Real Estate Companies

From real estate to ecotel

Chennai's Ceebros Property Development is one more realtor tapping the hospitality sector with its The Raintree brand that became the fifth hotel in India to get an Ecotel certification. C Subha Reddy, its MD, delves into the potential areas for real estate

After expanding its portfolio in property development and real estate for nearly three decades, Ceebros Property Development set its experienced eyes on the hospitality sector with an aim to introduce something new and exciting to the Chennai market.

In 2003, it set up a hospitality division christened Ceebros Hotels, which today boasts of the first Ecotel certified hotel in South India - The Raintree. Currently, there are 36 Ecotels in the world.

The game plan

Speaking about the hospitality industry, C Subha Reddy, MD of Ceebros Property Development says, "It is on par with the global hospitality scenario in quality but not in terms of quantity; large-sized hotels are still not available. But this situation is expected to change in due course, as shortage of land availability in central business districts will decrease."

With its sole brand The Raintree recently acquiring the ecotel certification, Reddy feels that the emerging concept has gone down well with both domestic and international clientele. In fact, the group had appointed an environmental officer to follow strict norms required for classification.

"The Raintree is an innovative, socially conscious concept, a hotel that is committed to enhancing the guest experience while setting a new standard of environmental responsibility. This is done by conserving natural resources, educating and enlightening staff, and cultivating relationships within the community - all while hosting the guest in an unparalleled atmosphere of comfort and style," he says. Reddy claims that the hotel has now become synonymous with ecotel in South India.

On the horizon

Augmenting its presence in the South, Ceebros Hotels is working on a 250-room hotel on Mount Road in Chennai, which is to be ready by end 2007. Also on the anvil are two more hotels in Chennai by 2009, adding another 300 to 350 rooms to the chain.

"We see The Raintree as an upcoming brand that has the potential to give other big brands a run for their money. We will always thrive to be the best and the most talked about hotel chain in India, not to mention the world one day." Ceebros's expansion plans also include a resort in Mahabalipuram and a hotel in Coimbatore.

Reddy believes…

Citing huge potential in the IT sector, Reddy explains that hotels are an essential factor for further growth to all sectors. "There is a huge requirement for hospitality, especially in the IT sector which is growing in leaps and bounds. Besides, many companies in the IT, automobile and even retail sectors are looking at expanding into two-tier cities in a big way, which serves as an opportunity for the hotel industry," he adds.

Commenting on the changing trends in the industry, Reddy says, "We see a big change in consumer behaviour and buying patterns towards choosing a hotel. There are more of youngsters using hotels nowadays who prefer trendy and contemporary hotels. Their lifestyle lead us into creating hotels that are vibrant and functional, along with stylishly designed F&B outlets."

Reddy states optimistically, “Another potential area is the MICE segment. Large convention centres attached to hotels is becoming a necessity these days, especially if you have big inventory. International marketing will become a key strategy of every hotel as inbound tourism is increasing, making it imperative for standalone hotels to announce their presence in the particular market which would also lead to strengthening of their brand worldwide."

At a time when guests are becoming more demanding, the key factor to success is guest satisfaction. "I think the three Rs will be a key factor - right product in the right place at the right price. Right time is a factor too but as the adage goes 'the best time to plant a tree was 20 years ago, the second best time is now.'", Reddy concludes.