The Taj Group of Hotels is phasing out the business hotel brand Taj Residency and planning to launch the Taj Premium brand. In addition, the company is looking at strengthening its mid-market business hotel brand Taj Gateway.
According to an industry source, Indian Hotel Company, the owner of the Taj Group of Hotels, felt that the properties under Taj Residency were inconsistent. While some properties like the one in Bangalore are positioned as five-star hotels, others are positioned in the mid-market category.
Therefore, as per its new strategy, the hotel group would do a brand alignment. The properties with lower revenue per room (RevPAR) will be brought under its four-star brand Gateway while the ones performing better will be renamed Taj Premium. The first Taj Premium property is likely to debut in Bangalore by the end of the next month. An email query to the company did not elicit a response.
complete article source Economic Times>
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