IHCL to Bring All its Prop­er­ties Un­der ‘Taj’ Brand

The Economic Times - - Companies: Pursuit Of Profit - Our Bureau

New Delhi: In­dian Ho­tels Com­pany (IHCL) has de­cided to bring all its prop­er­ties un­der the Taj brand to lever­age the brand iden­tity and the emo­tional con­nect it en­joys with its pa­trons. Ac­cord­ing to the plan, all IHCL ho­tels, in­clud­ing Vi­vanta by Taj and Gate­way, will be brought un­der the new en­tity, Taj Ho­tels Palaces Re­sorts Sa­faris, by De­cem­ber 2017.

The com­pany said each of the four groups — Taj Ho­tels, Taj Palaces, Taj Re­sorts and Taj Sa­faris — will of­fer clearly de­fined ex­pe­ri­ences in keep­ing with its dis­tinct iden­tity. The com­pany said the new brand ar­chi­tec­ture was de­signed to hon­our the over 100 years’ legacy of the Taj and to re­align the vi­sion of build­ing a glob­ally-rep­utable chain of world-class ho­tels.

“The new brand iden­tity hon­ours the renowned legacy of the Taj in a struc­ture that will cre­ate greater brand res­o­nance with our guests and also al­low for con­sid­er­able value cre­ation for all our stake­hold­ers,” Rakesh Sarna, CEO and MD of Taj Ho­tels Palaces Re­sorts Sa­faris, said.

The de­ci­sion to house all the prop­er­ties un­der the Taj um­brella, the com­pany said, was in line with the opin­ions of all its stake­hold­ers, in­clud­ing pa­trons, as­so­ciates, own­ers and part­ners, all of whom ex­pressed a stronger emo­tional con­nect with and affin­ity for brand Taj.

For Taj Ho­tels, the dis­tinct ex­pe­ri­ences have been iden­ti­fied as in-room check-ins, lob­bies de­signed as cosy liv­ing rooms and 24/7 ser­vices, in­clud­ing break­fast, fit­ness cen­tres and spas.

All Taj Palaces will of­fer a royal ex­pe­ri­ence, with themed suites that can be com­pletely per­son­alised, unique din­ing ex­pe­ri­ences and ded­i­cated but­ler ser­vices. Taj Re­sorts will be de­signed to bring out the nat­u­ral beauty of the lo­ca­tions and will of­fer per­son­al­i­sa­tion of suites, sus­tain­able food menus and sig­na­ture Jiva Spas.

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