The Indian Hotels Company Limited (IHCL), which operates hotels in the luxury, premium, mid-market and value segments of the market through brands like Taj (luxury full-service hotels, resorts and palaces), Taj Exotica, Taj Safaris, Vivanta by Taj Hotels & Resorts, The Gateway Hotel (upscale/mid-market full service hotels and resorts) and Ginger (economy hotels) is contemplating a new brand between The Gateway Hotel and Ginger in next two years. Sharing this information, Raymond Bickson, Managing Director & Chief Executive Officer (CEO), IHCL said that the company would develop the prototype of the new brand that fits into the Taj brand architecture in the couple of years’ time.
“We believe that there is a space for a new brand between The Gateway Hotel brand and Ginger brand,” he said. He added that as per the new chain scale segmentation, branded hotels are grouped based on the actual average room rates at different chain scales. Citing STR Global report, Bickson said that the new chain scale segmentation was luxury, upper upscale, upscale, upper midscale, midscale, economy and independents. Harvard Business School’s recent case study on Taj Hotels, Palaces, and Resorts, also recommended a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands, Bickson informed. After launching an economy and an upscale brand, the company dithered over the launch of its upper upscale and luxury brands, the study pointed out. While going into expansion, the IHCL will be looking at asset light model of expansion for the new brand. “The expansion in the Group will be majorily on the asset light model. We shall grow via management route,” Bickson stated.
Source
Commis II Indian - Jobs in India
“We believe that there is a space for a new brand between The Gateway Hotel brand and Ginger brand,” he said. He added that as per the new chain scale segmentation, branded hotels are grouped based on the actual average room rates at different chain scales. Citing STR Global report, Bickson said that the new chain scale segmentation was luxury, upper upscale, upscale, upper midscale, midscale, economy and independents. Harvard Business School’s recent case study on Taj Hotels, Palaces, and Resorts, also recommended a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands, Bickson informed. After launching an economy and an upscale brand, the company dithered over the launch of its upper upscale and luxury brands, the study pointed out. While going into expansion, the IHCL will be looking at asset light model of expansion for the new brand. “The expansion in the Group will be majorily on the asset light model. We shall grow via management route,” Bickson stated.
Source
Commis II Indian - Jobs in India