Hospitality chain Claridges, which will turn 60 next year, is aggressively repositioning its oldest property, in Delhi, as a premium boutique hotel chain. The term ‘boutique’is used by hotel companies wishing to differentiate themselves from larger chain hotels by providing personalised accommodation and services. Claridges is also putting in place a systematic expansion plan, spanning domestic and international destinations.
The group is also eyeing possible distress sale of properties, so that it could convert these into branded hotels. The company has already made significant investments in renovating and redesigning the property this year and will continue with the exercise for the next three years.
“Three to four years ago we were neither here nor there. We are really working towards defining who we are and it has brought us recognition in the Indian and international market,” said Peter Leitgeb, president and chief operating officer, Claridges. The company, which owns and operates only four hotels, is planning to expand its presence in the domestic and international market. It wants to add one hotel to its portfolio every year for the next few years.
