Another 16 Taj Hotels have joined three existing Vivanta by Taj hotels to create a brand which is slotted in the 5-star upper upscale...

Taj Hotels, Resorts & Palaces has launched the second phase of a major brand-building brand exercise with the roll-over of 19 hotels to its new brand, Vivanta by Taj Hotels & Resorts.

Another 16 Taj Hotels have joined three existing Vivanta by Taj hotels to create a brand which is slotted in the 5-star upper upscale segment and has an inventory of nearly 2,500 rooms.


An aggressive expansion program is already in place which will see the brand grow organically to more than 30 hotels and over 5,000 rooms over the next two years, according to Taj Hotels, Resorts & Palaces.

The Vivanta by Taj – Coral Reef Maldives was one of the first three hotels and resorts to operate under Taj Hotels' new 5-star upper-upscale brand Vivanta by Taj. The company has now transferred another 16 hotels to the Vivanta brand and plans the grow Vivanta to more than 30 hotels by 2012. This photographs shows the deck of one of the Vivanta by Taj – Coral Reef Maldives' Indulgence Water Villas

The company says it created Vivanta after a series of extensive customer-understanding studies. Vivanta by Taj Hotels & Resorts are slated to appeal to the cosmopolitan global traveler who appreciates new experiences and pleasant surprises. The Vivanta brand is positioned to be stylish and sophisticated, contemporary, vivid and creative and to afford a cool image of luxury.

Comprised of 19 hotels in India and the Indian Ocean region, Vivanta by Taj incorporates hotels in key metropolitan areas as well as popular holiday destinations such as Goa, Kerala, Rajasthan, Sri Lanka and the Maldives. Visit www.vivantabytaj.com for more details on the new luxury-hotel brand.

Established in 1903, Taj Hotels Resorts and Palaces is one of Asia’s largest groups of hotels, comprising 66 hotels in 42 locations across India with an additional 16 international hotels in the Maldives, Malaysia, Australia, UK, United States, Bhutan, Sri Lanka, Africa and the Middle East.