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Taj rebrands again, drops Vivanta & Gateway Brands
  • February 2017

 Taj Hotels, Resorts and Palaces, India’s most prestigious hotel brand has decided to rebrand its portfolios again and dropped the Vivanta by Taj and The Gateway brands.  

According to a media statement issued by Indian Hotels Company Limited (IHCL) has grouped all its hotels in the current portfolio globally under a single branded house identity called Taj Hotels Palaces Resorts Safaris and each of the four groups: Taj Hotels, Taj Palaces, Taj Resorts and Taj Safaris, will have clearly defined experiences. As per the current plan, the transition of all hotels under the new architecture along with the Tajness guest experiences to be completed by December 2017. At present Taj Hotels group have 101 hotels in 64 locations across the globe including presence in India, North America, United Kingdom, Africa, Middle East, Malaysia, Sri Lanka, Maldives, Bhutan and Nepal.

At the unveiling of the new brand architecture at the iconic Taj Mahal Palace, Mumbai, Mr. 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. Taj as a brand, truly speaks to the nation’s pride and the redesigned architecture is a tangible step in celebrating our heritage while recognizing the need to prepare for the bright future of India’s tomorrow.”

The new brand architecture was designed to honour the 100+ year legacy of the Taj and to realign Taj’s vision of building a globally-reputable chain of world-class hotels. 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.

At 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.

All 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 operate. Resorts will offer complete personalization for suites, sustainable food menus and signature Jiva Spas which are 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 lighter carbon footprints 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.

 The essential elements of the corporate brand logo - the main unit and colour palette - will remain the same as it has a powerful recall as a symbol of Taj’s heritage and tradition; the addition of Taj Safaris to the corporate logo signals the growing importance of this segment to the business. Each of the four groups: Taj Hotels, Taj Palaces, Taj Resorts and Taj Safaris, will have clearly defined experiences which will echo a strong sense of place and the Tajness Brand Promise of sincere care will become a bedrock across all hotels. Under this restructuring, the brands of Vivanta by Taj and Gateway will merge under the aegis of a single Taj brand identity.

Established in 1902, Taj Hotels Palaces Resorts Safaris is one of Asia's largest and finest group of hotels have possession of world-renowned landmarks to modern business hotels, idyllic beach resorts to authentic Grand Palaces, each Taj hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury.  For over a century, The Taj Mahal Palace, Mumbai, the iconic flagship has set a benchmark for fine living with exquisite refinement, inventiveness and warmth. Taj Hotels Palaces Resorts Safaris is part of the Tata Group, India’s premier business house.  

 
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