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Having opened its latest property in Surajkund, Delhi NCR, Vivanta By Taj is now eyeing rapid expansion in India and abroad. Veer Vijay Singh, chief operating officer, Vivanta By Taj, in a conversation with Ruchika Chitravanshi, shared the brand philosophy of Vivanta and what makes it different. Excerpts:
Is Vivanta the main focus for Taj now?
I don’t think so. As you kow, the market drives brands. Today, the upper upscale brands would be more in demand. Vivanta By Taj has been very well received by owners, developers and guests. So, we plan to add more Vivanta hotels in the next three to five years. In the next one year, you would see a lot more Gateways opening. The focus is to go for growth in whichever segment. In terms of luxury, there cannot be too many openings.
What does the pipeline for Vivanta look like?
We have another 15 to 18 hotels in the pipeline. These are in India and also in West Asia and Africa. We already have a presence in Sri Lanka, Bhutan and Malaysia.
What is the tariff difference between Vivanta and Taj?
It is always market-driven. In average terms, we are Rs 7,000 and Taj is Rs 10,000. But it is very difficult to say, because rates would be determined by the market. Some Vivantas have very high room rates like the coral reef property, which would cost $500 per room a night. Resorts in Bekal, Coorg, Srinagar are unique.
What is the outlook for the upcoming season?
The demand should go up by 10-15 per cent. Things are picking up.
The first half was sluggish. Occupancy has been around 65 to 69 per cent. In leisure properties like Goa, it has been higher, although rates were lower. We have not finalised rates for the festive season.
Do you plan to consolidate the brand to have a uniformity, since now you have an almost equal mix of greenfield properties and old hotels converted into Vivantas?
Twelve brand new hotels have been added in the last four years. We have no plans to let them go.
Vivanta is not only a product. It is a service philosophy. It is an experience. So you could have an Ambassador which is a very classic décor hotel or the Malabar, both are old properties. But the service philosophy is Vivanta. We don’t want a cookie-cutter brand. We are agile and stylish.
How are you handling the competition with many international brands having forayed into India?
We have a very old Taj-ness in us. We have a nice blend for Vivanta. We are a strong brand and apart from being modern, contemporary, stylish and spirited, we are also very warm, which the competition is not. The new brands that are coming now, almost edge towards coldness.
That is a big difference, apart from our food philosophy. We were the first to give regional cuisines.
The competition has one style of food which they take everywhere.
