The VITSKAMATS Group has announced a refreshed brand positioning for VITS Hotels, introducing a sharper identity built around the idea of Smart Stays for Smart Travellers. This repositioning showcases VITS’ focus on the Smart Generation of smartphones, smart watches, and smart stays designed for today’s smart guests.
The new positioning enhances what VITS has been delivering for years: quick check-ins, excellent service, comfortable rooms, and locations that keep travellers close to business hubs, airports, and city centres. The brand promise emphasises an experience where travel feels comfortable and smooth, and where every hotel is designed for guests who value time, convenience, and peace of mind while travelling.
A Unified Communication Strategy for Stronger Reach
This refreshed identity also marks the rollout of a unified communication framework across digital, social, and on-ground platforms, following a structured brand remarketing and lead-generation strategy highlighted in the campaign plan.
From strengthened influencer collaborations to performance-led booking campaigns, the brand is moving into a phase of sharper recall and stronger direct bookings.
Leadership Insight: Understanding the Modern Traveller
Speaking on the repositioning, Dr Vikram Kamat, Chairman of the VITSKAMATS Group, shared, “The traveller has changed. There was a time when people would come to the front desk to book a room but today they can scan a number of hotels online and decide. Guests today want clarity, speed, comfort, and fewer hassles in the middle of packed schedules. This repositioning captures exactly that. For years, our guests have appreciated the dependability of VITS—the smart check-ins, the smart choice of full hot Indian food buffets, the smart locations at ideal spots within cities.”
Sharper Brand Architecture for a Smart-Stay Experience
The updated brand architecture introduces a clearer definition of the VITS offering: a smart-stay hotel experience built around smart service, modern comforts, and easy convenience for bookings, repeat guests, and smart F&B choices.
This includes:
- Enhanced focus on express check-ins
- Practical amenities
- Consistency for repeat guests
- A unified brand voice across all properties, as outlined in the new positioning statement
Campaign Roll-Out: What Guests Can Expect
The repositioning campaign will highlight:
• Simplified processes that make travel and hotel stays easy at every step
• Thoughtful service models that support business, celebrations, and short stays
• Modern rooms designed for both comfort and productivity
• A unified brand identity across every VITS destination
The repositioning also integrates the new brand signature: “That’s Being Smart”, an emblem that captures the brand’s confident, refined, and contemporary tone of voice.
VITS Hotels will deploy this identity across all properties, including key destinations such as Silvassa, Devka Beach, Bengaluru, Jamnagar, Lonavala, Pune Kharadi, and Bharuch, among others.
