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EIH and Hilton launch Strategic Alliance

Travel News Asia 2 April 2004

EIH Limited and Hilton International today launched a Strategic Alliance that saw seven Trident hotels renamed Trident Hilton and the former Oberoi Towers in Mumbai change its name to the Hilton Towers.

The Strategic Alliance is the basis for a franchise agreement that builds on the combined strength of Tridents domestic brand position and operational expertise together with Hiltons strong global brand and vast sales and marketing network.

According to Koos Klein, Hilton International President, Middle East and Asia Pacific, the overnight re-branding of the former Trident and Oberoi hotels is the culmination of six months intensive preparation and training between EIH Limited, the parent company of the Indian hotels, and Hilton International. The eight hotels now join a portfolio of more than 2500 Hilton-branded hotels in 70 countries around the globe.

Said Klein, For the first time, Hilton customers from around the world can visit India and stay in a network of Hilton-branded hotels in eight great locations. Whether they meet for business in Delhi, Chennai or Mumbai or tour the historical attractions in Rajasthan or Kerala, they can now experience Hilton standards delivered through the superior expertise of the EIH group.

Chairman of EIH Limited, Mr PSS Oberoi added, The alliance between our two companies will enhance our strong leadership position in the Indian and overseas markets. The re-branded hotels will offer guests additional benefits and services of the Hilton group, including access to Hilton Hhonours, one of the largest and most successful loyalty programmes in the world.

Under the strategic alliance, EIH will continue to manage all hotels and will undertake domestic marketing promotion and reservations in India. Hilton International will be responsible for international marketing, promotion and reservations through the Hilton global network.

The hotels include Trident-Hiltons Gurgaon, Agra, Jaipur, Udaipur, Bhubaneshwar, Chennai, Cochin and Hilton Towers in Mumbai. Trident Hilton Mumbai, a 400-room new property in north Mumbai, is scheduled to be built and opened in 2007.

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