Berggruen Hotels launches new premium brand

Keys Klub aims to appeal to urbane and contemporary world traveler like senior managers, professionals

Berggruen Hotels, which owns mid-segment hotel brand Keys, today launched a new upscale brand Keys Klub in the 4 and 5 star categories targeting the affluent class of business travelers.

Keys Klub 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.

Keys Klub is meant to be elite, stylish, world-class and cheerful with cutting edge technology and infrastructure support, a statement from the company said.
 

Sanjay Sethi, Managing Director and CEO, Berggruen Hotels said, “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.”

 
Keys Klub will establish hotels across India; all owned, managed or franchised by Berggruen Hotels. These properties will include 100 and above rooms with room size of 275 sqft upwards. The rooms will be equipped with 24/7 in room dining. The property will include an all day global cuisine restaurant, a specialty restaurant, a lounge bar, banquets and conference halls.

Each property will be equipped with a board room and a business centre. 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. By 2016, the company will expand to 75 hotels with an inventory of 6,600 rooms. At least two Keys Klub Hotels will be added to its bouquet every year in Pune, Mumbai, NCR, Ahmedabad, Chennai, Jaipur, Kolkata and Hyderabad.

"By 2016, we are expecting combined revenue of Rs 410 crore from the owned and managed hotels. We have kept the luxury space available for future brand expansion", added Sethi.