Bon Vivanta: Taj Hotels Launches a New Brand
Five-star hospitality doesn't have to equal four-poster beds or stuffy white tablecloths set with five different forks and a "Jackets Required" policy.
In fact, hyper upscale Indian hotelier, Taj--of famed properties like Mumbai's Taj Mahal and Udaipur's Lake Palace--just unveiled their newest "upper upscale" brand. It's dubbed "Vivanta" to signify a kind of cultural sophistication and also a vivacious approach to experience and travel.
Though, in the last 18 months, three initial hotels in Bangalore, The Maldives and Goa already existed under the umbrella, 13 other properties have now come in from the rain and apparently six more are already in development.
Still richly appointed, these hotels are targeting a more youthful, trendier jet set, taking a more contemporary, playful approach to design. In fact, the exterior facade of the Bangalore property actually changes color.
Rooms and suites are conceived with the "corporate nomad" in mind with "buzz word" names like "Charm," "Delight," "Loft" and "Nirvana" and high-tech elements like interactive LCD TV on which you can check email or the NASDAQ or (presumably?) watch YouTube videos of kittens in surround sound.
So, burn that blazer (or, okay, maybe just loosen that tie). Viva Vivanta!
Guest blogger Nora Zelevansky is a regular contributor to TravelandLeisure.com.