Sanjay Sethi, CEO of Berggruen Hotels, speaks..

As the budget segment simmers further, the latest entrant, Berggruen Hotels, backed by Berggruen Holdings Inc with an equity capital of US$ 100 million, has announced plans to operate 38 hotels in the next five years under the brand Keys. Sanjay Sethi, founding director on board and CEO of Berggruen Hotels, speaks to Neeti Mehra of its ‘key’ strategy in India

Sanjay Sethi Founding Director on Board and CEO of Berggruen Hotels

How will you position Keys in India?

Keys is a budget boutique brand. Today, the hospitality industry is diversifying itself in terms of the product experience it offers and there are niche markets that people are developing. Our research shows that 80 per cent of travel in India is for business. Out of this, 25-30 per cent are international travellers. If we can provide a quality of life, manage stress levels of the traveller and give an opportunity to unwind, then we have a customer for life. And that's where we would like to position ourselves in terms of products and services - like a four-star hotel. However, our price positioning will be between a two- and three-star hotel.

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