The first hotel from the new upscale brand will be built in Udaipur by September
The new hotel chain from Lemon Tree will compete with brands such as Vivanta and Trident
Private equity firm Warburg Pincus-backed Lemon Tree Hotels Ltd, India’s leading hotel chain in the mid-to-economy category by number of rooms, is diversifying into the upscale segment with the launch of a new brand this year, said a senior company executive.
The New Delhi-based hospitality firm, which listed on the domestic stock exchanges last year, is planning a soft launch of the new brand by September, Rattan Keswani, deputy managing director, Lemon Tree Hotels, said in an interview.
The first hotel from the new upscale brand will be at Udaipur, Rajasthan, he added.
The company is currently working on the new brand’s artwork and logo. He, however, declined to divulge the name of the brand, or the price points of the new hotel chain.
“Our larger piece will always be mid-scale and economy. We are not going to be in the luxury category. We will go one level above our Lemon Tree Premier," he said.