Taj Debut's New Resort Brand Vivanta

Leading hotel chain Taj who are developing the ultra luxury Taj Exotica on Koh Lon island have opened their first Vivanta branded resort in the Maldives. Back of their stated ambition to twin upscale accommodation with value for money the resort is aimed at the smaller boutique market which is gathering momentum against the larger institutional hotel brands.
Other chains now embracing this market include InterContinental Hotel Group with Indigo and ACCOR with its M Gallery. Phuket has seen the positioning proposition work in the context of Twin Palms and now Cape Sienna, so it's yet to be seen if chains can deliver more personal guest experiences without the heavy reliance on bulk standard operating procedures and over institutionalized approach.