Mirah Hospitality, which owns and manages various restaurants and hotel brands, has introduced holiday ownership concept, incorporated Citrus Check Inns Limited, an evolved 'flexi-stay' company with a multi-stay model based on points system. A concept started few months ago, Citrus Check Inns Limited has over 600 members across the country.
There are three types of memberships: Orange is for 15 years, Lemon for ten years and Fragrance for five years. Besides, seven properties under Citrus Hotels, members can also redeem their points at 40 affiliated hotels. In order to offer holiday options at a large number of partner hotels globally, Citrus Check Inns has tied up with Dial an Exchange (DAE) holidays, giving members access to over 2000 resorts worldwide. Somnath Pal, CEO, Citrus Check Inns, said, "Citrus Check Inns has flexible and customised holiday packages in lieu of members' points. With a large network of hotels and resorts, members can redeem their points at any of the member hotels and in addition, they have an option of converting unused points to food vouchers that can be used at any of the Mirah Group's restaurants across India. We want to add value to the holidays and offer an effective holiday options to our members." Talking about the marketing strategies, Pal said, "We will undertake above the line (ATL) and below the line (BTL) strategy to reach out to our potential customers. Under the ATL strategy, we will advertise in newspapers, magazines, radio channels and outdoors. At this point of time, we don't intend to do any television commercials. For ATL, we will target states like Maharashtra, Tamil Nadu, Kerala, Andhra Pradesh, Gujarat, Delhi NCR, Karnataka and Goa. The BTL sales will be through our direct sales associates (DSA). Currently, we have sales offices in 12 cities and in the next two months, we will set up offices in seven new cities. Presently, we do not have multiple sales offices in a city but as the business grows, we will look into that proposition as well. Altogether, we have presence in 32 cities including DSA and direct sales channel." Mirah Hospitality which caters to leisure, pilgrimage and business segments, targets to add three hotels every year. The addition of new hotels under the Citrus brand will provide a wide range of holiday location options to its members. Informing about the distribution of rooms amongst the members and non-members, Pal said, "30 per cent of the room inventory will be for members and remaining 70 per cent will be for non-members."
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There are three types of memberships: Orange is for 15 years, Lemon for ten years and Fragrance for five years. Besides, seven properties under Citrus Hotels, members can also redeem their points at 40 affiliated hotels. In order to offer holiday options at a large number of partner hotels globally, Citrus Check Inns has tied up with Dial an Exchange (DAE) holidays, giving members access to over 2000 resorts worldwide. Somnath Pal, CEO, Citrus Check Inns, said, "Citrus Check Inns has flexible and customised holiday packages in lieu of members' points. With a large network of hotels and resorts, members can redeem their points at any of the member hotels and in addition, they have an option of converting unused points to food vouchers that can be used at any of the Mirah Group's restaurants across India. We want to add value to the holidays and offer an effective holiday options to our members." Talking about the marketing strategies, Pal said, "We will undertake above the line (ATL) and below the line (BTL) strategy to reach out to our potential customers. Under the ATL strategy, we will advertise in newspapers, magazines, radio channels and outdoors. At this point of time, we don't intend to do any television commercials. For ATL, we will target states like Maharashtra, Tamil Nadu, Kerala, Andhra Pradesh, Gujarat, Delhi NCR, Karnataka and Goa. The BTL sales will be through our direct sales associates (DSA). Currently, we have sales offices in 12 cities and in the next two months, we will set up offices in seven new cities. Presently, we do not have multiple sales offices in a city but as the business grows, we will look into that proposition as well. Altogether, we have presence in 32 cities including DSA and direct sales channel." Mirah Hospitality which caters to leisure, pilgrimage and business segments, targets to add three hotels every year. The addition of new hotels under the Citrus brand will provide a wide range of holiday location options to its members. Informing about the distribution of rooms amongst the members and non-members, Pal said, "30 per cent of the room inventory will be for members and remaining 70 per cent will be for non-members."
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