Spicing up Ginger

Tata group-owned budget hotel chain is going back to drawing board to reboot brand. Is it too late?

Losses and rising competition from budget room aggregators is driving the makeover at the 13-year-old Ginger Hotels, owned by the Tata group’s Indian Hotels Company which also operates Taj luxury hotels. Over the past few quarters, the company that has 37 properties across the country says it has taken a deep and hard look at the rapidly evolving travel and hospitality environment. And come up with a plan that takes Ginger back to the basics and refreshes the brand in public memory. However, given the rapid rise in the number of players and pitched battle for customers in the segment,