The state-owned India Tourism Development Corporation (ITDC) today under its newly launched brand name Ashok Alliance scheme of Hotels (AAH) signed a Memorandum of Understanding (MoU) with Hotel Welcome City Beautiful in Chandigarh and Riverfront Hotel in Surat. These hotels will now become a part of the AAH while retaining individual identity and ownership.
Ashok Alliance scheme of Hotels enables its member hotels to suffix ‘Ashok’ to their names, giving them instant brand recognition in an increasingly competitive world. Under this arrangement, member hotels can be a part of the renowned Ashok brand name and benefit from the talent, operational management expertise, marketing inputs, PR and global reach resources of ITDC Group, at a fraction of the cost. Member hotels will also gain immensely since they will have access to personnel trained by the Ashok Institute of Hospitality & Tourism Management (ISO 9001-2000 certified).
Member Ashok Alliance Hotels will have access to ITDC’s standard operating procedures for hotel’s operational departments, training of staff/ executive development programs, marketing of hotel to different market segments, FIT & Group booking through Ashok Reservation Service, mileage in ITDC’s publicity material like brochure, website, promotions etc., representation in Indian and international travel marts, provision of trained manpower through ‘Avenues’, development of allied business on the strength of alliance of ITDC.
In return for these incentives, it is proposed to charge 3% of the gross room revenue from the Ashok Alliance scheme of Hotels, as per international practice being followed by reputed hotel chains, hotel contracts will be entered into 3 years with these hotels.
ITDC under its Ashok Alliance scheme of Hotels is signing franchising agreement today with 2 hotels a 4 star 66 rooms under development hotel in Chandigarh and the other 3 star 55 rooms under development hotel in Surat. Other hotel projects under discussion are at Kolkata, Manesar, Malout (Punjab) and Coorg.
