Taj Group aims to capture 27 pc of leisure market
The Free Press Journal — March 21, 2005

In order to capture a major slice of the growing leisure travel market in India, the Taj group has decided to promote Taj Holidays' as a seperate entity, reports PTI. "Till date we were only using 'Taj Holidays' as "a name in the logo, but from now on we will aggressively brand it as a seperate property," Sandhya Kunjur, General Manager-Marketing, Taj Leisure Hotels, told reporters.

"Through this initiative, we expect to capture about 2 7 per cent of the fast growing leisure travel market in India within next 18 months," Kunjur said. About 10 lakh travellers constitute the annual leisure travel market in India, of which more than two lakh avail 4 Star and above services. Currently about 20 per cent of leisure travellers stay at Taj properties.

"In the first phase, we will target only those travelling families who have used a 4 Star or above hotel service for holidays. We will then extend this to others too," said Kunjur. The Taj Group will spend Rs 4 crore in the next seven months to promote 'Taj Holiday' as a brand. A large scale mass-media campaign designed by its advertising agency, Rediffusion, will soon be released across all media vehicles. In India, there are 26 Taj Leisure Hotels with capacity ranging from 32 rooms to 140 rooms across the states.