Oberoi Group to expand 'Trident' hotel brand

Written by Reuters | Mumbai, March 31: | Updated: Mar 31 2008, 20:12pm hrs
The Oberoi Group plans to expand its 'Trident' hotel brand in India and overseas, its top official said on Monday, naming the Middle East, Thailand and China among other countries as growth areas.

"We are exploring opportunities on extending the Trident brand overseas," Chairman P.R.S. Oberoi said at a press meet to rebrand the 'Trident Hilton' as 'Trident'.

The group's existing eight 'Trident Hilton' hotels in India will be rebranded 'Trident' from April 1, he said, adding three more hotels would come up in Chandigarh, Bangalore and Hyderabad.

The group already has hotels under this brand in the Middle East.

In September, EIH Ltd said it would end its marketing and co-branding alliance with Hilton International Co and develop its own 'Trident' hotels brand.

EIH will open an owned property under the 'Trident' brand in north Mumbai during the last quarter of 2008.

The existing Trident hotels, where room rates are about 40-50 percent lower than in the Oberoi-branded hotels, are either owned or managed by the Oberoi group's listed companies, EIH Ltd and EIH Associated Hotels Ltd, said Oberoi.