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The philosophy of ‘Responsible Luxury’ runs through every venture undertaken by the ITC Hotels Group. Naturally, then, in times of heightened focus on health, hygiene and safety, the sustainable luxury hotel chain has launched WeAssure, a first-of-its-kind initiative reinforcing this ethos. By Bayar Jain

ITC Hotels WeAssure
Photo Courtesy: ITC Hotels

Creating a better and secure world championing the philosophy of Responsible Luxury lies at the heart of ITC Hotels, and their latest ‘WeAssure’ initiative is on-track with this thought process. Announced on May 7, ‘WeAssure’ is considered the first of its kind for the hospitality industry. This initiative is designed in collaboration with medical professionals and disinfection experts.


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“We are committed to delivering world-class luxury experiences that address the most important needs of wellbeing and safety through responsible practices that are immensely relevant in the unprecedented circumstances we face today,” says Nakul Anand, Executive Director-ITC Ltd.

Through this initiative, discerning guests of the luxury hotel chain can be reassured of a safe stay owing to their accreditation by National Accreditation Board for Hospitals & Healthcare Providers (NABH) – the leading standards organisation for sanitation, hygiene, safety and infection control practices. However, like everything else with ITC Hotels, this too is taken a notch higher. Apart from the NABH accreditation, this Kolkata-headquartered chain is also partnering with DNV GL Business Assurance – one of the world’s leading certification bodies – to ensure clinical levels of hygiene and safety.


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While the former accreditation will enable ITC Hotels in enhancing their existing procedures and controls in the area of sanitation, hygiene, safety and infection control, the latter will bring with it an evaluation model built around a triadic pillar of health, hygiene and safety.  This holistic programme aims to address all facets of hotel operations: right from their back offices, receiving stores, to public areas like lobbies, elevators and room service.

This ethos of Responsible Luxury, however, is not a new realm for ITC Hotels. In fact, since the concept’s inception in 2009, the 100-plus hotel brand has commissioned numerous planet positive initiatives like using renewable energy, reducing water consumption by half, and spearheading the discontinuation of single-use plastics.

Moreover, they have also focused on initiatives addressing health and wellbeing through their heightened focus on indoor air quality, installation of radiation harmonisers and setting up the ‘Sleep Programme’ which addresses multiple parameters aimed at enhancing the quality of sleep.

Related: These Initiatives By ITC Hotels To Fight The Pandemic Deserve A Bow! #TnlSalutes