The Indian Hotels Company Limited (IHCL) was looking to redefine its iconic brand, Taj, elevating its legacy while appealing to a new generation of travellers. Tasked with the feat, QUO proudly worked with the IHCL team to evolve the Taj brand identity and bring it to life in a new digital platform.
Building on the soul of the Taj brand, ‘Reinventing Tradition’, QUO’s Editorial team translated this into a sophisticated and elegant tone of voice that balances poetic flair with clarity. These guidelines were then used as the basis to rewrite the hundreds of pages of Taj website content. The resulting www.tajhotels.com reimagines and captures the essence of Taj – a luxury brand that honours its rich heritage while attracting modern guests.
“IHCL’s iconic brand Taj has defined the hospitality landscape for over a century pioneering destinations, offering innovative experiences while setting new benchmarks of excellence. The rich tonality of the new website is reflective of this ethos elevating the user experience with its immersive and intuitive design. This digital transformation will bring alive the seamless Taj experience at every stage of the booking journey.”
– Parveen Chander Kumar, Executive Vice President, Sales & Marketing, IHCL
QUO’s digital team, meanwhile, undertook the task of completely reimagining the Taj website experience across mobile and desktop. Through close collaboration with in-house and third-party technical partners and brand champions, QUO researched, conceived and planned a complete group website transformation.
“Taj is the essence of tradition and the future of hospitality. Every touch. Every connection. Every moment. We have worked for the last three years with the incredible brand development team at Taj to form a narrative and vision that evolves the brand and allows the guest to experience the brand at every digital touchpoint.”
– David Keen, Founder & CEO, QUO Global
Through extensive and detailed client interviews, QUO explored the various competing and complementary aspirations and needs of the Taj business units, prioritising and integrating with basic technical capabilities, to form the basis of an architecture encompassing the entire website, including hotel and resort properties and F&B, gifting, experience presentation, holidays, onsite search and discovery, marketing and promotions, memberships and the entire booking journey.
With our dedicated and skilled digital design team bringing the UI to life within the reimagined Taj brand, the result is a unique blend of usability, modernity and traditional elegance delivering well defined business requirements.
Visit www.tajhotels.com.
