<div style="page-break-before:always; page-break-after:always">Helmed by Anshu Malik, a passionate hotelier by choice who learnt the reins of the business under the patronage of Late Captain Nair, Chairman of the Leela Group of Hotels, the new &ndash; ARRA Hotels &ndash; promises to offer the best of modern amenities, warm hospitality and unmatched service. Sharing his plan for the company, Anshu Malik says, &ldquo;We have signed 25 properties pan India, which are under various stages of reinvention as per our standards and will be operational by end of the year. We will operate these properties under our flagship brand &ndash; ARRA &ndash; which is our upscale brand, and Twist &ndash; which is the budget brand with a young feel. The USP of the brand, according to Malik, is the service level they offer. &ldquo;We will create a niche in the market. Our motto is &lsquo;Atithi Devo Bhava&rsquo;, and with this vision, we believe that guests will experience a feel-good factor once they come and stay with us at both our brands,&rdquo; he claims.Hotels will be launched in the most exotic locations across the country, right from popular tourist places, business hubs and exotic locations to religious sites. The group, according to Malik, will be targeting all segments, including leisure, FIT, corporates, airline crew and travel agents. The company is currently on a hotel acquisition spree and will be following different models for the same &ndash; revenue sharing, sales &amp; marketing, franchise and gross operational profit. &ldquo;While 2020 wasn&rsquo;t a very good year for the industry, it worked for ARRA to acquire new properties. I believe that our return on investment will be much faster,&rdquo; he insists.Malik is quite upbeat about the future. &ldquo;We are quite optimistic and I believe that the market will open up soon. The strategy forward will be aggressive marketing. We are acquiring as many hotels as possible, taking advantage of the situation. We want to be the market leaders in the industry and aim to be the youngest and fastest growing chain in India. We are planning to enter the international market next year,&rdquo; he concludes.

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