India’s Hotel Leela Venture Ltd is planning to set up new brand of hotels in most pilgrimage hotspots. Its flagship brand, the Leela, will also be introduced and expanded overseas. Company officials have stated that the hotel chain is discussing the possibilities of this and the plan will soon be implemented.

“We will launch our mid-market brand — Leela Garden — in the next five years. The launch would take place after we establish our pan India presence with 12-15 hotels by 2015,” said Capt CP Krishnan Nair, chairman, Hotel Leela Venture Ltd.

Under the mid-market brand, the company will launch both management as well as owned properties, he added.

Catering to a niche audience in the luxury segment, the Leela Garden brand will have 100 keys endowed with a large garden area around the properties. Real estate builders have also approached the company to set up this space under the mid-market brand. It is anticipated that room rates will be roughly around Rs, 4, 000 – 5, 000 per night.

In addition to the pilgrimage sites, the company will also be taking its brand to industrial areas, which are the newest interest among hoteliers with their mid-market brands.

Of late, the hotel industry across the globe is focusing on mid-market brand. Major global hospitality players such as Marriott, Accor and Starwood among others have been eyeing this segment and are developing strategies keeping latest trends in mind. As per reports, the maximum addition in room inventory is likely to happen in the mid-market brands.

Room supply is expected to grow at a compounded average gross rate (CAGR) of 10% during 2009-10 and 2011-12, according to a Crisil report.

At present, the Leela has seven hotel properties in the nation. It has just one managed property in Gurgaon, which is seeing an occupancy rate of 80% at the moment.