Berggruen unveils new brand

Berggruen Hotels, famously known as the parent brand to Keys Hotels, a leading chain of business hotels, today announced the launch of its new upscale hotel brand ‘Keys Klub’ in the 4 and 5 star categories to service the affluent class of business travelers.

With this addition, Berggruen Hotels consolidates its position in India and now offers a larger spectrum of products catering to a wider level of affordability.

Derived from the word ‘club’, Keys Klub denotes
the association of like-minded people with a common interest. The Keys Klub is meant to be elite, stylish, world-class and cheerful with cutting edge technology and infrastructure support.

It aims to appeal to the urbane and contemporary world traveler like senior managers and professionals seeking personalized experience with crisp and prompt business service within a viable price range.

Sanjay Sethi, Managing Director and CEO, Berggruen Hotels said while unveiling the new brand, “This heralds a new chapter in the journey we started in 2006. After having extensively studied the consumer and having successfully established Keys Hotels chain across India, we are delighted to announce our foray into the upscale category. This move is in the direction of turning Berggruen Hotels into a holistic hotel company catering to all categories of customers.  Adding a new brand to our basket will help us grow faster and ensure that we have a strong presence across key potential hospitality segments.”

The new ‘Keys Klub’ brand will establish hotels across India; all owned, managed or franchised by Berggruen Hotels. Properties under ‘Keys Klub’ brand will include 100 and above rooms with room size of 275 sq ft upwards.
Keys Klub hotel rooms will be stylishly designed and equipped with 24/7 in room dining. The hotel property will include an all day global cuisine restaurant, a specialty restaurant, a lounge bar, banquets and conference halls. To fulfill the business requirements of the guests, each property will be equipped with a board room and a business centre.

The guests will also be able to avail the recreational facilities with a 24/7 gym with latest fitness infrastructure, a swimming pool, elite club lounge, a bookshop and a rejuvenating spa.

Berggruen Hotels has an aggressive growth plan for its brands. Sanjay Sethi elaborates, “Our strategies will ensure that by 2016, we expand to 75 hotels with an inventory of 6600 rooms. We plan to add at least 2 Keys Klub Hotels into our bouquet every year in our target cities at Pune, Mumbai, NCR, Ahmedabad, Chennai, Jaipur, Kolkata and Hyderabad. By 2016, we are expecting combined revenue of INR 410Crs from the owned and managed hotels. We have kept the luxury space available for future brand expansion.