Sudipta Dev – Mumbai
CG Hotels & Resorts that had introduced the Zinc Journey brand to offer curated experiences in exotic locations across Asia Pacific, is adding new hotels across destinations. The company that has Zinc Journey hotels in Sri Lanka and China, is adding properties in Bhutan and is in serious discussions in India with owners and partners. “Since these are very unique products we want to be comfortable that all potential opportunities sit well with the brand proposition,” said Rahul Chaudhary, executive director, CG Hotels & Resorts. The parent company, CG Hotels & Resorts, is a global hospitality chain with 74 hotels. The group that had formed a JV with IHCL to start Taj Safaris a decade ago, entered into a strategic partnership with Concept Hospitality last year. In 2014, it formed a JV with promoters of Rohetgarh and Mihirgarh fort in Jodhpur for Zinc Journey.
Pointing out that these independent boutique hotels are true cultural expressions of each distinctive destination, Chaudhary mentioned, “Zinc Journey is a brand created for the evolving and dynamic traveller who is seeking rare and authentic experiences over the ordinary. The journeys are carefully built around the local customs, culture and heritage of the area, immersing guests in the ways of life of its people and their history while providing a completely different perspective from the norm.” From Tea Horse trail in Shangrila and Lijiang in China to tea journey in Mandira, Sri Lanka the offerings of these properties are unique.
According to Chaudhary the promotional strategy is as unique as the brand. “We feel word of mouth and social media channels are the most credible channels of communication. Experience is everything. And that has been the intrinsic value in creating the brand,” he said, adding with confidence that Zinc Journey hotels will stand fairly differentiated and cater to guests who seek more than a hotel experience.