Taj Hotels Resorts and Palaces, one of Asia’s finest group of hotels, has unveiled Tajness—the group’s brand and operations philosophy for the future. For more than a century Taj has welcomed guests with a signature warmth, a practice of perfection, a culture of generosity and a clear sense of true Indian hospitality. Tajness seeks its inspiration from the nobility of this Indian heritage and blends it with local cultures to deliver an unparalleled experience of sincere care at its 100 hotels around the world.
At the unveiling of Tajness at the flagship Taj Mahal Palace, Mumbai, Rakesh Sarna, MD and CEO, Taj Hotels Resorts and Palaces, explained how Tajness is a promise of sincere care for guests and stakeholders that honors the past and will help shape the future of the company:
“On 16 December 1903, Jamsetji Tata created the Indian Hotels Company – a symbol of Indian pride and patriotism which laid the foundation of the values that guide us to this day. Tajness pays homage to Jamsetji’s vision with a promise of sincere care at its core. Tajness will come to life for our guests with hotels that are built with a sense of place, reflecting not just our heritage but also honouring the local culture through a set of rituals that are unique to every hotel, and rooms that provide the utmost in contemporary comfort. Tajness is also a commitment to our shareholders and partners through the delivery of consistent growth, to our environment and communities by being a responsible corporate citizen and for the members of the Taj family in the pride they feel when they deliver excellence every day.”
The Tajness experience at Taj hotels will focus on delivering a consistency in service and providing a taste of Indian tradition mixed with authentic local experiences. Sensorial touchpoints are key to the brand experience and several elements will be consistent across hotels including the delicate fragrance of jasmine, the active and passive music in public and private areas and the attire of Taj associates.
Signature Tajness rituals will be put into practice across all Taj hotels to guide the guest journey from the moment of arrival which honors local traditional welcome rituals. The Tajness rituals will also include the wake-up of gentle yoga and the afternoon tea that pays homage to local tea traditions, to the atmospheric sunset ritual that lights the way into evening and the sleep ritual that soothes into a restful slumber. A Tajness farewell ensures guests carry a bit of Taj with them; lasting memories that will bring them back for their next visit.
Additionally, the ongoing product improvement plan through upgrade, redesign and refurbishment will deliver the Tajness consistency across all hotels and resorts. Tajness will be rolled out across all 100 Taj hotels in India and internationally on a phased timeline with completion scheduled at the end of 2017.
Tajness will also be incorporated into the online guest experience through a dedicated Tajness microsite, the recently redesigned tajhotels.com and on Facebook, Instagram and Twitter. Be touched by Tajness.