JS Anand has spent over 25 years in the hospitality industry working for some of the largest hotel chains in the world. However, after decades within the corporate system, he yearned for something different – a hotel brand focused on delivering exceptional customer experiences through unique, stylish properties that captured the vibrant energy of travel. This feeling drove Anand to leave his position as a general manager and take the risky leap of founding his own hotel company, LEVA Hotels, in 2019.
“I missed the novelty of experiencing a destination for the first time, and the lively ambiance found in smaller, more personal hotels,” explains Anand. “Big hotels generally think big, but forget about the small details that make a big difference. I wanted to create a place for experiences and exploration – something fresh and accessible that combined luxury with a dynamic, youthful vibe.”
LEVA, which stands for “comfort and solace” in Latin, aims to fuse the sophistication of boutique hotels with an energetic atmosphere.
Armed with this vision, Anand made a leap of faith. Over coffee at Dubai’s Le Meridian in 2018, he began discussing concepts with a consultant and decided it was time to resign from his steady career. The very next day, he got to work researching the mid-market hotel opportunity in Dubai from a nearby lounge. “Failure was just not an option for me,” he recalls.
However, building the brand from scratch presented immense challenges. Anand struggled to secure initial funding from investors wary of backing an unknown entrepreneur in a new market. He was forced to deplete his personal savings and sell assets to get the company off the ground. Anand’s first investment was for just AED10,000 after “nearly knocking about 1,000 doors.” He reminisces fighting “crisis after crisis,” navigating loopholes and garnering temporary approvals to launch the hotel.
LEVA’s people-centric triumph
Anand’s persistence paid off when LEVA’s flagship hotel, the LEVA Mazaya Centre in Dubai, opened its doors in late 2019. His relentless drive to succeed despite the obstacles set an example that would define LEVA’s culture.
More than luxury or locations, Anand cares most about the people that comprise LEVA. From the beginning, he aimed to build “a culture I wanted to create, some sort of like I don’t give a job, I give careers to people.” Where many employers in the region focus on expediency, Anand recruits solely based on merit and long-term growth potential. He provides on-the-job training, paid educational opportunities abroad, and builds individualised development plans for all staff.
The fruit of this people-first approach is clear. Three years after opening, LEVA Mazaya Centre reached the top spot on TripAdvisor due simply to enthusiastic word-of-mouth from loyal customers and staff. Employees speak passionately about the brand and have risen through the ranks, with some now managing hotels overseas. With little turnover, LEVA saves on constantly rehiring and training new people – funds that can then be reinvested in the business and talent.
Overseeing this burgeoning brand, Anand now has his sights set even higher. He wants to bring LEVA’s distinctively people-centred service culture to new markets globally, starting with aggressive expansion.
“My number one priority is Saudi Arabia within the Middle East,” Anand said, highlighting the country’s vast opportunities as economic reforms continue. Further abroad in Africa, LEVA announced the launch of its fifth property on the continent, with a 4-star lifestyle hotel in Ivory Coast’s Jacqueville.
Anand also has his eyes on harnessing untapped potential in Europe through selective acquisitions and management contracts. Though regulations differ continent to continent, LEVA’s people-driven philosophy and ability to transform tired assets quickly could find success anywhere hospitality thrives. For Anand, it’s about spreading the positive work culture and customer experience LEVA has nurtured in Dubai to new audiences worldwide hungry for a refreshingly human touch in travel.
On Dubai’s ongoing growth as a tourism hotspot, Anand noted that, “Dubai Tourism is one of the best departments,” and adding that the city is increasingly “getting dynamic,” as more mega-events find their way to the city. While the city is famous for luxury, it was the relatively untapped midmarket that Anand targeted for LEVA.
“I found that Dubai generally had, does have a lot more luxury, right across the board, and what we’re missing in the market is a very customer oriented or customer centric brand,” he said.
More than just growing for profits’ sake, Anand remains passionate about developing careers and talents, along with a seemingly relentless drive to succeed and grow LEVA. Though the road ahead remains challenging, Anand’s tenacity and vision for a people-centred hospitality suggests LEVA’s story has only just begun.
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