Mumbai: Taj Hotels Resorts and Palaces, one of Asia's largest and finest group of hotels, and VICTORIA-JUNGFRAU COLLECTION, a hotel group comprising four of Switzerland's leading luxury hotels 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.

Each chain will be reciprocating loyalty benefits and will be jointly participating in marketing and promotional deals across the two groups to provide a wider guest experience and awareness on a global scale. The participating Taj and VICTORIA-JUNGFRAU COLLECTION hotels in the alliance include: The Taj Mahal Palace & Tower, Mumbai, Taj Lands End, Mumbai, Taj Mahal, Delhi, Taj Palace, Delhi, Taj Coromandel, Chennai, Taj Krishna, Hyderabad, Taj West End, Bangalore, Taj Lake Palace, Udaipur, Rambagh Palace, Jaipur, Umaid Bhawan Palace, Jodhpur, The Pierre, New York, Taj Boston, Taj Campton Place, San Francisco, Taj Cape Town, Blue, Sydney and Taj Exotica Resort and Spa, Maldives.

Under the VICTORIA-JUNGFRAU COLLECTION, the VICTORIA-JUNGFRAU Grand Hotel & Spa in Interlaken, the PALACE LUZERN, and EDEN AU LAC in Zurich and the BELLEVUE PALACE in Bern are a part of the alliance. Both Taj Hotels Resorts and Palaces and VICTORIA-JUNGFRAU COLLECTION will jointly participate in trade shows, sales events, niche marketing programmes and culinary promotions. This will also include a special exchange programme wherein both organisations will send people to be trained in each other's hotels in different areas of expertise. This alliance will support and enhance the Taj Hotels and VICTORIA-JUNGFRAU COLLECTION representation in different parts of the world.

Speaking on the occasion, Raymond Bickson, Managing Director and CEO, Indian Hotels Company Limited said, "This is certainly a win-win alliance for both companies. It will give us the opportunity to work with VICTORIA-JUNGFRAU COLLECTION and the foray of Taj brand in Switzerland which is a key destination for global travellers. This alliance will bring in a synergistic approach to the marketing efforts of two luxury hospitality brands catering to the discerning clientele."