Indian Hotels unveils ‘upper upscale’ Vivanta brand

15 Sep 2010

1

The Tata Group's hospitality firm Indian Hotels Co Ltd (IHCL), which runs the Taj brand of hotels, announced on Tuesday the launch of its new brand, Vivanta, a portfolio of 19 properties across the country in the ''upper upscale'' segment.

Raymond N Bickson, managing director and chief executive officerRaymond N Bickson, managing director and chief executive officer, IHCL, while unveiling the new brand in Bangalore, said the second phase of the company's ''rethinking and rebranding exercise'' was aimed at ''rapid expansion of capacity in the key segment.''

Bickson said the creation of the brand follows a similar exercise followed by the company while creating The Taj Gateway portfolio of hotels in the ''upscale'' segment two years ago. ''We have added a new hotel every six weeks in the last seven years and we plan to add 60,000-70,000 rooms in the next seven years,'' Bickson said.

Explaining the rationale for the rebranding exercise, Bickson said, ''Our strategy of ensuring domestic dominance could not have been with just the Taj brand.''

He said the segmented nature of the market meant that the company addressed demand in ''every niche of the business''. The Ginger Hotels at the lowest level, and the Taj Gateway at the upper end, ensure that the company addressed demand at every level of the hospitality business, he said.

Referring to demand, Bickson said, ''The market is robust, with occupancy rates currently at 62-70 per cent.''

Business History Videos

History of hovercraft Part 3 | Industry study | Business History

History of hovercraft Part 3...

Today I shall talk a bit more about the military plans for ...

By Kiron Kasbekar | Presenter: Kiron Kasbekar

History of hovercraft Part 2 | Industry study | Business History

History of hovercraft Part 2...

In this episode of our history of hovercraft, we shall exam...

By Kiron Kasbekar | Presenter: Kiron Kasbekar

History of Hovercraft Part 1 | Industry study | Business History

History of Hovercraft Part 1...

If you’ve been a James Bond movie fan, you may recall seein...

By Kiron Kasbekar | Presenter: Kiron Kasbekar

History of Trams in India | Industry study | Business History

History of Trams in India | ...

The video I am presenting to you is based on a script writt...

By Aniket Gupta | Presenter: Sheetal Gaikwad

view more
View details about the software product Informachine News Trackers