Five months after ending a marketing alliance with the Hilton group, the Oberois have re-branded some of their properties. Eight hotels, including one located at Gurgaon, will henceforth be called Trident Hotels. Mumbai’s Hilton Towers will now be called Trident Nariman Point, Mumbai. The change is effective from April 1, 2008.
Rattan Keswani, who has been with the Oberoi group for 27 years, has been named president of the Trident brand.
“Trident is a well-established brand since we opened the first Trident hotel in Chennai in 1988. The brand’s outlook is excellent and it will expand exponentially,” said Oberoi group chairman PRS Oberoi while announcing the re-branding. “We will not have any tie-up with foreign hotel brands either in India nor abroad,” he added. Oberoi Hotels will continue to be the prime brand of the group, commanding as it does 50 per cent more room tariff than Trident brand hotels.
Oberoi, one of India’s top hoteliers, said his group decided to end the contract with Hilton after it entered a venture with real estate company DLF, to set up three-star hotels called Garden Inns. “We never expected then to have another strategic alliance while our alliance was on. Since they will be setting up many three-star hotels, the branding could have degraded our hotel properties,” said Oberoi.
“They will be our competitors. The name Hilton in two different hotel chains could have created confusion in the minds of guests. I do not expect any fallout and Trident will stand on its own,” Oberoi added.
Trident will add four more properties soon. It is setting up a five-star hotel in Mumbai’s Bandra-Kurla complex and this 436-room facility will be operational by the last quarter of 2008. A 200-room hotel in Chandigarh will also be operational at the same time.