Taj Hotels Resorts and Palaces are the trading and brand name of Indian Hotels Company Limited or simply IHCL. It is a publicly traded company of Indian origin. Taj Hotels is associated with hospitality and tourism industry via its dealings in resorts and hotels. It was founded in the year 1881 by its founder Jamshedji Tata and is a part of its owner company Tata Group. Taj Hotels cater to a distinctive group of people with help of unmatched excellence and leisure facilities. It faces competition from the following
- Oberoi Hotels and Resorts
- Leela Group of Hotels
Product in the Marketing Mix Of Taj Hotels :
Taj Hotels is a chain of resorts and hotels for leisure, events and business and operates under three brand names Vivanta, Gateway and Taj. It includes Beach hotels, Hill resorts, City Hotels, Residential Hotel, Palaces and Wilderness Retreats.
Taj is a well-known brand name and offers impeccable services and quality products to attract its customer base. All its rooms are spacious and richly decorated to provide elegant and soothing ambience. Rooms are air-conditioned and have facilities like television, fridge, wardrobe, laundry options, telephone and attached bathroom with hot and cold water. Other important amenities include travel desk, swimming pool, speciality restaurants, spa, salon, golf course in some hotels, free Wi-Fi, fitness centre, child care options, all-day dining facility and conference hall equipped with latest facilities.
Place in the Marketing Mix Of Taj Hotels :
Taj Hotels started its operations through The Taj Mahal Palace from Mumbai in India in the year 1903 and with time extended its presence to one hundred and one hotels in sixty-four destinations. Its resorts and hotels are located in cities like Bengaluru, Chennai, Kolkata, Mumbai, Agra, Hyderabad, New Delhi, Srinagar, Udaipur and Surat with its headquarters base at Mumbai in Maharashtra.
Taj Hotels has spread its international presence in the overseas market to include hotels in places like Sri Lanka, Bhutan, Malaysia, Maldives, United States, United Kingdom, Zambia, UAE, South Africa and Nepal. In the year 2006, Taj Hotels launched a new offering titled Taj Safaris at Mahua Kothi in Bandhavgarh. It catered to individual needs by offering sumptuous luxury and unmatchable services amidst primitive settings of the national park. Second wildlife lodgings were established at Baghvan in Pench. Taj Hotels launched international Taj Safaris with first overseas safari lodge at Meghauli Serai in Nepal.
Price in the Marketing Mix Of Taj Hotels :
Taj Hotels is one of the leading hospitality chains and has targeted business and leisure travellers from an upper-class section of society. Its hotels are established at prime locations to depict luxury living and extravagant facilities to its esteemed clients. Taj Hotels is a premium chain that offers a perfect blend of immaculate services, high-end products and efficient handlings. The brand has adopted premium pricing strategy for its five-star hotels because it is aware of its brand power and realises that its loyal customers are willing to shed premium amount for additional benefits and established a brand name.
Promotion in the Marketing Mix Of Taj Hotels :
Taj Hotels has adopted several marketing strategies to promote its brand name in the international and domestic arena. It relies heavily on word-of-mouth publicity as its satisfied customers recommend it to friends, family and acquaintances. Taj Hotels was chosen as 27 “Great Brands of Tomorrow” by The Credit Research Institute. It launched The Taj at Apollo Bunder, an epic book depicting the inspiring history of the brand. Taj Hotels is aware of its corporate responsibility and takes part in numerous CSR activities. It has a two-year program for hospitality training free of cost for youth belonging to BPL families.
In the year 2014, it provided free Wi-Fi access to each of its hotels across the globe and became first hotel group from India to do so. As part of its promotional policy, Taj Hotels announced significant enhancements in its existing Taj InnerCircle program. It has been the recipient of many awards and accolades in recognition of its excellent services in hospitality industry. During TripAdvisor Travellers Choice Award Umaid Bhawan Palace at Jodhpur was presented Best Hotel in the World Award.