‘Oberoi Towers’ Mumbai to be rebranded ‘Hilton Towers’ and Trident Hotels to be rebranded ‘Trident Hilton’

Hilton International EIH Limited today announced a strategic alliance for co-branding hotels in India under the ‘Trident Hilton’ brand.

The alliance covers nine hotels with approximately 1900 rooms across India, including the flagship Oberoi Towers in Mumbai, which will be rebranded as “Hilton Towers”. In addition, existing Trident hotels in Agra, Bhubaneswar, Chennai, Cochin, Jaipur, Udaipur and the proposed new hotels in Gurgaon (140 rooms) and North Mumbai (440 rooms) will become Trident Hilton.

The alliance brings together the international brand equity and extensive worldwide marketing resources of the Hilton Group and the highly regarded expertise of Trident Hotels, an owner and operator of international hotels in India. The alliance will also give the Hilton Group immediate representation throughout India.

Under this alliance, EIH Limited will continue to manage and operate all of the hotels, most of which are owned by EIH Limited 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.

The re-branding of the hotels is expected to be completed by 31st March 2004.

“Trident makes an ideal partner for Hilton as its qualities align closely with Hilton’s own brand values. Trident Hilton hotels represent a strategically important addition to Hilton’s network in Asia and gives us the ability to offer customers a choice of nine locations in India,” said Mr. David Michels, Group Chief Executive, Hilton Group.

Mr. P.R.S. Oberoi, Chairman, EIH Limited said, “Hilton’s reputation for quality and value has stood the test of time, making it the best known hotel brand in the world. Its international sales and marketing resources, including sales offices in 34 countries, will provide us with very effective international representation in an increasingly competitive market.

“As members of the Hilton Group, we will be able to offer our guests additional benefits and services, including access to Hilton HHonors, one of the largest and most successful hotel loyalty programmes in the world. We expect benefits from the alliance will significantly enhance foreign business and profitability of our hotels.”

Added Mr. David Michels, “With the extensive experience and the sterling reputation for service excellence and quality that Trident Hotels has in the travel and hospitality industry, we are confident that our guests will enjoy the full Hilton experience at the new Trident Hilton hotels. We look forward to forging a strong and lasting partnership with Trident Hotels.”

EIH Limited established the ‘Trident’ brand in 1988. Since then, Trident Hotels have developed a reputation as superior first class international hotels with contemporary facilities that offer quality and value, combined with friendly and efficient service in a warm and relaxed atmosphere.

The Oberoi Group owns and operates 30 hotels and 4 Nile Cruisers in 6 countries under the ‘Oberoi’ and ‘Trident’ brands. The Group employs more than 12000 people worldwide.