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Bertelsmann-backed hospitality firm Treebo on November 21 unveiled a new brand identity at a time when it has extended its services to homestays and events, besides hotels.
The company has also announced the launch of three separate brands of hotels to cater to different customer segments.
"We see ourselves as more than just a hotel chain. In fact, we aspire to play a key role in enhancing a traveler's experience in all aspects of his/her journey. We stand for making the joy of travel accessible to everyone by solving the experience problems that often come in the way, especially at a budget price point," said co-founder Sidharth Gupta.
The new identity will center around a multi-colored pinwheel, which will replace the green polygon shaped logo that the company used so far.
Meanwhile, the three sub brands will be known as Trip, Trend and Tryst. Trip will have an average ticket size of Rs 1,000-1,500, Trend will have Rs 1,500 to Rs 2,500 and Tryst is priced at Rs 2,500 to Rs 4,000.
"As our portfolio grew, it was necessary for us to segregate properties based on the amenities they offered," Gupta said.
Treebo had recently announced its foray into the homestay segment. Earlier this year, it had also acquired a tours and activities company Events High through which it entered into the events domain.
These moves have been in line with the company's goal of becoming a travel brand, and not just a hotel chain.
The development happens at a time when rival Oyo is aggressively expanding in the overseas markets after raising a massive round of funding from the existing investor Softbank.
It raised $800 million and is in talks to raise another $200 million. The round is expected to close by the end of this year.
Founded in 2015, Treebo currently claims that it has an inventory of 10,000 rooms across 400 hotels in over 85 cities. The company works on a franchise model with selected, standalone hotels.
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