Carlson Rezidor ties up with Mushtaq group for J&K splash
NEW DELHI: The Carlson Rezidor Hotel Group on Monday announced a partnership with the Mushtaq group of hotels to open seven hotels in Jammu and Kashmir, making it the first international hotel brand to have a major presence in the state.
The partnership will bring three new hotels to the state, while four existing Mushtaq hotels will be upgraded to Carlson Rezidor standards, with a total investment of about ₹1,000 crore.
Under the deal, which the two parties called the biggest in India’s hotel industry, the first hotel would be opened in Srinagar in the fourth quarter of 2016. The other six would be set up in Jammu, Sonmarg, Gulmarg, Tanmarg and Pahalgam. Carlson Rezidor already operates a property in Katra in Jammu.
The Mushtaq group would make the investments, where as the Carlson would lend its brand name, management practices, services and brand promotion, said Mushtaq Chaya, chairman of Mushtaq group. “We expect this would project a positive picture of the state tourism, both nationally and internationally,” he said.
“The region enjoys a strong domestic leisure demand and is home to some of the most visited destinations. Expanding to state capitals and leisure markets is integral to our growth strategy,” said Raj Rana, CEO, South Asia Carlson Rezidor group.
Thorsten Kirschke, Asia Pacific president, Carlson Rezidor, said the Asia Pacific especially India assumes a “square and centre spot” in the group’s expansion plans.
He said sharing of the safety and security practices would be a part of the deal, adding Jammu and Kashmir is as safe as any