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Cendant to do an ‘Encore’ in India

Savio Rodrigues - Mumbai

The evolving mid-market segment in India has got Cendant Hotels joining the race to capture a hefty chunk, with the group planning to launch its mid-market brand - Ramada Encore in the country.

Cendant is keen on bringing the brand into the country with 20 properties slated to be operational by the year 2007. In the first phase, the group is looking at main metros including Mumbai, Delhi, Bangalore and Chennai, while in the second phase, it will look at tertiary cities of Jaipur, Hyderabad, Goa, Ahmedabad and Cochin. The group is currently in the talks with international and Indian real estate companies and hotel developers.

Commenting on the development, Sunil Mathur, head development - hotel division, India & Middle East, Cendant Corporation said, "The mid-market segment is booming in India and Cendant, which is bullish about the country, will be focussing more on this segment while also looking at budget hotels. We already have the top of the line Ramada brands in the country, so the next logical step would be to bring in our premium mid-market and budget brands considering the immense potential they hold in the country."

While the booming mid-market segment gives enough reason for Ramada Encore's foray, the recent decision of the government to improve highways across the country expedited the decision for the entry of Super 8, which is Cendant budget brand based on the motel concept. The group plans to start the stream by end of 2006.

Cendant is one of the world's largest hotel franchise systems with well-known names like Ramada, Travelodge, Days, Howard Johnson etc in the portfolio. The company also owns Galileo GDS, RCI Timeshare, Gulliver Travels as well as several internet booking sites.