| Domestic hotel companies are inking alliances with international majors to develop and manage brands in India, while simultaneously developing homegrown brands, reports expresshospitality.com.
Sarovar Hotels is one such company pursuing this strategy. It has been developing its brands Sarovar Portico, Sarovar Premier and Hometel while having an alliance with Carlson. It develops and manages Carlson's Park Inn and Park Plaza brands.
'Dual brands give third party owners a choice to opt for the marketing muscle and brand name of an international hotel chain, over a domestic brand', says Rahat Madhok, general manager (Marketing) of Sarovar Hotels. He adds, 'From the owner's perspective, there are many international franchise options available but not many domestic. The former has a huge price tag attached, which is not always justified. We offer the owners depth within the domestic and international sphere.
Royal Orchid is the latest to jump on the bandwagon with a tie-up with Wyndham Hotel Group to develop 10 Ramada properties across the country. The agreement will see them invest Rs five billion to build four-star quality Ramada hotels during the next three to four years totaling at least 1,000 rooms. This territorial alliance however, will not affect Royal Orchid from developing its four- and five-star business hotel brands Royal Orchid and Royal Orchid Central according to the chairman, Chander Baljee.
Read full report in http://www.expresshospitality.com
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