ITC Hotels Launches ‘Epiq Collection’ Brand in Puri and Tirupati

Introducing the ‘Epiq Collection’: A New Premium Offer from ITC Hotels

ITC Hotels has unveiled its latest premium brand, the Epiq Collection, designed to enrich its asset-right growth strategy with a focus on distinctive and culturally immersive properties. This new portfolio features hotels and resorts that each possess unique character and design, all underpinned by the signature warmth and sophistication of authentic Indian hospitality. The brand also enables the seamless conversion and repositioning of existing premium properties into ITC’s network, offering owners and guests access to trusted, high-performing distribution platforms.

First Destinations: Puri and Tirupati

The brand’s initial footprint is set to emerge in two culturally significant Indian destinations: Puri in Odisha and Tirupati in Andhra Pradesh. These upcoming projects highlight ITC’s commitment to crafting premium hospitality experiences deeply rooted in local heritage and design sensibilities. The two properties—the owned 118-room Epiq Collection Puri and the 201-room managed Epiq Collection Tirupati—are slated to open within the next two years and will be integrated into the CLUB ITC rewards program.

Vision Behind the Brand

According to ITC Hotels leadership, the Epiq Collection represents more than just a new name—it is a strategic evolution capturing the essence of premium Indian hospitality. This involves blending culinary innovation, outstanding service, and refined design, all tailored to each location’s cultural and historical context. The brand aims to offer contemporary guest experiences that maintain a timeless connection to their surroundings.

With plans to add around 1,000 rooms under the Epiq brand within the medium term, ITC Hotels is signaling a robust expansion that leverages local heritage as a driver of premium hospitality. The portfolio not only delivers upscale accommodations but also showcases regional cuisines and dining concepts that have been thoughtfully reinterpreted through modern lenses.

A Brief Historical Context: Premium Hospitality and Asset-Right Strategies

The hospitality industry has long embraced different ownership and management models to achieve growth and efficiency. Among these, the asset-right strategy reflects a focus on optimizing capital without necessarily owning all properties outright. Instead, brands employ managed or franchised operations, enabling faster expansion with diversified ownership structures.

The creation of premium sub-brands within large hotel groups has become a popular method to cater to increasingly discerning travelers who seek localized and authentic experiences combined with high standards of comfort. This trend aligns with a more sophisticated global travel demand where originality and cultural connection are prized as much as luxury.

In this evolution, the repositioning of existing premium hotels into new brand portfolios has proven effective for tapping into established markets while revitalizing property value. Such strategies also allow for broader integration into loyalty networks and digital distribution channels, important factors in today’s competitive hospitality landscape.

Implications for Tourism and Related Sectors

The introduction of the Epiq Collection comes at a time when travelers are increasingly seeking experiences that combine culture, comfort, and exclusivity. Destinations like Puri and Tirupati, known for their historical and religious significance, stand to benefit greatly from tourism offerings that respect and highlight their identity while providing premium facilities.

From a broader perspective, such developments can stimulate local economies by drawing visitors who contribute to employment and regional development. The hospitality sector’s growth also sparks ancillary activities such as yachting, boating, local cuisine tours, and cultural excursions—key interests for travelers exploring beach or coastal destinations.

Although the core of the announcement centers on land-based properties, associated water-based leisure opportunities—in coastal or lake-side regions—often gain from such upscale tourism investments. As premium tourism expands in culturally rich destinations, related boating and sailing activities may also see increased interest, creating synergy that benefits various water-based recreation providers.

Forecast for Future Growth

Considering the growing appetite for diverse and meaningful travel experiences, the Epiq Collection’s focus on culturally inspired design and regional gastronomy positions it well for sustained growth. The brand’s development in heritage-laden cities stands to enhance visitor engagement and return rates.

In an increasingly digital and performance-driven market, the integration with ITC’s CLUB ITC rewards program provides a competitive edge, encouraging loyalty and repeat visits. As the portfolio expands beyond the initial projects, it is likely to attract a broader audience seeking premium but locally rooted experiences, potentially influencing travel patterns across India’s varied destinations.

Key Components of Epiq Collection’s Success Strategy

• Localized Character: Each property embodies the unique spirit of its locale, from architecture to guest services.
• Sustainability: Building on ITC’s legacy, the brand integrates responsible practices that enhance its long-term appeal.
• Excelencia culinaria: Showcasing authentic regional flavors with innovative presentations.
• Customer Loyalty: Full integration with a trusted rewards program fosters guest retention.
• Asset-Right Model: Flexibility in ownership and management supports scalable growth with lower capital intensity.

Conclusion: A Step Forward in Premium Indian Hospitality

ITC Hotels’ launch of the Epiq Collection marks a significant milestone, blending heritage and innovation within the premium segment. By focusing on culturally vibrant locations such as Puri and Tirupati, the brand is positioned to offer guests immersive, heartfelt experiences wrapped in contemporary luxury.

This initiative not only highlights the evolution of hospitality strategies in India but also dovetails with broader tourism trends favoring authenticity and local celebration. For travelers drawn to destinations rich in culture and tradition, paired with the comforts of premium service, the Epiq Collection offers an appealing promise.

For those interested in sailing, yachting, or boating adventures near such culturally vibrant destinations, premium hospitality often acts as the gateway to diverse marine and water activities. As coastal and lakeside tourism grows, so does the demand for chartered yachts, superyachts, and well-equipped marinas, creating a dynamic interplay between land-based luxury and sea-based recreation.

To explore premium accommodations and exciting water activities across such picturesque locations, consider the international marketplace for boat and yacht rental available at GetBoat.com. Whether seeking a serene beachside retreat or a superyacht charter to cruise nearby waters, this platform caters to every taste and budget, making it a perfect complement to your travel adventures.