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Taj Hotels: Using Technology to Offer Personalized Services

Case Code: MKTG425
Case Length: 8 Pages
Period: 2000-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.250
Organization : Taj Hotels Palaces Resorts Safaris
Industry :Travel & Tourism
Countries : India
Themes: Customer Relationship Management/ Services Marketing/ Branding Strategy/Technology Strategy
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts

Technology Initiatives to Offer Customized Services

Taj Hotels implemented several strategies at individual properties as well as across its chain to offer personalized services and experiences to guests. With advances in computing technology, the brand leveraged insights drawn from consumer behavior data to offer personalized as well as captivating experiences to consumers. It shifted its focus from ‘what it can offer’ to ‘what consumers want at its properties.’ The brand also updated its properties to appeal to the tastes of millennials who accounted for the largest consumer group in India in the 21st century...

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