Apeejay Surrendra Park Hotels to expand in tier-II, -III towns

Abhishek Law Kolkata | Updated on January 22, 2018

Vijay Dewan, MD, Apeejay Surrendra Park   -  Debasish Bhaduri

Properties will be positioned as price- and design-conscious offerings, says MD

Apeejay Surrendra Park Group of Hotels plans to expand across tier-II and tier-III towns.

While ‘The Park’ continues to remain its primary brand targeting the luxury segment and managing around 1,200 rooms, the company will look at expanding the ‘Zone by The Park’ brand in tier-II and tier-III towns.

According to Vijay Dewan, Managing Director, Apeejay Surrendra Park Group of Hotels, the plan is to have 20 ‘Zone by The Park’ properties over the next few years. Upcoming properties — mostly managed ones — will have around 100 keys and are to be positioned as a “price and design-conscious offering”.

“We are expanding our presence through both our brands. For Tier-II and Tier-III markets, we have the ‘Zone by The Park’ brand,” Dewan told BusinessLine on the sidelines of a tourism seminar organised by CII here.

Proposed locations

While Dewan did not mention the proposed locations for the new properties, market sources say possible locations include Puducherry and Igatpuri.

‘Zone by The Park’ is currently present in Coimbatore, Jaipur, Raipur, Jodhpur and Bengaluru and manages around 500 rooms across six hotels in these places.

The hotels, sources say, have around 80-85 per cent occupancy, while under ‘The Park’ brand occupancy rates are as high as 90 per cent.

The group, under ‘The Park’ brand, is looking to add at least two more hotels this year.

The 65-key luxury boutique property is set to come up in Juhu around June. Another 110-room property in Indore is also expected to be opened by the end of this year.

This apart, the group has also won a management contract from the West Bengal government for a 100-key property at Kolkata. Located at the convention centre in New Town, in the north-eastern fringes of the city, the property will be jointly branded with the State government’s flagship ‘Biswa Bangla’ and Apeejay Surrendra Group.

“It will be Biswa Bangla hotel and managed by The Park and is expected to be operational by June,” Dewan explained.

The group is also firming up plans to set up its second property in Kolkata. It had purchased land on the eastern fringes of the city some years ago.

“We will concentrate in India at the moment, especially considering the opportunities available here,” Dewan said.

Published on January 22, 2018

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