Berggruen Hotels, famously known as the parent brand to Keys Hotels, a leading chain of business hotels, today announced the launch of its new upscale hotel brand ‘Keys Klub’ in the 4 and 5 star categories to service the affluent class of business travelers. With this addition, Berggruen Hotels consolidates its position in India and now offers a larger spectrum of products catering to a wider level of affordability. 

Derived from the word ‘club’, Keys Klub denotes the association of like-minded people with a common interest. The Keys Klub is meant to be elite, stylish, world-class and cheerful with cutting edge technology and infrastructure support. It aims to appeal to the urbane and contemporary world traveler like senior managers and professionals seeking personalized experience with crisp and prompt business service within a viable price range. 

Sanjay Sethi, Managing Director and CEO, Berggruen Hotels said while unveiling the new brand, “This heralds a new chapter in the journey we started in 2006. After having extensively studied the consumer and having successfully established Keys Hotels chain across India, we are delighted to announce our foray into the upscale category. This move is in the direction of turning Berggruen Hotels into a holistic hotel company catering to all categories of customers.  Adding a new brand to our basket will help us grow faster and ensure that we have a strong presence across key potential hospitality segments.” 

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