ITC Hotels, Guragon, India, has announced the launch of a new boutique lifestyle brand called The Storii.
During its annual report, the group stated it is developing the brand through conversion and new builds, predominantly at leisure destinations, with an active pipeline. It said that the first set of Storii hotel is expected to open “soon.”
This launch fosters ITC Hotel’s asset-right strategy where the group is rapidly expanding its footprint across the country through management contracts with standalone hotels. Leadership stated that this new brand will enable independent hotel owners to benefit from the legacy and expertise of ITC Hotels, including robust distribution systems, loyalty programs and a strong culinary reputation.
ITC said The Storii will offer a unique experience-led stay that is immersive, bespoke and local at heart. The launch was made in response to the increasing desire for experiential travel in India amongst different generation of travelers who are increasingly curating trips to suit their unique interests.
ITC believes the industry has witnessed a paradigm shift where more travelers are gravitating toward experiential holidays and stays where they can explore regions rather than simple sightseeing tours.
Consisting of intimate-sized properties in the upscale segment at diverse destinations, each property under The Storii brand will be different and offer a distinct experience so that no two stays are the same. The focus at each property will be on elements of surprise in the design, ambience, service, food and activities.