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Taj Hotels: Using Technology to Offer Personalized Services

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
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


Indian Hotels Company Limited (IHCL), a Mumbai, India-based hospitality group, announced in February 2017 that it would group all the hotels in its portfolio globally under a single umbrella brand called Taj Hotels Palaces Resorts Safaris (Taj Hotels). IHCL stated that each of the four groups: Taj Hotels, Taj Palaces, Taj Resorts, and Taj Safaris, would have clearly defined experiences.

The first Taj hotel, β€œThe Taj Mahal Palace,” was established in Mumbai (formerly Bombay) in 1903 by Jamsetji Nusserwanji Tata, founder of the Tata Group. The century-old brand was known for its impeccable service and hospitality. As of 2020, the brand operated 74 properties in India and several countries across the world.

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