Old Hotels Becoming Brand New in Kochi
KOCHI: It is branding time for hotels in Kochi. Aiming to grow into brands with separate identities in the increasingly competitive hospitality industry, the managements of major hotels in the city have renamed their hotels.
The Renaissance at Palarivattom was renamed as Renai Cochin while the Alappat Regency has changed to Westway. Of the two hotels of the Avenue Hotels and Resorts company in Kochi, the Avenue Centre Hotel in Panampilly Nagar was rechristened as the Centre Hotel.
Major players like Taj had already renamed their hotels as part of a brand building exercise. Taj hotels were brought under ‘The Gateway’ brand while the premium hotels of Taj were brought under the name ‘Vivanta by Taj’. Similarly, the Kochi-based Casino Group launched their brand CGH Earth and brought all properties of the group under one name.
“In a competitive industry, hotels need to differentiate themselves from others and branding is essential for it. Around four new hotels are set to come up in Kochi in the next three years and this will add almost 3000-3500 rooms. In such a situation, a branded identity will help hotels to attract guests. A guest who enjoyed the comfort of a hotel in a particular city will certainly look for the hotel of the same group when he moves to another city. There lies the relevance of a brand,’’ said Erin Louis, general manager, CGH Earth group.
But Avenue Hotels managing director O T Alexander said they had introduced a name-change for the convenience of administration. ‘’The Avenue Centre at Panampilly Nagar and Avenue Regent on MG Road were made separate entities for administrative purposes after we faced a labour problem. Of the two properties in the city, the Avenue Centre was renamed as the ‘Centre Hotel.’ The name change is not aimed at branding,’’ Alexander said.
The Alappat Regency was renamed after the hotel was taken over by the management of Westway Hotels.