Taj Hotels: Using Technology to Offer Personalized Services
| Case Code: MKTG425 Case Length: 8 Pages Period: 2000-2020 Pub Date: 2020 Teaching Note: Available |
Price: Rs.250 Organization : Taj Hotels Palaces Resorts Safaris Industry :Travel & Tourism Countries : India Themes: Customer Relationship Management/ Services Marketing/ Branding Strategy/Technology Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Technology Initiatives to Offer Customized Services
Taj Hotels implemented several strategies at individual properties as well as across its chain to offer personalized services and experiences to guests. With advances in computing technology, the brand leveraged insights drawn from consumer behavior data to offer personalized as well as captivating experiences to consumers. It shifted its focus from ‘what it can offer’ to ‘what consumers want at its properties.’ The brand also updated its properties to appeal to the tastes of millennials who accounted for the largest consumer group in India in the 21st century...
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