The Hindu : EIH signs co-branding deal with Hilton

Online edition of India's National Newspaper
Friday, Sep 05, 2003

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EIH signs co-branding deal with Hilton

By Our Special Correspondent

David Michels, Group Chief Executive, Hilton Group plc, and P. R. S. Oberoi, Chairman, EIH, exchange documents after signing an agreement to co-brand Oberoi and Trident hotels.

MUMBAI SEPT. 4. Hilton International Co. and EIH today announced a strategic alliance for co-branding hotels in India under the `Trident Hilton' brand. The Oberoi Towers, Mumbai, would be re-branded as `Hilton Towers'. The re-branding of the hotels is expected to be completed by March 31, 2004.

The alliance covers nine hotels with about 1900 rooms across India, including Oberoi Towers, Mumbai. The existing Trident hotels in Agra, Bhubaneswar, Chennai, Kochi, Jaipur, Udaipur and the proposed new hotels in Gurgaon (140 rooms) and Mumbai (440 rooms) will be re-branded. The alliance will also give the Hilton Group immediate representation throughout India.

Under this alliance, EIH will continue to mange and operate all of the hotels, most of which are owned by it or its affiliated companies. EIH will continue to undertake domestic marketing, promotion and reservations in India. Hilton will be responsible for international marketing, promotion and reservations through the Hilton International Network.

"Trident makes an ideal partner for Hilton as its qualities align closely with Hilton's own brand values," said David Michels, Group Chief Executive, Hilton Group. Addressing a press conference, here today, Mr. Michels said Trident Hilton hotels represented a strategically important addition to Hilton's network in Asia and gave the Hilton Group the ability to offer customers a choice of nine locations in India.

"Hilton's international sales and marketing resources, including sales offices in 34 countries, will provide us with effective international representation in an increasingly competitive market," said P. R. S. Oberoi, Chairman, EIH. "We expect benefits from the alliance will significantly enhance foreign business and profitability of our hotels," Mr. Oberoi added.

EIH established the Trident brand in 1988. Since then, Trident Hotels have developed a reputation as superior international hotels with contemporary facilities that offer quality and value.

The Oberoi Group owns and operates 30 hotels and four Nile Cruises in six countries under the Oberoi and Trident brands. The Group employs more than 12,000 people worldwide.

Hilton International, a subsidiary of Hilton Group plc., and Hilton Hotels Corporation, have a worldwide alliance to market `Hilton'.

Collectively offering over 2,400 hotels in more than 60 countries worldwide, both companies are recognised as one of the leaders in the hospitality industry. Hilton International currently operates 400 Hilton and Scandic branded hotels in more than 60 countries worldwide.

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