Hospitality

Taj Group structures all brands under one umbrella

Taj Hotels Palaces Resorts Safaris new brand identity

MUMBAI: Indian Hotels Company Limited (IHCL), the promoters of Taj Hotels Resorts and Palaces, has grouped the company under a single brand identity – Taj Hotels Palaces Resorts Safaris today. With this move, the company will merge its Vivanta by Taj and Taj Gateway brands into the new Taj identity.

The redesigned brand architecture will see all hotels grouped under Taj Hotels, Taj Palaces, Taj Resorts, and Taj Safaris respectively. All hotels will have carefully designed product and service attributes leading to a distinct guest experience, said a company release. The company will complete the brand transition as per the new brand architecture by December 2017.

The release also mentioned that the essential elements of the corporate brand logo, the main unit and colour palette, will remain as they are. Taj Safaris will be added to the corporate logo signaling the growing importance of the segment to the business.

The hotel group said that the new brand architecture alignment aims to reinforces the deep resonance of brand Taj with its guests. It also connects back to the recently unveiled ‘Tajness’ philosophy which takes the best from the Taj’s past and redefines it for the future.

Rakesh Sarna, Chief Executive Officer and Managing Director, Taj Hotels Palaces Resorts Safaris, said, “We are humbled to be custodians of the vision of our founder, Jamsetji Tata, and very grateful to our guests who feel a deep connection with the Taj he built and who place their faith in us on a daily basis. 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.”

How the brands will differ

Taj Hotels:  These will include in-room check-ins, lobbies as cozy living rooms, world-class concierge service, 24/7 services including breakfast, fitness centers, spas and an exceptional sleep experience apart from all-day dining, comfort food, and the world of Taj cuisine.

Taj Palaces: will continue to have a rich regal history and lineage and will offer royal experiences that include themed suites that can be completely personalized to guest preferences, unique dining experiences and dedicated butler service for suites.

Taj Resorts: will have distinct architecture and design that brings out the natural beauty of the locations where they are situated. These resorts will offer complete personalization for suites, sustainable food menus and signature Jiva Spas inspired by the ancient healing traditions of India.

Taj Safaris: located in or near National Parks, will have sustainability at their core. They will operate with a lighter carbon footprint and will champion local community engagement. Highly trained naturalists will be the key to these safaris; experiences will include adventure trails, breakfast in the woods and other unique dining experiences with farm-to-fork concepts for guests.

Musafir Namah Bureau

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