November 2020 will witness the launch of Morpho Hotels and Resorts in India bringing about a positive transformation to the hospitality ecosystem. The brand aims to revolutionise the hospitality industry by supporting independent hotels move towards optimised & digitised operations along with delivering superlative customer experience.

The advent of a pandemic and restricted travel measures has brought about a change in a traveller’s expectations while choosing a hotel. The Morpho Group has been launched in order to cater to the needs of every type of traveller from basic sanitation and hygiene guidelines to personalised services without compromising on the luxury and comfort of the guest, whether one travels for business or leisure, a staycation or a vacation.

Speaking about the launch, Dipinder Benjamin, CEO, Morpho Hotels, said, “We are very excited to begin the journey of Morpho Hotels in this new world. Our core value is to create personalised experiences for our guests which in turn creates enriching and everlasting memories during their stay. As a brand, Morpho Hotels brings in a fresh approach to hospitality and guest services in tune with the changing times during the pandemic and the rise of the new normal. Customer satisfaction will be the fundamental aim of the brand while working under the framework of Corporate Social Responsibility and the rapidly changing economic climate in the country.”

The group will be launching properties across three verticals, “Morpho” for business travellers, “Crystal” for lifestyle travellers and “Vivid” for luxury travellers. The brand is currently in conversation with many stakeholders in the hospitality space in order to expand their footprint in various cities of India and abroad.

The brand has also associated with the eminent Wakira Investments, a seasoned food investment company based in Dubai which owns popular local restaurants such as Kulcha King, Nom Nom Asia and El Greco to name a few. Wakira will be partnering with Morpho to expand their reach in Middle East, Africa, Turkey, Iraq and Levant countries.

Speaking about their association with the hotels, Nader Mustafa A Bassit, CEO, Wakira Investments, said, “We at Wakira Investments, are geared up to embrace brave innovations with solid ambitions! Wakira has spearheaded acquisitions and green fields in many fields within the hospitality industry. Morpho’s vision and ambition are the perfect match to Wakira!”

“The leadership at Morpho is a clear example of vision backed up with a solid operational track record. Wakirans, are excited and eagerly looking forward to growing Morpho as a brand, together.”

Whether it's launching a new hotel to creating a new look, the group assists properties through their transformation, no matter their current stage of development. Post their launch, the brand will be exploring newer demographics in various countries of the world and targeting both business and leisure destinations.