Lemon Tree Hotels Ltd, an Indian hospitality company operating hotels across multiple segments, has repositioned three properties in Bengaluru and Hyderabad following renovations, strengthening their alignment with its brand portfolio.
As part of the exercise, Lemon Tree Hotel, Electronics City, Bengaluru, has been rebranded as Lemon Tree Premier, Electronics City, Bengaluru.
Brand positioning targets distinct segments
Lemon Tree Hotel, Gachibowli, Hyderabad, will transition to Lemon Tree Premier, Gachibowli, Hyderabad, while Red Fox Hotel, Hitec City, Hyderabad, has been rebranded as Lemon Tree Hotel, Hitec City, Hyderabad.
The changes place the Bengaluru and Gachibowli properties under the upscale Lemon Tree Premier brand, while the Hitec City hotel moves to the upper-midscale Lemon Tree Hotel brand.
Management comment
“Positioning our hotels in Bengaluru and Hyderabad under our upscale Lemon Tree Premier brand and upper-midscale brand allows us to better align our offerings with distinct customer segments,” Lemon Tree Hotels, President, Vishvapreet Singh Cheema, said.
“We have also made substantial investments in renovating these hotels to ensure that their offerings, design and overall guest experience are aligned with the respective brand identities and desired positioning. This realignment strengthens our presence in these important markets and unlocks greater potential from our existing portfolio,” he said.
Two Premier properties offer 365 rooms
Lemon Tree Premier, Electronics City, Bengaluru, is owned by Celsia Hotels Pvt Ltd, a subsidiary of Lemon Tree Hotels. The property offers 175 rooms and suites.
Lemon Tree Premier, Gachibowli, Hyderabad, is owned by Fleur Hotels Ltd, another subsidiary of the company, and has 190 rooms and suites.
Both properties offer a café, restaurant, Slounge, meeting and conference facilities, business centre, spa, fitness centre and swimming pool.
Hitec City property joins Lemon Tree brand
Lemon Tree Hotel, Hitec City, Hyderabad, is owned by Lemon Tree Hotels and offers 121 rooms and suites.
Its facilities include a café, conference room, business centre and fitness centre.
Portfolio realignment to strengthen brands
The rebranding is part of Lemon Tree Hotels’ strategy to build a differentiated portfolio, with each property aligned to its product offering, service proposition and target customer segment.
The company said the renovations and repositioning would strengthen its presence in Bengaluru and Hyderabad, two important technology and business hubs.