A five star hotel brand in India is to open its first budget property at the end of next month.
The Park Hotels, which operates 11 properties mainly in the south of the country, will introduce Zone by The Park, a design-led brand aimed at the more cost-conscious traveller and India’s growing middle class.
The first will open at the end of November in the textiles and engineering centre of Coimbatore. Coimbatore is the second city of Tamil Nadu after Chennai and fits the strategy of aiming the new brand at secondary cities. Another Zone by The Park will open in Jaipur in December.
The Zone concept has been designed by Project Orange, the team responsible for the styling of London’s Hoxton Hotel. Rooms will be priced at £50-£70. Public areas include a library and living room and are said to take inspiration from the traditional market bazaar, with customised rickshaws serving coffee and snacks.
The Park Hotels is managed by the Apeejay Surrendra Group, with foundations in the steel industry. “Zone will cater to the gap in the Indian hotel market for the burgeoning Indian middle class and discerning international traveller looking for more affordable travel” said Vijay Dewan, managing director of the Park Hotels brand.