New Delhi: The Oberoi Group (EIH) on Wednesday said that it will end its alliance with Hilton International effective from 2008 following differences over strategy on branding of properties.
The three year-old marketing and branding alliance between the two would come to an end by March 2008 with 'Trident Hilton' brand being replaced by Trident.
"The reason for termination is that the strategy Hilton wanted to persue will result in dilution of our Trident brand," EIH Vice-Chairman (rpt) Vice-Chairman S S Mukherji told PTI.
He said that the US company's strategy in India was to develop Hilton hotels and Hilton Garden Inn in India.
"A notice to Hilton had been served regarding its decision on termination that would take effect from March 31, 2008," he added.
Subsequently, the 'Trident Hilton' hotels in Gurgaon, Agra, Jaipur, Udaipur, Bhubaneswar, Chennai and Cochin would be rebranded as 'Trident' with effect from April 1, 2008.
"The company wished to independently pursue the development of its Trident brand in the country and could not do so and maintain the Hilton alliance at the same time," PTI quoted EIH Ltd Chairman P R S Oberoi as saying.
The two firms tied up in 2004 to explore hospitality possibilities, where the EIH was responsible for management, domestic marketing, promotion and reservations in India, while Hilton took care of the same in international markets.
EIH would re-brand the 'Hilton Towers' in Mumbai as 'Trident Towers' from the next year.
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