Kolkata 4 June
ITC Hotels has decided to go in for strong branding for its budget
chain- Fortune Park Hotels (FPH). "Khyber" and "Orchid" will be the
latest signature brands of restaurants for the Fortune Park Hotels, a wholly owned
subsidiary of ITC Hotels. The two signature brands of the Fortune chain’s food and
beverage line will be extended to all existing FPH hotels as well as the new ones coming
up.
While the "Khyber" brand will have a touch of awadhi menu and
cuisine from the North- Western frontier as its main fare, "Orchid" will be the
24-hour coffee shop for all FPH hotels.
The brands will be introduced along with the change of décor in all
FPH properties. This is being done to create a kind of standardisation in terms of brand
building and quality. All properties in the budget hotel segment- FPH properties- will
also have a simultaneous ‘umbrella’ branding of ITC Hotels Limited.
Beginning with the property in Ahmedabad, under the Fortune brand,
Khyber and Orchid will be launched in other FPH hotels like South Park in Trivandrum,
Fortune Hotel Galaxy in Vapi, Fortune Hotel at Darjeeling and others.
The nitty-gritty of introducing the two signature restaurant brands
will soon be worked out between the management of FPH and the individual property owners
of various Fortune hotels. FPH operates on an operation-cum-marketing agreement basis.
Accordingly, work on refurbishing interiors, in line with brand images, and various
operational aspects also need to be sorted out between FPH and the property owners.
While a few of the nine hotels under the Fortune brand already have
Khyber or Orchid restaurants, most properties operate under a variety of brands for their
multi-cuisine restaurants as well as the 24-hour coffee shops.
Fortune hotels for budget hotel segment is growing at a faster pace
than the 5-star category. This financial year, the company also plans to expand its
presence in various other cities. This it plans to do by adding five more properties to
its existing portfolio of nine hotels.
In addition, a new advertising campaign to enhance visibility of
"Fortune" brand will be launched soon. The campaign will project the
‘comfort-with-no-extra-frills’ concept for the hotel chain.
