From rainforest dreams to pioneering resort, iconic local actress charts how she wove nature and wellness into hospitality
BENTONG: Long before “glamping” entered Malaysia’s tourism vocabulary, Puan Sri Tiara Jacquelina was already imagining a different kind of escape, one in which luxury was not measured by chandeliers or marble lobbies but by silence, stillness and the ability to connect with nature.
Tiara is a Malaysian actress, producer and entrepreneur best known for her acclaimed work in film and theatre, including the epic Puteri Gunung Ledang. She is the founder of Enfinity Group and Tiarasa Escapes, through which she has expanded into experiential tourism and nature-based hospitality.
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Nestled amid the rainforest hills of Janda Baik in Pahang, Tiarasa Escapes was never intended to be merely another resort. Conceived as Malaysia’s first glamping resort by concept, it was built around a philosophy that blended wellness, storytelling and immersive outdoor living, inspired by Tiara’s childhood experiences in nature and refined through years of luxury travel abroad.
Today, as travellers increasingly move away from conventional hotel stays in search of slower, more restorative experiences, the resort reflects a wider shift reshaping the hospitality industry. Malaysia’s glamping sector is entering a more mature growth phase, fuelled by evolving travel preferences, stronger domestic tourism and post-pandemic demand for privacy, emotional wellbeing and nature-based retreats.
For many travellers, accommodation is no longer the primary attraction. Increasingly, holidays are being chosen for how they make people feel, offering a chance to disconnect from routine, connect with nature and return from the trip mentally restored. In that space, glamping – which blends outdoor immersion with modern comfort – is steadily gaining ground among both local tourists and experience-driven travellers. For Tiara, however, the concept was once unfamiliar territory.
“I deliberately coined and introduced the term ‘glamping resort’ to distinguish it from camping on one end and hotels on the other. “What we created was a new hospitality category altogether, one that combines immersive nature, curated comfort and storytelling-led experiences at a premium level,” she told theSun.
Creating a new hospitality category
Being first came with challenges, particularly in educating the market on what glamping truly meant.
“We had to explain that glamping is not about tents, and it is certainly not about roughing it. It is about intentional design, emotional resonance and service excellence, delivered within a natural setting.
“What differentiates glamping from traditional hospitality is that value is created through experience, not scale.”
At Tiarasa, she said, every aspect of the stay is carefully choreographed – from arrival and dining to wellness rituals and quiet moments in nature – creating stronger emotional connections and long-term brand loyalty. Tiara believes the real opportunity in glamping lies in differentiation and depth rather than expansion for its own sake.
“The challenge lies in operational complexity, environmental sensitivity and maintaining service standards in open, nature-based environments.
“Success requires vision, discipline and a strong brand philosophy. When done properly, glamping is not a trend, it is a sustainable, experience-driven hospitality model.”
The rise of intentional travel
Global travel patterns are also influencing the direction of Tiarasa’s evolution.
“Globally and across Southeast Asia, the most significant trend shaping glamping is the shift towards intentional travel, experiences that prioritise wellness, authenticity and emotional connection over volume and spectacle.
“My own travels have reinforced this. The most memorable stays are not necessarily the most extravagant, but the ones where nature, design and service work quietly together to create a sense of calm and presence.”
That philosophy continues to shape the way Tiarasa evolves. Marketing, too, has changed dramatically in the digital age, with travellers increasingly making decisions through visual storytelling and emotional resonance long before arrival.
“As a result, we focus on narrative-led marketing rather than hard selling. “At Tiarasa, we often speak about creating ‘everyday magic’, moments that feel effortless and natural to guests, but are thoughtfully designed behind the scenes.
“That emotional authenticity resonates far more powerfully than traditional advertising, especially with younger and more experience-driven travellers.”
Hospitality built around emotion
Behind the tranquil facade lies a highly disciplined operational structure. Tiara said Tiarasa’s operations are designed around the guest journey rather than internal convenience, with every touchpoint aligned to the brand’s emotional promise.
