Sheraton no longer exclusive to ITC

Praveen K Singh - New Delhi

After extending their exclusive contract once, ITC and Sheraton are still trying to save their partnership by negotiating a further extension. However, this time around Sheraton has decided to work on a non-exclusive agreement with ITC in order to create an opportunity for it to be able to establish relationships with other interested parties in the hotel business.

Confirming this exclusively to Express Hospitality, Larry Malarkar, area director (Sales & Marketing), Starwood Asia Pacific Hotels & Resorts, says, "We are looking at forging alliances with other companies who are keen to associate their hotels with the Sheraton brand. Currently, we are re-negotiating our contract with ITC, which will give us an opportunity to work with other companies."

Both these companies have been associated with each other for over 30 years. Their original contract expired on 31 December 2005, which got an extension for another six months. Their alliance manages over 10 properties in the country.