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Submitted to,B.W.T.B.A,H.K.campusAsharmaroadAhmedabad. Year 2008-09

Submitted By,009- !"SH#$A#BHA$.0%2-&"H#' (A)*SH.02-K+AK#A""(A.02-A/WA( #&A).%%-!HA(*SWA)SHATAY+ %%1-A/KWA(A (#'A.

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B.W.T.I.B.A 1

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Chap.

Particular Page no.

Preface 4Acknowledgement 5

art-% 6Research methodology 7

1 hat is research methodology 71.1!"dentify the o#$ecti%e of research 71.&!Research design 71.'! (ata type )1.4 ! research aproaches *1.5! Research instrument 1+1.6 !,ampling plan 1+

1.7! Contact method 1&

art-2 1'1 -%er%iew of hotel industry 14

1.1! ,ector outlook 141.&! uture 151.'! /rends in hospitality industry 16

& 0otel industry in "ndia 1*&.1! eature of hotel industry &+&.&! Classification of hotel industry &1&.'! rowth of hotel industry in "ndia &'&.4! ,cenario of hotel industry &5&.5! 23pansion plan &6&.6! "nternational recognition &)

' ,egmentation of hotel industry &*

'.1! 0ow star is gi%en ''

B.W.T.I.B.A 2

CONT ENT

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4 Challenge of hotel industry '6

5 o%t. policy ')5.1! o%t. support ')

5.&! ,tep taken #y 0A" '*5.'! Recession 41

6 ,tar hotel in Ahmeda#ad 4&

7 p coming hotel pro$ect in Ahmeda#ad 4'

) rief a#out %isited hotel in Ahmeda#ad 45).1! rief a#out ta$ hotel 45).&! rief a#out ginger hotel 4)

).'! rief a#out ,aro%ar portico hotel 5&

* ,-/ analysis of hotel industry as awhole

5'

*.1! ,-/ analysis of %isited hotels 5*

1+ P2,/ analysis of hotel industry 6'

11 Porters fi%e force analysis of hotel

industry

71

1& ,ecurity in Ahmeda#ad after um#aiattack

7*

1&.1! Risk factor in ahmeda#ad )1

1' 7ps of ser%ice marketing )&1'.1! Product )'1'.&! Price **1'.'! Place 1+)1'.4! Promotion 11*1'.5! People 1'&1'.6! Process 14'1'.7! Physical e%idence 15'

14 5 aps model of ser%ice 8uality 15*

15 9uestionnaire 167

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16 Conclusion 17+

17 i#liography 171

e are the students of ramchari adi /rust which is the

institute of #usiness anagement. -ur college has gi%en

%arious topic out of that we ha%e chosen this topic . -ur report

is on star hotels in Ahmeda#ad. "t is %ery important andinspira#le part of third year of ..A. programme.

-ur report gi%es the knowledge and information a#out the

0otel "ndustries in "ndia. "t indicates the current scenario of

hotels in "ndia. "t also helps to know %arious strategies of hotels

in Ahmeda#ad to generate or capture more market share of

consumer.

As a students of /.:...A.; we hope that we tried to prepare

this report enthusiastically and put our #est effort to add to its

8uality.

B.W.T.I.B.A 4

PREFACE

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As per laid down curriculum the /hird :ear of ..A. we are

assigned ser%ice report on hotels management in Ahmeda#ad.

,upport for completion for the same .e is thank you to each <

e%ery person for pro%iding us and supplying an ade8uate and

defused information and their #est support and guidance for

completion of our report.

e really appreciate the work and systematic efforts of our

professor rs. Palla%i -==a who helped guided and supports us

positi%ely and enthusiastically in getting our work done.

/hanks to> !

(irector>!adam ,hilpa /ri%edi.

B.W.T.I.B.A 5

ACKNOWLEDGEMENT

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adam Palla%i -=a.

art-%

)esearchB.W.T.I.B.A 6

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ethodo4o5y

What is research methodo4o5y6

ethodo4o5y is defined as

1. ?the analysis of the principles of methods; rules; andpostulates employed #y a discipline?@

&. ?the systematic study of methods that are; can #e; or ha%e

#een applied within a discipline?@ or

'. ?a particular procedure or set of procedures.?

%7 #detiyi5 the ob:ecti;e o research.

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/o know that how hotels are manage.

0ow they pro%ide the ser%ices to the customer

or education purpose it is help a lot to learn that how

hotels are manage.

27 )esearch !esi5< -

*=p4oratory

!escripti;e

*=p4oratory )esearch<-B23ploratory research is to gather the preliminary

information that will help in defining the pro#lem and

suggest the hypothesis.

hene%er we want to deri%e D e3plore something new our

research type should e3ploratory. "n our pro$ect we ha%e to

e3plore the data a#out how hotels are manage < 7s of

%isited hotels from data gi%en #y the hotel P.R.- EPu#lic

Relation -fficerF people.

!escripti;e )esearch< -

>(escripti%e research is to descri#e things such as market

potential; demographics and attitude of consumers etc..

(escripti%e research we analy=ed on 8ualitati%e parameters

we take the personal inter%iew of the respondent this

research is undertaken to collect the primary information.

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*=.

hich star category they ha%e #elong

hat type of customer they ha%e targeted

hich kind of facility they pro%ide to customer

hat are their ,-/

7 !ata Type <-

rimary

Secodary

rimary !ata< -

BPrimary data consists of the information which is freshly

collected for the specific purpose at hand.

Gewly D reshly gathered information is known as primary

data. or our pro$ect sources for primary data are personal

inter%iew with hotel consultant.

or getting the primary data we ha%e %isited the different

star hotel like

H Geelsahara H Geelkanth paradise

H 0otel host inn H /a$ hotel

H inger hotel

Secodary !ata< -

B,econdary data consist of information that already e3ist

somewhere and ha%ing #een collected for another purpose.

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/he data which are already e3ist < which was gathered

earlier for; maga=ines any other purpose is known as

secondary data; sources of secondary data are we#sites; etc.

. 0otel "ndustry. Com

. 28uity master. Com

. "ndian e8uity fund. Com

. Geelkanth group of hotel. Com

. /a$ hotel. Com.

. inger hotel. Com

. ,aro%ar portico hotel. Com

. 0ost inn hotel. Com

37 )esearch Approaches

?ocused 5roup

Sur;ey

?ocused &roup )esearch< -

BA focused group research is to gather si3 to ten people who

are in%ited to spend few hours with a skilled moderator to

discuss a#out pro$ect.

"n this report we ha%e done the focus group research. 0ear

we were met to the star hotels consultant to discuss a#out

the pro$ect report.

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7 )esearch istrumets

@uestioaire<-

B9uestionnaire is a form consists of set of 8uestions.

/here are two types of 9uestionnaire that is close ended <

open ended.

"n close ended 9uestionnaire respondent has to answer from

gi%en alternati%es < in open ended 9uestionnaire they can

gi%e answer in their own state of manner. or our pro$ect we

ha%e framed a 8uestionnaire comprising of open 8uestions.

17 Samp4i5 4a

a. Samp4e

b.Samp4e +it

c. Samp4e Sie

d. Samp4e rocedure

Samp4e< -

B,ample is a segment of the population selected for research

to represent the population as a whole. "n our report the

sample is star hotel in Ahmada#ad.

Samp4e +it< -

B,ample nit means who is to #e sur%eyed

e ha%e done the sur%ey on & star hotel; 'star hotel; 4 star

hotel; 5 star hotel < we met the consultant of this hotel

Samp4e Sie< -

B,ample ,i=e means how many people should #e sur%eyed

e ha%e sur%eyed 5 hotels in Ahmada#ad

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Geelkanth ,ahara & star hotel

Geelkanth paradise ' star hotel

0ost inn hotel & star hotel

inger hotel ' star hotel

,aro%ar portico hotel 4 star hotel

/a$ hotel 5 star hotel.

Samp4i5 rocedure< - B,ampling procedure means how

should the respondent #e chosen.

/here are two types of sampling procedure.

robabi4ity

(o probabi4ity

" the robabi4ity #ases sample; where each element of

population has gi%en e8ual chance of getting selected. "n

our report we are not going sur%ey according to the

pro#a#ility methods

" the (o-robabi4ity #ases sample; where each

element of population has not gi%en e8ual chance of

getting selected. "n our report we ha%e done sur%ey

according to the non!pro#a#ility methods.

# (o robabi4ity we ha%e done the sur%ey according to

the con%enience from hotel consultant for e3ample we

ha%e %isited le!meridian #ut we didnt got good response so

we ha%e not included that hotel in our report.

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7 /otact ethods

ersoa4 iter;ie< -

0ere inter%iewer asks face to face 8uestions to

respondents. "t takes two forms; indi%idual < group

inter%iewing. "ndi%idual inter%iew in%ol%e talking with

people in their homes or offices; on the street; or in

shopping mall. ,uch inter%iewing is fle3i#le. /rained

inter%iewer can guide inter%iews; e3plain difficult

8uestion; and e3plore 8uestions as the situation re8uires.

roup inter%iewing consists of 6 to 1+ people and an

inter%iewer will ask 8uestion to a group as a whole. "t is

similar to focused group research. "n our pro$ect we ha%e

done the personal inter%iew.

(ame o respodet

(ame ohote4

(ame operso

!esi5atios Starcate5ory

0otel ta$ r. %ergiescurien

0.R. anager 5 star hotel

Geelkanthsahara

iss. /ulsimam

Assintantgeneralmanager

' star hotel

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Geelkanthparadise

r. 0arsantshah

ront officemanager

' star hotel

0otel host inn r. parikshit ,ide partner & star hotel,aro%ar

portico

r. risho%e

halder

/raining

manager

4 star hotel

inger hotel r. kaushal .A.. ' star hotel

/he main ad%antage of personal inter%iew is that we can get

relia#le information.

/he main disad%antage of personal inter%iew is that; it is

%ery time consuming and costly.

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art-2

/hapter-%-o;er;ie o hote4 idustry

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";er;ie o Hospita4ity #dustry

0ospitality is a#out ser%ing the guests to pro%ide them with

?feel!good!effect?. ?Athithi de%o #ha%ha? Euest is odF has

#een one of central tenets of "ndian culture since times

immemorial. "n "ndia; the guest is treated with utmost warmth

And respect and is pro%ided the #est ser%ices.

/oday hospitality sector is one of the fastest growing sectors in

"ndia. "t is e3pected to grow at the rate of )I #etween &++7

and &+16. any international hotels including ,heraton; 0yatt;Radisson; eridien; our ,easons Regent; and arriott

"nternational are already esta#lished in the "ndian markets and

are still e3panding.

Gowadays the tra%el and tourism industry is also included in

hospitality sector. /he #oom in tra%el and tourism has led to

the further de%elopment of hospitality industry.

%.% Sector out 4ooC

hotel industry largely depend upon the foreign tourist arri%als

further classified into #usiness tra%elers Earound 65I of the

total foreign touristsF and leisure tra%elers. /he following

figures show that #usiness as well as the leisure tra%elers E#othdomestic and internationalF formed ma$or Clientele for hotel in

&++7.

lo#al tra%el increased #y 6I in &++7 compared with &++6;

crossing tourism forecasts for the fourth year in succession.

Among the %arious regions; the iddle 2ast registered the

highest growth in arri%al of international tourists with 46 million

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tourists compared with 41 million in &++6; a growth of

1&.&I./he opening up of the a%iation industry in "ndia has

resulted in e3citing opportunities for the hotel industry. oreign

tourist arri%al to "ndia ha%e #een growing at a 14 I o%er the

past 5 years. 0owe%er this has dropped to low single digits in

the early part of 0&:+*. at the same time; supply additions of

premium segment hotel rooms are e3pected to grow at 16 per

cent. /his is e3pected to ha%e a dampening effect on

occupancy rates. /he supply surplus in &++*!1+ and &+1+!11 is

e3pected to pull down a%erage occupancy rates from around

75 per cent in &++6!+7 to 6+ per cent in &+1+!11. And

significant increase in a%erage room rate EARRF /he ma$or

factors contri#uting to this growth include sta#le economy <

political condition; #ooming ser%ice industry; (" inflow;

infrastructure de%elopment; emphasis on tourism #y the

central as well as state go%ernments and ta3 rationali=ation

initiati%es to #ring down the ta3 rates in line with the

international le%els.

%.2?uture <

/he num#er of tourists %isiting "ndia is estimated to touch the

figure of 4.4 million. ith this huge figure; "ndia is fast

#ecoming the hottest tourist destination in the region. /he

%isitors include #usiness tra%elers; leisure tra%elers and

persons of "ndian origin with foreign passports. rowth is

e3pected to continue o%er the ne3t few years. "t is #eing

predicted that "ndia may achie%e an a%erage growth of 1&I

per annum in tourism for many years to come. Apart from

international tourists; the domestic tourist market; including

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#usiness and leisure tra%elers; is also flourishing. /his market is

estimated at around '++ millions tourists per year. /he industry

also e3pects a #oom in spiritual and medical tourism in the

domestic sector at a growth rate of 1+I to 15I o%er the ne3t

few years. rowth in tourism will definitely lead to a #oom in

hotels and restaurants. /hough there is a shortage of rooms at

present; it is going to #e o%er soon enough; as top international

players are heading towards "ndia to esta#lish themsel%es

here. A steady growth of a#out 1+I in new hotel pro$ects is

e3pected for the ne3t few years.

%. Treds i Hospita4ity Sector

/rends that will shape the future of hospitality sector are>

1.JowCostCarriers

&.udget0otels

'.,er%iceApartments

4./echnology

5.Joyalty/ra%el

%. 'o cost carriers>

/ra%elers in general are more price sensiti%e to airfare than

they are to hotel room rates. -ften a low airfare will stimulate

demand for tra%el e%en if hotel prices are increasing. JCCs are

B.W.T.I.B.A 18







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a good option for #usiness tra%elers; as they ha%e ad%antages

like low costs; more options and connecti%ity.

2. Bud5et hote4s<

ore than 5+ per cent of occupancy of a ma$ority of hotels

comes from the #usiness tra%el segment. /he a%erage room

rate EARRF reali=ed from #usiness tra%elers is normally higher

than from leisure tra%elers. 0eightened demand and the

healthy occupancy rates ha%e resulted in an increase in the

num#er of #udget hotels. ,ome of the new players entering

into this category of hotels include hometel; kamfotel;

courtyard #y arriott; country inns < suites; i#is < airfield inn.

. Ser;ice apartmets>

/he concept of ser%ice apartments; though a recent

phenomenon in "ndia; is an esta#lished glo#al concept. Killas in

,pain; flats in the L and apartment comple3es in the , ha%e

all created a %ia#le market for those who want more than $ust a

room in a hotel. ,er%ice apartments are the latest trend in

accommodation; offering the comfort and con%enience of a

home without the hassles of ha%ing to maintain or look after it.

"deally suited for medium!to!long staying guests; ser%ice

apartments are a natural choice for corporate employees or

e3patriates relocating to a particular city; non!resident "ndians

%isiting the country for long spells and foreigners %isiting city

for long duration.

3. Techo4o5y<

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/ra%el and technology ha%e #ecome insepara#le. /echnology is

making its own ad%ances with high!tech %ideo conferencing

facilities; we# cameras and %irtual reality mode of

conferencing. -n!line #ookings; e!ticketing; i!i "nternet

connecti%ity; easy access to information; etc. are $ust a few

areas where technology has compeletely changed the way we

tra%el.

. 'oya4ty tra;e4<

M/oday; airline!credit card company tie!ups ha%e #rought a

whole range of #enefits to the tra%elers. /hese include

insurance co%er; upgrades; free tickets; access to e3ecuti%e

lounges; and a host of other goodies. /he top players in

hospitality sector include the following>

"/C 0otels

"ndian 0otels Company Jtd. E/he /a$ 0otels Resorts <

PalacesF

-#eroi 0otels E2ast "ndia 0otelsF

0otel Jeela Kenture

Asian 0otels Jtd.

0otel corporation of "ndia

#T! hote4s

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/hapter-2-Hote4 idustry i #dia

0otel "ndustry in "ndia

0otel "ndustry in "ndia has witnessed tremendous #oom in

recent years. 0otel "ndustry is ine3trica#ly linked to the tourism

industry and the growth in the "ndian tourism industry has

fuelled the growth of "ndian hotel industry. /he thri%ing

economy and increased #usiness opportunities in "ndia ha%e

acted as a #oon for "ndian hotel industry. /he arri%al of low costairlines and the associated price wars ha%e gi%en domestic

tourists a host of options. /he N"ncredi#le "ndiaN destination

campaign and the recently launched NAtithi (e%o ha%ahN

EA(F campaign ha%e also helped in the growth of domestic

and international tourism and conse8uently the hotel industry.

"n recent years go%ernment has taken se%eral steps to #oost

tra%el < tourism which ha%e #enefited hotel industry in "ndia.

/hese include the a#olishment of the inland air tra%el ta3 of

15I@ reduction in e3cise duty on a%iation tur#ine fuel to )I@

and remo%al of a num#er of restrictions on out#ound chartered

flights; including those relating to fre8uency and si=e of

aircraft. /he go%ernmentNs recent decision to treat con%ention

centres as part of core infrastructure; allowing the go%ernment

to pro%ide critical funding for the large capital in%estment that

may #e re8uired has also fuelled the demand for hotel room.

/he opening up of the a%iation industry in "ndia has e3citing

opportunities for hotel industry as it relies on airlines to

transport )+I of international arri%als. /he go%ernmentNs

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decision to su#stantially upgrade &) regional airports in smaller

towns and pri%ati=ation < e3pansion of (elhi and um#ai

airport will impro%e the #usiness prospects of hotel industry in

"ndia. ,u#stantial in%estments in tourism infrastructure are

essential for "ndian hotel industry to achie%e its potential. /he

upgrading of national highways connecting %arious parts of

"ndia has opened new a%enues for the de%elopment of #udget

hotels in "ndia. /aking ad%antage of this opportunity /ata group

and another hotel chain called N0omotelN ha%e entered this

#usiness segment.

0otel "ndustry in "ndia currently has supply of 11+;+++ rooms

and there is a shortage of 15+;+++ rooms fueling hotel room

rates across "ndia. According to estimates demand is going to

e3ceed supply #y at least 1++I o%er the ne3t & years. i%e!star

hotels in metro cities allot same room; more than once a day to

different guests; recei%ing almost &4!hour rates from #oth

guests against 6!) hours usage. ith demand!supply disparity;

hotel rates in "ndia are likely to rise #y &5I annually and

occupancy #y )+I; o%er the ne3t two years. /his will affect the

competiti%eness of "ndia as a cost!effecti%e tourist destination.

/o o%ercome; this shortage "ndian hotel industry is adding

a#out 6+;+++ 8uality rooms; currently in different stages of

planning and de%elopment; which should #e ready #y &+1&.

0otel "ndustry in "ndia is also set to get a fillip with (elhi

hosting &+1+ Commonwealth ames. o%ernment has

appro%ed '++ hotel pro$ects; nearly half of which are in the

lu3ury range. /he future scenario of "ndian hotel industry looks

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e3tremely rosy. "t is e3pected that the #udget and mid!market

hotel segment will witness huge growth and e3pansion while

the lu3ury segment will continue to perform e3tremely well

o%er the ne3t few years.

2.% Some o the mai eatures o the #dia hote4

idustry ic4ude the o44oi5.

%7#dustry is more deped o metro city

/he industry is more dependent on metropolitan cities as

they account for 75I to )+I of the re%enues; with (elhi and

um#ai #eing on top.

27A)) D occupacy rate

/he a%erage room rate EARRF and occupancy rate E-CF are

the two most critical factors that determine profita#ility. ARR

depends on location; #rand image; star rating; 8uality of

facilities and ser%ices offered. /he occupancy rate depends

on other seasonal factors.

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7?orei5 ;isitors

"ndia is an ideal destination for tourists. Appro3imately 4.4

million tourists %isit "ndia e%ery year. /hus the growthprospects are %ery high.

