ITC Hotels signs up 5 more ‘Storii’ properties

NEW DELHI: Hospitality major ITC Hotel has signed to open five more properties under its new brand “Storii” in leisure destinations of Goa, Dharamshala, Solan, Sirmour and Kufri. The Storii properties in Goa and Dharmashala have already opened, taking the number of ITC Hotels properties to five in Goa and 12 in Himachal Pradesh.
ITC Hotels divisional chief executive Anil Chadha said: “Leisure travel in India has grown in the last two years.Post-pandemic, the domestic traveller has not only explored destinations in India but also realised how much more there is to see and do in India. At ITC Hotels, we analysed the changing trends and recognised the demand for a boutique, experiential offering. Storii by ITC Hotels caters to this segment (for travellers)… without having to worry about consistency and quality of service.” With the addition of three more properties in Sirmour, Solan and Kufri under Storii, the brand will further strengthen its footprint in Himachal.
Till about a year back, ITC Hotels had over 100 hotels in over 70 destinations in the country across across four existing brands — ITC Hotels (ultra luxury, all owned by the group), Welcomhotel (premium hotels), Fortune Hotels (full service business) and WelcomHeritage Hotels (heritage hospitality). Last winter, it launched two new brands — Mementos and Storii — to further increase its footprint in the country by adopting an “asset right” strategy. Now ITC Hotels has 115 properties over 11,000 keys across more than 80 destinations.
The new brands, “Storii” and “Mementos” will fuel growth for ITC Hotels while the existing brands of Fortune, Welcomheritage and Welcomhotels will continue on their expansion trajectory. “A majority of properties under brand “Storii" will come come up in leisure and unique destinations like Himachal Pradesh, Uttarakhand, Goa, Kerala, Gujarat, the Northeast and Rajasthan. The pipeline is very strong,” Anil Chadha had recently told TOI.