Taj Hotels reveal the rebranding strategy

Tajness is the new key world for the Taj Hotels Resorts and Palaces, which recently revealed its new rebranding strategy. Tajness involves the touch and feel of the brand and more, an entire experience promised to its guests and available to tourists worldwide that enjoy coming to this famous hotel.

More, the rebranding focuses on developing the Taj Hotel’s signature: the genuine Indian hospitality, but also the luxury perfectly integrated in the local culture of generosity. It is all about the tradition and the heritage of the sincere Indian care that can be inspiring and comfortable in the same time. The core values were implemented in all 100 hotels all around the world.

During the great reveal of the rebranding and the Tajness newconcept at the flagship Taj Mahal Palace, Mumbai, Rakesh Sarna, MD and CEO, Taj Hotels Resorts and Palaces, explained how Tajness is a promise of sincere care for guests and stakeholders that honours the past and will help shape the future of the company:

'On 16 December 1903, Jamsetji Tata created the Indian Hotels Company – a symbol of Indian pride and patriotism, which laid the foundation of the values that guide us to this day. Tajness pays homage to Jamsetji’s vision with a promise of sincere care at its core. Tajness will come to life for our guests with hotels that are built with a sense of place, reflecting not just our heritage but also honouring the local culture through a set of rituals that are unique to every hotel, and rooms that provide the utmost in contemporary comfort. Tajness is also a commitment to our shareholders and partners through the delivery of consistent growth, to our environment and communities by being a responsible corporate citizen and for the members of the Taj family in the pride they feel when they deliver excellence every day.'