MUMBAI Taj Hotels Resorts & Palaces announces the conversion of 16 hotels to its new upper-upscale Vivanta by Taj Hotels & Resorts brand.
The hotels joined the three existing Vivanta by Taj properties to create a brand with an inventory of nearly 2,500 rooms. An aggressive expansion program will see the brand grow organically to more than 30 hotels with more than 5,000 rooms over the next two years.
The brand now includes landmark city hotels like Vivanta by Taj-President, Mumbai, and Vivanta by Taj-Connemara, as well as resorts like Vivanta by Taj-Fort Aguada, Goa, and Vivanta by Taj-Holiday Village, Goa.
Taj created Vivanta after extensive customer research. Vivanta is intended to appeal to the cosmopolitan global traveler who appreciates new experiences and pleasant surprises, rather than the typical hotel stay experience. The Vivanta brand is positioned to be stylish and sophisticated, contemporary, vivid and creative and to afford a cool avatar of luxury. At the same time, Vivanta shares a strong connection with the Taj warmth and friendliness.
The name Vivanta draws inspiration from the term “bon vivant,” signifying sophistication and appreciation for the good things in life and also from the attributes of vividness and vivacity. The brand exudes style and a strong sense of living life to the hilt. Designed to deliver vibrant experiences to its guests, Vivanta will combine the charming hospitality that is a hallmark of the Taj and overlay it with a contemporary, energetic and vivacious twist.
Raymond Bickson, managing director and CEO of Indian Hotels Company Ltd., Taj’s parent company, says the addition of Vivanta will help the group grow more quickly. “The launch of Vivanta by Taj Hotels & Resorts heralds a new chapter in the 107-year history of the Taj. This brand is a testament to the dynamism and innovation that the Taj is known for. It supports the company’s stated objective of achieving growth through domestic dominance.”
Within the next few months, new-build Vivanta hotels are to open in key metropolitan areas like Bangalore, Hyderabad, Coimbatore and three in New Delhi. Three Vivanta resorts will also open in Madikeri, Bekal and Srinagar. Six additional Vivanta projects are in the pipeline.