Taj Hotels Resorts & Palaces has launched its first resort under the Vivanta by Taj brand at its property in the Maldives. Taj Managing Director and CEO Raymond Bickson says the parent Indian Hotels Co. Ltd. has very aggressive expansion plans for the new brand, including nearly a dozen projects already under way. Bickson says Vivanta by Taj, slotted in the upper-upscale segment, is targeted at sophisticated hotel guests who are bored of the "predictable efficiency" of the typical luxury hotel. "There is vivacity and a touch of whimsy in the brand experiences. Vivanta is about pleasantly surprising guests in small but delightful ways," he says. "The inspiration for the brand design comes from the thought, 'We help you find the beauty in the details.'"
展开▼
