Hotels that owns the Oberoi group of luxury hotel properties will terminate its
marketing alliance and co-branding with Hilton International Co for the "Trident
Hilton" brand in India, which will be known as simply Trident.
company has intimated its decision to Hilton to terminate the arrangement with
effect from 31 March 2008.
company took the decision to terminate its alliance with Hilton as it wanted to
develop the Trident brand independently in India, which felt it would not be able
to do while also maintaining the Hilton alliance simultaneously.
statement from the company attributes its chairman, P R S Oberoi as saying, "The
outlook for our Trident brand in India is excellent. We are very confident that
our Trident Hotels will continue to expand successfully. The Trident in Gurgaon
has enjoyed a position of market leadership in Delhi from the day it opened.
new 440 room Trident located at Bandra Kurla in Mumbai will open in 2008 and is
expected to be a market leader in north Mumbai. We have new Trident hotel projects
committed at the new International Airport in Bangalore and at the Hitech City,
Hyderabad. We have a number of opportunities for new Trident hotels in other cities
which we are pursuing."
India Hotels and Hilton currently operate hotels in Gurgaon, Agra, Jaipur, Udaipur,
Bhubaneshwar, Chennai and Cochin under the "Trident Hilton" brand, which
will be known as "Trident" hotels effective 1 April 2008.
Hilton Towers in Mumbai will also be rebranded as "Trident Towers" from
is reported to be evaluating a joint venture with the DLF Group, for both the
Hilton and the Hilton Garden Inn (lower end, or budget) hotels.