Tata ethos imperative to success: India Inc Interview

Tata ethos imperative to success: India Inc Interview

"Today, Tata is the largest foreign investor in UK industry and is one of the largest manufacturers in the UK comprising 19 companies with a 50,000-strong workforce in more than 40 towns and cities."

- Digvijay Singh,Taj Hotels UK

The Tata Group's hospitality arm set off an ambitious re-branding of its Taj Hotels in the UK at the start of this year.
Its iconic properties of St James′ Court and 51 Buckingham Gate in the heart of London are set for a luxurious makeover under the new banner as a reflection of the growing strategic links between India and the UK.
India Inc spoke to the General Manager, Digvijay Singh, overseeing this transformation and delved into the challenges ahead, reasons behind the grand exercise and what it means for the Taj Group's global image.
What are the key aims of the re-brand
The optimistic economic scenario, hospitality forecasts and ongoing success of the Taj Group′s presence in London provided the impetus to the rebranding and to taking over sole management, marketing and operating responsibility of both London properties.Operating under the Taj Luxury brand, the objective of the rebranding is to consolidate the brand positioning and offering an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury and set a benchmark for fine living with exquisite refinement, inventiveness and warmth.Today, the UK comprises 12 per cent of foreign tourist arrivals to India, the home market of the Taj Group. Europe is the primary source market for corporate and leisure travel across the Taj Group, led by the UK, which contributes over 2 million room nights across the group and is of strategic importance to the international hotels including the Taj operations in the US, South Africa and the Maldives.As such, establishing the Taj luxury brand, product and service offering in London is integral to the Taj Group.
Will guests note a visible difference in service
Without doubt. St. James′ Court, A Taj Hotel has introduced a significantly enhanced service experience from the existing standards.In addition to the universal standards, St. James′ Court, A Taj Hotel has identified opportunities to accentuate the brand promise and differentiate the guest experience using the customer journey approach from booking with a new website built for mobile device compatibility and social media integration to in-room with a refreshed sleep experience, bath and pillow menus and the introduction of the Kids @ Taj program.To exemplify the differentiators, the arrival experience will be enhanced with airport pick-up guests offered an iPAD for use in the vehicle and greeted with a hot towel and signature welcome drink. Guests can have their baggage delivered directly to their rooms with personalised baggage tags for VIP guests. The lobby lounge area will have a mobile coffee and tea cart while a hand-held passport scanner and card machines will allow a more mobile check-in experience. For a more exquisite experience, guests will be offered the option of choosing from the UK′s most extensive fleet of exclusive Vintage and Classic cars, including iconic vehicles like the Queen Mother′s favourite Jaguar DS420 Daimler limousine ′Grand Princess', the famous Rolls Royce ′Gabriella' and Lord Mountbatten′s vintage Daimler ′Silver Baroness′.
What has been your biggest challenge since taking charge
Keeping ourselves ahead of the game and constantly innovating in a mature market while building on the success of the past few years to achieve even more. Following the success and heightened awareness created by the Olympic and Paralympic Games and the Diamond Jubilee, we are hopeful of a recovery in business tourism and strong growth in visits from high-spending long-haul markets in Latin America, the Middle East and Asia Pacific, with London gaining the maximum benefit.The challenge ahead is to exceed the expectations of today's discerning traveller well-versed with the brand promise that marks Taj Hotels Resorts and Palaces as one of Asia's largest and finest group of hotels.
How important is the Tata ethos to the success of these brands
The Tata ethos is imperative to the success of the brands. Since 1907, when Tata Limited was established in London as a representative of Tata Sons in Europe, the UK has been an integral part of the Tata Group′s strategy and operations.Today, Tata is the largest foreign investor in UK industry and is one of the largest manufacturers in the UK comprising 19 companies with a 50,000-strong workforce in more than 40 towns and cities. The UK is Tata's leading international market with combined revenues of over £20 billion. The Tata Group′s presence in the UK spans industries and sectors and includes brands like Tata Steel Europe (formerly Corus Group), Jaguar Land Rover, Tata Global Beverages and Tetley Tea, Tata Consultancy Services, Tata Communications, Tata Chemicals (formerly Brunner Mond) and Taj Hotels Resorts and Palaces.As part of the Tata Group′s globalisation strategy, the proportion of the Group′s international revenues has grown from 27 per cent in FY05 to 60.7 per cent in FY13. The Taj Group has been part of this international expansion with the establishment of Taj branded properties through the acquisition and rebranding of iconic hotels like The Pierre, A Taj Hotel in New York, Taj Boston, Taj Campton Place in San Francisco and Taj Cape Town, among 17 hotels spread across the UK, US, Australia, Africa, the Middle East and the Indian Ocean region.The UK was one of the first Western markets where the Taj established a presence in the early 1980s and St. James′ Court is the oldest among the properties acquired during the initial international expansion drive of the Taj Group.
What sets St. James' Court apart from other London hotels
In a country that values understatement, St. James′ Court is an English classic. Among the myriad hotels from large chains operating on standard principles, St. James' Court typifies the concealed charm of one of Britain′s finest hotels and marks the distinctive choice for more than service with a smile.One of the prime differentiators is the idyllic location, away from the throng of luxury hotels that jostle for attention in Mayfair. With a distinguished pedigree shaped over more than a century, St. James' Court is perfectly placed between Buckingham Palace and the Houses of Parliament in a historic enclave marking the centre of power.The authenticity and history of the property itself are unique, and St. James' Court is a discreet Victorian masterpiece with an award-winning Shakespearean Courtyard. St. James′ Court is a slice of the past served up on a contemporary platter.The service is another key differentiator, typifying the warmth and recognition that the Taj is renowned for, while offering crisp and elegant service, with an easy charm that's reserved, yet attentive.The above article was published in
India Inc′s
print edition of the
India Investment Journal
launched in April 2014 in conjunction with the
.

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