EIH Limited today announced a strategic alliance for co-branding hotels in India under the ‘Trident Hilton’ brand.
The alliance covers nine hotels with approximately 1900 rooms across India,
including the flagship Oberoi Towers in Mumbai, which will be rebranded as
“Hilton Towers”. In addition, existing Trident hotels in Agra,
Bhubaneswar, Chennai, Cochin, Jaipur, Udaipur and the proposed new hotels in Gurgaon
(140 rooms) and North Mumbai (440 rooms) will become Trident Hilton.
The alliance brings together the international brand equity and extensive
worldwide marketing resources of the Hilton Group and the highly regarded
expertise of Trident Hotels, an owner and operator of international hotels in
India. The alliance will also give the Hilton Group immediate representation
Under this alliance, EIH Limited will continue to manage and operate all of the
hotels, most of which are owned by EIH Limited or its affiliated companies. EIH
will continue to undertake domestic marketing, promotion and reservations in
India. Hilton will be responsible for international marketing, promotion and
reservations through the Hilton International network.
The re-branding of the hotels is expected to be completed by 31st March 2004.
“Trident makes an ideal partner for Hilton as its qualities align closely with
Hilton’s own brand values. Trident Hilton hotels represent a strategically
important addition to Hilton’s network in Asia and gives us the ability to offer
customers a choice of nine locations in India,” said Mr. David Michels, Group
Chief Executive, Hilton Group.
P.R.S. Oberoi, Chairman, EIH Limited said, “Hilton’s reputation for quality
and value has stood the test of time, making it the best known hotel brand in
the world. Its international sales and marketing resources, including sales
offices in 34 countries, will provide us with very effective international
representation in an increasingly competitive market.
“As members of the Hilton Group, we will be able to offer our guests additional
benefits and services, including access to Hilton HHonors, one of the largest
and most successful hotel loyalty programmes in the world. We expect benefits from the alliance will significantly enhance foreign business and
profitability of our hotels.”
Added Mr. David Michels, “With the extensive experience and the sterling
reputation for service excellence and quality that Trident Hotels has in the
travel and hospitality industry, we are confident that our guests will enjoy the
full Hilton experience at the new Trident Hilton hotels. We look forward to
forging a strong and lasting partnership with Trident Hotels.”
EIH Limited established the ‘Trident’ brand in 1988. Since then, Trident Hotels
have developed a reputation as superior first class international hotels with
contemporary facilities that offer quality and value, combined with friendly and
efficient service in a warm and relaxed atmosphere.
The Oberoi Group owns and operates 30 hotels and 4 Nile Cruisers in 6
countries under the ‘Oberoi’ and ‘Trident’ brands. The Group employs more
than 12000 people worldwide.