April 13, 2007
Hotel Brands: ITC India Joins the Luxury League
This gives ITC a serious global footprint.
It seems that ITC has long believed that its Sheraton properties were always a cut above what was offered customers overseas. After 18 months of negotiations, ITC can now associate "The Luxury Collection” brand name with seven of its hotels and continue to use the Sheraton name on four other hotels under its wing.
Starwood’s Sheraton and ITC have had a close relationship since 1979, but this promotion to Luxury Collection status is an important one, allowing serious investment in these hotels and in the branding efforts that go with them.
Because ITC is now playing in the Luxury League, it seems natural to think that higher paying customers will follow, and this clears the way for the entry of Starwood’s super premium St. Regis brand name into India as well as its niche aloft brand.
India is the fastest growing Asia Pacific market for the international visitor and sealing this franchise agreement allows ITC star hotel brands to grow, expand, and become more opulent.
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