Ginger, part of the Indian Hotels Company Limited (IHCL), is repositioning itself as a "lean luxury" hotel brand, with its first prototype hotel opening in at Panjim, Goa.

The new identity of Ginger presents a co-existence of contrasts through re-imagined spaces blurring the lines of work and play, bringing about a fusion of global and local and create experiences that are vibrant, quirky, intuitive and smart.

Deepika Rao, managing director and chief executive officer, Ginger, said: “The brand is slated to appeal to an on-the-go lifestyle and is anchored in the idea of seamlessness, facilitating a ‘never stop’ lifestyle. Ginger will now be an aspirational hotel chain that is also surprisingly affordable.”

The redesigned spaces will bring together attractive public areas as well as spots designed for solitude, allowing the smooth transition from one to the other. They come alive with vivacious high energy glocal music and unique artwork installations. The all-day diner Café Et Cetera offers comfort food and doubles up as a personal workstation.

The service style is designed around the on-the-go lifestyle of the target audience enabling them to do more whether it is on-the-go breakfast, express laundry service or quick munch snack bars.

Puneet Chhatwal, managing director and chief executive officer, The Indian Hotels Company Limited, said: “The Ginger brand journey is aligned to Aspiration 2022 that defines a brandscape that addresses diverse customer segments and price points. It will be an important growth vehicle for the company and we are looking at quickly scaling up the brand to a large number of hotels across India.”

The company has received overwhelming interest from the hotel development community and has signed six new hotels already in this financial year, taking the portfolio to 56 hotels, the highest in its competition set. The new openings in the next two quarters will be in Madgaon in Goa, Patna, Sanand, Surat, and Visakhapatnam. - TradeArabia News Service