indiOne Hotels become Ginger Hotels
The GenNext Smart Basics hotels from IHCL finalises its brand name
June 7, 2006

The Smart Basics hotels from the Indian Hotels Company  (IHCL) have been named GINGER. The first of the Smart Basics hotels was launched in Whitefield Bangalore and was called indiOne. Having completed the test marketing of the concept and subsequent fine-tuning of the hotel facilities and services, the Smart Basics concept is now ready to roll out across India. These hotels will now be launched with a new name that is truly in sync with the fresh, simple yet stylish and warm world of Smart Basics: Ginger Hotels.

Ginger Hotels characterise freshness. The hotels are simple, unique, reasonable, basic, very different, lighthearted, Indian and innovative. Landor Associates, one of the world's most accomplished and internationally recognised branding and design consultancies, was involved in the creation of the Ginger brand name.

Unveiling the new brand, Raymond Bickson, managing director and CEO, Indian Hotels Company, said, "The hotel in Bangalore was a prototype of our 'Smart Basics' category. It has today changed the dynamics of the entire hospitality industry and emerged as a compelling business opportunity. Having studied consumer behaviour and feedback, we understood that a change in name was required as we readied for a nationwide launch of these hotels. The Ginger brand will also be appropriate for achieving a global presence once we are established ourselves across India."

March 21, 2006 marks the launch of the first Ginger hotel in the new rollout phase. Ginger Hotel was opened in Haridwar today adding to the existing hotel in Bangalore. This 100-room hotel is situated opposite Dudhadhari Temple, Dudhadhari Chowk in Haridwar. By the end of 2006, Ginger Hotels will be opened in Bhubaneswar, Pune, Mysore, Thiruvananthapuram, Durgapur and Goa, all under various stages of completion. Work will also commence on hotels in Agartala, Tirupur, Pondicherry and Nashik within the next couple of months. These locations have been identified after detailed studies across various parameters such as potential of the market, clusters of clientele and peak periods among others.

Intensive research was conducted at the first prototype hotel in Bangalore. Based on guest feedback and operational learnings, several features have been changed and upgraded. These have been incorporated into the new hotels being launched. These include:

• Contemporary new exterior design;
• Improved in-room look and feel;
• Superior room features.

Adds Uday Narain, chief operating officer, Roots Corporation, "The launch of Ginger is a cause for celebration, as this is our gennext product that will be rolled out across the country this year. Based on the expectations of the traveller, our learnings from the prototype as well research through independent agencies; we have reshaped product and service deliveries going forward."

Launched in June 2004, the Smart Basics Concept created a revolution in the world of Indian hospitality. Smart Basics — a gen-next category of hotels — signifies simplicity, convenience, informality, style, warmth, modernity and affordability. The concept was developed in association with renowned corporate strategy thinker, Dr. C. K. Prahalad. The hotels are built around a unique concept that provides facilities to meet the key needs of today's traveller, at surprisingly affordable rates. The first hotel in Bangalore has seen a full mix of guests ranging from entrepreneurs, professional and corporate executives to families and individuals on holiday. An instant success, the hotel has achieved an average occupancy of over 85 per cent since its launch.

Priced under Rs 1,000 per night for single rooms, Ginger hotels have created a new category in the domestic hospitality landscape, while giving a major fillip to Indian tourism and other ancillary industries. The primary objective behind the launch of these hotels is to provide a superior product offering and consistent experience to travelers, far beyond the present offerings in the industry.

Indigenously designed and developed by IHCL, the guiding principle behind the design was to create a unique 'space' that is conducive not only for guest comfort and relaxation but also for their work requirements. The design of the hotel, from the rooms to the furniture and lighting systems, have been thoughtfully created to offer users a unique sense of welcome.

The Ginger hotels are modern, modular and scalable, providing guests with a consistent experience. These hotels will have 100 / 200 well-appointed rooms, with a choice of single, twin and queen-sized rooms. The rooms will be individually air-conditioned and provided with electronic locks, comfortable beds, a work area, a 17-inch flat screen color television with satellite channels, direct-dial telephone including STD facility, mini-fridge, tea / coffee maker, 24 hours hot / cold water and toiletries. Other guest facilities at these hotels would include a restaurant, meeting room, gymnasium facilities, a cyber café, 24-hour reception, automatic check in kiosk, an ATM, digital safe deposit boxes, 100% power back up, as well as Wi-Fi connectivity in the public areas and individual rooms.