutique Hotel by Reveal and Club Hotel Dolphin received silver awards in their respective categories.

These recognitions reflect our approach to creating distinctive hospitality experiences that build on each destination’s strength, embrace innovation and deliver quality across our portfolio.

Q: How does the group develop employees’ skills, support career progression and address talent shortages in the hospitality sector?

A: Finding skilled talent in hospitality is challenging as a few years of hotel experience in Sri Lanka can open doors overseas. We understand this ambition and support those seeking opportunities abroad.

In partnership with government agencies such as the National Apprentice and Industrial Training Authority (NAITA), we offer a four month National Vocational Qualification (NVQ) Level 3 course combining classroom learning with practical experience. Those who pass both examinations are guaranteed employment at our hotels.

And we have also launched Browns Hotels & Resorts Learning Academy at The Eden Beruwala to develop regional hospitality talent.

We believe in developing talent internally, and creating opportunities for employees to progress into supervisory and leadership roles across the group. Continuous training strengthens our talent pipeline and maintains service standards, whether employees stay with us or pursue opportunities elsewhere.

Q: How does the group integrate sustainability into its operations, and support environmental conservation and local communities?

A: Our product is the island’s nature, culture and people; and as a business, we have a responsibility to preserve this heritage for future generations.

One example is our conservation project involving rathamilla, a critically endangered mangrove species found in the Bentota area. We identified the plant with the help of the Forest Department Sri Lanka and are now working to protect it from extinction.

Another is our bee honey project in Dambulla and Sigiriya. We provide participating households with beehive boxes, collect the honey every three months and pay them for their produce. The honey is bottled without using artificial ingredients and sold to tourists, offering guests a quality product while supporting local households.

We run a nipa palm conservation project at Club Hotel Dolphin and turtle conservation initiatives in Mirissa including a hatchery operated in partnership with the Department of Wildlife Conservation.

Our operations comply with environmental, tourism and local authority requirements. We measure carbon emissions and work with relevant agencies to reduce them.

Treated wastewater is recycled for internal use while solar power reduces reliance on the national grid. Waste is also managed responsibly, ensuring that our operations benefit the local community. We received two Presidential Environment Awards in recognition of these efforts for The Calm Resort & Spa and Dickwella Resort & Spa.

These are only a few examples. Sustainability is not something we undertake as a stand-alone project; it is embedded in our daily operations and every function of the business.

– Compiled by Prashanthi Cooray

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