Taj rebrands to segment portfolio

Indian hotel giant Taj has announced plans to update its brand name and services, in an effort to more clearly define its portfolio.

The company, which is owned by The Indian Hotels Company Limited (IHCL), will now be known as Taj Hotels Palaces Resorts Safaris, with the new umbrella brand comprising four separate sub-brands: Taj Hotels, Taj Palaces, Taj Resorts and Taj Safaris. The Vivanta by Taj and Gateway hotel brands will now be merged under the main Taj banner.

The Taj Mahal Palace in Mumbai
The Taj Mahal Palace in Mumbai

Previously, the company was known as Taj Hotels Resorts and Palaces.

IHCL said that the new branding would “connects back to the recently unveiled Tajness philosophy which takes the best from the Taj’s past and redefines it for the future”.

“The new brand identity is a reflection of guest insight and research with all stakeholders including associates, owners and partners, all of whom indicated a stronger emotional connect and affinity for brand Taj,” it added.

Under revised brand standards, all Taj Hotels will offer in-room check-in, “living room”-style lobbies, and 24-7 services including breakfast, fitness centres and spas. Taj Palaces will feature themed suites and butler service, Taj Resorts will offer sustainable F&B and traditional Indian spa treatments, while Taj Safaris will be sustainable, community-focused properties located in or near national parks.

The new branding was unveiled by Taj’s CEO & managing director, Rakesh Sarna, at the Taj Mahal Palace in Mumbai.

“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. Taj as a brand, truly speaks to the nation’s pride and the redesigned architecture is a tangible step in celebrating our heritage while recognising the need to prepare for the bright future of India’s tomorrow,” he said.

The transition of all Taj hotels to the new branding and guest service concepts is expected to be completed by December 2017.

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