37u4tiatioa4 hote4

"n the hotel sector; a num#er of multinationals ha%e

strengthened their presence. Players like our ,easons are

also likely to enter the "ndian market in the near future.oreo%er; "ndian hotel chains are also e3panding

internationally. A com#ination of all these factors could

result in a strong emergence of #udget hotels; which could

potentially lower the cost of tra%el and related cost.

2.2 The idustry ca be c4assiied ito our se5mets>

1) Stars ad Stars !e4u=e.

/hese are mainly situated in the #usiness districts of metro

cities and cater to #usiness tra%elers and foreign tourists.

/hese are considered to #e %ery e3pensi%e. /hese account

for a#out '+I of the industry.

2) Herita5e Hote4s.

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/hese are characteri=ed

#y less capital

e3penditure and greater

afforda#ility and include

running hotels in

palaces; castles; forts;

hunting lodges; etc.

3) Bud5et Hote4s<

udget hotels cater mainly to domestic tra%elers who fa%or

reasona#ly priced accommodations with limited lu3ury.

/hese are characteri=ed #y special seasonal offers and good

ser%ices

4) +c4assiied<

/hese are low!priced motels spread throughout the country.

A low!pricing policy is their only selling point. /his segment

accounts for a#out 1* I of the industry

B.W.T.I.B.A

/ate5ory ercet

a5ei%e star < fi%e

delu3e

'+ I

our star 1+ I /hree star &7 I /wo star 1& I

n classified 1* I0eritage hotel & I

25

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0%

5%

10%

15%

20%

25%

30%

Percentage

Five star & fi

star deluxe

Four star

Three star

Two star

Unclassified

Heritage hot

2. &roth i hote4 idustry i #dia

/he hospitality #oom in "ndia is led not only #y the #uoyancy in

the "ndian economy; #ut also #y the supply!demand im#alance

that currently e3ists in most cities. -ur focus is e3tensi%ely on

the 8uantum and classification of new hotels #eing de%eloped

in ma$or cities o%er the ne3t fi%e years. or each city we ha%e

presented the num#er of new hotels under %arious stages of

de%elopment; their market orientation and suggested the

acti%e de%elopment ratio.?

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/he ser%ices sector showed a healthy growth of 11.& per cent

in &++7 as compared to *.) per cent in &++6 #enefiting from

the a%aila#ility of skilled la#our. /rade; hotels; transport and

communication continued to de%elop at an accelerated pace

recording a growth of 1'.+ per cent during &++7 as against

1+.4 per cent in &++6.

"ccupacy 4e;e4s<

-ccupancy le%els at hotels catering to #usiness tra%elers ha%e

dropped 5I to 1+I since the end of Oanuary. -n a year on year

#asis; occupancy le%els ha%e remained flat. /he ma$or dip in

the occupancy le%els was seen in the "/ hu#s; angalore and

0ydera#ad. a$or e3penditure!cutting e3ercises #y information

technology sector companies; hurt #y the rupee appreciation;

ha%e #egun to impact the "/ hospitality segments. Also; new

supply had come up in these regions; which further affected

the occupancy le%els. 0owe%er; destinations like um#ai;

(elhi; and oa witnessed sta#le occupancies on account of

lower supply. /hough the tourist destinations witnessed higher

occupancies; rising airfare and higher room rates may hit the

leisure tourist segment going forward.

"ccupacy EF7

City :+7 :+)

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Gorth um#ai 6* 6)

,outh um#ai 76 76

(elhi 75 74

angalore 74 7+

Chennai 7' 71

Lolkatta 75 75

oa 7+ 7+

0ydera#ad 71 6*

,ource> ! e8uity master researchQ

2.3 Sceario o hote4 idustry<-

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"ndia #oasts of the worldNs highest mountains; miles of

coastline with e3cellent #eaches; tropical forests and wildlife;

ad%enture tourism; desert safari; lagoon #ackwaters; ancient

monuments and orld 0eritage ,ites; forts and palaces; and of

course; the /a$ ahal. /he "ndian tourism and hospitality

industry has thus emerged as one of the key sectors dri%ing

the countryNs growth. /he tourism sector is thri%ing; owing to a

huge surge in #oth #usiness and leisure tra%el #y foreign and

domestic tourists. /he #oom in "ndiaNs tourism industry and the

surge in tourist inflow to the country ha%e percolated to other

associated sectors like hospitality. /he re%enues for the "ndian

hotel and restaurant industry in the year &++6!+7 e3ceeded

, 11).)5 million; an increase of nearly && per cent o%er the

pre%ious year. /he industry is poised for rapid growth and is

pro$ected to #e well worth o%er , 15).4* million #y the year

&+1+. And with the continuing surge in tourist inflow; this

sector is likely to offer tremendous opportunity for in%estors.

or e3ample; while the estimated num#er of re8uired hotel

rooms is around &4+;+++; the current a%aila#ility is $ust *+;+++

rooms ! lea%ing a shortfall of 15+;+++ rooms to #e pro%ided.

"ndiaNs hospitality sector is e3pected to see an estimated ,

11.41 #illion in the ne3t two years; and around 4+ international

hotel #rands #y &+11; according to a report #y a oi

anagement Consultants. oreo%er; the sector is e3pected to

pro%ide o%er 4++;+++ $o#s.

Along with these large!scale e3pansion plans; international

hotel asset management companies are also likely to enter

"ndia. ,e%eral glo#al hotel chains see immense in%estment

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opportunities in the sector with glo#al chains like 0ilton;

arriott "nternational; erggruen 0otels; and Ca#ana 0otels;

Premier /ra%el "nn EP/"F; "nterContinental 0otels group and

0ampshire amongst others ha%e announced ma$or in%estment

plans in "ndia with others likely to follow suit.

'atest Treds

0otels are no longer satisfied with the plain!%anilla roomconcept #ut are now getting ready for alternate hospitality

formats such as residential hotels; destination resorts; condo

hotels; %acation ownership and pri%ate residentsN clu#.

our ,easons is de%eloping a destination resort in

Puthenkayal; Lerala; which will ha%e 75 %illas and also &+

#randed; lu3ury pri%ate residences. /he resort will #e

operational #y &+1&.

Gearly 11 per cent of the hotel demand in the country is

from long stay guests. /he Jeela roup is looking at tapping

this market. "ts property in urgaon will ha%e *+ apartments

called N/he ResidenceN aimed at the long stay guests.

"ndiaNs largest real estate player; (J; is #uilding "ndiaNs first

residential hotel in oa with the 0ilton roup. (J plans to

in%est , & #illion to ha%e si3 hotels on a similar format in

the ne3t fi%e years.

2. *=pasio 4as

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ith "ndia #eing on the glo#al tourist map and more and more

people coming to "ndia for tourism or #usiness; hotels are

looking at e3pansion in a ma$or way.

/he /a$ 0otels Resorts and Palaces S in a $oint %enture with

CC Africa; a leading safari operator and ecotourism company

from Africa is opening two safari lodges in adhya Pradesh

at Panna and Lanha Gational Parks. "t already has a safari

lodge each at andha%garh and Pench Gational Parks.

arriott; which manages si3 hotels in "ndia at present; islooking at a steady growth in the num#er in the ne3t four

years. "t e3pects to ha%e &5 hotels #y &+11 with room

strength of );+++T1+;+++.

2"0; which owns the -#eroi and /rident group of hotels; is

looking at opening 1+ hotels in "ndia and a#road in the ne3t

three years. /hese include a lu3ury -#eroi 0otel in urgaonto #e opened in &++*; a '&+!room /rident hotel at the

angalore "nternational Airport to #e opened in &+1+; and

two hotels to #e opened in 0ydera#ad in &+1+.

0otels in 0ydera#ad are on an e3pansion spree and a

whooping 4;+++ rooms will #e added in the ne3t couple of

years. Around &+ ma$or properties including that of Park0yatt; /rident;

arriott; Jeela and /a$ among others will effecti%ely dou#le

the current capacity of 4;+++ rooms across all types of

hotels.

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2.1 #teratioa4 )eco5itio

"ndiaNs #ooming tourism sector has not only witnessed

international in%estments #ut also achie%ed international

accolades with its increasing appeal as the leading glo#al

tourist destination. /he go%ernment has #een instrumental in

making tourism a priority sector. "ts efforts ha%e #orne fruits

with a series of international recognition and awards.

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"ndia has #een elected to head the G orld /ourism

-rgani=ation EG/-F; the highest policy making world

tourism #ody represented #y 15+ countries.

/he worldNs leading tra%el and tourism $ournal; Conde Gast

/ra%eler; has ranked "ndia as the Nnumero unoN tra%el

destination in the world.

"ndia was ad$udged AsiaNs leading destination at the regional

orld /ra%el Awards E/AF.

"ndiaNs /a$ ahal continues to figure in the ,e%en onders of

the orld.

angalore!#ased Jeela Palace Lempinski was %oted the

fa%ourite #usiness hotel in the world in a ReadersN Choice

Awards #y Conde Gast /ra%eler in &++7.

"ndia #agged the orldNs leading (estination arketing

Award for the "ncredi#le "ndia campaign.

/hapter -- se5metatio o hote4

idustry

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/ompaies metioed

Asian hotel limited; 2"0 limited; 0otel leela %enture; "ndian

0otels company limited; "ndian /ourism (epartment; royal-rchid 0otel J/(; /a$ 0otels; and Resorts Jimited; Oaypee

0otels J/(; "/C 0otels Jimited.

/he hotel industry can #e further categori=ed into three

segments> hotels; restaurants and contract caterers.

/he hotels in "ndia can #e #roadly classified into the following

segments>

1.,tar rated hotels

&.0eritage hotels

'.udget hotels

4.nclassified hotels

%7 Star rated hote4

/hese are mainly situated in the #usiness districts of metro

cities and cater to #usiness tra%elers and foreign tourists.

/hese are considered to #e %ery e3pensi%e. /hey are #uilt

o%er an area of up to 1)+++ s8. meters. /hese account for

a#out '+I of the industry. /he star hotels are further

classified into si3 segments.

a) i%e star delu3e f F one star

#F i%e star

cF our star

dF /hree star

eF /wo star

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Ea7 ?i;e Star !e4u=e D ?i;e Stars>

/hese are restricted to the four metros and some ma$or

cities like angalore and 0ydera#ad. /he customers of

these hotels are mostly foreign #usiness and leisure

tra%elers; senior #usiness e3ecuti%es and top go%ernment

officials.

ser%ices pro%ided #y fi%e star hotelaci4ity aci4ityParking facilities &4 0ours ront (eskymnasium a#y ,ittingJaundry Cleaning ,er%ice ar,wimming Pool usiness CentreParking ! CoachDus Car Rental D Car 0ireParking D Car Park Cocktail Jounge

RestaurantEsF Conference acilities /our (esk Currency 23changeakeup ,er%ice (octorymnasium Jaundry Cleaning ,er%ice,wimming Pool Parking ! CoachDusParking D Car Park RestaurantEsF

/our (esk akeup ,er%ice

Eb7Three Star D ?our Star>

/hese are located in all ma$or cities as well as tourist

destinations. /heir customer group ranges from middle le%el

#usiness e3ecuti%es to leisure tra%elers

,er%ices pro%ided #y three star < four star hotel

?aci4ity ?aci4ity

&4 0ours ront (esk Air Conditionar Coffee D /ea aking acilities

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/elephone D (irect (ial usiness CentreCurrency 23change Conference acilities(octor ront (esk ,afe (eposit o3ymnasium Jaundry Cleaning ,er%ice

RestaurantEsF ,ecurity /our (esk akeup ,er%ice

Ec7 "e Star D To Star<

/hese are located in ma$or cities as well as in small city and

other tourist destinations. /heir customers include usually

the domestic tourists. ,er%ices pro%ided #y one star < two

star hotel.

?aci4ity ?aci4ity ree Parking Accepts Credit Cards(octor on call /ra%el (esk /our Planner oney 23changeADC and Gon ADC Rooms Conference 0allRestaurant arDJounge"n house laundry D dry cleaning Complimentary newspaper in

lo##y

E27 Herita5e Hote4s.

/hese are characteri=ed #y lesser capital e3penditure and

afforda#ility and include hotels running in palaces; castles;

forts; hunting lodges etc. /he heritage hotels are further

classified as>

0eritage classic

aF 0eritage grand

#F 0eritage

Herita5e /4assic<

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/hese include hotels #uilt #etween 1*&+ and 1*'5.

Herita5e &rad<

/hese include hotels #uilt prior to 1*&+.

Herita5e<

/hese include hotels #uilt #etween 1*'5 and 1*5+.

E7 Bud5et Hote4s<

udget hotels especially cater to domestic tra%elers who fa%or

reasona#ly priced accommodations with limited lu3ury. /hese

are characteri=ed #y special seasonal offers; low and good

ser%ices.

Ser;ices o bud5et hote4

?aci4ity ?aci4ityAirCondition<nonairconditionfacilities

Refrigerator

Railway picking facilities Currency 23changeJaundry Cleaning ,er%ice GewsstandParking D Car Park RestaurantEsFakeup ,er%ice edical help

E37+c4assiied<

/hese are low!priced hotels spread throughout the country. A

low!pricing policy is their only selling point. "t accounts for

a#out 1* I of the industry.

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7 )*STA+)A(TS

/hese typically include fast food chains; ethnic restaurants;

fine dining and coffee #ars. /he ma$or players include arista;

c (onalds; Ru#y /uesday; #ercos; etc.

17 /"(T)A/T /AT*)#(&

/his includes any catering #usiness unit that is formally not a

part of the hotel industry #ut is closely allied to it. ,ome of the

ma$or players in this category include ,ode3ho; Compassroup;

.% Ho star is 5i;e to the hote4

/he most popular hotel ratings are #ased on two companies

o#il which rates properties in ,tars; and AAA which rates

properties in (iamonds. oth of these companies pu#lish tra%el

guides and use their annual ratings of properties across the

world to help mem#ers distinguish #etween low and high end

properties.

%7 "e diamod

/hese esta#lishments typically appeal to the #udget!minded

tra%eller. /hey pro%ide essential; no!frills accommodations.

/hey meet the #asic re8uirements pertaining to comfort;

cleanliness; and hospitality.

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27 To diamod

/hese esta#lishments appeal to the tra%eller seeking more

than the #asic accommodations. /here are modestenhancements to the o%erall physical attri#utes; design

elements; and amenities of the facility typically at a moderate

price.

7 Three diamod

/hese esta#lishments appeal to the tra%eller withcomprehensi%e needs. Properties are multifaceted with a

distinguished style; including marked upgrades in the 8uality of

physical attri#utes; amenities; and le%el of comfort pro%ided.

37 ?our diamod

/hese esta#lishments are upscale in all areas. Accommodationsare progressi%ely more refined and stylish. /he physical

attri#utes reflect an o#%ious enhanced le%el of 8uality

throughout. /he fundamental hallmarks at this le%el include an

e3tensi%e array of amenities com#ined with a high degree of

hospitality; ser%ice; and attention to detail.

7 ?i;e diamod

/hese esta#lishments reflect the characteristics of the ultimate

in lu3ury and sophistication. Accommodations are first class.

/he physical attri#utes are e3traordinary in e%ery manner. /he

fundamental hallmarks at this le%el are to meticulously ser%e

and e3ceed all guest e3pectations while maintaining an

impecca#le standard of e3cellence. any personali=ed ser%ices

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and amenities enhance an unmatched le%el of comfort.

/he following is #ased on personal e3perience>

-ne thing to keep in mind is that a hotel can ha%e e%erything itneeds to #e a 5 star or 5 diamond property #ut unless it has

great customer ser%ice then it will ne%er get past a ' star

ratingU /he hotels and properties that get a four star or 4

diamonds rating Eor higherF e3cel in customer ser%ice.

Gow; the highest le%el of a rating is either 5 stars or 5

diamonds. /he difference #etween a four diamond or star and a

5 rated hotel is AA"G the le%el of customer ser%ice. At a 5

starDdiamond property you are pretty much treated like royalty

and well taken care of. or instance; things " remem#er from

the AAA guidelines are that at a fi%e star property you

personally taken to your room #y a host; they lea%e a gift Elike

chocolate orF on your pillow; and you recei%e a personal note

from management thanking you for your stay. -f course there

is a lot more.

/here thing that #ased on the high le%el of customer ser%ice

that is re8uired of 5 starDdiamond properties; the si=es of the

hotels are generally small around &++ rooms or less.

:ou want to put all of this into conte3t lets use Jas Kegas as an

e3ample. or the longest time Elong #efore hotel ratings i.e.

customer ser%ice #ecame a factorF Caesars Palace and the

olden Gugget downtown were the most consistent 4 star AG(

4 diamond properties. /heir le%el of customer ser%ice was top

notch. /he only thing pre%enting them from getting a 5 star

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rating was that they were limited #y their sheer si=e and

numerous rooms. or a long time; other properties found it %ery

hard to go from a ' rating to a 4 rating. Remem#er; the ' to 4

rating is the di%ision where customer ser%ice comes in.

Properties such as the rand found this out. /hey got a 4

star rating one year #y o#il #ut were still rated #y AAA as a

three diamond property. /he following year; o#il ranked them

#ack to a ' star property

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/hapter - 3- cha44e5es to hote4

idustry

%. Shorta5e o sCi44ed emp4oyees<

-ne of the greatest challenges plaguing the hospitality industry

is the una%aila#ility of 8uality workforce in diff erent skill le%els.

/he hospitality industry has failed to retain good professionals.

2. )etaii5 Gua4ity orCorce<

Retention of the workforce through training and de%elopment

in the hotel industry is a pro#lem and attrition le%els are too

high. -ne of the reasons for this is unattracti%e wage packages.

/hough there is #oom in the ser%ice sector; most of the hotel

management graduates are $oining. -ther sector like retail and

a%iation.

. Shorta5e o rooms<

/he hotel industry is facing hea%y shortage of rooms. "t is

estimated that the current re8uirement is of 1; 5+;+++ rooms.

/hough the new in%estment plan would add 5';+++ rooms #y

&+11; the shortage will still persist.

3. #tese competitio ad ima5e o #dia<

/he industry is witnessing heightened competition with the

arri%al of new players; new products and new systems. /he

competition from neigh#oring countries and negati%e

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perceptions a#out "ndian tourism product constrains the growth

of tourism. /he image of "ndia as a country o%errun #y po%erty;

political insta#ility; safety concerns and diseases also harms

the tourism industry.

. /ustomer e=pectatios<

As "ndia is emerging as a destination on the glo#al tra%el map;

e3pectations of customers are rising. /he companies ha%e to

focus on Customer loyalty and repeat purchase.

1. aua4 bacC-ed<

/hough most reputed chains ha%e "/ ena#led systems for

property management; reser%ations; etc.; almost all the data

which actually make the company work are filled in manual log

#ooks or are

,imply not tracked.

. Huma resource de;e4opmet< ,ome of the ser%ices re8uired in the tourism and hotel

industries are highly personali=ed; and no amount of

automation can su#stitute for personal ser%ice pro%iders. "ndia

is focusing more on white collar $o#s than #lue collar $o#s. /he

shortage of #lue collar employees will pose %arious threats to

the industry.

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/hapter- -5o;ermet po4icy

&o;ermet po4icy

/o unlock the huge potential in this sector; the go%ernment has

taken %arious initiati%es for the de%elopment of this sector.

Jaunch of "ncredi#le "ndia campaign to promote tourism #oth

in domestic and international markets.

Recognition of spare rooms a%aila#le with %arious house

owners #y classifying these facilities as ?"ncredi#le "ndia ed

and reakfast 2sta#lishments?N; under NoldN or N,il%erN

category.

A new category of %isa; ?edical Kisa? ENN!KisaF; has #een

introduced which can #e gi%en to foreign tourists coming

into "ndia for medical tourism.

inistry of /ourism has tied up with nited Gations

(e%elopment Programme EG(PF to promote rural tourism.

