A fascinating look into Hotel Branding, specifically on the overall Brand Strategy, Positioning and Communication of a big hotel group with a mixed portfolio of different hotels. India-based Taj Group of Hotels perfectly illustrates the challenges facing a hotel company in a growing market where consumer taste change as fast as budget airlines fill up their no-frills, inexpensive seats.
Change is the name of the game, and businesses must realize this as a given, and review their brand offering periodically to ensure that their brands remain relevant with the times. Here’s an interesting look at Taj Hotels and how they evolved from one iconic and historic hotel to a portfolio of diverse hotels today; from exquisite palace hotels to full-service business hotels and budget hotels across India’s vast landscape.
The Taj Hotel family today includes individually different hotels that cater to specific travel niche markets; Taj Hotels – upscale and exquisite collection of hotels that include Palace Hotels and unusual hotels; Vivanta by Taj – lifestyle hotels with a nod to deisgn; The Gateway Hotels – full service business hotels in key gateways cities; and Ginger Budget Hotels.