‘Storii by ITC Hotels’ is a newly-launched brand under the premium segment of ITC’s Hotel Group, which operates over 100+ hotels across 70+ destinations with over 10,000 keys in the country. The launch of this brand will enable the group to leverage a growing segment of travellers who are focussed on experiential holidays & stays, where they can explore regions rather than run-of-the-mill sightseeing tours, and can indulge in immersive experiences and sink in as much as they can the local culture, customs, food, heritage & more.
‘Storii by ITC Hotels’ is a collection of handpicked properties, designed to satiate the ever evolving needs of the discerning traveller by offering a unique experience-led stay that is atypical, immersive, bespoke and co-exists in harmony with the environment as well as the local community. Consisting of intimate sized properties in the premium segment, Storii will exist at diverse destinations - breath-taking locales or sites steeped in history, golden untouched beaches or jungles thriving with adventure. Each will be unique by character, design, service or heritage and will offer a distinct experience - whether it is a date with the surroundings, or a weekend of wellness, some quality me-time or joyous moments with family & friends.
This brand will strengthen the hotel division’s asset-right strategy, where the group is rapidly expanding its footprint across the country, through management contracts with standalone hotels. The brand under the portfolio will also enable independent hotel owners to benefit from legacy & expertise of ITC Hotels, including robust distribution systems, award-winning loyalty programs & acknowledged culinary prowess.
Developing the brand through conversion and new builds predominantly at leisure destinations, the brand expects to open its first set hotels shortly.