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.% &o;ermet support< Eas per 2008 data7

/ill a few years ago; the "ndian go%ernment had a total apathy

towards promotion of tourism. "n fact; the industry did not finda place in the go%ernments fund allocation. /hings ha%e;

howe%er; witnessed a change. /he go%ernment seems to ha%e

reali=ed the importance of tourism and is willing to spend

towards the de%elopment of the industry. /he V"ncredi#le "ndia

campaign is a product of this reali=ation. /he focus on

infrastructure;

moderni=ation of airports; open sky policy; de%elopment of new

tourist destinations and circuits; more fund allocation towards

tourism are some of the initiati%es taken #y the go%ernment to

promote tourism. /he "ndian hotel industry stands to gain from

this proacti%e ness shown #y the go%ernment.

ederation of 0otel < Restaurant Associations of "ndia; often

known #y the acronym; 0RA"; is the Ape3 ody of the four

Regional Associations representing the 0ospitality "ndustry.

0RA" pro%ides an interface #etween the 0ospitality "ndustry;

Political Jeadership; Academics; "nternational Associations and

other ,take 0olders.

0RA" is committed to promote and protect the interests of the

0ospitality "ndustry #y acti%ely seeking #etter pri%ileges and

more concessions for the "ndustry. 0RA" mem#ers are always

kept a#reast with the latest trade information and trends;

statistical analysis and reports on %arious topics that ha%e a

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direct impact on the "ndustry; go%ernment notifications and

circulars.

0RA" helps the 0ospitality "ndustry to grow; prosper and keepin pace with the de%elopments in the "nternational scenario.

ith more than ''++ mem#ers comprising of appro3imately

&+5& hotels; 1+16 restaurants; 15+ associate mem#ers and the

4 regional associations; 0RA" is truly the %oice of the

0ospitality "ndustry that #rings se%eral million dollars to the

e3che8uer and employs more than 15 million direct workers.,ecure for the hotel industry its due place in "ndias economy@

pro$ect its role as a contri#utor to employment generation; and

sustaina#le economic and social de%elopment@ highlight its

crucial role in the ser%ice to tourism industry as the largest net

foreign e3change earner@ help raise the standards of

hoteliering and to #uild an image for this industry #oth within

and outside the country.

.2 Step taCe by hote4 associatio o #dia to 5ro

hote4 idustry

0a%ing esta#lished itself in 1**6; with the o#$ecti%e of securing

for the 0otel "ndustry its rightful place in the "ndian 2conomy;0otel Association of "ndia in a short period of time has

succeeded in creating a strong platform to %oice the concerns

and the aspirations of the "ndian 0oteliers.

"n less than a decade of its e3istence; the Association has

se%eral nota#les to its credit. ,ome landmark achie%ements are

enumerated as follows>

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1. 23port house status for tourism and hospitality industry

2. /ourism e3port promotion council.

'. ,ARRC 0otel Association esta#lished international code of

conduct to go%ern relations #etween hoteliers; tra%el agents

and tour operators

4. Jegal NfirstN for hotel industry.

5. ,ur%eys on the impact of tra%el ad%isories in hospitality

industry

6. ,etting up of confederation of "ndian tra%el and tourism

industry

7. aking "ndian hotels disa#led friendly.

8. iscal #enefits to the hospitality industry.

*. Re!structuring in hospitality #usiness

1+. orld tourism day cele#ration.

,eptem#er &7 is recogni=ed as the orld /ourism (ay.

hile all hotels cele#rate it;

11. mem#er ser%ice

0A" pro%ides %arious professional ser%ices to its mem#er

hotels.

/hese ser%ices include #ut are not limited to>

"nformation #ulletins.

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(irectory of 0otels ! the first hospitality industry maga=ine

of its kind in "ndia@

0ai directory of hotels

. )ecessio

"n the wake of glo#al recession; the ederation of 0otel <

Restaurant Associations of "ndia E0RA"F has ad%ised its

mem#er hotels to slash the room tariffs #y 15 to &+ per cent.

/his mo%e will also portray "ndia as a cheaper destinationcompared to other ,outh!2ast Asian countries. /he decision is

e3pected to #e announced at the orld /ra%el arket E/F

which is presently taking place in Jondon. /he decision was

taken on the suggestion made #y ,u$it aner$ee; ,ecretary;

inistry of /ourism; and o%ernment of "ndia to 0RA"

delegates at a meeting held in the first week of Go%em#er to

assess the impact of glo#al meltdown in the tourism sector in

"ndia.

0RA" is in the process of sending a circular to the mem#er

hotels re8uesting them to slash the room tariffs #y 15 to &+ per

cent. Confirming the same; (r ,unil ulati; 0onorary ,ecretary;

0RA" said; B/he inistry of /ourism is helping us in many ways

and we should consider their suggestion in order to maintain a

cordial relationship.

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/hapter<- 1 Hote4s i Ahmedabad

Ahmeda#ad; the city of Ahmed ,hah Eedie%al ruler of

u$aratF; is known for its rich past and its association with the

ahatma Ereat ,oulF; also known as ohandas Laramchand

andhi. /he city offers the tra%eler a uni8ue style ofarchitecture; which is a #lend of 0indu and "slamic styles E"ndo!

,aracenic style of architectureF. /he monuments of Ahmeda#ad

mainly date #ack to the 15th century. Ahmeda#ad has #een

known for its industry since medie%al times. Presently it is

famous for its te3tile mills and is often referred to as the

Nanchester of the 2astNstarhote4

3starhote4

starhote4

2starhote4

Busiess hote4

Bud5ethote4

ta$residencyummed

Camaparkpla=a

0otelneelkanth

0otelam#assador

/a$residencyummed

0otelam#assador

0olidayinn

hotel

Comfortinn

0otelkllassic

gold

0otelhost inn

"nderresidenc

y

0otelkllassic

gold

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"nderresidency

,unset ,il%eroak hotel<resort

,il%er oakhotel<resort

Je!

merridien

0otel

westend

0otel

fortunelandmark

,aro%arportico

0otelfortunelandmark

0otel hostinn

0otelnest

0otel nest

0otelpresident

9uality inn

9ualityinnRi%erahotel

0otelpresident

Ri%erahotel0otelneelkanth

/hapter<- +p comi5 Hote4s i

Ahmedabad

The &rad, Ahmedabad

/he rand Ahmeda#ad is a reenfield pro$ect of harat 0otels

which will open starting &++)!+*. ,et in the splendid historical

city of Ahmeda#ad; the resort will offer 5 star lu3ury <

comforts.

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Hote4 )adisso, Ahmedabad

Radisson 0otel in Ahmeda#ad; which is due to open in ay

&++). Radisson 0otel Ahmeda#ad will $oin a growing num#er of

hotels in the Radisson portfolio across "ndia

#sta Hote4s, Ahmedabad

"sta 0otels is a hospitality #rand owned #y "00R 0ospitality P%t.

Jtd. "sta 0otels launched their first lu3ury usiness City!0otel

and ,pa in angalore in &++6.

/ourtyard arriott , Ahmedabad

arriott "nternational is a leading lodging company with more

than &;)++ lodging properties in 6) countries and territories.

'emo Tree Hote4 , Ahmedabad

Ahmeda#ad; the #ustling #usiness and industrial capital of

u$arat is getting ready to change with the construction of a

Jemon /ree 0otel in the central #usiness district of

Ga%rangpura.

Hote4 /ityma=, Ahmedabad

After esta#lishing its footprints in the "ndian retail sector with

Jifestyle; a3 and 0ome Centre #rands; (u#ai!#ased Jandmark

roup is eyeing the hospitality pie.

B.W.T.I.B.A 51

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http://www.travelmasti.com/lemon_tree_hotel_ahmedabad_navrangpura.asp


http://www.travelmasti.com/hotel_citymax_ahmedabad.asp

http://www.travelmasti.com/Courtyard_Marriott_Hotel_Ahmedabad.asp



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/ambay &rad Hote4, Ahmedabad

A fi%e star delu3e hotel at Ahmeda#ad is at initial construction

stage. /he hotel will target the #ooming "C2 market in

Ahmeda#ad city.

&i5er Hote4 , Ahmedabad

inger hotels plan to tap the niche markets and target

customers; who were looking for a #randed product at a %ia#le

price.

/hapter<- 8 Brie about Hote4s

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8.% Brie about Ta: Hote4 i Ahmedabad

/a$ 0otels; Resorts and Palaces; today a glo#al hospitality chain

with o%er 75 properties in o%er 6+ locations; has #een a

steward of social responsi#ility since its founding in um#ai;

"ndia; in 1*+'. As part of "ndias premier #usiness house; the /ata roup; /a$ 0otels and its holding company; the "ndian

0otel Company Co Jtd; are committed to ser%ing its many local

communities #y furthering education and skills training;

particularly among rural populations@ preser%ing "ndian art;

culture and wildlife; and promoting sustaina#le;

en%ironmentally sound operations."n an endea%our to reinstate its %ision and efforts to #oost

sustaina#le tourism and integrate en%ironment management in

all #usiness areas; Ta: Hote4s )esorts ad a4aces presents

EARTH E2n%ironment Awareness < Renewal at /a$ 0otelsF; a

pro$ect which reiterates the conscious effort of one of Asias

largest and finest group of hotels to commit to energyconser%ation and en%ironmental management. 2AR/0 has

recei%ed certification from &ree &4obe, the only worldwide

en%ironmental certification program for tra%el and tourism.

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About &ree &4obereen lo#e is the international #enchmarking and certification

programme for the tra%el and tourism industry #ased on the

Agenda &1 principles for ,ustaina#le (e%elopment endorsed #y

1)& 0eads of ,tate at the nited Gations Rio 2arth ,ummit in

1**&. . reen lo#e; is the only worldwide en%ironmental

certification program for tra%el and tourism with participants inmore than 5+ countries reen lo#e is managed #y 2C'

lo#al; a su#sidiary of the ,ustaina#le /ourism Co!operati%e

Research Centre.

/a$ hotel started in Ahmeda#ad in &++1. it is the ) years old

hotel in Ahmeda#ad. "n "ndia there are 67 hotels of ta$.

"n ta$ Ahmeda#ad employee

/hey ha%e 17+ employee.

1 ..

* Accounting 0ouse Leeping ,ecurity .. EA.0.L.,...F

1+ /op Je%el

15 middle le%el

1'5 are employee staff.

Sta aci4ity

Canteen facility

Junch < dinner

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orning tea

They deduct )s. er day char5e rom the sa4ary o

emp4oyee or the sta aci4ity.

Traii5 m5r. is sumit 5oya4

*mp4oyee Shit i ta: hote4

orni

ng

6>'+ to

&>'+Goon &>'+ to

1+>'+Gight 1+>'+ to

6>'+

?uture p4a o Ta: hote4

/he "ndian 0otels Company Jtd E"0CJF; of the /ata roup will

launch hotels in Kadodara; Ahmeda#ad; Ra$kot; ,urat and si3

other cities in u$arat to cope with the e%er!increasing demand

in hospitality industry. Pra#hat Pani; chief e3ecuti%e officer

anddirector of Roots Corporation Jtd; a su#sidiary of "0CJ; said

that one hotel has already #een launched in Kadodara while

another inger hotel will #e opened in Ahmeda#ad followed #y

,urat and Ra$kot. /he *6!room hotel in the city is the 11th hotel

that inger has added to its growing chain across the country

which includes

hotels in angalore; Pune; 0aridwar; hu#aneshwar; ysore;

/hiru%ananthapuram; (urgapur; Gasik; Agartala and

Puducherry.

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8.2 Brie About &i5er hote4

u$aratNs industrial city has a long and tenuous history #ehind

it; making it an attracti%e destination for #oth #usiness

tra%ellers and tourists. inger Ahmeda#ad is located '+

minutes from the airport and the railway station; right #ehind

the famous 0imalaya mall. /here are a %ariety of hangouts

near#y; with the (ri%e!"n theatre #eing the most fre8uented.

inger is $ust a fi%e!minute dri%e from the , E,arkhe$

andhinagarF 0ighway; which houses other famous malls like

"skon; allop; and un Repu#lic. :et another attraction; the

Kastrapur Jake; is only 5 minutes away from the hotel.

ith *4 well!furnished rooms; inger Ahmeda#ad will ha%e all

the special features of ,mart asicsW such as ,mart spaceW;

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,afe =oneW; meeting and conference room; gymnasium and

self check!in kiosk; geared to make your stay comforta#le and

pleasant.

inger hotel was started on 15th Go%em#er &++). /his hotel is

also introduced #y the /A/A group. /his is a three star hotel.

/his hotel is specially targeted to the #usiness client people

only. inger is tie!up with home inn hotel which is the china

hotel.

&i5er uti4ity

inger #rings you accurate weather forecasts for two

successi%e days for all our hotel destinations. And whatNs more;

you can walkthrough the cityNs streets and look up hang!out

and tourist spots with the new oogle maps facility.

;a4ue added ser;ices

/a3i and tra%ellerNs %an ser%ice

(octor on call

/hecC-i, checC-out

1& noon

Security

"n keeping with our heightened security procedures we re8uest

you to pro%ide your photo!identity proof while checking!in.

oreign nationals are re8uired to present their Passport and

%alid Kisa. "ndian nationals can present any one of these; which

is mandatory> Passport; (ri%ing Jicense; Koter "( card; PAG

card or Credit D (e#it D A/ card #earing the holderNs

photograph

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Shits i &i5er hote4

orning 7>++ to

11>++

eneral *>++ to6>++

Afterno

on

&>++ to

1+>++Gight 1+>++ to

7>++

There are appro=imate4y 30 to 3 emp4oyee i the hote4"r5aiatio structure o &i5er hote4

B.W.T.I.B.A

G.S.A. Assistant Officer

Employe

e Employee

Employe

e

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Thi5s that maCe you 5o yum, yum

inger has tied up with /he 0ar#our arket; at inger

Puducherry and ,ayagi at ginger %adodara

/he 0ar#our arket at the s8uare mealW in Puducherry; a

multi!cuisine restaurant #y ohanlals /aste uds Restaurant;

specialises in coastal cuisine. ,aya$is uffet Ounction at the

s8uare mealW in Kadodara; the only all!day #uffet %enue in the

city; allows you to choose from an assortment of %egetarian

and non!%egetarian dishes for #reakfast; lunch; e%ening snacks

and dinner.

?uture p4a o 5i5er

Currently in "ndia there are 16 ginger hotels < they want toopen open other * hotels in ne3t coming future.

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&i5er sees room or %0 more hote4s

Part of the ,( 6& #illion /ata roup Roots Corporation

Jimited ; which owns the Binger #rsnd of #udget hitels

plan to in%est around Rs 1++ crore in u$arat o%er the

ne3t fi%e years. /he company is riding on the growing

opportunities for #udget hotels amidst current slowdown .

Bu$arat has a lot of #usiness tra%el happening in cities like

Ahmeda#ad and Kadodara . Contrary to common

perception; corporates dont stop tra%el completely #utcut down on cost and go for #udget hotels . in such a

scenario ; our inger hotels ha%e huge scop and therefore

we plan to widen its reach in u$arat; said Pra#hat pani ;

chief e3ecuti%e officer of Roots Corporation Jimited .

According to pani ;the company will #e in%esting #etween

Rs 1+ crore and Rs 15 crore on an a%erage on a ingerhotel and plans to ha%e such 1+ hotels in u$arat in the

ne3t fi%e years .

"n its efforts to gain firstmo%ers ad%antage in the organised

#udget hotels market ; Roots Corporation Jimited is

planning more such inger hotels in cities like

,urat;Ra$kot and Oamnagar.

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0a%ing launched 16th hotel of the company in Ahmeda#ad and

plans to add three more #y the end of the financial year

&++)!+*. Be plan to tack the total num#er of hotels to

'+ #y &+1+ . /he idea to increase our footprint as much as

possi#le #y &+1+ as se%eral e%ents including

commonwealth ames will #e taking place in the

country; said pani. /he cumulati%e in%estment on hotels

#y the company so far has #rrn of around Rs '++ crore.

ith an a%erage si=e of 1++ rooms per hotel ; inger hotels

carry '!star category and offers competiti%e rates of Rs

1+++!&'++ per room . Be ofer much #etter prices than

our contemporaries like 0ometel ; "#is and lemon /ree;

added pani .

8. Brie about Saro;ar portico Hote4

hotels are full ser%ice international

8uality ' star hotel #rands. /he accent is clearly on a %ery high

le%el of functionality. Portico hotels comprise a &4 hour world

cuisine eatery; and a modern resto!#ar; in addition to meetings

and functions facilities of moderate capacities. ,aro%ar Portico

hotels are clearly distinguished #y superior le%els of manpower

training; with people competencies %astly superior to

competition hotels. ,aro%ar Portico 0otels are currently present

in Ahmada#ad; Jona%ala; "ndore; 0ydera#ad; and Chennai.

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Lochi; anali; ,hirdi; oa and adrinath and under

de%elopment at ,iliguri.

uture -penings

Ahmeda#ad Park Pla=a ! Ahmeda#ad

111 uest rooms and suites.

ulti!Cuisine Restaurant.

eeting and an8uet acilities

usiness CentreJaundry

0ealth Clu#

i!i ,er%ice

/hapter-9- #dia hote4 sector< SW"T

aa4ysis

According to recent estimates of the orld /ra%el < /ourism

Council Eas of early &++5F; "ndian tourism demand will grow at

).)I o%er the ne3t ten years; which would place the country as

the second most rapidly growing tourism market in the world.

ith the "ndian hotel industry capturing the attention of the

B.W.T.I.B.A 62

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world; let us understand its strengths; weaknesses;

opportunities and threats.

E%7 Stre5ths

"ndias rich culture heritage> ith a historical #ackdrop of 5;+++

years; "ndia is one #ig package of culture and legend that ne%er

fails to capti%ate the imagination of the %isitor. Along with

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endless natural splendors like the mighty 0imalayas; the %ast

"ndo angetic Plains; lush tropical $ungles and a long coastline.

A %isit to the country is a changing spectacle of religions;

customs; festi%als; sights and sounds.

!emadIsupp4y 5ap<

"ndian hotel industry is currently facing a mismatch #etween

the demand and supply of rooms leading to higher room rates

and occupancy le%els. ith *5;+++ odd rooms in the country;

the si=e of the hotel industry represents an a#ysmal figure for

"ndiaNs si=e and growth prospects. /hough new capacities are

e3pected to come in

the ne3t fi%e years demand will outpace supply in the short to

medium term. /he ta#le #elow highlights that; o%er the last &4

months; ma$or cities in the country ha%e witnessed impressi%egrowth in a%erage room rates; due to strong demand and not

much addition to supply.

ARRs> A%erage growth rate

,ource 0K,

international

B.W.T.I.B.A

city :+& :+' :+4 :+5

(elhi !

4.&I

!

5.7I

&.'I '1.4

Ium#ai

!11.&I

!15.&I

&.&I &).7I

angalore

'.7I 15.1I

11.7I

&*.1I

Chennai

!6.*I

6.6I 5.4I 6.4I

oa !).&I

1&.1I

*.)I 1).4I

64

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&o;ermet support<

/ill a few years ago; the "ndian go%ernment had a total apathy

towards promotion of tourism. "n fact; the industry did not finda place in the go%ernments fund allocation. /hings ha%e;

howe%er; witnessed a change. /he go%ernment seems to ha%e

reali=ed the importance of tourism and is willing to spend

towards the de%elopment of the industry. /he V"ncredi#le "ndia

campaign is a product of this reali=ation. /he focus on

infrastructure; moderni=ation of airports; open sky policy;de%elopment of new tourist destinations and circuits; more

fund allocation towards tourism are some of the initiati%es

taken #y the go%ernment to promote tourism. /he "ndian hotel

industry stands to gain from this proacti%e ness shown #y the

go%ernment.

