Choice Hotels to bring two new brands to India next year

Global hospitality chain Choice Hotels International today said it will introduce two of its global brands into India by next year to cater to rising consumer demand in the country.

While the company has not disclosed the names, it is understood that the two brands that the hospitality chain plans to introduce are budget hotel 'Econo Lodge' and 'Cambria Suites', which caters to upscale customers.

The company, which currently operates 27 hotel properties in India, mostly through franchise agreements, aims to have 40 hotels in its portfolio by the end of the next year.

"We have conducted market research and realised a need to bring in an upscale brand and an economy brand into the country, possibly by the end of next year," Choice Hospitality India Sales and Marketing Vice-President Shivali Sharma told PTI without disclosing the names.

Industry sources, however said the two brands are Econo Logde and Cambria Suites.

Globally ,the company has over 800 Econo Logde hotels positioned as 'an affordable and convenient place to stay'. On the other hand, Cambria Suites is positioned as an upscale full service brand.

At present, Choice Hotels operates 27 hotels with a total capacity 1,800 rooms are operational under the Comfort, Quality and Clarion brands in India.

Of the entire portfolio, three hotels in India are currently managed by the company and the rest are franchisee operated.

"By the end of next year, we intend to operate 40 hotels with a total capacity of 2,200 rooms, mostly franchised and some under management contract, if required," Sharma said.

Besides the existing three brands, Choice Hotels is also set to launch the economy brand 'Sleep Inn' India, for which a property is currently under development in Faridabad.

"The Sleep Inn hotel in Faridabad will open later this year," she added.

The locations for the future expansion include Ahemadabad, Rajkot, Delhi, Ludhiana, Manesar and Rameshwaram.

While the investment for setting up new properties will be made by respective franchise partners, the company will invest in technology support and marketing initiatives.

"Choice Hotels India, which is a wholly owned subsidiary of Choice Hotels International, is currently self-funded, but going ahead, the parent company will make need-based investments in certain areas of marketing and technology," Sharma said without giving financial details.

Globally, Choice Hotels International has more than 6,000 hotels, representing more than 4.85 lakh rooms in the United States and more than 35 other countries, according to the company's website.

Source : Business Standard