Apeejay Surrendra Park Hotels launches new brand

The company is expecting the market to improve in 18 months

Apeejay Surrendra Park Hotels Ltd, which runs the luxury boutique hotel brand, The Park Hotels, said it will have 1,500-2,000 rooms under its newly-launched brand-Zone by The Park-in the Tier II and III cities.

The company announced its first property under the new brand in Coimbatore.

Priya Paul, chairperson of  Apeejay Surrendra Park Hotels Ltd, said, “We are planning to have five hotels under the new brand by 2015. Zone by The Park is targeted at aspirational customers in the Tier II and III locations, and the travelers.”

The hotel at Coimbatore has 56 rooms being offered at an average tariff of Rs 3,500 – Rs 5,000 per night.

She said, “Over the years, we had noticed a growing demand for a new kind of a hotel—for a new kind of traveller— someone who is moving up the ladder and is at ease with themselves. Leveraging this opportunity, we have created a mid-segment design-conscious and price conscious brand.”

She added the company was looking at opening another 20-25 properties under the new brand and was aiming at having 1,500-2,000 rooms.

She said the brand would address people who like  relaxed, free spaces, a happening bar, restaurants and night life as a place, to make new connections and refresh themselves.

The existing brand of the company, The Park, is currently present in Bengaluru, Chennai, Hyderabad, Kolkata, Navi Mumbai, New Delhi and Visakhapatnam. It has also two hotels as Park Collection as The Park Calangute (Goa) and The Park Pod (Chennai).

Its new hotels are under development in Kolkata, Pune and Jaipur, she added.