Concept Hospitality, which announced the launch of a new brand Grazia early this year, has undergone a brand change. The company will now launch its properties under the new brand Fern. Speaking exclusively with Hospitality Biz about the brand change, Param Kannampilly, Chairman, Concept Hospitality, states, “The brand had already been registered by another firm, which was not informed to us by government officials. We received the information only when our brand was promoted and the news spread.” The brand Grazia has been registered by Delhi-based entrepreneur R K Group. R K Group has recently launched a new property under the brand: Fortune Inn Grazia, in Noida.
Concept Hospitality will launch its first property under the new brand Fern in August 15, 2009 in Jaipur. The 84 room property Fern Jaipur will have a soft launch with 43 rooms initially. The company’s second property will be a 103 room property in Hyderabad, which is set for a launch in November. Its existing hotel, Rodas Powai in Mumbai, will see an addition of facilities. The Rodas Powai will have a 150 room hotel under the Fern brand, which is under development. It will be commissioned by December 2009. While the company will launch three properties this year, two hotels will be added to the portfolio by early 2010. It will launch the hotel in Ahmedabad in February 2010, while the Delhi property is scheduled for operations before the Commonwealth Games.
The brand change has not modified the company’s promotional and marketing activities, set pre and post its hotels’ launch. “As the new name suggests, it will be an eco-friendly brand with ecologically sensitive hotels,” Kannampilly adds. The company has also tied up with corporates in the domestic and international market as well as the Global Distribution System (GDS) companies for distribution of its inventories.
Source : hospitalitybizindia.com
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