ITC Hotels Limited launches its new premium brand ‘Epiq Collection’
ITC Hotels Limited has unveiled its new premium brand, ‘Epiq Collection’, marking a strategic expansion in its luxury hospitality portfolio. Brand Overview - Purpose: Strengthen ITC Hotels’ ‘Asset-Right’ strategy and expand its premium offerings. - Concept: A curated collection of upscale hotels and resorts, each with a distinct identity, design, and character rooted in authentic Indian hospitality. First Destinations - Puri, Odisha: Owned hotel with 118 rooms - Tirupati, Andhra Pradesh: Managed hotel with 201 rooms Both properties are set to open within two years and will be part of the CLUB ITC rewards programme. Strategic Goals - Add approximately 1,000 keys under the ‘Epiq Collection’ brand over the medium term. - Reposition existing premium hotels into the ITC Hotels distribution network. - Showcase culinary innovation, design sophistication, and service excellence. Leadership Insight Anil Chadha, Managing Director of ITC Hotels Limited, described the launch as a milestone in the brand’s evolution, emphasizing sustainability, regional culinary experiences, and a timeless connection to place. This move reflects ITC Hotels’ commitment to creating elevated, locally inspired guest experiences while reinforcing its legacy of responsible luxury.
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