Swiss “Movenpick Hotels & Resorts” chain, looking to expand in Indian fragmented and under-penetrated Hospitality market | Hospitality India

” To experience true Swiss hospitality, make your way to namma Bangalore where Mövenpick Hotels & Resorts has opened its first Indian property, the Mövenpick Hotel & Spa.”

Started in 1973, Mövenpick Hotels & Resorts has had a successful history in the hospitality industry. They run 71 hotels and resorts in 25 countries, with another 30 properties being planned or under construction.

The Mövenpick Hotel & Spa in Bangalore is the first foray made by the company into the Indian luxury business hotels market and based on their studies of inter-country and outbound travel, they plan to open up to 12 properties in India alone.

The hotel lobby

Movenpick Hotels & Resorts, the international chain of hotels with its Swiss roots, has just made its entry in to India with its first property in Bangalore. The chain however plans to expand its presence in India and is looking at having 10 properties in the next three years. The plan to expand includes building new hotels as well as re-branding some of the already existing properties of other brands into Movenpick.

Talking about their plans, Gary Moran, GM, Movenpick Hotel & Spa Bangalore said, “It clearly makes sense to have a pan-Indian presence. This can be only achieved if we have more properties here thus helping us in having a significant brand presence. We have big plans for India and in fact we are constructing a resort hotel in Dharamsala which should be done by 2013. It’s a new build so it will take time but before that we will have many hotels in India and we are looking at re-branding. We are very close to signing a deal in Chennai and looking at two hotels in Rajasthan one of which is an existing brand and one is a new build. So it’s a combination of two. Re-branding definitely is a quicker way to grow.”

On the Indian hospitality sector today, Mr Moran said, “The market is becoming fragmented as more hotels open up. There is an increase in both supply and demand, but right now it looks like supply is outdoing the demand. This trend is healthy for consumers and even will make hotels raise their game. In a monopolistic market the opportunity to improve is not a priority whereas with competition this becomes imperative.”

Movenpick positions itself on the old values of hospitality which is stressing on the basics and being a very good quality upscale four and five-star hotels. It doesn’t profess to be super super luxury hotel and doesn’t compete with this category, but competes with the best of 5-star hotels. The company has in all 71 hotels and is planning 30 more, one of them in Balito be finalized soon. The company is focusing on Asia in a big way.

Movenpick has come up with its first property in Bangalore, primarily because the management contract came into fruition first here, but they are constantly in talks with prospective owners in Mumbai,Hyderabad, Rajasthan and Chennai among others. The property in Bangalore is called Movenpick Hotel & Spa Bangalore, and is positioned as a business hotel.

The company is clear that the only way to build the brand is to bring in more properties with the Movenpick brand name. Also, in terms of marketing, since they just have currently one property they have planned hordes of activities like its grand launch, Christmas special and art exhibition to get more people to experience the hotel. Besides a geographical presence, the plan is also to build an India-specific team which will look after sales and other activities of the company.

Movenpick Hotels & Resorts is represented in 25 countries with 71 hotels and resorts currently in operation. A further 30 properties are planned or already under construction in Ankara, (Turkey),Dubai(four projects -United Arab Emirates);Abu Dhabi(three projects -United Arab Emirates),Shanghai(China), Dharamshala (India) among others. The hotel company is owned by Movenpick Holding (66.7%) and Kingdom Group (33.3%).

 

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