E27 WeaCesses

oor support irastructure>

"ndia is currently spending a miniscule amount compared with

its needs; on infrastructure. China is spending se%en times as

much as "ndia on infrastructure Ee3cluding real estateF in

a#solute terms. "n &++'; total capital spending on electricity;

roads; airports; seaports and telecom was ,15+ #n in China

E1+.6I of (PF compared with ,&1 #n in "ndia E'.5I of

(PF. 0owe%er; o%er the past &!' years; the go%ernment has

reali=ed the importance of infrastructure and has focused on

impro%ing it.

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S4o imp4emetatio

/he lack of ade8uate recognition for the tourism industry has

#een hampering its growth prospects. hate%er steps are

#eing taken #y the go%ernment are implemented at a slower

pace.

Susceptib4e to po4itica4 e;ets

/he internal security scenario and social unrest also hamper

the foreign tourist arri%al rates.

E7 "pportuities

)isi5 #come<

hile there has #een much talk a#out record num#er of foreign

tourist arri%als; %ery little has actually #een said or done a#outdomestic tourism; which; according to our estimates; has

registered a 4+I annual growth in the last three years and is

currently estimated at '++ m tra%elers. Per capita income grew

#y an impressi%e 7.1I in &++5; while ross (omestic ,a%ings

touched an all time high of &)I. ,ignificantly; the present!day

consumption #oom in "ndia has #een influenced more #y higherdisposa#le income rather than lower sa%ings. /his is good

news; as income induced spending is likely to sustain itself for

a longer period. 0igher disposa#le incomes are also e3pected

to enhance the concept of tra%eling for leisure.

Also; there has #een an o%erall transformation in consumption

pattern in the last fi%e years. /he increase in num#er of young

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people; their rising aspiration le%els; and an increase in their

spending power has led to a change in the consumption

pattern. /here is a marked shift from spending on traditional

categories like food and grocery; clothing and $ewelry; to

lifestyle categories such as leisure; and aspiration products and

ser%ices.

"pe sCy beeits<

/he opening up of the a%iation industry in "ndia #rings e3citing

opportunities for the hotel industry Eairlines transport around

)+I of international touristsF. "ncreased airline acti%ity has

stimulated demand and has helped to impro%e "ndiaNs trou#led

infrastructure. "ncreased competition among airline companies

will further lead to the de%elopment of new and impro%ed

ser%ices. Also the open skies policy has #enefited #oth

international and domestic tra%el.

(e busiess opportuities<

e #elie%e that; o%er the ne3t three to fi%e years; the #iggest

surge in accommodation demand is e3pected to come from

commercial =ones that are #eing de%eloped in metro su#ur#s

and secondary markets. i3ed!use de%elopment pro$ects that

include retail and commercial space ha%e also gained

momentum in the last &4 months and will continue to #e an

attracti%e option. /his pro%ides a uni8ue opportunity for

hospitality pro$ects. Also the new concept; which is going to

gain importance; is that of #udget hotels Estarted #y "ndian

0otels T inger; the erstwhile "ndioneF. (ue to their inherent

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nature of operation; associated costs and fle3i#ility; #udget

hotels will #e #etter suited to withstand the ne3t economic

downturn as and when it takes place.

E37Threats

*;et risC<

(ependency on foreign tourism can #e a dou#le!edged sword

as tra%el decisions are #ased on glo#al patterns and e%ents

that happen elsewhere can ha%e serious impact the

performance. 2%ents like *D11; ,AR, out#reak and Afghanistan

and "ra8 wars and the last was on &6th Go%em#er terrorist

attack on ta$ hotel um#ai that e%ent seriously effect eo the

o%er all hotel industry. 0a%e se%erely impacted the tourism

industry in the past and the threat remains.

#creasi5 competitio<

lo#al hospitality ma$ors like the our ,easons; ,hangri!Ja and

Aman Resorts are all making their entry into the "ndian market.

/hey are not the only ones who are turning their attention to

"ndia. /he 0ilton roup is deciding on a come#ack and has tied

up with the -#eroi roup. /wo other groups ! the Carlson

roup and the arriott chain are furiously hunting for new

hotels in "ndiaNs top cities. /his will increase the competition for

the e3isting "ndian hotel ma$ors.

#creasi5 trasportatio aci4ity<

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It means suppose customer have on! "or# o$ one or t"o hour %n other

c%t! or countr! than he can come &ecause there %ncreas%n' the

transportat%on $ac%%t!. (ar%er the transportat%on $ac%%t! %s not so much

eveop that %s "h! customer have sta! there %n the hote &ut no" a a!%$ customer "ant come than he can come &! an! t%me &ecause o$ there

are man! a%r"a!s an ra%"a! $ac%%t! eveop so %t the threats $or hote

%nustr!.

?4uctuatios i iteratioa4 tourist arri;a4s

/he total dependency on foreign tourists can #e risky; as there

are wide fluctuations in international tourism. (omestic tourism

needs to #e gi%en e8ual importance and measures should #e

taken to promote it.

9.% SW"T Aa4ysis o ;isited hote4s

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SW"T Aa4ysis o Ta: Hote4

Stre5th<-

Stro5 brad ima5e> /a$ is the property of /A/A so it has a

good #rang image in the mind of customer.

Hi5h Gua4ity ser;ice> "n ta$ hotel they are pro%iding

different types of room ser%ice; swimming pool ser%ice; they

are pro%iding laundry ser%ice; wi!fi internet ser%ice etc.

oti;ated emp4oyee> ta$ hotel ha%e skill < soft spoken

employee.

&ood ater sa4es ser;ice> ta$ hotel in not down the regular

customers name < #irth date or marriage date of that

customer < they wish to the customer < they pro%ide

discount to the customer.

WeaCess<

?ar rom the city> this hotel is %ery far from the city so it

the weakness for this hotel.

/hey ha;e ot their o catee departmet so it the

weakness for the hotel.

"pportuity<

&roth o popu4atio in Ahmeda#ad

rowing of consumer income

o%t. policy is to wards the hotel industry.

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Threats

,trong competition in the hotel industry #ecause there are

so many hotel in the Ahmeda#ad. /hreats of terrorism in the ta$ hotel #ecause of in um#ai ta$

hotel attack of 11D&6 it effect to specially to the ta$ hotel.

SW"T Aa4ysis o &i5er Hote4

Stre5th<-

,trong #rand image of parent company #ecause parents

company of ginger hotel is /A/A group.

oti%ated employee in the ginger hotel they ha%e good <

soft spoken employee o%er there.

le3i#le mgt structure in ginger hotel the mgt structure so

simple < so easy that is why if hotel want to change it as

per situation than they can change the mgt. structure.

WeaCess<-

Garrow product line they ha%e $ust one type of room < one

gym. < one conference hall; restaurant so it has so narrow

product line. /hey ha%e not their own canteen dept.

Gewly started

"n corner area

"pportuity<-

rowing income of people

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o%t. policy is to ward the hotel industry.

rowth of population in Ahmeda#ad

Threats<-

,trong competition

/hreats of terrorism

SW"T Aa4ysis o (ee4Cath 5roup o Hote4

Stre5th>!

0igh 8uality product

ood after sales ser%ice

23cellent product line

oti%ated employee in the neelkanth hotel they ha%e good <

soft spoken employee o%er there.

WeaCess>!

Got so much reach #rand image

Jook of some hotel is not good like neelkanth palace;

neelkanth sahara etc.

"n neelkanth sahara they ha%e not a kitchen dept.

"pportuity<-




/hey ha%e there ) hotel in Ahmeda#ad.

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Threats>!

,trong competition


SW"T aa4ysis o Saro;ar ortico Hote4

Stre5th>!

"ndias fourth largest hotel chain

0igh 8uality product

ood after sales ser%ice

23cellent product line

oti%ated employee in the ,aro%ar portico hotel they ha%e

good < soft spoken employee o%er there.

WeaCess>!

/his hotel is in %ery slum area

Jook of hotel is not so much attracti%e

"pportuity<-




Threats>!

,trong competition

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/hapter I%0 I *ST Aa4ysis o Hote4

#dustry

E%7 o4itica4 actor<-

o%t. Policy affects the #usiness in %ery deep.

/he arri%al of low!cost airlines and associated pries wars

ha%e #een gi%en domestic tourist a host of option.

o%ernment focus a tourism industry e.g.A/"/0" (2K-

0AK opening up opportunity for the hotel industry.

ore o%er the go%ernment decision to su#stantially upgrade

&) Regional airports in smaller tour and pri%ati=ation and

e3pansion of (elhi and um#ai airport industry in "ndia.

/he upgrading of national highways connecting %arious parts

of "ndia has opened new a%enues for the de%elopment of

#udget hotel.

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"n the go%t of "ndias "ncredi#le "ndia destination campaign

ha%e also helped the growth of domestic and international

tourism and conse8uently the hotel industry.

Remo%al of num#er of restriction in e3cise on out#ound

charted fight including those relating to fre8uency and si=e

of aircraft.

/he go%t decision to treat con%ention centres as port of core

infrastructure has also fuelled the demand of hotel room.

or past few years the #oom in "ndias hospitality industry

has #een fuelled #y fa%oura#le political situation.

"n union #udget &++7!+); the go%t has also proposed a 5!

year holiday from income ta3 for; two; three or four star

hotel as well as con%ention centre with seating capacity of

more than ';+++ pro%ided they #e completed and #egin

operation in the ad$acent district of faridadaed; gurgour;

ha=ia#ad or gautam #uddhanagar during period of april1;

&++7 to march '1 &+1+.

B/he planning commission high le%el group op ser%ices

sector has pegged the room shortage in the country at 1;

5+;+++ rooms #y &+1+ out of which 1; ++;+++ more than it

#udgeted in category.

"n%estment of , 11 #n o%er the ne3t & year is e3pected to

#e earmarked for hotel industry in "ndia.

E27 *coomica4<-

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"n economical effect industry has to check out that what the

(P of the industry is. /he (P of the hotel industry is

contri#uted to 1'.&1I in &++7

/he hotel industry in "ndia is going through an interesting

phase one of the ma$or reason for the increasing in demand

for hotel room in the country seen till recently is the #eam in

the o%erall economy and high graph in shelter like

information technology.

Gow slowdown fear is now ho%ering on the sector.

"n "ndia form medium to long term the fundamental are %ery

perishing. /he continued economic or with increased in test

in the "ndia market and impro%ed international access.

/he leat of glo#al economy melt down is #eing telt #y

upcoming hotel pro$ect in "ndia some of these %enture are

like to #e delayed or put a hold.

/he hotel industry in "ndia going though on interesting phase

one of the ma$or reasons for the increase in demand for

hotel room in the country seen will recently #oom in o%erall

economy and high in sector; like information technology;

telecom; retail and real estate.

A flowish economy helped #oost demand for the industry to

encourage the tourism sector the go%t is planning to propose

a conditional 1+ year ta3 holiday for tourism.

E7 Socio-cu4tura4 actor<

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,ocio cultural factor includes two parts

EaF ,ocio

E#FCulture

"f any industry are show to wards the society than you can

understand that society are de%eloping the culture. "f you

understand the socio factor than you can understand the

cultural factor.

Ea7 Socio actor< -

"t include the demographical factor like

opu4atio>!

"ndia is the second largest population country of the world

more than 11+ crore population is there. ,o #ecause of

high population it is the positi%e effect to wards the hotel

industry #ecause as population are more hotel industry

get more traffic < also occupancy rate is increase at the

time of marriage season.

a4e-ema4e ratio< -

"n "ndia male ratio is more than the female ratio so it

affects the marriage. And if there are only male people in

the society than it effect the marriage and if marriage is

not there than it is negati%e affect to wards the hotel

industry. And if there are female are not there than how

male en$oy the life with out life partner so it affect the

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hotel industry so you ha%e to check out the male < female

ratio in the society.

!omiatio o ma4e D ema4e> !

"n "ndia male are taking ma3imum decision than the

female #ut in 2uropean country the decision is taken #y

the female so also it affects the hotel #ecause if female

want to go for some en$oyment in outside with her life

partner < if life partner is not ready than how she go

outside so it affects the hotel industry.

'iteracy 4e;e4< -

Jiteracy le%el is law in "ndia compare to western country

#ut literacy le%el is high compare to neigh#or country like

shri!lanka; Pakistan; angladesh; Gepal; etc. so if

education le%el is high than students are go to study in

other state < or in other country also other countrys

students come to "ndia so they ha%e stay in hotel so it the

positi%e effects to the hotel industry so industry ha%e to

show that what is the literacy le%el in country.

#come 4e;e4< -

Gow a days the income of a people increasing day #y day

so if income will increase than people want more

en$oyment so it is the positi%e affect to the hotel industry.

A;era5e a5e o society< -

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"n "ndia there are teenagers < youngster are more than

the alders people < in America the mature people are

high than the youngster so in "ndia teenagers < youngster

people want more en$oyment #y going in hotel < picnic

etc so it is the positi%e affects to the hotel industry.

"ccupatio are de;e4opi5< -

Gow a day in any country the #usiness are de%eloping at a

%ery faster rate so #usiness people ha%e go for do some

#usiness deal in outside country or any other state so in

other country or outside state they ha%e to stay in hotels

so it the positi%e affect to the hotel industry.

?or e=amp4e>!

Recent %i#rant u$arat was o%er at that time many

corporate people are came into ahmeda#ad at that time

the occupancy rate of e%ery hotels are 1++I. ,o it is

positi%e affects to the hotel industry.

Eb7 /u4tura4 actor> !

Culture means it is the set of Gorms; Kalue of ritual;

Philosophy of country is the highest important to any

industry. "f you are not know the culture of any country

than you can not do the #usiness in that country

?or e=amp4e> !

hen c (onald newly came in to the "ndia at that timethey sale the meat of cow all the "ndian people were angry

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#ecause in "ndian culture cow is a holiest animal of the

country

Geelkanth hotel also they are not pro%iding any non%egetarian food #ecause they #elie%e in swaminarayan

religion so #efore launching any product e%ery industry

ha%e to know the culture of that country.

"n u$arat also most of the people want u$arati thali so

that you ha%e to keep in mind.

"n "talian country suppose any hotel want to launch the

product than they can not launch cone product #ecause

they #elie%e that cone is only food for peacock.

Ec7 'a5ua5e< -

Janguage is also play an important role in any country.

ecause whate%er you communicate in your language it

may #e some different meaning in other country.

?or e=amp4e>!

,uppose any people want to open hotel in any country

they ha%e to the language of that country. ecause he has

to work with other countries employee; customer so that

is also known #y the any industry people.

-nly %er#al communication is not important #ut non%er#al

communication is also important

?or e=amp4e>!

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,uppose in America you open your hotel #ut if you

communicate with the person or employee of that country

with eye to eye than he feel that you threaten from him.

ut in Oapan if want to communicate with eye to eye than

he feel that you are insulting that people. ,o language is

%ery important in any industry.

E37 Techo4o5ica4 actor< -

/echnological factors include following factor.

Ea7 Status o techo4o5y> !

,tatus of technology includes

Ad%ance technology

oderated technology

,uita#le infrastructure for technology

0ear hotel industry ha%e to check out that what technology

they are using right now whether it is ad%ance; moderated;

or outdated technology. "n hotel industry they are using

moderated technology

?or e=amp4e> !

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"n any in any of the hotel customer are checked when he

enter into the premises of hotel #y electronic checker

machine. "n neelkanth paradise they are using kitchen order

ticket for ser%ing the customer. "n e%ery hotel they are keep

the C.C. /.K. Camera for watching the acti%ity in the campus;

many hotel in "ndia they ha%e adopted the technology of

automatic car wash.

"n ta$ hotel there are swimming pool is clean automatically.

,o some how in "ndian hotel industry ha%e adopted the

technology #ut still they are far #ehind so we can call that as

moderated technology.

Eb7 ace o techo4o5y< -

Pace of technology means how fast technology is changing

in the country. "n the country like America; china; Oapan;

"ndia the technology is taking change at %ery fast rate as

compare to china; Oapan; < American technology the "ndian

is not fast growing as in that country so it is the #ackward

point to hotel industry in "ndia.

Ec7 /ost o techo4o5y< -

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Potential

entrants

*I+A,*- A/(ITI I*

!yerS!pplier

S!"stit!tes

Cost of technology means what is the cost of adopting

technology.

?or e=amp4e<-

"n hotel industry if hotel want to adopt new technology like

underground swimming pool; underground hotel in the sea.

/echnology of automatic cleaning of room so it is %ery costly

in "ndia so it is #ackward point to the hotel industry in "ndia.

Ed7 Suitab4e irastructure or techo4o5y< -

,uita#le infrastructure for technology means in this go%t.

support < physical infrastructure a%aila#ility is %ery

important.

"n "ndia go%t. support is good for hotel industry like #uild the

#uilding and ne3t coming years the more hotels also willcome so go%t. support is in fa%or of hotel industry.

And also "ndia ha%e high no. of professional like ..A. so

there are a good infrastructure support #y the go%t. to the

hotel industry.

/hapter- %%-porters orce aa4ysis o

hote4 idustry

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2ntry #arriers /hreats of

new entry

argaining argaining

power power

constraints pricing

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E%7 Threats o e etry<-

0otel industry the growing industry so growing industry

often faces the threats of new entry. any new hotels arecoming in the near future so there are %ery tough

competitions in this industry.

&o;t. po4icy<-

"n many cases go%t. policy < regulation are important for

entry #arriers. o%t. policy is li#eral to wards the hotel

industry few years ago go%t. restricted for foreign companies

to enter into a "ndia #ut now a days the go%t. #ecome so

li#eral towards the entry of foreign companies. o%t. has

also gi%e the appointment to unitech lines up to de%elop '5

hotels in ne3t 7 years. ,o it is the good news towards the

hotel industry.

/ost disad;ata5es idepedet o sca4e<-

"t means that whate%er cost ad%antage is en$oying #y

already esta#lished hotel that cost ad%antage can not en$oy

#y the ne3t coming hotels. or e3ample> ! already esta#lish

hotel ha%e learning or e3perience; fa%ora#le raw materials;

ad%ertisement e3penses; fa%ora#le location etc.

"n hotel industry cost of capital is so high< the return is law

so it is the negati%e point towards the hotel industry.

roduct dieretiatio<-

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"t means that how your ser%ice is differing #y #rand image;

customer loyalty < product attri#utes etc.

?or e=amp4e<-

/a$ is ha%ing good #rand image in the mind of customer <

also tata ha%e new introduced a ginger hotel so that ginger

hotel not face so much pro#lem to enter in the market #ut

some other new #rand hotel want to come than they ha%e to

spend lots of cost to attract customer in to this competiti%e

world.

oopo4y e4emet<-

onopoly in terms of product; technology; effecti%e control

o%er raw materiel supplier; distri#ution channels etc. in hotel

industry now a days there are no monopoly power en$oyed

#y any hotels #ecause there are so many hotel in

Ahmeda#ad; some how ta$ hotel ha%e some monopoly in 5

star segment in Ahmeda#ad #ut there are also other 5 star

hotel in Ahmeda#ad like holyday inn hotel so now a days

there are no monopoly in hotel industry.

/apita4 reGuiremet<-

/o open the hotel lots of capital is re8uired < in hotel there

are high risk < law return situation so that is why to a new

hotel is %ery difficult task.

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E27 )i;a4ry amo5 e=isti5 irm<-

State o 5roth o techo4o5y<-

0otel industry is growing round a#out )I growth so growth

of hotel industry is high.

?i=ed D stora5e cost<-

"n terms of hotel industry the fi3ed cost is %ery high like cost

of #uildings; salary of regular employee < e3ecuti%es. ut in

case of storage cost in ser%ice industry ser%ice can not #e

stored e3cept like grain etc #ut %egeta#le can not #e storedlong time so in case of hotel industry there are less storage

cost.

roduct or ser;ice stadardiatio D sitchi5 cost<-

"n hotel ser%ice if ser%ice is standard < 8ualitati%e than

customer &o to that Cid o hote4 or e=amp4e<-

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inger < neelkanth is the ' star hotels #ut only difference is

that ginger is only targeting #usiness client people < hotel

neelkanth is targeting #oth #usiness < normal customer.

