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The
Renaissance Goa, has been rebranded the Ramada Caravela
Beach Resort. Explaining reasons behind the change,
Poonam Bijlani, director sales and marketing, Ramada
Caravela Beach Resort said, Advani Hotels Resorts
(India) Ltd found the need to rebrand the Goa property
because the Renaissance brand is mainly associated with
business properties. The Ramada brand of hotels suited
us better as they have a number of resort properties,
thus making it an easier positioning exercise. It was
a conscious decision to stay with the Marriott family
as we wanted to continue as their franchisee.
According to sources, the understanding with Renaissance
was discontinued as the brand managers were getting
too stringent with their norms and because Renaissance
requires part ownership, which did not go well with
the owners who wanted to keep the management in-house.
The Ramada was chosen because it is a more flexible
brand and more importantly because it is open to a pure
franchise agreement. Says Bijlani, The resorts
new name is expected to capitalise on its beach front
location. Besides, the Ramada brand is more known in
the UK (60 properties) and Germany (50 hotels), the
two countries from which Goa has received the maximum
number of tourists.
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