One of the oldest hospitality chains in the city has undergone a brand makeover to increase its appeal among the youth. The Residency Hotels has changed its logo, tweaked its operations, given training to its human resources division and upgraded technology at the premises.
“We are a 24-year-old brand and will be turning 25 early 2016. We wanted to reinvent and position ourselves as a young brand. The thought process for re-branding process sparked two years back and from then we were working on this,” said, Mr B Gopinath, Chief Operating Officer, Residency Group of Hotels.
Mr Gopinath did not want to comment on the amount invested in this process but said that branding firm Ray & Keshavan helped them get this new avatar. Before commencing the re-branding exercise a survey was done to find out what is the new age customer looking for when they come to a hotel.
The Chennai-based hotel group is also opening doors to three more properties — Mysore, Madurai and one is the Union Territory Puducherry. “The Puducherry property will be ready in 2016. In the other two places, we have a land parcel and would commence construction work soon,” Mr Gopinath said. This would translate into 100 rooms.
Promoted by Appaswamy Group, which has interests in real estate and property development, the firm forayed into the hospitality sector in 1991 and looking at the success, it opened doors to its second venture a 4 star category hotel in Coimbatore. It now operates five hotels in South India — two in Chennai, one each in Puducherry, Karur and Coimbatore. It has over 500 rooms across its properties.
