The Indian Hotels Company Ltd, owned Taj Group, plans to announce a new brand of hotels between its Gateway and Ginger category. The name of the brand is still undisclosed.
With room rates upto Rs 2,500, Ginger Hotels falls in the budget category.
Gateway is a notch higher with rates between Rs 5,000 and Rs 7,000. Taj has opted for a gradation strategy in recent years. According to Hindu Business Line, the new brand would likely be in the range of Rs 4,500 and Rs 5,000 and would compete with brands such as Holiday Inn Express by the Intercontinental Hotel Group or Fairfield Inn by Marriott International. Vivanta was the last such branding exercise. The hotel was supposed to follow after the launch of Gateway hotels in 2008, but got delayed to 2010, first because of the economic slowdown and then the November 2008 terrorist attack. "Taj's Gateway has not taken off very well. The group is still in the process of fine-tuning Vivanta. These are initial stages of brand development. It will take time but that is the way, going forward," a hospitality analyst told Business Standard.
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Gateway is a notch higher with rates between Rs 5,000 and Rs 7,000. Taj has opted for a gradation strategy in recent years. According to Hindu Business Line, the new brand would likely be in the range of Rs 4,500 and Rs 5,000 and would compete with brands such as Holiday Inn Express by the Intercontinental Hotel Group or Fairfield Inn by Marriott International. Vivanta was the last such branding exercise. The hotel was supposed to follow after the launch of Gateway hotels in 2008, but got delayed to 2010, first because of the economic slowdown and then the November 2008 terrorist attack. "Taj's Gateway has not taken off very well. The group is still in the process of fine-tuning Vivanta. These are initial stages of brand development. It will take time but that is the way, going forward," a hospitality analyst told Business Standard.
Source
Search for Jobs with Taj Group of Hotels>