Radhey Tawar – Chief Commercial Officer dives into the brand’s strategy from leveraging AI and landmark projects like Cinnamon Life to investing in local talent to shaping the future of luxury travel in the region.
1. The Soul of the Cinnamon Experience
Mr. Tawar begins by explaining that Cinnamon’s core philosophy transcends its 17 properties, focusing instead on creating authentic connections for a new generation of travellers who prioritize genuine experiences and social responsibility.
“From today’s traveller’s point of view, what is important for them is to have those genuine connections when they travel to a destination. Especially Gen Zs, they want to connect to the destination, and they travel for the experience… this is not a bucket list destination like the previous generations. Sustainability is not an option for us… We naturally become a preferential choice for Gen Z and today’s traveller.”
2. Data to Delight: The Art of Hyper Personalization
To cater to the modern guest, Cinnamon is investing heavily in technology. Mr. Tawar details how a new CRM system allows the brand to use data not as an intrusion, but as a tool to create a uniquely tailored journey for every visitor.
“We keep the guests at the heart of all our initiatives. The key objective… is to ensure any conversations that we are having with our guests through any medium… are all from a space of hyper-personalisation. Having clean data allows you to have those personalised individual interactions… where we are complementing the guest needs and enhancing their stays.”
3. Stopover to Destination: Colombo’s Transformation
With Cinnamon Life poised to be the largest integrated resort in South Asia, Mr. Tawar sees it as a catalyst for changing Colombo’s global identity. He stresses, however, that this monumental shift is being driven by powerful collaborations across the industry.
“It’s not something that will be achieved alone. We recently launched the Sri Lanka Conference Ambassador Programme… We are collaborating with the Sri Lanka Convention Bureau and Sri Lankan Airlines to really have these ambassadors… who help us pitch new international big MICE congresses to the country. Since the launch… we’ve had a number of leads and confirmed business, not only for 2025-26 but beyond 2027-28.”
4. Defining Modern Luxury: Inside the Signature Selection
For the most discerning travellers, the “Signature Selection” brand offers a more elevated and intimate experience. Mr. Tawar shares a tangible example of how these properties create unique, story-driven events that go beyond typical luxury.
“Signature Selection means that the experience and the interactions that you have… is elevated at a very different and a very enhanced level. We collaborated with Deepa Mehta… she was there talking about some of her really hit movies in conversation with our guests… That is something that audience really loved, and it’s not for the Instagrams but it’s really to connect with the stories of somebody as popular as Deepa Mehta from a very up-close and personal point of view.”
5. Investing in the Future: The Cinnamon Hospitality Academy
Addressing a global, industry-wide talent shortage, Cinnamon has taken matters into its own hands. The Cinnamon Hospitality Academy, created with world-class partners, is a strategic investment designed to cultivate the next generation of hospitality leaders in Sri Lanka.
“We did partner with the EHL, which is École hôtelière de Lausanne… to develop the programme. We believe that this initiative ensures that we are growing the pipeline of our talent organically and sustainably. It’s not only impacting and benefiting us as an organisation, but also our other industry peers. So it’s a win-win for everyone.”
6. Beyond the Balance Sheet: Crafting a Lasting Legacy
Mr. Tawar sees the relationship between Cinnamon and Sri Lankan tourism as deeply symbiotic. He believes the brand’s legacy will be intrinsically woven into the country’s own growth story for decades to come.
“I do believe that Sri Lanka and Cinnamon Hotels and Resorts are synonymous with each other. We have been a very close partner of Sri Lanka tourism… we will always complement each other and be a mutual part of the growth of Sri Lanka’s story for the years and the decades to come. I don’t think we exist without each other.”
7. Challenging Perceptions: The Truth About Sri Lanka’s Recovery
When asked about data showing average tourist spend below 2018’s peak levels, Mr. Tawar provides crucial context. He explains that a combination of currency fluctuations and a positive shift in traveller behaviour paints a much more optimistic picture for the country’s trajectory.
“2018-19 was the best year of Sri Lanka tourism so far. There is an impact of the currency conversion rate… the value has halved from what it used to be. What is encouraging and exciting is… Indian travellers are spending more and more time in the country… exploring the other part of the country, which was really not well known initially. We have a significant increase in tourism from the likes of Europe… they tend to stay longer. It is work in progress, and we believe it’s only a matter of time before the country surpasses all past records.”
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