Silversea, Taj Hotels form marketing alliance

**Ally** · 12-05-2006, 01:42 PM

The Italian-owned luxury cruise company and one of Asia’s finest hotel groups have entered into a strategic joint marketing alliance to develop cross promotional opportunities for both companies such as joint exhibitions at trade shows, mailings and Internet links.

The alliance comes at an opportune time, said Manfredi Lefebvre D’Ovidio, chairman of Silversea Cruises, because ‘India’s tourist industry is booming with increasing travel by Indians to domestic and overseas destinations. Taj and Silversea have a similar brand positioning, offer the same quality of customer service and this joint venture will offer our guests reciprocal privileges and benefits that reflect the style and quality of Silversea products.’

Lefebrve said Silversea is also interested in using Taj expertise in the areas of cuisine and spa services. Additionally, India is on the charts for future itineraries.

‘We want to develop this country as a cruise destination,’ Lefebrve added. ‘By using Taj hotels for pre-and post- cruise programs, this alliance will help us improve our products.’

The partnership has been in the works for more than a year, according to Raymond Bickson, md and ceo for The Indian Hotels Company Ltd. ‘The cruise clientele is a market we have never captured and this is a great opportunity to expand our brand internationally,’ he said.

The 19 luxury hotels in the Taj portfolio include the Taj Mahal in Mumbai and the Pierre in New York.

(SeaTrade)