The Indian Hotels Company (IHCL), owners of the Taj Group of Hotels, has created a sub-brand and a separate entity in "Taj Holidays," based on findings from extensive research on domestic and international travellers across destinations in India. The new brand is to be communicated through a TVC, Print and BTL campaign.
Addressing a press conference in Chennai on Wednesday, Manoj Vijayan, Head of the Domestic Leisure Team for the hotel chain, said, "Through extensive research we found that expectations from holidays have increased and the number of days of holidaying has reduced. People today want to get the maximum for their families in these few days. Taj Holidays is a separate entity which is targeted primarily at families."
Rediffusion DYR, which handles the advertising account for the Taj, is handling the estimated Rs 4 Crore (over the next seven months) 'Taj Holidays' brand too. The print campaign is on the lines of a film poster, titled 'Finding Heaven,' 'Directed by nature,' 'Starring: You and your family'. It shows a happy family on a holiday having a good time. And that's what 'Taj Holidays' promises too: 'An experience like no other.'
Among the total number of travellers on holiday at the Taj's properties, the percentage of domestic travellers was around 85 per cent in the summer. This figure became more balanced with an increase in the number of international travellers in the winter months, according to the spokesperson. The communication campaign for 'Taj Holidays' would also be executed internationally, though only to communicate for the Taj Leisure Hotels. The regular corporate campaigns would continue.
A presentation made at the conference stated the brand essence from the consumer perspective as: Taj Holidays would be a brand that 'took care of me, allowed me to connect with myself, took care of those who matter to me, helps me discover new places and new experiences'.
The annual leisure travel market in India is pegged at around 10 lakh. Currently, about 20 per cent of leisure travellers stay at Taj properties. Deepak Khullar, Head - Sales, Taj Leisure Hotels, said, "Taj Holidays will act as an umbrella brand which cuts across individual SBUs. Research has shown a strong family orientation and the new brand is for people who want to take a holiday with their families."
Speaking to exchange4media on the research, which went in to the creation of the new brand, Khullar said, "Last year, we offered two nights, three nights and five nights packages, with special benefits for the five-day packages. Research showed that people are holidaying for a fewer number of days, with the average length of the holiday being 3 ½ -4 days. So instead of offering a price differential for the five nights package, we've brought the benefits to even people who are staying for three days."
The hotel also found that the average planning time for a holiday was three and a half months in advance, and has introduced 'apex' rates on its packages on the lines of airlines. For the Summer Holidays 2005, the group is in talks with domestic air carriers including Indian Airlines, Jet and Sahara to facilitate bundled offers for customers.