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

ITC Maurya

ITC owned all its luxury hotels such as ITC Maurya, ITC Grand Bharat, ITC Maratha, ITC Sonar, ITC Royal Bengal and others. Photo: ITC Hotels official website

Pavan Lall Mumbai
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 Meridien, Westin, Courtyard by Marriott, Fairfield by Marriott, Four Points by Sheraton and others. Accor runs nine brands that include

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First Published: Sep 14 2022 | 5:56 PM IST

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