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Friday, 03 October, 2014, 10 : 00 AM [IST]

Luxury Hotels Group to push IDEAL Hotels brand India market to target stand-alone hotel owners

After launching a dedicated division, IDEAL Hotels, to provide representation and sales and support infrastructure for independent standalone hotel owners one year ago, Luxury Hotels Group, UK-based hotel representation company which provides sales and marketing support to luxury hotels, boutique properties and luxury residences,is all set to promote this brand to standalone hotel owners in India. The company has created two different business models under IDEAL Hotels brand – one B2C website, where travellers can directly book mid-range hotels directly, as well as a B2B platform where mid-range hotels can become part of it where the company will provide range of support services including global distribution support, internet booking tools, revenue management services, sales and marketing support, social media reputation management, strategic advertising support and more through their three global offices in UK, Dubai and India. The hotel group had officially announced the launch of IDEAL Hotels at the last Arabian Travel Mart (ATM) in Dubai.

Talking to Sarah Marron, Business Development Director – Middle East /Asia, and Barnadette Koltai, Vice President, Luxury Hotels Group said that endeavour is to “reach out” to standalone hotel owners in markets like India and support them with sales, marketing tools to maximize their potential. She said that Luxury Hotels Group strength lies in driving online sales as well as profits of the member hotels.“We have been able to deliver a growth of 10 to 50 per cent in online sales and up to 40 per cent increase in profits in many cases,” she said.

Talking about IDEAL Hotels, Marron said that it is a “fitting brand” for hotels which do not have access to established systems or an operator behind them. She said that the LHG India office is in talks with many hotel owners in cities like Delhi, Mumbai, Bangalore, Chennai, Jaipur, etc. and hopeful of major breakthroughs in the immediate future. She said that the strategy is two-pronged in India market – one to establish member hotels in India and at the same time drive business for LHG member hotels from India.“We understand that it is critical to havepresence in the market to associate with the product,” she said.

Commenting on the LHG’s offerings compared to other representation companies, Koltai said that while other representation companies are focusing on their branding, LHG provides personalized consulting services to member hotels after understanding their weak spots.

Marron said that there has been positive growth in Indian business to member hotels in London and Europe ever since LHG established their office in India.“The office has been able to drive a lot of hi-networth traffic from India. The MICE traffic has also grown over the years,” she said.
 
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