Indian Hotels Co. Ltd (IHCL) hotel brand Ginger is repositioning itself as a lean luxury budget hotel with a new brand identity. Keeping the new identity in focus, Ginger, a part of Tata-group owned Indian Hotels Co. Ltd (IHCL) opened its first prototype hotel at Panjim, Goa after an intensive repositioning exercise.
The current portfolio of the other 45 plus hotels will be repositioned reflecting the new brand identity and brand promise.
Puneet Chhatwal, Managing Director and Chief Executive Officer, The Indian Hotels Company Limited said, “The Ginger brand journey is aligned to Aspiration 2022 that defines a brandscape that addresses diverse customer segments and price points. It will be an important growth vehicle for the company and we are looking at quickly scaling up the brand to a large number of hotels across India.”
The new identity of Ginger presents a co-existence of contrasts through re-imagined spaces blurring the lines of work and play, bringing about a fusion of global and local and create experiences that are vibrant, quirky, intuitive and smart.
Deepika Rao, Managing Director and Chief Executive Officer, Ginger said, “The brand is slated to appeal to an on-the-go lifestyle and is anchored in the idea of seamlessness, facilitating a ‘never stop’ lifestyle. Ginger will now be an aspirational hotel chain that is also surprisingly affordable.”
The redesigned spaces will bring together attractive public areas as well as spots designed for solitude, allowing the smooth transition from one to the other. They come alive with vivacious high energy global music and unique artwork installations. The all-day diner Café Et Cetera offers comfort food and doubles up as a personal workstation.
The service style is designed around the on-the-go lifestyle of the target audience enabling them to do more whether it is on-the-go breakfast, express laundry service or quick munch snack bars.
The company has received overwhelming interest from the hotel development community and has signed 6 new hotels already in this financial year taking the portfolio to 56 hotels, the highest in its competitive set. The new openings in the next two quarters will be in Madgaon in Goa, Patna, Sanand, Surat, and Visakhapatnam.