New Delhi, March 20, 2013-In the mid to late 1980s, Priya Paul, chairperson of the Apeejay Surrendra Group, which owns The Park hotel made her brand stand out by calling it a boutique hotel. In the 1990s, she tried to make the hotel hip by opening lounge bars, discos, some innovative restaurants and by sponsoring art and fashion shows, which were rare at that time. In 2013, the brand is asking us to, “Look again.” The re-launch – new signs, business or leisure traveller-friendly rooms, comfy bedding, a new customer service philosophy, a new catch line (Anything but ordinary) and even a redesigned logo -seeks to redefine luxury.
The attitude now, Paul says, is bold and unconventional that dares the different.
The place now oozes style, sophistication and has more than an ounce of sex appeal. So why work to revitalize The Park now? “We are known for creativity and innovation. As the brand continues to grow, we realised the need to communicate the strength of our brand to ourselves and to others. The fresh design reflects contemporary India and captures our personality perfectly,” says Paul.
The brand revitalisation that involves an investment of Rs.12 crore has taken more than two years on the overhaul. A new look and expansion in the middle of a slowdown, has recession impacted the process? “Overhauling a brand takes a long time. You have to understand changing needs of the consumers. Of course the business has been slow for everyone, but we have been able to sail through it,” says Paul.
The most obvious sign that the hotel has been re-launched is, well, the sign, the redesigned black and white logo features a bold ‘THE’. Apart from the new look and feel, the brand is also introducing some new experiences. For instance, the arrivals have been made more engaging: think flavourful orange and mint shot or a vodka, cranberry and basil shot as welcome drinks, and savouries that boast unusual flavours and dishes such as chocolate and apricot, Spinach and Corn Gandheri and a lot more.
The zing factor that sets the brand apart is how they make each property different from each other. So, any expansion plans in store? “We are opening a new property in Cochin by this year end and in Pune, Jaipur and Vizag in the coming years. There is also a district hotel scheduled to be opened in Delhi in a few years,” says Paul. Well, let’s see if the driven and determined Paul succeeds this time.
