KOCHI: Taj Hotels, Resorts and Palaces and Silversea Cruises, an Italian-owned cruise company reflecting generations of maritime and travel experience, have entered into a strategic joint marketing alliance to develop cross-promotional opportunities for both companies to harness each other's strengths in their respective markets of dominance. An agreement was signed by Taj Group managing director Mr. Raymond Bickson and Silversea Cruises chairman Lefebvre D'Ovidia in this regard last week in Mumbai, said a press release issued here on Saturday.

Speaking on the occasion, Mr. Raymond Bickson, managing director & CEO of The Indian Hotels Company Ltd., said the alliance will give the opportunity to work with each other's distribution networks and create awareness for each other's brand. This alliance will bring in a synergistic approach to the marketing efforts of two of the world's finest hospitality brands," he said.

Mr. Manfredi Lefebvre D'Ovidio added: "We are thrilled to have formed this alliance that comes at the most opportune time when India's tourist industry is booming with increased travel by Indians to domestic and overseas destinations. By creating an alliance with a hotel company that has similar brand positioning and quality of customer service as our own, we offer our guests reciprocal privileges and benefits that reflect the style and quality of the Silversea product."

Silversea Cruises owns and operates four ships, namely Silver Cloud, Silver Wind, Silver Shadow and Silver Whisper.

An innovator in the ultra-luxury segment, Silversea Cruises, has become the favourite among modern affluent travellers .

There are 75 hotels under the Taj Group, including 19 luxury hotels portfolio. These include Taj Mahal Palace & Tower in Mumbai, Taj Lake Palace in Udaipur, Rambagh Palace in Jaipur, Umaid Bhawan Palace in Jodhpur and The Pierre in New York. Taj's international portfolio consists of hotels spanning across the U.S. UK, Australia and Middle East and the Indian Ocean Rim. The Indian Ocean Rim has Taj Exotica Resort and Spa, Maldives and Mauritius hotels.

The Taj Hotels-Silversea Cruises partnership will provide guests with a total of 19 hotels and 4 ships offering not only comparable service and quality, but also distinct experiences in destinations to choose from.

Supporting and enhancing the representation of both partners in different parts of the world, the Taj Hotels, Resorts and Palaces - Silversea Cruises alliance will develop reciprocal and joint marketing activities that include undertaking of high profile joint marketing initiatives in designated market areas, developing and strengthening guest and client relationships through the affiliation and brand building awareness, claims the release.

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