Taj Hotels Resorts and Palaces is a worldwide chain of luxury hotels and resorts with 76 hotels, palaces, islands and resorts across 12 countries. It was founded in British-ruled India and offered guests luxury amenities like English butlers and Turkish baths. The brand maintains high standards of customer service and innovation, and regularly advertises to reinforce its values of warmth, luxury and efficiency. It offers a wide range of hotel services including business, leisure, meeting/banquet facilities, and has introduced new services like loyalty programs and cyber butlers. The brand is recognized with several awards for marketing, wellness services and customer responsiveness.