Arabian Travel Market this year was when I really learned a lot about the Taj brand and their exquisite hospitality offering. I was invited by the brand for lunch and thus began a journey of discovery about Taj Hotels Palaces Resorts Safaris, which is a brand established in 1903 and now is one of the finest group of hotels with 99 properties in 62 locations across the globe.

During the lunch with Chinmai Sharma, Chief Revenue Officer and Rakhee Lalvani- AVP- Public Relations for Taj Hotels, I discover that Taj Dubai is their flagship hotel in the region and that the Taj Group is keen to expand its footprint in the Middle East. The other hotels in the pipeline includes a 207-key hotel located at Jumeirah Lake Towers in Dubai which is being developed by Signature Zinc Holdings Ltd. and a 325-key hotel located at The Palm, Dubai, which is being developed by the Arenco Group in Dubai.

The expansion of brand ‘Taj’ in the MENA region will begin with key gateway cities – Dubai, Abu Dhabi, Doha, Muscat, Riyadh, Jeddah, Makkah, Khobar and Bahrain.

During ATM, Taj announced a portfolio transformation, grouping its brands under a single branded house identity: Taj Hotels Palaces Resorts Safaris. This aligning of brand architecture is driven by the strong legacy of Taj across decades and reinforces the deep resonance of brand Taj with its guests, and embodies the vision of its founder Jamsetji Tata.

It also connects back to the recently unveiled Tajness philosophy, which takes the best from the Taj’s past and redefines it for the future. The new brand identity reflects guest insight and research with all stakeholders including associates, owners and partners, all of whom indicated a stronger emotional connect and affinity for brand Taj.

Taj is keenly exploring opportunities for both business and leisure products in the hotels, resorts, palaces and the extended stay segment for Greenfield projects or properties ready for conversion.