“Behind the scenes, we maintain strong operational discipline through clear SOP, preventive maintenance, inventory control and cross-trained teams. Efficiency comes from clarity, not rigidity.
“Our teams are empowered to make service-led decisions on the ground, within well-defined frameworks. This balance allows us to remain agile, personal and responsive while maintaining consistency and financial control.”
Dining also plays a central role in the experience. The Tiarasa Rainforest Café, originally intended to complement guest stays, has organically grown into a destination of its own, attracting both resort guests and day visitors. “When systems are strong, the experience feels effortless,” she said.
Balancing luxury with sustainability
Running a nature-based resort comes with significant operational demands, particularly in manpower, maintenance and environmental management. Tiara said manpower remains the resort’s largest cost driver due to the personalised nature of service in an open-concept setting.
“We manage this through careful workforce planning, aligning staffing levels with occupancy patterns, flexible rostering and cross-functional training. “This allows us to maintain service quality without unnecessary overheads during quieter periods.” Nature itself also presents operational challenges.
“Preventive maintenance, energy efficiency and long-term planning are essential.
“Cost management for us is never about cutting corners. It is about making informed, disciplined decisions that protect quality, sustainability and long-term brand value.”
Hiring, she added, is guided more by attitude and emotional intelligence than technical ability. “Technical skills can be taught, but warmth, adaptability and a genuine appreciation for nature-based hospitality cannot.
“Our training focuses not just on how things are done, but why they matter. When teams understand the purpose behind each detail, service becomes intuitive rather than scripted.”
She said employees are encouraged to see themselves not simply as staff, but as storytellers and brand ambassadors.
“When they feel connected to the experience they help create, service excellence follows naturally.”
Wellness becomes the new luxury
Technology and sustainability are increasingly integrated into operations at Tiarasa Escapes. This includes energy-efficient lighting, selective solar usage, water-saving systems and low-impact development approaches, alongside digital reservation and guest communication systems aimed at reducing paper usage and improving responsiveness.
“Sustainability for us is practical, integrated and ongoing, not performative.
“Waste reduction, minimising single-use plastics and responsible sourcing are embedded into daily operations. Our food philosophy follows the same approach – comfort-driven, responsibly sourced and thoughtfully curated.”
Tiara added that travellers today are increasingly evaluating hospitality brands not only on comfort, but also on values and environmental responsibility.
Post-pandemic behaviour has accelerated that shift, with guests prioritising space, privacy and emotional wellbeing over mass tourism experiences.
“Wellness has shifted from an add-on to a core travel motivation.
“We responded by enhancing facilities, strengthening hygiene protocols, introducing flexible booking approaches and evolving our experiences towards wellness-led stays and retreats.
“These changes have reinforced our belief that glamping is about restoration, not just accommodation.”
Expanding without losing authenticity
Despite growing demand, Tiara said Tiarasa Escapes is taking a measured approach to expansion. “In experiential hospitality, brand integrity is everything. Once intimacy and authenticity are compromised, they are difficult to recover.
“As the pioneer that introduced glamping resorts to Malaysia, we also feel a responsibility to protect the integrity of the category we helped create. We are not chasing trends, we are setting benchmarks.” Rather than rapid expansion, the focus is on deepening wellness offerings and refining the guest experience.
“Wellness is not a pivot for Tiarasa, it is a natural evolution of what the brand has always stood for – slowing down, reconnecting and restoring.”
On future investment decisions, she said they are guided by a single principle – whether they enhance guest experience while strengthening long-term sustainability.
“Capital expenditure is focused on infrastructure upgrades, selective capacity expansion and environmentally responsible innovations. We take a disciplined approach to ensure growth supports resilience, not short-term gains.”
For now, the focus remains on strengthening the Malaysian footprint before exploring regional opportunities aligned with the brand’s philosophy.
“Each Tiarasa destination is designed to reflect its environment and story, rather than replicating a formula. “By balancing creativity with operational discipline, Tiarasa Escapes will continue to evolve as a category leader, not just a participant.
