Taj Hotels Palaces Resorts Safaris
The MICE segment of Taj Hotels Palaces Resorts Safaris forms about 20-25% of the overall top line of the business. To push the number even further, the team wanted to increase their brand awareness among event planners across the world.
Return on Investment
Increase in Unique RFPs
*Awarded RFPs divided by the number of bids submitted | 2016 Stats
The Brand Eclipse
As an active player in the MICE segment, Taj Hotels Palaces Resorts Safaris could sense the evolving market dynamics with the change in expectations of its customers. While planners sought out unique, memorable venues for their growing number of events, the Taj team recognised a need to solidify brand awareness among the more novel set of event planners. “There's always that new planner, a new event manager, or a new wedding planner, who crops up somewhere every day. I want to make sure that we are in front of him as well. So, if you ask me the single biggest challenge – it is to keep reaching out to the new set of meeting consumers,” says Suku Verghese, AVP of India Sales, Taj Hotels Palaces Resorts Safaris.
Taj also sensed a shift in planners' venue sourcing behaviour and realised that they were now booking smaller groups, meeting for shorter periods, and looking for venues not far from their base cities. To increase its visibility among new corporate meeting planners, the hotel group wanted a marketing solution that would differentiate it from the rest of the pack and boost its presence in niche markets. After weighing several options, Taj saw the value of investing in Cvent.