Taj and Shilla in Asia Tie-up

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. October 14, 2008

SEOUL, Korea / MUBAI, India, March 6, 2006. Taj Hotels of India and Shilla Hotels of South Korea have entered into a strategic joint marketing alliance to develop cross-promotional opportunities.

Both companies are trying to harness each other's strengths in their respective markets of dominance. The Shilla Hotels & Resorts, a member of The Leading Hotels of the World and affiliated to the Samsung Group, is Korea's leading company in the total hospitality industry. The Shilla Hotels & Resorts comprises of two hotels namely The Shilla Seoul and The Shilla Jeju.

Renowned for its distinctive Korean charm and character, The Shilla Seoul is Korea's representative hotel and is recognized today as one of the top ten hotels in the world. Traditionally, the home of Korea's official state visitors, as well as high profile international figures, The Shilla Seoul offers what is undoubtedly one of the most beautiful settings in Seoul, with its own 23-acre private park. The Shilla Seoul incorporates the traditional Korean-style, state-of-the-art facilities and impeccable service. T

The Shilla Jeju, with breathtaking ocean views and world-renowned artists' works, all expertly matched with soft colored interiors and beautiful tropical gardens, offers additional comfort and a releasing atmosphere. One of Korea's most popular holiday destinations, The Shilla Jeju is both a major venue for international conventions and exhibitions and favored destination for honeymooners from mainland Korea and Japan.

There are 17 hotels under the Taj Luxury Hotels portfolio, with eleven in India and six abroad. They include The Taj Mahal Palace & Tower in Mumbai, Rambagh Palace in Jaipur, Umaid Bhawan Palace in Jodhpur and Taj Lake Palace in Udaipur. The hotels outside India are Taj Exotica Resort & Spa in Maldives, Taj Palace Hotel in Dubai, 51 Buckingham Gate in London, Taj Exotica Resort & Spa in Mauritius, Taj Denis Island in Seychelles and The Pierre in New York.

The portfolio of hotels under both Taj Luxury Hotels and The Shilla Hotels & Resorts are treasured historic landmarks and destinations unto themselves. They share a mutual culture, which places a premium on offering high-quality service while maintaining the unique appeal of each hotel. At its inception, The Shilla-Taj Hotels partnership will provide guests with a total of 19 hotels offering not only comparable service and quality, but also distinct experiences in unique destinations to choose from.

Under the alliance, both Taj Hotels Resorts and Palaces and The Shilla Hotels & Resorts will develop reciprocal and joint marketing activities that include joint participation in trade shows, sales events, culinary promotions and niche marketing programmes. Furthermore, the companies will also assist each other in exchanging sales leads and conducting roadshows across India and Korea. Their respective newsletters and websites will communicate news to a large client base. This alliance will support and enhance the Taj Hotels and The Shilla Hotels & Resorts representation in different parts of the world.

Speaking on the occasion, Mr. Raymond Bickson, Managing Director & CEO, The Indian Hotels Company Limited, said, "This is certainly a win-win alliance for both companies. It will give us the opportunity to work with The Shilla network to create greater awareness of the Taj brand in Korea, which is one of our key markets. This alliance will bring in a synergistic approach to the marketing efforts of two of Asia's finest hospitality brands."

Mr. Mansoo Lee, President & CEO, Hotel Shilla Company Limited, added, "The alliance comes at the most opportune time when India's tourist industry is booming due to a rush of foreign tourists into the country and increased travel by Indians to domestic and overseas destinations. By creating an alliance with an India-based hotel company with properties that have similar brand positioning and quality of customer service to our own, we offer our guests reciprocal privileges and benefits."