Financial Daily from THE HINDU group of publications
Monday, Nov 08, 2004
Financial Daily from THE HINDU group of publications Monday, Nov 08, 2004 |
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Corporate
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Announcements Marketing - Brands Choice to bring Sleep Inn, Clarion brands to India Our Bureau
Chennai , Nov. 7 CHOICE Hospitality (India), the master franchiser of Choice Hotels International brands like Quality Inn and Comfort Inn, plans to bring Sleep Inn and Clarion to India. Mr Sunil Mathur, COO, said that the company will be bring in the Sleep Inn brand within two months. Mr Mathur said that this was a new concept in the Indian market. The Sleep Inns will be metro-specific and will be targeted at the mid-segment business travellers "whose main requirement is a good night's rest." This category of hotels will provide good rooms but no frills like swimming pool, gym, restaurants and shopping arcade. He said that another reason for introducing Sleep Inns is because of the escalating price of real estate in the major metros; these hotels take up less space and will be located in the heart of the city. "The stress would be on the product, which in this case is an excellent room." Mr Mathur also said that the company would be introducing the upmarket brand, Clarion, in the Indian market, soon. "But this would be at a friendly price. Internationally, Clarion is a four-and-a-half star hotel but in India it would a 5-star hotel." The Indian hospitality market has been evolving and there is a need for different quality levels. According to Mr Mathur, the company with its four brands - Quality Inn, Comfort Inn, Sleep Inn and Clarion - was well placed to serve every level of the market. The Choice chain has been experiencing occupancy rate of about 68 per cent taking into account both metro and non-metro, holiday and non-holiday destinations, he said. The company has entered into a marketing and franchise tie-up with Marina Towers for Comfort Inn; this would be the tenth in South India, he added.
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