Berggruen Hotels Unveils Keys Prima and Keys Lite Brands in India

By BW Hotelier AS PART of rebranding its portfolio, Berggruen Hotels has introduced two new brands and re-positioned its flagship brand Keys Hotels in India. The rebranding, which divides hotels under the Keys’ banner into three separate brands, adds width and depth to its portfolio as it expands its offering to a wider base of business and leisure travellers across different market segments. The rebranding is aligned to best meet the constantly changing needs of the customer. The two new brands unveiled, Keys Prima and Keys Lite draw a sharp distinction between the different market segments they serve. Keys Prima is a premium brand catering to the upper mid market segment, comprising the upscale business and leisure traveller, while Keys Lite is aimed at economy travelers. Speaking about the announcement, Anshu Sarin, CEO, Berggruen Hotels (see photo) said, ’As a hospitality group, we keep evaluating options which allow us to best serve our customers. We have now permeated into wider market segments through brand re-architecting in order to serve and deliver greater satisfaction to our customers across categories. Through this re-structuring we aim to maximize our performance by increasing revenue contribution from our own hotels. We have also restructured our sales drive for sharper focus and better performance and have changed the distribution mix between online and offline.’ ’We have expanded our national footprint by driving revenue from asset light model through the launch of the brand Keys Lite. We are now an e-commerce enabled platform and are fiercely focusing on digital marketing as well. So far we have 35 hotels in 18 cities with over 2200 rooms. We have already acquired hotels in Dehradhun, Delhi - NCR, Indore, Mussorie and Nagpur under our new asset light model ’ Keys Lite. We are here to foster performance with strategic focus on growth and profitability. We plan to add 6 - 8 hotels under Keys Prima and Keys Hotels year on year basis. In addition to this we will add about a 100 hotels under Keys Lite in next 12 months. The expansion will be supported through internal accruals,’ Sarin. Keys Lite will primarily provide hassle-free, comfortable alternate accommodation at extremely competitive prices, fulfilling the needs of the price-conscious guests. This range will not compromise on the service standards and will offer the Keys guidelines of world class service excellence that includes clean rooms, free Wi-Fi, complimentary breakfast and a worry free experience to deliver an absolute value for money. Keys Prima, meanwhile, will offer premium services such as top-of-the line rooms, specialty restaurants, superior room facilities, large and fully equipped banquet and meeting facilities, fitness gym and rejuvenating spa amenities. This brand innovates in meaningful ways and pushes the borders of hospitality to a new level of customer delight. Keys Hotels as a brand will continue to offer smart services which is a combination of comfort with functionality, business facilities with an equally relaxing ambience. Best in the mid-segment market, this range will serve the core mid-market segment, and its impeccable service will cater to the conventional needs of business and leisure guests. Further, the brand promises unique services such as specially designed menu called ’Ghar ka Swaad’ which offers the guests home style menu to provide the feel of being home away from home. The brand also offers ’Breakfast on the Go’ which allows the guests to carry their breakfast in a specially designed bag. To add to this Keys Hotels has elegantly designed special rooms dedicated for women only, ensuring their safety and comfort.