Frederiksborg Palace

2.1 HOTEL BACKGROUND The brand Vivanta was born as a part of Taj Hotels Resorts and Palaces (also known as The Indian Hotels Company Limited) brand architecture exercise. With this the brand rolled over 19 of its hotels to the new brand. This brand architecture exercise was a part of their previous launch of The Gateway hotels which is marketed as an Upscale brand. Vivanta by Taj is marketed as an Upper Upscale Brand which is flanked by the Taj in the top-end luxury department. The term Vivanta…