Mementos, the new luxury brand from ITC Hotels

Conceptualised as a brand that will offer flexibility and possess all the elements of luxury that ITC has

To address the requirement for boutique luxury hotels across various destinations, ITC Hotels is all set to launch its destination-led luxury brand, Mementos. The new brand adds to ITC’s bouquet of five existing ones – ITC, Welcomhotel, Fortune, WelcomHeritage and Storii, with the lattermost being the most recently released brand. 

ITC Hotels’ newly elevated Divisional Chief Executive Anil Chadha shares that the introduction of these two new brands – Storii as premium and Mementos as luxury– is in line with the larger strategy of the hotel chain to offer differentiated experience to the travellers. “In the next five years, we plan to double our tally of hotels which stands at 100 plus hotels with 10,000 plus keys presently,” shares Chadha, adding that the Storri will have anywhere between 15 and 50 rooms and Mementos will have a minimum of about 100 rooms.

It was in 2018 that the ITC Hotels adopted the “asset right” strategy, the management contract model for growth and as Chadha says that the change which worked in their favour and the Welcomhotel brand started getting the eyeballs it deserved. The response at each of the four new hotels that have been opened under the Welcomhotel brand – one each in Shimla, Katra and Chail and Bhubaneswar over the last one year has been encouraging. This further prompted the brand to launch the two new products —Storii and Mementos. 

The Mementos, a collection of unique hotels across varied destinations ranging from modern marvels to hidden retreats to historic treasures, has been conceptualised as a brand that will offer flexibility and possess all the elements of luxury that ITC has – F&B, branding, staffing, culture, training, etc. 

The Storii, a collection of handpicked properties comprising intimate sized properties in the premium segment be it in the plains, on the beaches or in the hills, aims to offer unique experiences to the discerning travellers. Chadha says that the property may have a history of 50 or 100 years and they will knit a story around it.

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