Taj Hotels announces rebrand
The Indian Hotels Company, owner of Taj Hotels, is to bring all of its portfolio together under a single brand.
All its hotels will be grouped under Taj Hotels, Taj Palaces, Taj Resorts and Taj Safaris.
As a result, Taj sub-brands, Vivanta and Gateway, will be re-branded.
The company said research showed that the Vivanta and Gateway brands are not recognised as being part of the Taj family.
"With travellers most likely to use hotel chains that they know and trust – providing a service that they can rely on – this has led hotel groups to consolidate in order to capture the market – it’s more efficient to be a larger, recognised hotel company, as travellers look for easy, singular relationships with hotel providers," it said.
Its 53 Vivanta and Gateway hotels will be rebranded Taj by December.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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