Taj group to leverage on holiday behaviour studies
The Financial Express — March 15, 20050

The Indian traveller has matured and travelling for him has evolved. He no longer enjoys the hectic paced holidays and is no longer into must-see-must-shop mode while travelling in India. He would rather assimilate and absorb the whole holiday experience. So instead of a forced itinerary they are looking at tailor-made flexible stress-free holiday — chilling out and getting away. This is what the in-depth study of holiday behaviour and guest expectations done by the The Taj Leisure Hotels revealed and this is what the new look Taj Holiday brand is all going to be about when it relaunches itself during this summer of 2005.

Sandhya Kunjur, GM, marketing, leisure hotels, Indian Hotels Company Ltd, hopes that they pick up the brand first and the destination later with the relaunch of the Taj Holiday with a big campaign. The Taj Holiday brand was always there but we were reorienting ourselves, there were renovations happening and now we are ready with all the new inputs for the holiday experience, she said. "We are competing with East and Europe. But our study shows that people like to go on quick domestic holidays.

The target is the family so a lot of activities, entertainment, kids programmes and menus have been added," Kunjur said. Average revenues per room is seeing a tremendous increase which shows that people are willing to pay for better rooms and experimenting with food, Kunjur said.