,er%ice is almost same in #oth hotels in neelkanth hotel

gym. "s not there #ut in ginger hotel gym. "s there #ut room

rate of ginger is high than the hotel neelkanth so #ecause of

high price customer can di%ert to the neelkanth hotel.

!i;erse competitors<-

Ri%alry #ecomes more comple3 < unpredicta#le when

competitors are %ery di%erse in there strategy; origins;

personalities; relationship to their parents etc.

?or e=amp4e<-

/here are many competitors in the market there are many

hotels in Ahmeda#ad so to know the strategy of the hotels is

%ery difficult #ecause e%ery hotel ha%e different!different

strategy to attract the customer. or e3ample> ! ta$ hotels

parent company is V/A/A and it has a good #rand image in

the mind of customer so it is %ery difficult to fight against ta$

for other hotel.

Sitchi5 cost<-

"n some cases a #arrier to entry is created key switching

cost. "t means that customer is not loyal to wards only one

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hotel there are many hotel. And also taste < preferences of

the customer will change now < than for e3ample >!in

,aro%ar portico hotel swimming pool facility is not there <

customer go to the ,aro%ar and he want swimming pool #ut

swimming pool is not there than customer ne3t time go to

the ta$ hotel so ,aro%ar portico hotel lost the customer. And

for ,aro%ar hotel cost of new ancillary e8uipment is %ery

high.

E7 Threats o substitutes<-

/hreats of su#stitute means there are also some other small

hotel than the star rated hotel like

Resorts

Jow price (harmshalas

,hort term paying guest house

"n short term paying guest house hear some

customer dont want to stay for the longer time

period so customer go to this kind of guest house at

%ery cheapest price. ut in star rated hotel customer

ha%e to pay rate of full day e%en he want to stay foran hour so this guest house is #est option for the

customer so this is a threats for star rated hotel.

E37 Bar5aii5 poer o buyers>!

"n star rated hotel customer can not #argain for price

#ut they shows the same rated hotel price like hotel

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ginger < hotel neelkanth in hotel ginger rate is high

compare to neelkanth < facility are also mostly same

so customer more prefer to the hotel neelkanth.

"mportant determinants of the #uyer power are

following

The e=tet o stadardiatio or dieretiatio o the

product<-

Gow a day customer are so literate < more aware a#outprice < 8uality of the ser%ice it means that customer

shows #oth standard ser%ice at less price so it shows the

high #argaining power of customer.

Sitchi5 cost<-

,witching cost means customer can switch to go the hotelin which he can not get standard ser%ice so it also shows

the high #argaining power of customer.

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*=tet o buyerJs iormatio<-

Gow a days customer is #ecame so much aware a#out

information gi%en in the internet < newspapers so they goin that hotel which charge less price and good ser%ice. ,o

in this also customers #argaining power is high.

E7 Bar5aii5 poer o supp4iers<-

#mportace o cocetratio D domiatio i the

supp4ier idustry<-

"t means that that in hotel industry suppose there are only

one supplier than #argaining power of supplier is high. or

e3ample >! "n %egeta#le there are lots of farmer in the

market so hotel can purchase from any one; in grain also

there are many supplier of grains so again there are #argain

power of the supplier is low. "n milk there are only Amul is

selling the milk so hotel ha%e to purchase from Amul only.

#mportace o buyer to the supp4ier<-

"t means that in eye of supplier the hotel is %ery important.

,uppose one hotel purchase the '+ to 4+I of selling of the

supplier < if hotel switch to purchase from that supplier than

that supplier lost %ery important #uyers #ecause '+ to 4+I

selling is go to that hotel at that time #argaining power of

the supplier is low.

#mportace o product to the buyer<-

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"t means that hear product of supplier is important for hotel

if hotel switch to purchase that product from that supplier

than hotel will loss hea%ily #ecause only that suppliers

product customer want.

?or e=amp4e<-

or ta$ hotel ha%emore ice!cream company is %ery important

#ecause at one time when ill Clinton came to the ta$ at that

time he demand the ha%emore ice!cream so ha%e more is

%ery important for the ta$ hotel so hear #argaining power of

#uyer is low < #argain power of supplier is high.

Substitutabi4ity o product<-

"f there is su#stitute product of ha%emore at same 8uality <

at fewer prices than ta$ can stop to purchase ha%emore so

hear #argain power of supplier will #e low < #argain power

of #uyers will #e high.

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/hapter -%2-Ater umbai attacCsecurity positio i ahmedabadhote4s.

Ta: residecy ummed

,ecurity is %ery tight.

Armed anti!terrorist s8uad EA/,F police personnel in addition

to pri%ate security guard deployed.

Go one can enter without identity proof .

'e-meridie

Car are checking trolley at the main entrance with in%erted

mirror trolleys.

A physical check of dickey and #onnet is also carried out #ut

#ags are not checking and people entering the hotel.

/hey ha%e CC/K camera to monitor mo%ement inside the

premises.

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eneral manager ha%e gi%en strict instruction to their staff

keep an eye on people carrying any suspicious!looking #ulky

#ags.

?ortue 4admarC

ags are checking at the gate; #ut there are no physical

frisking.

/here are no lady cops to check female guest.

The pride

Cars are checking at the main gate.

/hey are strict at time of frisking physically #ut they are

not checking #ags of the customer.

Go female security guard to check female guest.

/hey ha%e purchase certain security measures.

/hey are going to install CC/Ks; mirror trolleys and door

metal detectors soon.

The &rad bha5;ati.

-ne armed security guard and a metal detector is deployed

at the entrance.

ags are checking thoroughly #efore allowing guest inside.

/hey already ha%e CC/Ks in place and ha%e tight security.

"f some#ody refuse to check we e3plain that its for their

own security; #eing %igilant is the only way to stay safe.

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The etro po4e

Xero security; though they ha%e two watchman at the

entrance; #ut not #other to check the guest.

/hey are not e%en checking #ulky #ag of the guest.

/hey are planning to install metal detector at the entrance.

%2.% )isC actor to hote4s i Ahmedabad

/errorists were in casual dress; carried hea%y #ags on there

#acks and automatic rifles in there hands.

odus operand was same!open indiscriminate fire on target

without warning.

,ecurity personnel are keep guessing on the e3act no of

terrorist and their intent.

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-peration lasted all night where police personnel also loss

their li%es.

ostly terrorists are performing ednesday for attack and

&6 date of any month.

ewer escape routes for people inside making task more

difficult for police.

ESource<-T"# %0th o; J087

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Chapter-13

7 P’S

OFSERVICE MARKETING

/hapter -%.%- )"!+/T

?Product is anything which is offered to customer for attention;

ac8uisition and consumption which will satisfy the wants and

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needs of the consumer.? "n hotel their main product is rooms;

food < #asic facilities. e can classify this product in two

types.

1F /angi#le Product

&F "ntangi#le Product

%7 Ta5ib4e<!

/angi#le product means that which we can see or touch. hich

is last longer time period "n hotel there is room; gymnasium;

swimming pool; towel; #ad; soap; shampoo this all things are

tangi#le goods. hich are pro%ided #y the hotels

/angi#le goods normally consumed in one or few uses. /hese

goods are consumed 8uickly < purchased fre8uently. 0otel

ha%e their main product is room <food < #asic facilities.

27 #ta5ib4e<-

"n the intangi#le goods; it we can not see; touch #ut we can

feel it. /his is not for last longer .ser%ices is also intangi#le in

nature ."n hotel ser%ices are welcome; communication; respect

this all product is intangi#le. ,er%ices are intangi#le insapre#le;

%aria#le <perisha#le products.

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*;iromet aect to the hote4s i #dia<-

E%7 Arri;a4 o more orei5ers< -

0ow en%ironment affect to the hotel industries .which type

of en%ironment "ndia ha%e < on which way hotel industries

will increase in "ndia ."ndia is de%eloping country. "n "ndia

the places o for tour is now day increases. ,o foreign

people may come in #ig strength .so hotel industries will

grow up. /hey get ma3imum foreign consumer. ,o

en%ironment is affect with the industries.

E27 !ieret-dieret type o customer< -

Consumer %iews are always changed or fluctuate. /hey

ha%e their own %iew a#out hotel facilities. hich type of

customers < which type of facilities they get ,o they

different %iews a#out hotel industries. 0igher class

consumer wants higher class facilities from the hotel.

E7 #come is icreasi5< -

"n "ndia hotel industries will increase way #ecause "ndia is

de%eloping country ."ts economy will increasing people

ha%e increasing income "n "ndia; peoples income is

increasing. ,o de%elopment is in positi%e way.

E37 ore you5ster< -

"n "ndia Vthe ratio of youngster is highest in the world

.their income is also increasing so economy is also

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growing up so country also grow so hotel industries is also

grow up in "ndia.

E7 !#(KS E!oub4e #come (o Kids7

"n "ndia there is concept of B("GL, means that dou#le

income no kids. "t means increase in income of people #ut

they dont waste money or they dont spend more in the

e3penses .they #elie%e in sa%ing or increase their income.

E17 #dia peop4e is a4so be4ie;e i 4ie compesate< -

/hey ha%e their own %iew for the income. ,o there will #e

growth in economy ."n this way hotel has positi%e way toincrease the ser%ices or ser%ices 8uality.

E7 ore corporate are comi5 up< -

"n #dia marketing is %ary increasing way. "ncorporate

world many people ha%e connected. /hey ha%e corporate

crowd a#out the industries.

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'e;e4 o the product

E%7 Basic product <-

asic product means #asic needs of consumer which is

satisfied #y the product ."n hotel #asic product is rooms;

food; cleaning ness. /he fundamental ser%ices that the

customers are really #uying. 0otel guest is #uying Mrest

<sleep. /he second le%el; marketer has to gi%e core #enefits

into #asic product. /hus a hotel room includes #ed;

#athroom; towel; desk; dresser; and closet.

/his all product is #asic product which must #e re8uired

e%ery customer e3pected #asic product in hotel.

?or e=amp4e< -

# Saro;ar portico

/heir #asic product is 6 types of rooms i.e. ,tandard;

superior; delu3e; studio suit; e3ecuti%e suit; ground suit.

/hey are pro%iding food which is their own.

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/hey ha%e 6* rooms < suits ."n e%ery room clean #ed; single

<dou#le #ed as per customer choice; fresh towels; working

lamps; and desk. /his all are #asic product is gi%en #y the

,aro%ar portico.

# (ee4Cath hote4

/heir #asic product is 5 types of rooms. /hat is ADC delu3e;

suite; non ADC suite aDc ahara$a; ADC honeymoon they are

pro%ide food facility which in some hotel they ga%e in like in

neelkanth ,ahara there are food facility is on contract #ase.

/hey ha%e total &5+ rooms with aDc <non aDc. "n e%ery room

consider clean < #ad wase fresh towel; purity water; and

desk. /his all #asic product they ha%e.

# Ta: Hote4

"n this hotel there #asic product rooms types is 5types

rooms are a%aila#le /hat is pool suite; e3ecuti%e; delu3e;

pool %iew < garden room ./his is main #asic types of rooms.

/hey are pro%iding food facilities which are e3cellent

facilities. "t is their own.

/hey ha%e *1 rooms in this hotel their #asic product is clean

#ad; fresh towel; shampoo; soup; #ody lotion; mineral water

this all facilities are gi%en #y this hotel.

# &i5er hote4

"n ginger hotel they ha%e only one type of room that is

standard room. /hey ha%e *' rooms.

# host i

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"n this hotel the #asic product is e3ecuti%e room; delu3e

room; super delu3e room; they ha%e '6 rooms in that hotel.

E27 *=pected roduct<-

23pected product means a set of attri#utes; features that

customer e3cept when they get or purchase the product.

0otel guests e3pect a clean #ed; fresh towel; working lamps;

< a relati%e degree of 8uite #ecause most hotels can meet

this minimum e3pectation. /he tra%eller normally will settle

for whiche%er hotel is most con%enient or least e3pensi%e.

"n e3pected product that will analyse that which type of

facilities <ser%ices are e3pected #y customer in that

product.

?or e=amp4e<-

# ee4Cath

/hey are pro%iding #asic facilities or which the customer has

e3pected according to that the hotel is pro%iding ser%ices.

/hey are pro%iding clean rooms; hospitality ser%ices; food

<also fresh water they are also pro%iding them a peaceful

atmosphere for the consumer.

/hey ha%e their own restaurant also that pata5. /he all

e3pected product is a%aila#le #y the all the #ranches of

(ee4Cath &roups " hote4s.

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# Saro;ar portico

/hey are gi%e them a clean #ad; room; facilities; food or ma

other product which customer needs. /hey are also

pro%iding reading; (esk lamp; fresh water; clean #athroom

with soap shampoo etc.

# Ta: hote4

/hey are pro%ide customer a #etter facility like fresh food ;

clean room ; mineral water also #asic product which is

e3pected #y the customer ./hey are pro%ide #est facility to

the customer they ha%e their own food or kitchen so e%ery

customer ha%e their own choice < %iew.

# &i5er hote4

/hey pro%ide ser%ice for only the #usiness client people

they pro%ide good food as per the choice of customer %eg.

< non %eg. #oth. /hey ha%e not there own kitchen. /hey

ha%e gym. acility; conference hall facility

# host i hote4

/hey also pro%ide good < clean room; mineral water

facility; food facility; they ha%e there own kitchen.

E7Au5meted roduct<-

Augmented product is a product which e3ceeds the

customer .23pectation to attract more < more customer <

to create on augmented product company should in%ol%e

into customer helps to prepare < pro%ide superior customer

e3perience.

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Product augmentation leads the marketer to look at the

users total consumption system. /he way the user performs

the tasks of setting < using products < related ser%ices.

2ach augmentation add cost augmented #enefits soon

#ecome e3pected #enefits. "n hotel guests e3pect a remote

control tele%ision set. /his means competitors will ha%e to

search for still other feachers < #enefits.

As companies re%ise the price of their augmenter product

some competitors offer a Bstripped Tdown .Kersion at a

much lower price. /hus alongside the growth of fine hotels

like emergence of lower cost hotel < motels .catering to

clients who simply wants the #asic product.

The au'mente prouct o$ hotes %s as $oo"s.

?or e=amp4e< -

Saro;ar portico hote4

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"t has their augmented product is tra%el desk; pick up < drop

facility; pink ser%ices; Airport transfers ,halimar facilities in

#an8uet < conference hall facilities. /his all facilities are

augmented facilities for the hotel .All customer want

augmented product < they ha%e to pay entry charges for

entering in the hotel.

BaGuet D coerece<

$eue Theatreseati5

+Jshape

/4assroom

)eceptioLcocC tai4s

Shamiaa

5++ 1&+ 15+ 1+++

adap 175 6+ )+ 5++

!urbar I%

1++ 5+ 7+ '5+

!urbar I

2

*+ '+ 5+ &5+

Ta: hote4

/hey ha%e their augmented product is pick up facilities from

railway station <airport ./hey also pro%ide %ehicle for the

tourist. an8uet hall <conference room for meeting; parkingfacilities. /hey ha%e three types of #an8uet hall which are

gokul; dwarka; < athura hall. /his all the augmented

product; they ha%e to change <the customer %ary attract

from this type of product.

# &i5er hote4

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/hey ha%e pick!up facility; good parking facility; they pro%ide

#ath kits to the customer; they pro%ide JC( /.K. facility; the

s8uare meal restaurant; laundry facility etc

(ee4Cath 5roup hote4

/hey ha%e their augmented product is good staff; tele%ision

facilities; telephone; #an8uet hall <conference room also

pro%ided #y them. /hey are pro%iding also water; towel;

soap; shampoo; #athroom freshener; etc. /his is augmented

product is to attract the customer.

# host i hote4

/hey ha%e tele%ision facility; #an8uet hall facility of 16+

people capacity; they also pro%iding #ath kits to the

customer.

E37 otetia4 product<-

Potential product is a product which is com#ines all the

possi#le up gradation <transformation into the product

might launch in future. "n this companies search for new

ways to satisfy the customer with new %ariety of product.

sers create their own cereal #lend from ingredients thatmeet their specific testes; health needs@ one woman recei%e

her cereal packages with cornflukes; and slice almonds;

#read <fruits etc.

0otel remem#ers guest preferences and assigned rooms

with those preferences in the mind .they empower to make

employees to take decisions. <pro%ide training to tackle

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with customers pro#lems and pro%ide the #est solution to

them. /hey re%iew the ser%ices deli%ery process to imagine

e%erything that would go wrong and then take pre%enti%e

steps.

Saro;ar portico

"t has their own potential product like multycuisine

restaurant; meeting hall <#an8uet hall. /hey are doing

outdoor catering < indoor also. /hey ha%e fitness centre <

doctor facilities in the hotel.

/hey are changing entrance facilities ./his facilities are %ary

alternati%e to customer. Customer is satisfied with their

higher

facility of the facilities. /hey ha%e one tra%el agency that is

co3ed <king.

)i;er;ie ;ie )estaurat )estaurat

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Suite room &uest room

(ee4Cath hote4

"n this hotel they are pro%ide entire ordinary things is

conference hall ;tra%el home ser%ice ;2!mail ;net ser%ice ;

computer; torrent pharmaceutical company for Geelkanth for

that their rate is high. /hey gi%e the assurance of safety to

customer. /hey pro%ide to the customer for outdoor catering;

they also pro%ide laundry facility to the customer etc.

/his all types of potential product are pro%ided #y the

Geelkanth group of hotel.

# Ta: hote4

/hey are pro%ide a potential product is coffee shop; Garmada

restaurant for dinner; #an8uet hall; indoor catering; parking

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areas; swimming pool; health centre; #eauty parlour for ladies

< gents; garden facility this all are potential product is

pro%ided #y the hotel /a$. Customer has much choice for the

potential facility which is gi%en #y the hotels.

# &i5er hote4

/hey pro%ide mini fridge; wi!fi net ser%ice; conference hall

facility; soft spoken employee etc.

/win room

# host i hote4

/hey pro%ide the ser%ice of wifi internet facility; laundry facility;

doctor on call ser%ice; safe deposit lockers; money e3change

facility etc

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Restaurant

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/hey ha%e two tra%el agency

"> !"maginati%e roup of tra%el. "t is international company

"/P> ! it is national le%el

N)*'#SHN /he ulti Cuisine Restaurant offering deliciousgourmets delight ,er%ing "ndian; Pun$a#i; and Continental< Chinese delicacies.

roduct i= !ecisios o Hote4s

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roduct mi=<-

/he set of all lines and items that and particulars sellers for

sale.

our important dimensions> ! idth; length; (epth; and

consistency.

E%7 roduct mi= idth

"t refers to the total no of different product line the company

carries.

E27 roduct mi= 4e5th

"t refers to the total no of items the company carries within

its product line.

roduct 'ie 'e5th>!

(ee4Cath hote4

)ooms /oerece ha44 )estauratADC < non ADC room 1 in paradise "n paradiseADC honey moon 1 in neelkanth inn "n other they

ha%e contract#ase

ADC delu3e 1 in neelkanthpansicura

ADC e3ecuti%e 1 in neelkanth#luesADC suiteahara$a suite

Ta: hote4

)ooms *tertaime

t product

/oerece

ha44

)estaurat

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23ecuti%e suite 1 swimmingpool

1 conferencehall

1 restaurantBnarmada

(elu3e suite 1 gymnasium Coffee shopBOacaranda

Pool %iewarden %iew

&i5er hote4

)ooms *tertaimetproduct

)estaurat

,tandard room 1 conference hall 1 restaurantB /he ,8uare meal

1 gymnasium


)ooms *tertaimet product

/oereceha44LbaGuet ha44

)estaurat

,tandard room 1 swimmingpool

,hamiana Ri%er%iewthe

multicuisine(elu3e suite 1 gymnasium anadp,uperior room (ur#ar 1,tudio suite (ur#ar!&23ecuti%e suiterand suite

Host i hote4

)ooms /oereceha44LbaGuet ha44

)estaurat

23ecuti%e room (ur#ar 1 -nerestaurant

(elu3e room (ur#ar!&,uperior delu3eroom room

E7 roduct mi= depth

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"t refers to the no of %ersion offered of each product in the

lines.

