Berggruen Hotels was founded in September 2006 to build and operate mid-segment business hotels under the brand “Keys Hotels” in India. The brand subsequently went on to add upscale resorts into the chain. Today, the Group has deepened its investments in the brand in order to expand the portfolio and to become a dominant player across different segments. The Keys brand presence is now being resonated across different audience sets.
Currently, Berggruen Hotels has pan India presence across three sub-brand categories. ‘Keys Prima’ is emblematic of affordable luxury and is ideal for upscale travelers. ‘Keys Hotels’ is the signature range that caters to the smart choices and increasing expectations of business and leisure travelers. ‘Keys Lite’ is the new value brand that provides alternate accommodation options for economy travelers.
October 2015, to strengthen and expand its brand platform has refreshed its brand identity and introduced the right brands for the right product positioning in a dynamic market. The mother brand and its three variants symbolizes its renewed emphasis on accelerate growth, market dominance and guest-first philosophy. Investments in technology, key people and in guest experience back the brand as it looks towards the future to be the market leader.
The Company’s growth and expansion strategy include:
Management contracts for upper mid-scale, mid-scale and economy business hotels, resorts and serviced apartments.
Franchise of upper mid-scale, mid-scale and economy business hotels, resorts and serviced apartments.
Selective lease in strategically important locations from time to time.
The hotels have a unique price positioning in the range of $ 50 – $ 120 for the different brand categories.