Global hospitality major Starwood Hotels and Resorts has given facelift to its two flagship brands Sheraton and Le Meridien in India.
As part of the rebranding, the hospitality chain has started managing the Sheraton brand by itself, taking it back from the ITC group. The three-decade-old franchisee agreement with ITC was ended as part of Starwood?s global strategy to revive the Sheraton brand. However, Starwood will be still maintaining its association with ITC group by way of developing another brand The Luxury Collection.
Dilip Puri, MD – India and regional vice-president, South Asia, Starwood Hotels and Resorts, said, ?Yes, we have taken back the Shareton brand from ITC. Henceforth, in India, all the Sheraton hotels will be managed by us which will be developed in association with individual owners, sans ITC.?
Both the companies had in 2007 reached a deal wherein Starwood agreed to bring its premium brand The Luxury Collection to India with ITC. As per the deal, seven out of the ten ITC Sheraton hotels were to be brought under The Luxury Collection brand. It was decided that under the exercise, the word Sheraton was to be dropped from these hotels? name.
Simliarly, the Le Meridien brand has been undergoing drastic quality changes in terms of design and postioning. In the process, Le Meridien has exited 44 projects worldwide including one in India. A slew of Le Meridien hotels are also undergoing renovations. Besides, it is introducing an unique ?unlock art?, where in it will be partnered with contemporary cultural institutions to create artwork for keycards.
Eva Ziegler, global brand leader, Le Meridien and W Hotels Worldwide, said,?Le Meridien has been undergoing a comprehensive brand transformation in the past six years since it was acquired by Starwood.?
