Berggruen Hotels launches two new brands

MUMBAI, Nov 10:  Hospitality group Berggruen Hotels today introduced two new brands, Keys Prima and Keys Lite, and has repositioned its flagship brand Keys Hotels as part of its rebranding of overall portfolio.
Keys Prima is a premium brand catering to the upper mid segment, comprising upscale business and leisure traveller, while Keys Lite is aimed at economy travellers, the company said in a release issued here.
The rebranding, which divides hotels under the Keys banner into three separate brands, adds width and depth to the portfolio as it expands the offering to a wider base of business and leisure travellers across different market segments, it added.
The rebranding, it said, is aligned to best meet the constantly changing needs of a customer.
“We have now permeated into wider market segments through brand re-architecting in order to serve and deliver greater satisfaction to our customers across categories. Through this restructuring we aim to maximise our performance by increasing revenue contribution from our own hotels.
“We have also restructured our sales drive for sharper focus and better performance and have changed the distribution mix between online and offline,” Berggruen Hotels CEO Anshu Sarin said.
She said the hospitality group has expanded its national footprint by driving revenue from asset light model through the launch of the brand Keys Lite.
“We are now an e-commerce enabled platform and are fiercely focusing on digital marketing as well. So far we have 35 hotels in 18 cities with over 2,200 rooms.
We have already acquired hotels in Dehradhun (Uttarkhand), Delhi-NCR, Indore, Mussorie and Nagpur under our new asset light model – Keys Lite. We are here to foster performance with strategic focus on growth and profitability. We plan to add 6-8 hotels under Keys Prima and Keys Hotels annually,” she added.
The company is also planning to add about 100 hotels under Keys Lite in next 12 months.
“The expansion will be supported through internal accruals,” she said.
Funded by Berggruen Holdings, a New York headquartered proprietary fund, Berggruen Hotels was formed in September 2006. (PTI)


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