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The Taj Group of Hotels is phasing out the business hotel brand Taj Residency and planning to launch the Taj Premium brand. The company is also looking at strengthening its mid-market business hotel brand Taj Gateway.
Till now, the Taj Hotels Resorts and Palaces had been grouped into Luxury, Leisure and Business categories to provide consistency across the different hotels and standardise products and services. Taj Luxury Hotels capture the essence of the Taj experience, offering lavish accommodation and unrivalled service. Taj Leisure Hotels include idyllic beach resorts, genuine palaces, turn-of-the-century garden retreats, and historic and pilgrim centres. Located in the heart of India’s key commercial cities and towns, Taj Business Hotels provide modern conveniences and spacious comfort for both leisure and business travellers alike.
According to an industry source, Indian Hotel Company which owns the Taj Group of Hotels, felt that the classification of the properties under Taj Residency were inconsistent. While some properties like the one in Bangalore are placed in the five-star hotel category, others are positioned in the mid-market category.
So the new strategy that the Group has come up with is to effect a brand alignment. The properties with lower revenue per room (RevPAR) will come under the Taj four-star brand ‘Gateway’ while the ones with the better performance will be renamed ‘Taj Premium’. The rebranded properties would cater to upmarket business clients and will have state-of-the-art facilities to suit their requirements.
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