The speculation over state of alliance between ITC-Welcomgroup and its international partner Starwood Hotels & Resorts is over. The companies announced a tie-up, under which Starwood will bring its premium brand'Luxury Collection' to India.
As per the agreement, seven out of the ten ITC Sheraton hotels will be brought under the Luxury Collection brand. The hotels include ITC Maurya (Delhi), ITC Maratha, ITC Grand Centre (Mumbai), ITC Sonar (Kolkata), ITC Windsor (Bangalore), ITC Kakatiya (Hyderabad) and ITC Mughal (Agra). Under the rebranding exercise, the word'Sheraton' will be dropped from these hotels' name. For example ITC Maurya Sheraton will be called ITC Hotel Maurya Luxury Collection.
The alliance will also rebrand WelcomHotel (New Delhi) as Sheraton. The Chola, and the Park in Chennai and the Rajputana in Jaipur will continue to retain their Sheraton tag.
While ITC will manage and own the ITC Luxury Collection Hotels, Starwood will take care of marketing and distribution of the brand abroad. “A new window is now open to us and together with our growth plans in India, ITC is well poised to meet the emerging needs of the global traveller," said ITC chairman YC Deveshwar.