The Taj group of hotels has entered into a strategic marketing alliance with the Singapore-based Raffles International, said Raymond Bickson, managing director of Indian Hotels Company.
The alliance allows both parties access into markets where each does not already have a presence. The two companies will undertake joint sales events at travel and trade fairs, implement sales information exchanges and cross-promote their hotels.
There is no co-branding of hotels and is only a marketing alliance, Bickson clarified. Last year, East India Hotels, the second-largest hospitality chain entered into a branding and marketing alliance with Hilton International. ITC Hotels also has a alliance with Starwood Hotels."It allows us access into countries and properties where Raffles is strong and we don't have a presence. And also for the Raffles group, it gives them access to the huge Indian market, and markets they don't have a presence in, Bickson added.