Lemon Tree Hotels to add 6 new properties

With substantial investment, coupled with the drive to expand in tier-II and tier-III cities, Lemon Tree is on track to back its success by getting listed.

An investment of over Rs. 1000 crore is expected to be made by Lemon Tree Hotels for the next two years in increasing their properties from 14 to 20. Speaking to TRAVTALK, Rahul Pandit, Chief Operating Officer, Lemon Tree Hotels informs, “We have identified 54 locations in India where we want Lemon Trees by 2020.”

Giving a detailed view on the marketing strategies, Pandit says, “We are going to consolidate our marketing efforts to sharpen the interpretation of the brand by the consumers in metro and non-metro cities,” Another aspect they are looking at is to activate social media initiative to have a better engagement with their customers. “This is also the year where we will be investing huge amount of time and resources in driving Lemon Tree Rewards-Our exclusive customer loyalty programme,” adds Pandit.

With travel trade, they participate in both B2B initiatives and also engage in creating unique products for both resort and the business market. “For independent agents who sell direct to consumers. “We've facilitated a unique arrangement, where they can access our inventory and their special rates are available online on our website. This way, they can obtain instant confirmations. For agents in international markets, we are soon going to implement an online commission payment system that will ensure they receive payment seamlessly and in time,” informs Pandit.

The group has also taken initiatives such as employing people with disabilities. “Currently, over 75 people with disabilities work in their properties and this will increase to 300 people over the next 2 years. There is a high possibility of the company going public within the next two years,” he concluded.

July 05, 2011