According to the company, the current portfolio of the other 45 plus Ginger Hotels will be repositioned reflecting the new brand identity and brand promise.

FOLLOWING AN intensive repositioning exercise, IHCL’s (Indian Hotels Company Limited) Ginger – previously recognised as a budget brand – opened their first prototype hotel at Panjim, Goa, citing new brand identity in the lean-luxe segment. According to the company, the current portfolio of the other 45 plus Ginger Hotels will be repositioned reflecting the new brand identity and brand promise.

Speaking about the development, Puneet Chhatwal, Managing Director and Chief Executive Officer, The Indian Hotels Company Limited said, “The Ginger brand journey is aligned to Aspiration 2022 that defines a brandscape that addresses diverse customer segments and price points. It will be an important growth vehicle for the company and we are looking at quickly scaling up the brand to a large number of hotels across India.”

Deepika Rao, Managing Director and Chief Executive Officer, Ginger said, “The brand is slated to appeal to an on-the-go lifestyle and is anchored in the idea of seamlessness, facilitating a ‘never stop’ lifestyle. Ginger will now be an aspirational hotel chain that is also surprisingly affordable.”

According to the company, the new identity of Ginger presents a co-existence of contrasts through re-imagined spaces blurring the lines of work and play. The redesigned spaces will bring together attractive public areas as well as spots designed for solitude, allowing the smooth transition from one to the other. They come alive with high-energy glocal music and unique artwork installations. The all-day diner Café Et Cetera offers comfort food and doubles up as a personal workstation.

The service style is designed around the on-the-go lifestyle of the target audience enabling them to do more whether it is on-the-go breakfast, express laundry service or quick munch snack bars.

The company, having received interest from the hotel development community, has signed six new hotels already in this financial year taking the portfolio to 56 hotels. The new openings in the next two quarters will be in Madgaon in Goa, Patna, Sanand, Surat, and Visakhapatnam.

Ginger Hotels are operated by Roots Corporation Limited which is a subsidiary of The Indian Hotels Company Limited (IHCL).