Product depth>!

(ee4Cath hote4

)ooms (o.ADC < non ADC room 65ADC honey moon ''ADC delu3e 4'ADC e3ecuti%e 45ADC suite 4'ahara$a suite &1

&i5er hote4

)ooms (o.,tandard room *'Restaurant 1Conference hall 1

Ta: hote4

)ooms (o.(elu3e +&23ecuti%e room +&Pool %iew room ''arden %iew room 54Restaurant +1

Coffee shop +1ymnasium +1,wimming pool +1Conference hall +1Saro;ar portico hote4

)ooms (o.,tandard room +&

(elu3e suite +',uperior room &+

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,tudio suite 1)23ecuti%e suite 1+rand suite 16Restaurant +1

an8uet hall +&

Host i hote4

)ooms (o.23ecuti%e room 1&(elu3e room 15,uperior delu3e roomroom

+*

Conference hall +1Restaurant +1

E37 /osistecies

Consistency of product mi3 referees to how closely related

/he %arious product lines are in a use; production

re8uirement; channel or some way. Product consistency

refers that the product is perform same function

<distri#ution channel is also same.

?or e=amp4e

"n all this hotel room is performing same function that is

gi%e comfort le%el to the customer.

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/hapter I%.2 - rici5

#troductio

"n the determine the price of the product marketing it is %ery

easy to decide price #ecause in product marketing marketer

can decide the cost #ut in case of ser%ice marketing marketer

can not decide the price easily.

,o in hotel industry it is difficult for a hotel to e3ercise

differential pricing e3cept for certain specific purposes. /hese

may typically #e differentials in tariffs and prices during the

peak and lean season@ group rates@ contracts rates for airline

crew@ special conference rates or special concession to attract

customer @ tourism year syndrome; etc. howe%er #y and large

Vhotel pricing tends to follow or conform to pricing standards

applica#le to the particular city area or resort @ to competiti%e

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hotels@ to the amount of traffic #eing generated in the hotel

location@ tourist location@ international or national conference

%enue@ and soon. Ge%ertheless; hotel pricing also suffers from a

degree of lack of fle3i#ility; although to a lesser e3tent than

that of the hotel product. /he depreciated %aluation of the

hotel property; its financial management efficiencies; credit

policies and other factor; specially cost of empty room nights

on fi3ed o%erheads; also ha%e a #earing on tariffs and anu

prices.

Tari " hote4s

/ariff rate of neelkanth group of hotel

(ee4Cath Sahara

/ate5ory Si54e !oub4eGon aDc room 75+D! *++D!

aDc delu3e room 1+++D! 1&++D!

Royal delu3e room 1&++D! 14++D!0oney moon suite room ! &+++D!

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ahara$a suite room ! &&++D!

(ee4Cath paradise

/ate5ory Si54e !oub4eGon aDc room )5+D! 1+++D!(elu3e room 1&++D! 14++D!

Prime suite room 1)++D! &+++D!23tra #ed 5++D! !

Tari rate o ta: hote4

/ate5ory )ates23ecuti%e room 1)5++D!

(elu3e suite room &5+++D!Pool %iew 1++++D!

arden %iew *5++D!

/hey are paying 6I lu3urious ta3.

/hey are paying sales ta3 15I.

Tari rate o Saro;ar portico hote4

/ate5ory Si54e !oub4e,tandard room '5++D! !

,uperior room 46++D! 51++D!(elu3e room 51++D! 5)++D!Mstudio suite 5)++D! 64++D!

23ecuti%e suite 65++D! 65++D!rand suite )+++D! )+++D!

/hey are paying 6 I lu3urious ta3

-n food %at in 4 I

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Tari o host i hote4

/ate5ory Si54e !oub4e23ecuti%e room 15++D! 1)++D!(elu3e room 17++D! &+++D!

,uper delu3e room &1++D! &5++D!23tra #ed 4++D! !

/hey rare paying ta3 4I unto &+++Rs. And a#o%e &+++Rs.

6I.

Tari o &i5er hote4

/ate5ory Si54e !oub4e,tandard room &7**D! '&**D!

Approaches o prices

E%7 /ost based prici5

0ear the price is decided according to the cost of hotel.

/here are two types of cost

Karia#le cost < fi3ed cost

Tota4 cost Mi=ed cost N ;ariab4e cost

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?i=ed cost i the hote4

o Cost of #uildings

o ,alary of employee < e3ecuti%e

o Room maintenance

o "nfrastructural facility cost

$ariab4e cost i hote4

o (octor ser%ice

o Car cost

o Raw material cost

E27 /ompetitio based cost

"t means as per the competition they charge the rates. /here

are many hotels in Ahmeda#ad so there is a %ery tough

competition in the hotel industry so hear in hotel industry

according to the competition they charge the rate of rooms.

E7 $a4ue based prici5

"t means what %alue of your hotel in the mind of customer.

According to that #ase they decide the price.

?or e=amp4e

Hote4 ta:

"t has a good #rand image in the mind of customer so they

higher the high price.

&i5er hote4

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/his hotel is a newly started hotel this is a ' star hotel <

ginger is the introduced #y the /a/a group so it has a #rand

image of tata. ,o they are charge the high price than

neelkanth hotel.

Hote4 Saro;ar portico

"t is the four star category property < it has less #rand

image as compare to the hotel ta$ that is why they higher

less rate than the hotel ta$.

Hote4 ee4Cath

"t is the & or ' star property hotel < it has a law #rand image

as compare to hotel ta$ < hotel ,aro%ar portico that is why

they higher less rate compare to other hotel.

Hote4 host i

"t is a & star property hotel so it higher less rate as compare

to other hotel.

There are to parts o prici5

E%7 oetary aspects

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onetary aspect is related with the 8uality of the ser%ice

monetary aspect is related with

Ea7 rice Gua4ity re4atioship

Price < 8uality you can $udge in the product #ut in the

ser%ice marketing marketer can not $udge the price <

8uality

hy customer can not $udge #ecause

Hote4 ser;ice is hi5h4y ;ariab4e

ecause when customer first time go to any hotel ta$;

,aro%ar; or any hotel 0e get good ser%ice #ut when he go

to another time at that time he may not get good ser%ice

as compare to earlier ser%ice #ecause ser%ice is not

pro%ided #y the machine #ut it is pro%ided #y the

employee.

?or e=amp4e<-


At one time they people gi%e chips of fruit to the customer

at that time there is a chips of orange in the dish. ut

when another time customer is go to the hotel at that

time he not get the chips of orange so it is %aries of

ser%ice.

Tai4or made pacCa5e i44 i;o4;e dieretia4 price<-

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/ailor made ser%ice means according to the e3act need of

customer.

?or e=amp4e< -

# Saro;ar portico

0otel they ha%e #an8uet hall

-f mandup up to 5++ people capacity

(ur#ar 1 up to '5+ people capacity

(ur#ar & up to &5+ people capacity

/hey ha%e different type of room according to there8uirement of customer.

# Ta: hote4

/hey also pro%ide ser%ice of conference hall; coffee #ar;marriage party; small #usiness meet ser%ice. 2tc.

# &i5er hote4

/hey ha%e conference hall up to 14 people capacity. /heyha%e one restaurant etc.

# (ee4Cath hote4

/hey also pro%ide ser%ice of conference hall; marriageparty; and #irthday party.

# Host i hote4

/hey pro%ide Bgrand dur#ar 1 < & ; state of the art

#an8uetDconferenceDmeeting hall for the #usiness I

contemporary world to meet their needs for holdingmeetings; seminars; workshop; get!together <reception.

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echaiatio o ser;ices

echani=ation means technology of the ser%ices.

(ee4Cath, Ta:, &i5er, Saro;ar, D host i they

ha%e some how do the mechani=ation of ser%ice.

Jike internet facility; car wash facility; automatic clean of

swimming pool in ta$ hotel; computer through #ooking

facility; computer through ordering facility from the room

#y customer. # 5i5er hote4 they ha%e one automatic

machine in that when customer make a coin than

chocolates or whate%er demand #y customer that will

come.

E27 (o moatory aspects

Certain cost is non monetary cost.

/omort 4e;e4 to the the customer

Comfort le%el to the customer means according to the

re8uirement of customer they pro%ide room.

?or e=amp4e

ADc room; non aDc room; delu3e suite room; mahara$a

suite room; honey moon suit room; garden %iew room. ,o

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hear according to the re8uirement of customer they

pro%ide comfort le%el to the customer.

hysica4 eort or pro;idi5 ser;ices <-

0ear customer is come to your hotel #ut if hotel people

are not putting physical effort to pro%ide ser%ice to the

customer than customer will not satisfy.

?or e=amp4e<-

"f hotel people dont gi%e one glass of water to the

customer < do not response to the customers pro#lem

than customer will not satisfy.

sycho4o5ica4

"t means some times customer e3cept some thing e3tra inthe room.

?or e=amp4e<-

Ta: hote4 pro;ide

o Pool %iew room

o arden Kiew room

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Saro;ar portico hote4 pro;ide

o ,tudio suite room

o rand suite room

(ee4Cath hote4 pro;ide

o aDc room; non aDc room

o mahara$a suite room

,uppose customer want garden %iew room < he go to

,aro%ar portico hotel than he can not get that type of

room from ,aro%ar portico hotel. ,o for garden %iew room

he has to go ta$ hotel.

/hapter -%. - 4ace

#(T)"!+/T#"(

,er%ices are insepara#le. e can not touch it; we can not test

it etc. ser%ices should #e pro%ided where customer are located.

"n the hotel industry there many different ser%ices to pro%ide to

the customer like pick up; same day laundry facility; doctor on

call; parking; internet; spa; swimming pool; gym; etc.

"n the ser%ices there are three different parts>

1F(istri#ution channel

&FJocation

'Focus

E%7 !istributio chae4

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hen distri#ution channel are proper than ser%ices are good

< #etter to pro%ide the customer. ,o that customer will #e

satisfied with ser%ices.

EA7 #tesi;e distributio

"ntensi%e distri#ution means creating ma3imum ser%ice

outlets in the different place which is not applica#le in the

hotel.

ut in neelkanth hotel there are ) hotels in Ahmeda#ad.Geelkanth ,ahara; neelkanth inn; neelkanth paradise;

neelkanth palace; neelkanth panshikura; neelkanth crystal;

neelkanth #liss; which pro%ide different ser%ice to the

customer.

/ata ha%e also introduce two hotel in Ahmeda#ad first is ta$

hotel < second is ginger hotel.

Eb7 'imited out4ets

Jimited outlet means there are limited location selected

for hotel. Jike that host inn there is only one hotel in

Ahmeda#ad in khanpur.

E27 Ser;ice distributio strate5y

"n the hotel industry there is different ser%ice distri#ution

strategy in different hotel. ,er%ice distri#ution strategy

means how to pro%ide ser%ice to the customer <which type

of customer. /here is different part in ser%ice distri#ution

strategy.

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EA7 u4ti site strate5y

ulti site strategy means standardi=e operation <

procedure < main o#$ecti%e of cost efficiency.

EB7 u4ti ser;ices strate5y

"n multi ser%ice strategy we can define that different sight

<different ser%ice < different offer to the regular

customer. /hey use multi ser%ice strategy for #etter

segmentation.

#( (**'KA(TH SAHA)A

/omort or customer

ell urnished Rooms Gon ADC.; ADC. Rooms; ADC (elu3e

Category and prime suites #eautiful design with modern

amenities.

,pecially arranged spacious seeking arrangement and

refrigerator in all prime suite

(irect dialing on /elephone for Jocal calls and ,/( on

re8uest.

Color /K in each room ith "n!0ouse Kideo o%ies; ,atellite

Programmes.

)oud the c4ocC room ser;ice.

Parking faculties.

All ma$or credit cards accepted.

Airport < Railway ,tation Pick!up < (rop with Gominal are

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" customer ca44 ser;ice

Air; Rly. < tra%el #ooking facilities.

/a3i < sights!seating arrangement on re8uest.

,ame day laundry ser%ices.

(octor on call ser%ices.

Postal < courier ser%ices.

#( (**'KA(TH A)A!#S*

/omort or customer

ell urnished Rooms Gon ADC.; ADC (elu3e Category and

prime suite #eautiful designed with modern amenities.

,pecially arranged spacious seeking arrangement and

refrigerator in all prime suites.

(irect dialing on /elephone for Jocal calls and ,/( on

re8uest.

Color /K in each room ith "n!0ouse Kideo o%ies; ,atellite

Programmes.

Parking facility.

All ma$or credit cards accepted.

Airport < Railway ,tation Pick!up < (rop with Gominal are

" your ca44 ser;ice

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Air; Rly. < tra%el #ooking facilities. /a3i < ,ight!seeing

arrangements on re8uest.

,ame day laundry ser%ice.

(octor on call.

Postal < Courier ,er%ices.

#( SA)"$*) ")T#/"

Parking facility

(aily laundry facility

Pick up facility

ine pro%ided to the customer

ifai; tele%ision; sofa; water; etc.

arden pro%ided to the customer for cele#rate #irthday

party; marriage.

(irect dialing from room

&4 hours room ser%ice

(octor on call

#( H"ST #((

(irect dialing from room

&4 hours room ser%ice

,ame day laundry ser%ice

/ra%el desk

All ma$or credit cards accepted

(octor on call

oney e3change facility

,afe deposit locker

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ifai =one

TA H"T*'

/ele%ision

i!fi internet facility

Ling or 8ueen si=e #eds

,tudy ta#le

,afe deposit locker ath kits in #athroom

(irect dialing facility

ADC control to regulate room temperature Koice mail

2lectronic safe

,afe deposit locker on re8uest

&#(&*) H"T*'

,mart sleep

/eaDcoffee maker

JC( /.K.

ini fridge

/he ,8uare ealtm Restaurant

i%e VG /ake Jaundry

i!i Dnet =one

eeting room

E/7 u4ti se5met strate5y

ulti segment strategy means different customer to

pro%ide to different ser%ices that means different segment

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wise pro%ided ser%ice to the customer. /his strategy use for

new target customer only.

E7 'ocatio

Jocation is the main part of the hotel industry. Jocation is

the heart of the whole hotel industry. "f location is wrong

than hotel is not running %ery well. All profit of the hotel is

depending upon the location. "n the hotel main pro#lem is

that the cost of the hotel.

Ta: residecy ummed

"nternational airport circle;

0ansol; Ahmeda#ad.

Hote4 Host i

-pp; Je eridian; khanpur;

Ahemeda#ad!')+++1."ndia

Saro;ar portico

hawns college road; Ahmeda#ad.

(ee4Cath Sahara

&nd floor iscon s8uare;

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-pp; kothawala flat; paldi; Ahmeda#ad.

(ee4Cath aradise

2llis#ridge cross road;

-pp; town hall; 2llis#ridge; Ahmeda#ad.

&i5er hote4

ehind 0imalaya mall;

(ri%e in road;

Ahmeda#ad ')++15.

E37 ?ocus

"n the ser%ice marketing we saw that which need of the

customer< wants of the customer < than ser%ice pro%ided to

the customer. "n the hotel industry main focus in the ser%ice

pro%ided to the customer. /hey saw ser%ice keeping in %iew

the needs < wants of specific group or specific customer in a

specific location.

#mportat cosideratio i 4ocatio.

E%7 Access< -

Access means near to any railway station or near to air port

or nears to #us station.

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?or e=amp4e< -

(ee4Cath hote4

Hote4 (ee4Cath Sahara

Airport E1'k.m.F

Railway ,tation E5 k.m.F

Pri%ate Ju3ury us ,tation on alking (istance.

Hote4 (ee4Cath aradise

Airport E1'k.m.F

Railway ,tation E5 k.m.F

Pri%ate Ju3ury us ,tation on alking (istance.


/his hotel is ' k.m. from the railway station

) k.m. from the airports.

Host i hote4

' k.m. from the railway station

) k.m. from the airports.

Ta: hote4

1 k.m. from the airport.

1+ k.m. from the railway station.

&i5er hote4

1& k.m. from air port.

1& k.m. from railway station.

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E27 arCi5 aci4ity< -

/here should #e proper parking facility in the hotel if there

is no proper parking facility < there is no security of %ehicle

than customer not comes again to your hotel

Parking facility in neelkanth paradise> !1& car capacity Parking facility in neelkanth ,ahara> !7 to ) car

Parking facility in ,aro%ar portico> ! 15 to 17 car

/a$ hotel> ! &5 to '+ car

"n inger hotel>! 1+ to 1& car

E7 Traic prob4em< -

"f there are traffic pro#lem to reach to the hotel than

customer feel dissatisfaction.

?or e=amp4e<-

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Hote4 ee4Cath is situated at the area of paldi where the

traffic so much that customer can face lot of pro#lem of

reach o%er there from the airports.

Saro;ar portico hotel is in khanpur area where customer

can easily reach #ecause it is %ery near to the railway

station < some how it is far from the airport #ut there is not

so much traffic face #y the customer.

Host i also situated at the khanpur.

Ta: hote4 is situated %ery near to the air port < far from

the railway station so customer of airport can not face the

pro#lem to reach the ta$ hotel #ut the customer of railway

station face the pro#lem of traffic. ,o hotel ta$ can loss the

customer of railway station.

&i5er hote4 is also %ery long from the airport railway

station #ut it is in the area of west =one < it the near to the

,.. 0ighway < from 0imalaya mall customer can go

directly to the hotel.

E7 Surroudi5<-

"n neelkanth paradise < in neelkanth ,ahara there are look

of #uilding is good #ut the surrounding area is %ery crowdie

< there are also %ery slum area surrounding this hotel so

surrounding area of this hotel is not good.

,urrounding area of ta$ hotel is #eautiful there are %ery

charm en%ironment.

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,urrounding area of ginger is also not good #ecause in

#ehind of the hotel there are %ery slum area is there.

"n ,aro%ar portico < host in hotel also the surrounding areais not good.

E17 Tite competitio<-

/ite competition means there are many hotels in that area.

"n ta$ hotel area there many competitors are there in paldi

area also there are many hotels are there in khanpur areaalso there are many hotels.

Ad;ata5es D disad;ata5es to the hote4s

Hote4 Ad;ata5e !isad;ata5e

Ta: hote4 23pansionopportunity

ar from the city

Gear to airport any competitors

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reenen%ironment

&i5er hote4 near to the

himalaya mall;C.. Road

ar from the air

port.

west =one area "n the cornerplace.

Host i Area of the hotel. Kery slum area.

near to air port <railway station

any competitors.

Saro;ar portico Area of the hotel. Kery slum area.near to air port <railway station

any competitors.,aro%ar porticohotel

(ee4Cath hote4 Gear to railwaystation

Kery crowdie area

usiness area of

paldi

any competitors.

/hapter-%.3 -romotio

#troductio

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Perhaps this element of the hotel marketing mi3 is most

important as it is directly responsi#le for #ringing customers to

the hotel. 0otel marketing communications are either direct or

indirect. /he direct communication is through personal selling;

ad%ertising; sales promotion and direct mail. Appropriate

messages are con%eyed to those who directly influence

decision to #uy the hotel product. Personnel selling of the hotel

product are effecti%e when long!term relationship #etween the

hotel and the customer is sought. "t is also re8uired where the

le%el of #usiness per customer is likely to #e significant.

"ndirect marketing communications for hotels include pu#lic

relations and pu#licity; #oth of which may and may not form a

part of the hotels marketing communication programme #ut

may function independently. /he ma$or elements of the hotel

communication mi3 are mass media ad%ertising; direct mail;

sales promotion; pu#lic relation; and pu#licity.

