Tata Group’s hospitality arm Indian Hotels Co Ltd (IHCL), will migrate all the 58-odd Vivanta and Gateway-branded hotels in its network under one of the four brands viz. Taj Hotels, Taj Palaces, Taj Resorts and Taj Safaris by the end of this calendar year.
This is being done as part of the new brand architecture unveiled by the company management on Thursday. As a result of this exercise, the two brands Vivanta and Gateway will cease to exist.
Speaking with DNA Money, Rakesh Sarna, CEO and MD, Taj Hotels Palaces Resorts Safaris, said the migration will get done by December 2017.
“It’s not that we will change the hotel room size or make other physical changes. The hardware will continue the way it is. Just the software, i.e., the overall experience part is what will be enhanced to conform with the feeling of Tajness,” he said, adding that the new brand identity was based on insights from hotel guests and other stakeholders including associates, owners and partners.
On the possible casualties arising out of the new brand architecture, Sarna said, “We should be able to transition all the hotels in the new brand structure.” There are 31 Vivanta-branded hotels and 27 hotels come under The Gateway brand.
While the IHCL management is optimistic about transitioning all the Vivanta and Gateway hotels, industry experts feel otherwise.
“There will be some correction in the number of hotels hereafter. In fact, there are a couple of hotels that will very likely disassociate from the Taj network very soon,” the source said.
IHCL on Thursday said that all hotels in the current portfolio globally will be grouped under a single branded house identity: Taj Hotels Palaces Resorts Safaris. This aligning of brand architecture, Sarna said, is driven by the strong legacy of Taj across decades and reinforces the deep resonance of the brand with its guests, and embodies the vision of its founder Jamsetji Tata.
“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. Tajness is a sum of guest experiences that seek their inspiration from the nobility of Indian heritage and traditions,” said Sarna, adding that the new brand architecture was designed to honour the over-100-year legacy of the Taj and to realign Taj’s vision of building a globally-reputable hotel chain.
Source: DNA India