While The Imperial has entered into a marketing tie-up with IndeCorp for the well respected Preferred brand of hotels, Outbound Marketing will set up a sales and marketing support office and focus on increasing the market share of all IndeCorp brands in India.
IndeCorp does not invest in properties, or go for management contracts, but offers only marketing support to allow properties to maintain their individuality.
It has very exacting standards and hotels are regularly monitored to keep up to the brand standard. Tariffs range between US Dollar 170 to 700 a night, Vasudha Sondhi, managing director, Outbound Marketing said.
The Imperial, according to sources, is undergoing heavy renovation to meet the stringent standards of the Preferred brand. While Preferred is a five-star deluxe, with 120 independent luxury hotels and resorts worldwide, Summit is a four-star plus brand and Sterling a mid-market brand.
The Chicago-based hotel Group is a privately held, for-profit, shareholding company designed to protect and sustain independent hotel brands in the global marketplace.