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BANGALORE, May 19

THE Park Hotels, a chain of luxury boutique hotels in the country, now come with a new label — the Design Hotels.

The Apeejay Surrendra Park Hotels in Kolkata, Bangalore and Chennai are now associated with the Design Hotels Marketing Service GmbH.

With this association, the three boutique hotels will be bracketed along with more than 100 other hotels in the world that are distinguished for their design-oriented concept.

Talking to presspersons here, Mr Robert Deiner, Vice-President and COO, Design Hotels Inc, said, "Each of these hotels has a very strong individual identity and offer variety in terms of size, location and design."

This association is a marketing tie-up where the hotel gains from the global promotional efforts of The Design Hotels.

In return for this, the hotel chain pays an annual fee of $15,000 for each property.

Explaining the evolution of the industry, Mr Deiner said: "Ten years ago, the hospitality industry was only looking at the hardware aspect of the hotel, like the architecture, the facilities, etc. Now, in addition to this we are concerned about the software aspects like the light, the smell, the colour and of course the people that run the property."

According to Ms Priya Paul, Chairperson, Apeejay Surrendra Park Hotels, "This marketing alliance will enable us to reach out to international travellers who are looking at a luxurious experience in India." The chain's two other properties in New Delhi and Vishakapatnam have not subscribed to the membership as `they are being renovated,' she added.

The Design Hotels was set up in 1993 and has since recognised about 150 hotels all over the world for their innovative design, uncomplicated service, a sense for creative details and a distinct identity.

Last year, the company earned around $4 million as revenues from memberships and about $35 million from room sales.

"This year we are looking at a 20 per cent growth but am very uncertain about it," admitted Mr Deiner.

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