The Indian cricket team was out in full force behind their Head Coach, Ravi Shastri, and captain Virat Kohli for the launch of an exclusive membership club at the Taj Hotel in London.
Taj The Chambers, a brand-new wing within the Taj 51 Buckingham Gate Suites and Residences in the UK capital, is targeted at Global Indians familiar with India’s popular hospitality brand as well as others from across the UK. It is targeted at across different fields, offering them privileged access and services across the worldwide Taj chain of hotels.
However, anyone not keen on the full Global Membership package – offering exclusive access to not only the new Chambers in London but also any around India and Dubai – can also opt for a UK-only membership option in the works.
“It’s such a wonderful added space to an already wonderful property that we all already love and adore,” said Kohli, during a special launch event this week, ahead of the fourth Test in the five-match .
“It was a space rented out to a third party and they were vacating it and we decided to bring a Chambers in London,” said Puneet Chhatwal, the Managing Director and Chief Executive Officer (CEO) of Indian Hotels Company Limited (IHCL) – the company behind the historic Taj hotels brand.
He reflected on how the had forced the industry to change gears but expressed optimism that things are gradually moving towards a better landscape for the sector.
He explained: “It was a time of survival and in a survival situation, we changed the strategy from Aspiration to RESET 2020 – where the R stands for revenue; E for excellence; S for spend optimisation; E for effective asset management; T for being thrift and financially prudent.
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“These are things you don't have under your control, it's beyond any human being's control. The only thing you can do is switch gears and be agile.”
With Brand Finance UK declaring the Taj the strongest hotel brand in the world recently, the hotelier is confident of things looking up for the industry – with the new exclusive club adding to its well-established global appeal.