Taj re-brands Maldives property under Vivanta

Monday, 17 August 2009 10:09

The Taj group has added another property under its Vivanta brand. The Taj Coral Reef, Maldives, has now been re-branded Vivanta by Taj — Coral Reef, Maldives.

According to a Taj spokesperson, the nine-acre resort, located on Hembadhu Island, about 30 km from the Male airport, “has been rebuilt from scratch,” she said. She, however, declined to divulge the investment details.

This property is the second for the group in the Maldives. While Taj Exotica Resorts & Spa, Maldives, is targeted at the luxury segment, Vivanta caters to the ‘upper upscale’ segment of travellers.

Marketing will be done keeping this in mind, said the Taj spokesperson.

“Taj has always had two properties in the Maldives; even now, these two are in different segments — luxury and upper upscale,” she added.

Explaining the difference in experience that these two segment hotels would offer, she said that while Vivanta will give a luxurious yet informal experience at great value, Taj Exotica is a more plush and super-luxury property.

The focus markets for the Vivanta brand are the UK, Japan, India, Korea, Russia, France, Germany, and Italy.

The spokesperson said that the Vivanta brand is smart and contemporary. The Maldives property is the third for the group under this brand. The other two are in Whitefield, Bangalore, and Panjim. The Vivanta properties “currently rest in the premium division of the group, which comprises a mix of business and leisure hotels catering to the upper upscale segment,” she added.



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