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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


Road Ahead

Following the outbreak of the COVID-19 pandemic, the hotel group adopted and enhanced its services in accordance with the norms of the World Health Organization (WHO), Food Safety and Standards Authority of India (FSSAI), and the Government of India. It partnered with organizations specializing in safety and hygiene, and sourced high-grade protective equipment and disinfectants for use at its hotels. IHCL created and implemented ‘Zero-Touch Service Transformation’, a range of digital solutions across the Taj Hotels properties that ensured social distancing through zero-touch check-ins and check-outs, online payments, digital invoicing, and digital menus...


Exhibit I: Taj.Live Features
Exhibit II: Fidelio CRM Tool
Exhibit III: Taj Hotel Native Mobile Application

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