Another step in the right direction

 Berggruen Hotels, the parent brand to Keys Hotels, announces the launch of its new upscale hotel brand, ‘Keys Klub’, in the four and five star categories to service the affluent class of business travellers. With this addition, Berggruen Hotels consolidates its position in India, and now offers a larger spectrum of products catering to a wider level of affordability. Derived from the word ‘club’, Keys Klub denotes the association of like-minded people with a common interest. It is meant to be elite, stylish, world-class and cheerful with cutting edge technology and infrastructure support to appeal to the urbane and contemporary world traveller seeking personalized experience with crisp and prompt business service within a viable price range. Sanjay Sethi, MD and CEO, Berggruen Hotels said, “This heralds a new chapter in the journey we started in 2006. Keys Klub is in the direction of turning Berggruen Hotels into a holistic hotel company, catering to all categories of customers. Adding a new brand to our basket will help us grow faster and ensure that we have a strong presence across key potential hospitality segments.” Keys Klub will establish hotels across India; all owned, managed or franchised by Berggruen Hotels. Properties under ‘Keys Klub’ brand will include 100 and above rooms with room size of 275 sqft upwards. The group has an aggressive growth plan for its brands. Sethi elaborates, “Our strategies will ensure that by 2016, we expand to 75 hotels with an inventory of 6,600 rooms. We plan to add at least 2 Keys Klub Hotels into our bouquet every year in our target cities. By 2016, we are expecting combined revenue of INR 410 crs from noth owned and managed hotels. We have kept the luxury space available for future brand expansion.”