With new hotel brands, ITC checks in with 'house of brands' model

ITC has launched two brands - Storii, in the boutique premium segment, offering immersive experiences, and Mementos, a collection of unique luxury properties across destinations

In recent weeks, ITC’s premium luxury play, the ITC Narmada in Ahmedabad, has gotten attention because of its environmentally progressive features and international certifications. But there’s more action happening behind the scenes within the hotel chain that is amongst a few to own most of its flagship and luxury properties.

Most large chains such as the Taj Group (IHCL), Marriott, Hyatt Hotel Corporation and Accor have adopted a strategy that includes a house-of-brands approach. IHCL has Ginger, amã Stays & Trails, Taj, SeleQtions and Vivanta; Marriott operates 16 brands In India including St Regis, JW Marriott, W, Ritz Carlton, Le