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romotio e4emets

E%7 Ad;ertisemet < -

/here is a #ig difference in ad%ertisement of product and

ser%ice #ecause product are tangi#le in nature so customer

can $udge the product and he can touch the product #ut in

case of ser%ice or hotel customer can not $udge product until

he use so hotel industry is depend upon following factor like

essa5e o ad;ertisi5<-

essage in terms of punch line; in terms of logo; in term of

$ingle etc.

?or e=amp4e>!

# ta: hote4 symbo4 is

# ta: hote4 they 5i;e ad;ertisemet i

0oarding

/hey tie!up with Pepsi

As a #rand they do the ad%ertisement

"n internet

,ome time they gi%e ad%ertisement in the news paper

/hey do not pro%ide any maga=ine

As a #rand they do the ad%ertisement

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# &i5er hote4 4o5o

/hey also pro%iding %irtual tour in the internet that how

hotel look. /hey also gi%e ad%ertising in the /K <

hoarding.

Punch line of ginger hotel

>Stay or 4ess. Shop or more.O

# ee4Cath hote4

/hey ha%e two agency for ad%ertisement

• ord de%elopment

• Challenge agency

:ellow pages

e#sites

y telephone

0oardings

/he neelkanth hotel is not pro%iding any %irtual tour so if

customer want see how that hotel look in the internet

than

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customer can not see that so they may loss the customer

#ecause of this tangi#le clues.

# Saro;ar portico

0oardings

e#site

y telephone

# host i

anner

Kenus agency

Oust dial

"n kem chho serial at 7 p.m.

E&F sa4es promotio < !

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"t means to promote sales for the shorter time period. Again

it is different from product #ecause the reason of

parisha#ility and intangi#ility. "n product marketing you gi%e

the physical product #ut in case of ser%ice marketing you

can not gi%e product in terms of physical.

?or e=amp4e>!

"n all four hotels they do not gi%e any discount in the pick

season #ut they are gi%ing discount in only lean season. /he

discount is only for shorter time period after lean season

they do not pro%ide any discount to the customer. -cto#er tomarch there is a peak season in the hotel industry #ecause

in that days there are many festi%als comes like diwali;

na%ratri; Christmas etc.

E7 persoe4 se44i5 < -

personnel selling is %ery important factor in the ser%ice

marketing #ecause in case of product customer can himself

go and $udge the product #ut in case of hotel product until

the use of product you can not $udge #ecause hotel person

can not go to customer and tell the customer that use our

product it is #etter than other so hear who are selling the

product that employee should #e trained #etter.

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?or e=amp4e>!

"n case of hotel the room #oy and employee are ser%e the

customer so that employee should #e %ery polite in languageand he can sol%e the all the pro#lem of customer so

employee should #e properly trained.

E37 !irect marCeti5 < -

(irect marketing means ser%ice are pro%ide direct to the

customer there are no any ad%ertisement; personnel selling;sales promotion etc. #ut hear company gi%e #rowser to the

customer ; with the help of internet this direct marketing is

growing %ery rapidly.

?or e=amp4e<-

/hese all hotel pro%ide the #rowser to the customer and they

also ha%e the internet #ooking facility.

E7 pub4icity D pub4ic re4atio < -

"t means it is the paid form of product e3poser to the target

customer. Pu#licity includes social acti%ity; press conference.

?or e=amp4e>!

/hese all four hotels are not doing any social acti%ity #ut

they only list down the regular customers name < they wish

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them on their #irthday or marriage day and offer them

attracti%e discount.

There are to parts i the promotio

1)arCeti5 commuicatio > !

Ea7 re-purchase sta5e< -

perceptio o the cosumer re5ardi5 price > !

Promotion acti%ity esta#lishes the sym#olic %alues

associated with purchase. Consumer ha%e certain perception

some promotional acti%ities more directly add the %alue.

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?or e=amp4e>!

Ta: hote4

/he perception of consumer towards ta$ is high #ecause it

is well known #rand in "ndia as well in ahmeda#ad also

finally it is %ery costly in nature as compare to saro%ar

portico hotel ; neelkanth hotel < host inn hotel. ,o high

class people perception is more on ta$ hotel #ut middle

class < lower class people perception is more on

neelkanth hotel < saro%ar portico hotel.

# 5i5er hote4

/hey ha%e only targeted to the #usiness client people so

#usiness client people ha%e more perception a#out ginger

hotel.

erormace < -

Performance is depends upon the ser%ice. Performance is

important factor #ecause how you attract more customers

#ecause it is highly depend on your performance weather

ser%ice is good or not good.

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?or e=amp4e<-

Performance of ta$ hotel is #etter than saro%ar portico

hotel < neelkanth hotel < host inn hotel. And theperformance of ginger hotel is #etter than the neelkanth.

/he esta#lished ser%ices and image increases the

consumer consumption confidence < reduces consumers

risk of #uying ser%ices like ta$ group. ut neelkanth <

saro%ar portico hotel is the economic hotel so they ha%e

opportunity.

sycho4o5ica4 coseGueces> !

Psychological conse8uences are also important #ecause it

affects the ser%ice also. Gow a day the terrarium attack is

effects the whole hotel industry especially to ta$ group of

hotel.

?or e=amp4e<-

M /here is a threat of consumer to %isit ta$ hotel so other

hotel like neelkanth and saro%ar portico can take the

opportunity to attract customer of ta$ hotel.

Eb7 /ommuicatio ad cosumptio sta5e

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/he medium of communication will #ased on the decision

on how to create most fa%ora#le awareness amongst the

target audience

/he role of communication mi3 within the promotion and

communication plan comprise following steps.

"dentify the target audience

(etermine < setting o#$ecti%es

essage de%elopment for right communication effects.

,election of communication mi3.

/he role of pro%ider will make the consumer perception

clear.

?or e=amp4e>!

Hote4 saro;ar portico they are targeted most #usiness

working people

Hote4 ta: is targeting high income group people <

e3ecuti%es.

&i5er hote4 is targeting only #usiness client people.

Hote4 ee4Cath D host i hotel is targeting middle

class people < lower class people.

Ec7 ost commuicatio sta5e< -

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Promotion post purchase ensures continuous satisfaction

and retention of the customer. Performance of ser%ices is

matches with customers perception.

?or e=amp4e<-

"n each %isited hotel they people told us that e%ery time

we get the complain a#out ser%ice and they try to impro%e

the 8uality of ser%ice; and try to impro%e the employees

skill to pro%ide #est ser%ice.

Compare to other hotel perception a#out ta$ hotel ser%ice

is good in the mind of customer.

E27 ser;ice commuicatio< -

Ea7 ro;ide ta5ib4e c4ues< -

arketer can make consumer percei%e the ser%ice as

tangi#le with the help of tangi#le elements within the

product surround and use them to pro%ide clues.

?or e=amp4e<-

# host i

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# Saro;ar portico hote4

# ee4Cath hote4

Hote4 &i5er

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Si54e room !oub4e room

Ta: hote4

Eb7 ?ocus o emp4oyee de;e4opmet< -

"t means that in hotel the employee are the people who

ser%e the customer so employee should #e proper trained

so they can ser%e #etter to the customer.

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*coura5e ord o mouth commuicatio emp4oyee

"t means that if the language of employee is %ery polite to

the pro#lem of customer than customer will more satisfy

and they also tell to the other that ser%ice of this hotel is

good.

?or e=amp4e>!

# ee4Cath hote4 the manager of that hotel is learn to

his employee that do not angry in any situation occur with

customer.

# ta: hote4 also they encourage people to ser%e #etter to

the customer #y gi%ing training < some e3tra #enefit as

we can see that in ta$ um#ai when there were terrarisum

attack the employee of that hotel are with the customer <

sa%e the most of customer with own life make in danger.

Ec7 ?ocus o beeit< -

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0otel are mainly target to the high le%el people ; tourist;

and #usiness working people #ecause they are more using

the ser%ice of hotel.

?or e=amp4e<-

# ta: hote4 they are more targeted to the high income

people and K.".P. people; #usiness people; G.R.". people <

this hotel is %ery near to the airport.

# ee4Cath they more target to the middle le%el people

< this hotel is more targeting "ndian people hear more

G.R.". is not come.

# Saro;ar portico it is targeting more #usiness people

< middle le%el people < G.R.". people #ut there are less

customer of G.R.". are coming.

# host i they are more targeting the middle le%el <

"ndian customer.

Ed7 Bui4d ima5e

arketer use ad%ertising to #uild fa%ora#le image for

ser%ices and especially for the corporate #ehind the

ser%ices. A significant #enefit of the ad%ertising is its role

in influencing and moti%ates employees of ser%ices

employers also.

?or e=amp4e>!

/he #uilding an image #y ta$ hotel #y using this image

many corporate companies are tie!up with ta$ hotel like

Pepsi.

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/hapter -%.- eop4eLitera4

marCeti5

What is itera4 marCeti56

BAll the techni8ues that are used for e3ternal customer with an

end goal in mind to create a satisfied employee. /his is called

internal marketing.

#troductio

enerally in the product marketing customer are di%orced from

factories. /here may #e a difference of space < time.

"ntermediation is created #y marketing function < distri#ution

system; the customer are rarely comes in contact with the

marketer. /his happens only in e3ception cases when

customers are in%ol%e in marketing acti%ity.

ut in case of hotel industry or any other ser%ice industry

customer ha%e to come in contact with the ser%ice pro%ider.

/his physical pro3imity and interaction is often the key to the

ser%ice e3perience. A ser%ice firm may possess all necessary

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competencies and resources to pro%ide the right kind of

ser%ice; #ut in the a#sence of appropriate interpersonal

e3perience; the customer would de%elop negati%e perception of

o%erall ser%ice 8uality. "t is therefore; critical that a great

amount of attention is paid to personnel dimension of the

ser%ice #usiness.

#mportace o peop4e i ser;ice marCeti5

/he importance people or participants of people are %ery

important in #oth ser%ice and product with out people any

ser%ice or product organi=ation can not produce any thing.

ut importance of people is more in ser%ice than the product

#ecause people perform their task and operation in factories

insulted from direct customer influence. hat happens in the

factories is hidden from the customer direct interface #etween

the customer and the marketer people are rare. -n the other

hand; people also work in hotel industry #ut with a significant

difference the key to marketing of hotel ser%ice is the direct

interaction #etween hotel employee and customer. /he

customer and ser%ice pro%ider interaction is the moment of

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truth when the ser%ice is either marketed pr de!marketed. /he

customer pro%ider interaction is one of the important aspects

of hotel or any ser%ice organi=ation. ,o important of people in

ser%ice marketing is %ery important.

Types o ser;ice perso

/here are two types of ser%ice person

E%7 Hi5h cotact emp4oyee

0igh contact employee means that employee who is coming

in %ery fre8uent contact with the customer for the longer

time period.

?or e=amp4e<-

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# hote4 idustry

Room #oy

2mployee of pro%iding food Receptionist

E27 'o cotact emp4oyee

Jow contact employee means the employee who is not come

in to the interaction on regular #asis or on rare cases that is

called low contact employee.

?or e=amp4e<-

anager

Litchen department employee

/his people only in interaction with customer whencustomer < high contact employee 8uarrel or arise some

difficult situation with the customer.

Strate5y or itera4 marCeti5

/his is the strategy for internal marketing while managing

the people. 0ear human resource manager of any hotel they

ha%e to train to the high contact employee to how to deal

with customer < how to talk with customer etc.

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E%7 Stai5< -

B,taffing means selection of right person; at right place; at

right time in the organi=ation is called staffing

Ea7 )ecruitmet< -

0otel h.r. manager ha%e to recruit the employee from the

proper source.

?or e=amp4e<-

# ee4Cath hote4

?or e=ecuti;e< - they recruit person from ..A. or hotel

management institute.

?or emp4oyee< - #.T.#. or 1+th or 1&th pass.

# ta: hote4

Top 4e;e4< - ..A. institute < hotel mgt. cource institute.

idd4e 4e;e4< - graduate < hotel mgt.

'oer 4e;e4< - 1+th or 1&th attempt < "./.". people.

# 5i5er hote4

or top le%el ..A. or hotel mgt. is re8uire.

or lower le%el 1+th or 1&th pass is re8uire.

# saro;ar portico hote4

Top 4e;e4< - diploma hotel mgt < 5yrs. 23perience people.

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idd4e 4e;e4 <- graduate people

'oer 4e;e4<-1+th or 1&th pass.

Host i hote4

Top 4e;e4< - hotel mgt. or ..A.

idd4e 4e;e4< - hote4 mgt or graduate is enough.

'oer 4e;e4< - 1+th or 1&th pass.

Eb7 Se4ectio<-

"n internal marketing you ha%e to decide proper criteria

for selection of employee #y written e3am or #y practical

e3am.

?or e=amp4e< -

# ta: hote4< -

/hey take first written e3am and than take practical e3am

and than after take personnel inter%iew < group

discussion.

# &i5er hote4

/hey takes two round of inter%iew < than after they select

appropriate employee.

# ee4Cath hote4< -

/hey are taking #oth e3ams written and practical.

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# saro;ar portico hote4> !

/hey select the employee #y written test < than after they

take practical e3am for kitchen department people.

# host i< -

/hey only show 8ualification < take personnel inter%iew.

Ec7 Traii5> !

/raining is the heart or core function of internal marketing

for selecting right people.

/here are two type of training

o the :ob >!

"t means when employee is working at that time

gi%ing the training.

" the :ob traii5 >!

"t means employee is specially called at one place

and gi%es them training.

?or e=amp4e<-

# ta: hote4> !

/hey pro%ide training on monthly #asis on the $o# < off

the $o# #oth.

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/hey gi%e the target to the employee to achie%ement and

if the employee can not achie%e it than they gi%e the

training as per re8uirement to that employee.

# &i5er hote4

/hey pro%ide on the $o# training to the employee they

sent the employee to goa for training on companies

e3penses. /hey also pro%ide software training to the

customer it is the first asian hotel who is pro%iding

software training in software training they made one

software of training in that software e%ery thing is shown.

# ee4Cath hote4< -

/hey gi%e the training some times on weekly #asis <

some times on monthly #asis on the $o# < off the $o# #oth.

# saro;ar portico< -

0otel they pro%ide training on the $o# < off the $o# #oth

and according to the performance they gi%e the training

that perform less they gi%e training to that employee.

# host i hote4> ! /hey only pro%ide off the $o# training

to the employee.

E27 "r5aii5<-

B-rgani=ing means listing down of the closely related acti%ity

and delegate the authority and responsi#ility to the perform

the $o#.

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a) *mpoermet <-

B"t means delegate the power to the employee when

manager delegating the authority and responsi#ility to theemployee to perform the $o#.

?or e=amp4e<-

# ta: hote4< -

/hey gi%e authority according to the 8ualification and

e3perience and practical e3am and performance.

# ee4Cath hote4> !

According to the e3perience and 8ualification and

performance of employee they gi%e authority to the

employee.

# saro;ar portico hote4< -

According to the e3perience < performance they gi%e theauthority to employee.

# host i> !

/hey gi%e authority according to the performance.

Eb7 cu4ture <-

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"t means #elief system and norms < team spirit de%elop in

the organi=ation.

?or e=amp4e<-

Be4ie system o ta: hote4 ser%es the customer in any

situation

"n ta$ hotel um#ai they sa%e the customer when terrorist

attack was there.

Be4ie system o ee4Cath hote4

BAtithi de%o #ha%ah

Ec7 moti;atio

Boti%ation means inspire the employee to achie%e the

goal.

here are two way to moti%ate the employee.

promotio<-

means promotion to employee on the #asis of his

knowledge; a#ility; skill; achie%ement.

?or e=amp4e<-

# ta: hote4

/hey decide the criteria for promotion

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,caling is B+ /- 5

"f some one get fi%e rank they gi%e promotion to that

employee.

treati5 emp4oyee as customer <-

"t means e8ual treatment to employee as we treat to

employee.

?or e=amp4e<-

# ta: hote4

o ,eparate rest room

o Carrem playing room

o ,eparate kitchen for employee for their own choice of

food.

# &i5er hote4

o /hey ha%e only rest room for the employee

# ee4Cath hote4

o ,eparate rest room

# saro;ar portico hote4

o 2ducation to the employee

o amily gathering

o est employee of the month

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Host i

o ,eparate rest room for the employee

Ed7 support

"t means hotel manager ha%e to pro%ide continuous

support in terms of mental support.

Techica4 support <-

"t is only applica#le in insurance sector.

rocess support <-

"t means when one employee is #usy during pick

season to one customer at that time other employee

will help him to pro%ide ser%ice.

?or e=amp4e>!

"n all four hotels they recruit the e3tra employee when

there is pick season.

Ed7)eardi5<-

"t means pro%ided compensation reward to your employee

e3tra than the salary. Reward must #e competent enough

than the other organi=ation is pro%iding.

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?or e=amp4e<-

/a$ hotel pro%iding enough reward to their employee than

other hotel pro%ides like as under

o ringe #enefit like insurance; pro%idend fund.

o onus.

-ther three hotels are pro%iding only #onus to the

employee. Go any e3tra than the #onus.

/hapter -%.1- rocess

#troductio

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Process is a starting to end point of any ser%ice acti%ity. "n

ser%ice participation of customer is important #ut in the

product there is no customer participation. ,o in case of ser%ice

marketing it is %ery difficult to decide the way of process. "f

there is a mistake in the entire ser%ice process than customer

feels dissatisfied.

/he ser%ice process that creates the ser%ice e3perience may

in%ol%e processing of people; information and material hence;

three types of ser%ice processes can #e distinguished.

E%7 eop4e processi5<-

People process makes the people or customer pass through

a se8uence of acti%ity in order to create a ser%ice

e3perience.

or instant; process of transferring customer from airport to

hotel and security check is people processing process.

?or e=amp4e<-

eop4e process i ta: hote4

/he people pick!up the customer from the airport < railway

station and they check all the information a#out the

customer and check the identity consumer for the security.

/hey also keep the C.C.Camera in the airport < railway

station.

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eop4e process i ee4Cath hote4

/hey keep the C.C. Camera in the air port and railway station

and they keep attention on customer and they pick!up the

customer from the airport < railway station.

Geelkanth hotel also pro%ide one /J form to the foreigner he

has to fill that form. "n that form e%ery details of that

foreigner should #e there like

rom which country he comes

here he want go after this

hich!which place he want to go

eop4e process i saro;ar portico

/hey also pick!up the customer from the airport < railway

station

And check the information a#out that customer for the

security.

eop4e process i host i

/hey also follow the same process as all hotel follow only

they ha%e no any C.C. Camera in the airport < railway

station.

&i5er hote4

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/hey pick!up the customer from the airport they checkout

the identity < they gi%e one VC form to the customer to

know all the details a#out the customer.

E27 rocessi5 o iormatio<-

Processing of information means the #ooking process of

consumer at the receptionist department and they pro%ide

anu card for inform the customer that which type of room

are pro%ided #y hotel.

?or e=amp4e<-

"n ta$; ginger; neelkanth; saro%ar portico; < host inn pro%ide

information to the customer a#out ser%ices.

E7 ateria4 processi5<-

inally the room is pro%ided to the customer according to the

re8uirement of customer and pro%ides all needed things to

the customer.

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Types o process

E%7 /otiuous productio<-

"t includes process start from one hand < continuous to

end without any interruption and logical manner it is

called as continuous production. "n hotel this continuous

production is not applica#le.

E27 :ob-shop productio<-

"t means there are different department in the

organi=ation hear process is not continuous there are

separate department for each acti%ity.

/hey pro%ide ser%ice according to the need of customer.

"n e%ery hotel there are different department for pro%ide

ser%ices like

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Receptionist department

Litchen department

E7 #termittet<-

"t means ser%ice is pro%iding according to the need of

customer; hear when customer need ser%ice you pro%ide

ser%ice < when customer dont need ser%ice than it is

stop.

