State-owned India Tourism Development Corporation (ITDC), under its new brand name, Ashok Alliance Scheme of Hotels (AAH), today signed a memorandum of understanding with six property developers for setting up six hotles, from 3-star to 5-star, across five states.

The company had earlier signed similar agreements for a property in Chandigarh named Hotel Welcome City Beautiful and another in Surat called Riverfront Hotel.

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“Ashok Alliance Scheme of Hotels enables its member hotels to suffix ‘Ashok’ to their names, giving them instant brand recognition in an increasingly competitive world. Under this arrangement, member hotels can be a part of the renowned Ashok brand name and benefit from the talent, operational management expertise, marketing inputs, PR and global reach resources of ITDC Group,” stated a release from the company.

In addition, an agreement shall also be signed with the ‘Indian Institute of Learning and Advanced Development’ (INLEAD), Gurgaon, so that Ashok Institute of Hospitality & Tourism Management and INLEAD shall jointly launch ‘Ashok INLEAD School of Hospitality’, added the press release.

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