Financial Daily from THE HINDU group of publications
Thursday, Mar 27, 2003
Financial Daily from THE HINDU group of publications Thursday, Mar 27, 2003 |
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Marketing
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Strategy Variety - Resorts & Amusement Parks WelcomHeritage adds Mussoorie to property fold Our Bureau
NEW DELHI, March 26 DESPITE the Gulf war and the South-Asian virus putting a spanner into the plans of the travel and hospitality industry, WelcomHeritage, a joint venture between ITC Hotels Ltd and Marudhar Hotels, on Wednesday signed up its 27th property in the hill station of Mussoorie, Uttaranchal. In an attempt to add more heritage properties to its basket and mop up the domestic summer holiday crowd, the company has brought into its fold the royal family of Kasmanda's summer retreat, one of the oldest buildings in the town with a chequered history since 1836. With this move, the company has properties in Rajasthan, Himachal Pradesh, Uttaranchal, Madhya Pradesh and Jammu and Kashmir. "We may be adding some properties in the South very soon," said Mr H.H. Maharaja Gaj Singh 11 of Jodhpur, owner of Marudhar Hotels during the brief signing ceremony. He said that domestic travellers and corporate companies were showing more interest in heritage properties of late. Dealer conferences, launches and board meetings are choosing heritage destinations to move away from the metro environment, while holidaymakers go in for specific packages. By June 2003, the company plans to increase its tally of hotels to 30, and 50 by end-2004. Essentially working on management and franchise contracts with heritage building owners, WelcomHeritage is keen on making forays into areas that are rich in history, but have been untouched by the heritage hospitality market. Though travel and hospitality are at a low at the moment, Mr Rakesh Mathur, President, WelcomHeritage, believes that apart from the South, the historic Bundela Kingdom of Orchha and Rewa in central India, the Konkan belt, the North-East and Gujarat, which are not yet on the traditional tourist circuits, offer good scope for heritage properties to come up in the future.
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