ITC Hotels launches Epiq range to promote premium hospitality in India, ETTravelWorld

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ITC Hotels Limited has announced the launch of its new premium brand, ‘Epiq Collection’, as part of its ongoing ‘Asset-Right’ expansion strategy. The inaugural hotels under the new brand will be opened in Puri, Odisha and Tirupati, Andhra Pradesh, marking the brand’s debut in culturally rich destinations.

The first two projects under the “Epiq Collection” banner are currently under development. Epiq Collection Puri, a 118-room owned hotel, and Epiq Collection Tirupati, a 201-room managed hotel, are scheduled to open within the next two years and will be part of the CLUB ITC Rewards programme. With this launch, ITC Hotels aims to add around 1,000 rooms under the ‘Epiq Collection’ brand in the medium term, strengthening its commitment to offering locally inspired upscale hospitality experiences across India.

Commenting on the launch, Anil Chadha, Managing Director, ITC Hotels Limited, said: “The launch of the ‘Epiq Collection’ represents an important milestone in the evolution of ITC Hotels’ brand architecture. It builds on our sustainability heritage while offering a distinct expression of premium Indian hospitality, combining culinary innovation, service excellence and design sophistication. With Puri Hotels leading the way For this trip, we are curating guest experiences that are contemporary in feel and timeless in their connection to place.

The Epiq Collection is designed as a collection of distinguished hotels and resorts, each with its own character, design and sense of place, underpinned by the warmth and grace of authentic Indian hospitality. The brand will also facilitate the thoughtful conversion and repositioning of premium properties within the ITC Hotels network, providing owners and guests with access to a reliable, high-performance distribution platform.

Building on ITC Hotels’ heritage of culinary excellence, Epiq Collection hotels will showcase regional cuisine and locally inspired dining concepts that will be reinterpreted through contemporary sensibilities. Designed to blend social vibrancy with upscale service, the brand aims to set new standards for premium hospitality in India’s evolving travel landscape.

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