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 |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
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, “The 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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