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The Clarks Hotels & Resorts enters the European and Sri Lankan market

Thursday, March 10, 2022, 16:24 Hrs  [IST]
HBI Staff | Hyderabad

Clarks Inn Group of Hotels rebranded as The Clarks Hotels & Resorts, announced their entry into the European and Sri Lankan market.
Since its inception in, the group has increased its footprints steadily across India, and now is entering overseas markets. The hospitality chain currently operates with 60 properties across India and targeting to add another 60 more by 2023. They are also eyeing to have a firm international presence with additional 10 hotels, spread across the globe. Recently, they entered Europe by establishing their base in The Netherlands, with Clarks Inn International B.V.

Due to the shared history, remarkable heritage sites, and varied landscape, The Clarks Hotels & Resorts have deployed a team in Colombo Sri Lanka, to target the burgeoning travel market of the neighboring country. While entering the international arena, the group retains the ethos of Indian Hospitality and merges it with the comforts of modern hospitality.
In order to expedite the expansion, the group is focusing on the franchise model and management agreements. They have an in-house engineering and interior team, and various other capabilities such as design consultancy, sales, and marketing, HR, revenue management, etc to assist partnering hotels. The group facilitates in building and managing the hotel from scratch to final completion.

Aryavir Kumar, Managing Director, The Clarks Hotels & Resorts commented, “Exponential growth with quality is our main focus area. Over the course of 15 years, we have grown at a rapid pace, To fuel our exponential growth goals of having 120 plus hotels by 2023 with an average key size of 50 rooms and above, we will be targeting the lease, 3rd party management, and brand acquisition model”. Our expansion strategy remains the same with 50% emphasis on conversions, but with more emphasis on safety, hygiene and most of all technology.

Adding further Rahul Deb Banerjee, Vice President, The Clarks Hotels & Resorts said, “A large portion of our portfolio caters to Tier 2-3 cities, where no other organized professional management company is present. Due to our in-house capabilities, we have made deep inroads in that segment. Recently, the leisure space has witnessed an increase in footfalls and is fast emerging as a promising sector. I am happy to share we have launched our premium brand- “The Clarks” that will constitute luxury hotels and will cater to the luxury segment and we will be delving into this segment deeper, after having changed our corporate identity from ‘Clarks Inn’ to ‘The Clarks’.

The group has various sub-brands as- Clarks Premier, Clarks Exotica,
Clarks Inn Suites, Clarks Inn, Clarks Residences and Clarks Inn Express, catering to different target audiences.

The senior management plans to invest substantially in technology, in order to organize and streamline the processes and make them centralized.

With the growth in domestic tourism and encouraging predictions for the next financial year, the group is all set to create a mark both nationally and internationally. The way the economy bounced back after the second wave is proof enough that the Indian hospitality sector will continue to grow without any hindrances and there will be large volume of conversions in the mid-scale unbranded hotel category.

 
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