‘Ginger Hotels is in the volume game’


DELHI 

Ginger hotel opened its 28th property in Noida today. The budget hotel brand is in a ramping up mode with 43 more hotels in pipeline in the next 3 years, P K Mohankumar, managing director and chief executive officer, Roots Corporation, which runs the Ginger chain, tells Ruchika Chitravanshi. Excerpts:

Having added the 28th property to its portfolio, have you upgraded the overall brand strategy for Ginger?
After I took over, I redid the strategy for the next three years. Being a pioneer in the segment with 60% market share, we have acquired a huge learning curve. When we talk of smart basics, affordable price points, value of proposition or what we call the budget hotels, the story of India is not just tier one or two  cities.

We made a huge discovery that Mumbai, Delhi are the biggest source markets for the business. It is at the root of the fast track expansion. It is a bastion area for brands across categories. It is also challenging when it comes to the costs. Our recent openings in Chennai, Mumbai and now Noida have all proved to be in line with the original concept of high volume, sustained average room rates (ARR) and therefore delivering the bottom line.  
Full interview here Business Standard

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