Taj hotels’ parent company, the Indian Hotels Company Ltd (IHCL), has been on a reinvention spree this year. After launching a new hotel brand, SeleQtions
, and entering the homestay market
, the company is now set to redefine its exclusive business club—made up of much of India’s corporate power circuit—The Chambers.
Among the most significant changes of the upgraded benefits is that members can now own a lifetime membership, and make a one-time transfer to their next-of-kin. A membership grants exclusive ‘Chambers room rates’ at Taj, Vivanta and SeleQtions hotels across the world (the discount percentage will depend on the property); complimentary upgrades; pool and gym access; and instant Platinum membership to the Taj InnerCircle loyalty programme. Additionally, The Chambers will curate experiences and niche events, targeted to a corporate clientele.
The Chambers, established in 1975, is known to be a prestigious membership, owing to its powerful business community. To reach out to the new generation of businesspeople, it is undergoing a revamp in terms of its benefits as well as some of its physical locations. In the first phase, The Chambers clubs at the Delhi, Mumbai and Kolkata hotels will see renovations, followed by those in Chennai, at Taj Land’s End in Mumbai, Hyderabad and Dubai in 2021, the next phase. The Chambers is also looking to expand its footprint, starting with London and Bengaluru, and likely to extend to New York around 2021.
The membership cost is similar: Rs 20 lakh as joining fee, plus an annual fee of about Rs 3 lakh.
“Our target audience remains the same—global achievers who have challenged and redefined business in India,” says Veetika Deoras, vice president - strategy and brands, IHCL. “However, as the world changes, and consumer insights are changing, the intention is to constantly reinvigorate the value proposition for members. The Chambers membership is not based on economic prowess alone, but has stringent entry criteria, and the new benefits will give the community many more benefits and a wider reach.”