Tata group’s Indian Hotels Company Ltd. (IHCL), which owns and operates the Taj Group of hotels, has opted for a single-brand identity under Taj Hotels Palaces Resorts Safaris to reinforce the legacy of the Taj and to remain distinct from other top hotel brands.
“This aligning of brand architecture is driven by the strong legacy of Taj across decades and reinforces the deep resonance of brand Taj with its guests and embodies the vision of its founder Jamsetji Tata,” said Rakesh Sarna, CEO and MD, IHCL said at the unveiling of the new brand here.
The unveiling was done by two of Taj’s oldest employees Asha Gaikwad and William D’Souza.
The new brand architecture is designed to honour the more than 100 years’ legacy of the Taj and to realign its vision of building a globally-reputable chain of world-class hotels, he said.
Following this decision, IHCL will discontinue the Vivanta by Taj and The Gateway Hotels brands which were introduced by former IHCL managing director Raymond Bickson in 2010 and 2008 respectively to cater to different customers.
Now, all the Vivanta by Taj and The Gateway Hotels will be converted to Taj Hotels and the migration will be completed by December 2017. A few Gateway hotels, which may not match up to the standards that Taj has set for itself, may have to go.
The new architecture will see all hotels grouped under Taj Hotels; Taj Palaces; Taj Resorts and Taj Safaris respectively. Taj is the first hotel company to foray into safaris, officials said.
