The VITSKAMATS Group has announced a refreshed brand positioning for VITS Hotels, introducing a clearer identity built around the idea of Smart Stays for Smart Travellers. This shift reflects the brand’s focus on the smart generation that lives with smart phones, smart watches and now, smart stays shaped for today’s informed guest.
A Sharper Promise for Today’s Traveller
The new positioning builds on what VITS has consistently delivered: quick check-ins, prompt service, comfortable rooms, and locations that keep travellers close to business hubs, airports and city centres. The brand promise reinforces an experience where every stay feels smooth and predictable, and where each hotel is designed for guests who value time, convenience and peace of mind while travelling.
This refreshed identity marks the rollout of a unified communication framework across digital, social and on-ground channels. It follows a structured brand remarketing and lead-generation approach outlined in the campaign plan. With strengthened influencer collaborations and performance-led booking campaigns, the brand is entering a phase of sharper recall and stronger direct bookings.
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Leadership Perspective
Speaking on the repositioning, Dr. Vikram Kamat, Chairman of the VITSKAMATS Group, shared,
“The traveller has changed. There was a time when people would come to front desk to book a room but today they can scan a number of hotels online and decide. Guests today want clarity, speed, comfort, and less hassles in the middle of packed schedules. This repositioning captures exactly that. For years, our guests have appreciated the dependability of VITS, the smart check ins, the smart choice of full hot indian food buffets, the smart locations at ideal locations within cities..”
Clearer Brand Architecture and Guest Expectations
The updated brand architecture defines the VITS offering as a smart-stay experience shaped by practical service, modern comforts and simple convenience for bookings, repeat guests and food choices. This includes a renewed focus on express check-ins, well-planned amenities, repeat guests and a consistent brand voice across every property, all aligned with the new positioning statement.
Campaign Roll-Out
The campaign will highlight:
• Simplified processes that make travel and hotel stays easy at every step
• Service models that support business, celebrations and short stays
• Modern rooms designed for comfort and productivity
• A unified brand identity across all VITS destinations
The repositioning also introduces the new brand signature: “That’s Being Smart”, a phrase that reflects the brand’s direct, confident and contemporary tone. VITS Hotels will deploy this identity across all properties, including Silvassa, Devka Beach, Bengaluru, Jamnagar, Lonavala, Pune Kharadi and Bharuch.
Expanding Across Key Destinations
As India’s hospitality sector continues to grow, VITS aims to strengthen its presence in business corridors, city centres and smart leisure hubs. The refreshed positioning sets the direction for the next phase of expansion, shaped around the needs of today’s time-conscious and value-driven traveller.
About VITSKAMATS Group
VITSKAMATS Group, established in 2007 by hospitality visionary Dr. Vikram Kamat, is the driving force behind the Vitskamats Group. The company is focused upon Kamats and VITS Hotels chain, an expanding network of mid-market hotels and resorts across India. Known for offering a perfect blend of comfort, quality service, and outstanding dining, VITS Hotels caters to both business and leisure travelers. VKHL also holds a majority stake in Vitizen Hotels Ltd., which operates its hotel properties under lease, franchise, and management models. Dr. Kamat’s leadership continues to push the boundaries of innovation, always prioritising guest satisfaction and operational excellence. Focused on sustainable growth, the company aims to set new benchmarks in the Indian hospitality industry, ensuring every guest’s experience is memorable and enriching.