?or e=amp4e<-

"n hotel they pro%ide facility of car for out side catering;

they pro%ide wi!fi internet facility according to the need of

customer.

Ser;ice process matri=

"n the ser%ice process matri3 ser%ice are categori=ed in

two #asic parameters.

1. la#our intensi%e D capital intensi%e&. le%el of customi=ation

Certain ser%ice are highly la#our intensi%e and certain

ser%ice are e3actly the need of customer it is also called

as tailor made ser%ice.

Ser;ice process matri= chart<-

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'abouritesi;e

Hi5h 4o

'e;e4 o Hi5h

/ustomiatio

'o

E%7 roessioa4 ser;ice< -

"t is high in la#our and high in customi=ation.

?or e=amp4e-

C.A.; lawyer; legal consultancy ser%ices. ecause this ser%ice

is not re8uiring more capital and it is more e3actly the needof customer it means it high on customi=ation.

E27 ass ser;ices<-

/his ser%ice high on la#our and law on customi=ation it

means it is re8uire more la#our and it is not e3actly to the

need of customer.

?or e=amp4e<-

Retailing < 2ducational ser%ices

E7 Ser;ices shop<-

B.W.T.I.B.A

Profession

al ser%ice

,er%ice

shop

ass

ser%ice

,er%ice

factory

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"t is law of la#our and more of capital and high of

customi=ation.

?or e=amp4e<-

"n hotel industry this ser%ice is applica#le #ecause hotel

industry re8uires huge capital in%estment and it pro%ide

ser%ice e3act the need of customer.

E37 Ser;ice actory<-

"t is law of la#our and law of customi=ation it is not

applica#le in the hotel industry.

$a4ue additio i the process

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E%7 checC-up

B.W.T.I.B.A

Pic#$!p

Reception

Ser%ice'it(in

room

Ser%iceo!tsi)eroom

E*it

C!stomerrelation

s(ip m+t.afterSales

ser%ice

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?or e=amp4e<-

"n ta$ hotel; in neelkanth hotel; saro%ar portico hotel < host

inn they pick!up the customer from air port < railway stationin car

"n car they pro%ide facility of

/ele%ision

ADC car

usic system

E27 receptio

"n this hotel people is check the customers identity and

#ook the room for customer. "f receptionist not pro%ide

proper information a#out the customers pro#lem than it is

not add %alue in the process e3perience of customer. "f

customer not gets one glass water than he feel

unsatisfaction.

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E7 ser;ice ithi room

After reception customer left the customer into the room.

Ta: hote4 &i5erhote4

(ee4Cathhote4

Saro;arporticohote4

Host ihote4

/ele%ision ,martsleep

/ele%ision /ele%ision /ele%ision

i!fiinternetfacility

/eaDcoff eemaker

Refrigeratorin primesuite room



Ling or8ueen si=e#eds

JC( /.K. Running hot< coldwater

Ri%er %iew &4 hoursroomfacility

,tudy ta#le inifringe

"n house%ideomp%es

,tudy desk (irectdialingfacility

,afedepositlocker athkits in#athroom

eetingroom

,atelliteprogrammes

(irectdialingfacility

,afedepositlocker

(irectdialingfacility

i!fi net=one

,afedepositlockeronre8uest

hot < coldwaterfacility

ADC controlto regulateroomtemperature

Jaundry i!fiinternetfacility

,afedepositlocker

Koice mail2lectronicsafe

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E37 ser;ice outside room

Ta: hote4 (ee4Cathhote4

Saro;arportico hote4

Host i

,wimmingpool

Ji%e gu==leduring

an8uet hallfacility

an8uet hallfacility

0ealth clu# -utdoorcatering Ji%e gu==leduring -ut doorcateringJi%e gu==leduring dinner

Jaundry oneye3change

/ra%el desk

-utdoorcatering

(octor on call -utdoorcatering atna%aratri timein c.m.ground

All ma$orcredit cardare accepted

Jaundry Pick!up <draw facilityin car

(og show in Oune (octor on call

(octor on call Parkingfacility

Packageduringmarriageseason

oneye3change

an8uetfacility

All ma$or cardaccepta#le

Jaundry Jaundry

Pick!up <draw facility an8uet hallfacility (octor oncall

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in carParkingfacility

All ma$or card

accepta#le

E7 *=it<-

0ear customers are left the hotel. "n all four hotels they left

the customer to airport < railway station #y car.

E17 /ustomer re4atioship maa5emet ater sa4es

ser;ice<-

"n this all the four hotel note down the customers list that

who are regular customer < who are irregular customer and

note down the #irthday date and marriage date of the

customer and they wish to the customer and they pro%ide

discount offer to that customer.

/hapter %.<- hysica4 e;idece

#troductio

Physical e%idence plays an important role in the hotel industry

#ecause customer enters into the ser%ice organi=ation. hat

surrounds the ser%ice often #ecomes the inter%ening %aria#le

that mediates #etween what really the ser%ice is and what is

actually percei%ed #y the customer. 2%idence management is

another area of strategic importance to the ser%ice marketer. "t

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can #oth add and destroy %alue depending upon how it is

managed.

#mportace o physica4 e;idece

oods marketer ha%e disco%ered the potential of packaging the

fifth ps of marketing if packaging is attracti%e than customer

are more attract to wards the product.

As packaging is important in product marketing. Physical

e%idence is important in ser%ice marketing. "n ser%ice productitself #eing intangi#le;

Jike in hotel ser%ice until you use you can not $udge the ser%ice

how the ser%ice is. /herefore physical e%idence is the tangi#le

part of the hotel industry like #uilding of hotels lighting in the

hotel; music system; receptionist area; surrounding area of

hotel #uildings if these all things are e3cellent than more

customer are attract to wards this kinds of hotels.

,o physical e%idence is %ery important part of entire

e3perience of customer in the hotel.

Types o physica4 e;idece

/here are two type of physical e%idence

E1Fdominant e%idence

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E&Fperipheral e%idence

E%7 domiat e;idece <-

(ominant e%idence constitutes a dominant part of ser%ice

facility

?or e=amp4e>!

#uildings of hotel

hotel room

receptionist area

parking area

furniture of hotel

2) periphera4 e;idece >!

"t is not %ery %isi#le in relation to the dominant #ut no matterhoe small and tri%ial; they do ha%e an impact on customer

perception.

Peripheral e%idence includes

*try 5ate >!

"n all four hotels the gate was open #y the employee.

Water try

"n all the hotel employee ga%e the water to any customer.

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Te4ephoe

"n all hotel telephone is properly arranged.

Bath Cits

"n all four hotel they pro%ides #ath kits to the customer

Study tab4e

"n all four hotel there are study ta#le.

/hi4dre D a4dure peop4e aci4ity.

All hotels not charge the e3tra charge for the children with

out e3tra #ed.

!imesio o ser;ice e;iromet

"t means what is the key e%idence in ser%ice en%ironment.

,- Architectura4 sty4e< -

"t mean how the look of the hotel

/a$ um#ai> ! heritage look

/a$ Ahmeda#ad> ! modern look

inger hotel>!modern look

,aro%ar portico hotel> ! modern look

Geelkanth hotel> ! modern look

0ost inn> ! modern look

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,/ Ser;ice 4ayout< -

"t is called as systematic arrangement of ser%ice

?or e=amp4e>!

irst of gatekeeper

/han receptionist area

/a#le arrangement is proper or not

"n ta$; neelkanth; < saro%ar portico the arrangement of

ta#le ser%ice layout so #eautiful #ut in host inn hotel the

place was %ery small < ta#le arrangement is in %ery

hapha=ard manner.

,0 'i5hti5<!

"t means lighting should #e properly and in plant manner

"n ta$ hotel; in saro%ar portico hotel they arrange proper

lighting during festi%al like during Christmas they arrange

one Christmas trees. And at the time of diwali; na%ratri they

arrange #eautiful light.

"n neelkanth also they arrange light according to the festi%al

like diwali; na%ratri; Christmas etc. in host inn they only

arrange simple light during festi%al.

,1 usic< !

usic should #e as per time < as per mood.

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?or e=amp4e>!

23cept host inn hotel all other three hotel pro%ide music

facility during dinner time. /he music is not fi3ed or as pertime.

E7 ?i=ture< -

/he fi3ture it is fi3ed it is not mo%a#le like study ta#le; wash

tu#; etc.

/he fi3ture should #e properly installed. "f the fi3ture is

installed in %ery hapha=ard manner than customer feel

uncomforta#le. "n ginger hotel the fi3ture is mostly red

colored so it looks %ery #eautiful.

,2 a44 decoratio> !

?or e=amp4e<-

all color wall color is %ery important in hotel room hotel

room color should not #e dark. e ha%e o#ser%ed in all

hotels that wall color is light. "n ginger hotel in floor they

ha%e pate3 < room colour is light .

"n ginger hotels lo##y

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E7 scets<-

"t means perfume for freshness of room. /here are different

type of scent use #y hotel < restaurant like

sandal

rose

la%ender

/hese all hotel are using scent for the room freshness. /hey

are not using fi3ed perfume they are using different !

different type perfume.

E87 symbo4s< -

/o informed the customer. "n hotel there are sym#ol of male< female in the #athroom.

/o reflect the #rand in the #rand in the mind of customer.

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/hapter -%3- &aps mode4 o ser;ice

Gua4ity

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&ap-%< - *=pected ser;ice D m5t. perceptio o

cosumer *=pectatio.

B.W.T.I.B.A

Word of mouth

communication

Personal need

ds

Past experience

Expected service

ds

Perceived service

ds

Service delivery

Transition of

Perception into

Service quality

Specification

Mgt. perception ofconsumer

Expectation

External

Communication

To customer .

Gap- 4

Gap- 5

Gap- 3

Gap- 2

Gap- 1

Consumer

part

Marketer

part

186

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/he first gap shows that customer e3pectation is some

thing different < mgt perception to wards the consumer

e3pectation is different.

?or e=amp4e<-

# Ta: hote4

Prompt pickup at the

airport #y courteous person from the hotel. /he car was

clean; and the dri%er was also %ery courteous. /he

persons identified themsel%es; and told us a#out the

ser%ices e3pected in the hotel; and radioed ./he lady at

the check!in was %ery courteous and helpful. Jike any

other 5 star hotel; the person at the check in walked us up

to our room and e3plained us the ser%ices a%aila#le.

Juggage was promptly deli%ered to the room. Room was

%ery neatly organi=ed. Rooms seemed a #it old though;

pro#a#ly can help with some reno%ating the interiors.

reakfast was included in our package; and #reakfast was

a lot of fun. /here was a lot of different food a%aila#le for

e%ery taste. Lids $ust went nuts at all the choices they

had. unnily though;

B.W.T.I.B.A

(etailedRating

Jocation>

*D1+

Rooms>

*D1+

ood> *D1+acilities>)D1+

,er%ice>*D1+

Kalue> 7D1+

187

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Customer in ta$ hotel tells that e%ery thing is good in the

ta$ hotel #ut they didnt ha%e orange $uice or mango $uice

or e%en coconut water. ood otherwise was e3cellent in

taste. ,o ta$ hotel perception is only is that customer want

only tasty food #ut they also want some $uice so it is the

gap!1 in the hotel ta$. And also customer tells that they

are not pro%iding ser%ice according to the %alue of money

so they rated 7D1+.

acility also is not so much e3pected than customer socustomer rated facility as )D1+.

# hote4 host i< -

Re%iew of customer

0otel ood Kery 0ome

0ome feel stay

Kalue for money

(ecent e3perience

23tremely disappointing

"t is %ery disappointing to see that :atra. Com.has

mention this kind of hotel in their list. "t is $ust like a lodge;

and trust me; from no where does it look good hotel.

Gice < co=y hotel

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Gice hotel. acility < customer ser%ice is %ery good.

Recommended for families. 0ear in this hotel customer

like e%ery room ser%ice; it gi%es the %alue for money #ut

some customer dont like this hotel; hear customer want

the looking of hotel #ut they are only concentrate on the

room ser%ice.

# (ee4Kath hote4

(ee4Cath #

B(ecent 0otel for the Price

"n neelkanth hotel people ha%e e3pectation that customer

are $ust want to stay < rest in the hotel #ut customer wantsomething en$oyment o%er there like gymnasium playing

game etc. so it is the gap first in hotel neelkanth.

# Saro;ar portico hote4< -

Customers re%iew

!etai4ed )ati5

Rank Y *D1+

B.W.T.I.B.A 189

CloseJocation>1D1+

Rooms>%0D1+

ood> %0D1+acilities>%0D1+

,er%ice>%0D1+

Kalue>%0D1+

http://www.tripadvisor.in/Hotel_Review-g297608-d1178592-Reviews-Neelkanth_Inn-Ahmedabad_Gujarat.html

http://www.tripadvisor.in/Hotel_Review-g297608-d1178592-Reviews-Neelkanth_Inn-Ahmedabad_Gujarat.html

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"t was a good hotel and had a nice comforta#le stay.

Plus point is arm cooperati%e staff.

inus point is Jocation was a #it letdown #ut close enough

to all important destinations.

Plus point is Clean rooms; good food; and nice professional

and warm welcoming staff.

inus point is the room smelled %ery odd.

As a#o%e mention customer told that the room is good;

warm welcome staffs are there #ut hotel people dont know

that customer want good outlook of the hotel < not %ery

smelling odd so it is the gap 1 in the hotel.

&ap<-2<-Trasitio o perceptio ito ser;ice

Gua4ity ito ser;ice speciicatio D m5t.

perceptio o cosumers e=pectatio.

"t means that hotel knows e%ery need of customers want #ut

they are not in position to translate or design that kind of

ser%ice to the customer.

?or e=amp4e<-

# Saro;ar portico hote4

"n ,aro%ar portico hotel they people know that customer

want the swimming pool o%er there #ut they are not in the

position to pro%ide swimming pool in the hotel so it the gap &

in the hotel of ,aro%ar.

# host i hote4

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/hey people know that customer want music o%er there

during the dinner time #ut they are not in position to pro%ide

music o%er there.

# 5i5er hote4

inger people know that there are e3cept #usiness people

will also come #ut they are not in position to ser%e the

normal customer #ecause they only pro%ide the ser%ice of#usiness client.

&ap-- ser;ice de4i;ery D trasitio o perceptioito ser;ice Gua4ity speciicatio.

"n this gap hotel ha%e already design the ser%ice according

to the need of customer #ut there is a pro#lem in pro%iding

ser%ice deli%ery.

?or e=amp4e<-

# ee4Cath hote4

"n neelkanth hotel < in host inn hotel pro#lem is that the

ta#le is so #eautifully designed #ut space is so small then

entire family mem#er can not ad$ust.

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# 5i5er hote4

/here are good communicated employee; lighting is so good;

ser%ice are so good #ut they are not pro%iding one glasswater to the customer when customer come to the hotel so

in entire e3perience of the customer this is only lacking.

# ta: hote4

"n ta$ hotel also they are not pro%iding ser%ice according to

the money pay #y the customer so it is again a pro#lem ofser%ice pro%iding. ,o in this customer only rate %alue for

money is 7D1+.

&ap-3-ser;ice de4i;ery D e=tera4 commuicatio

to customer

0ear hotel is ad%ertising so #eautifully in the internet #y

pro%iding %irtual tour; good accommodation < good ser%ice

in the ad%ertising #ut when employee actually goes there

than they not find any thing which is mention in the

ad%ertising.

?or e=amp4e<-

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# ta: hote4 also from customer re%iew they find less ser%ice

than the whate%er ser%ice shown in the internet so hear

customer only gi%e ) rank out of 1+ in facility.

# 5i5er hote4 also they are showing good %irtual tour in

the internet #ut when customer actually goes there than

they find less ser%ice.

# Saro;ar portico hote4 also they shown good room in the

internet #ut when actually customer go there than they find

%ery odd smelling room; and also they shown #uilding in

#eautiful manner #ut looking of #uilding actually it is not

good #ecause in some part of the hotel there are no

painting.

&ap--ercei;ed ser;ice D e=pected ser;ice

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"n this gap is related with the psychological #ecause

marketer can not do any thing in this gap #ecause it is

comes from the mind of the customer.

?or e=amp4e<-

Customer e3pecting past good ser%ice at the second time. "t

means that customer ha%e already %isit first time any hotel

at that time he got the satisfactory < e3cellent ser%ice from

that hotel #ut when customer second time go to that hotel <

he get a good ser%ice from that hotel #ut there is a tendency

of customer to tell that ser%ice is not good as he get earlier.

2%ery hotel faces this pro#lem #ecause hotel cant change

the mind of customer.

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/hapter-%-@uestioaire

@<- (ame o hote4.

A!

Game of hotel (ate of %isit ,tar category /a$ hotel 'rd oct.; &++) 5 star,aro%ar portico

hotel

1)th dec.; &++) 4 star

0otel neelkanth

sahara

&'rd sep.; &++) ' star

0otelneelkanth

paradise

7th Oan.; &++* ' star

0otel ginger &4th Oan.; &++* ' star0otel host inn 7th Oan.; &++* & star

@<-(ame o perso D desi5atio.

A!

(ame ohote4

(ame operso

!esi5atios

0otel ta$ r. %ergiescurien

0.R. anager

Geelkanthsahara

iss. /ulsimam

Assintantgeneral

managerGeelkanthparadise

r. 0arsantshah

ront officemanager

0otel host inn r. parikshit ,ide partner,aro%arportico

r. risho%ehalder

/rainingmanager

inger hotel r. kaushal .A..

@-Ho may rooms are there i the hote46

B.W.T.I.B.A 195

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A-Hote4Ta:

Hote4&i5er

(ee4Cath Sahara

(ee4Catharadise

Hote4Host#

Saro;arortico

*1 *' &5+ 7) ') 6*

@- Ho may baGuet ha44 the hote4s ha;e6A!Hote4Ta:

Hote4&i5er

(ee4CathSahara

(ee4Catha4ace

Hote4Host#

Saro;arortico

& 1 & ' 1 4

@- Ho may cate5ories o rooms i the hote4s6A!Hote4Ta:

Hote4&i5er

(ee4CathSahara

(ee4Catharadise

Hote4Host #

Saro;arortico

(elu3eroom

,tandard room

Gon ADCroom

Gon ADCroom

(elu3eroom

,tandardroom

23ecuti%

e room

(elu3e

ADC room

ADC

(elu3eroom

23ecuti%e

room

,uperior

room

Pool%iewroom

,ahara(elu3eroom

ADCprimesuit room

Gon ADCroom

(elu3eroom

ardenroom

0oneymoonsuiteroom

,tandardroom

,tudiosuite

ahara$asuiteroom

23ecuti%e suite

23tra #adDPerson

randsuite

B.W.T.I.B.A 196

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@ - ?aci4ities pro;ided by the hote4s.A!Hote4

Ta:

Hote4

&i5er

(ee4Ca

thSahara

(ee4Ca

thparadise

Hote4

host #

Saro;er

portico

an8uetfacility

/ea DCoffeemaker

an8uetfacility

an8uetfacility

/ra%eldesk

Restaurantfacility

Carparking

JC( /K &4 hourcoffeeshop

Carparking

oneye3change

an8uetfacility

Airportpickup ym Carparking Carfacility i!iser%ice itnesscenterRestaurantfacility

Airportpickup

Computer facility

(octoron call

,afedepositlockers

i!iser%ice

,wimming pool

Carfacility

Carfacility

Airportpickup

Jaundryfacility

/ra%el(esk

,afe

depositlockers

Restaura

ntfacility

Airport

pickup

a3 <

"nternetfacility

Airport

pickup

(octor

on call

B.W.T.I.B.A 197

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Computer facility

,afedepositlockers

,afedepositlockers

Computer facility

Restaurantfacility

Permitshop

ym ini

fridge

(octor

on call

,afe

depositlockers

Car

facility

Airport

pickup

Carfacility

,ky wayfacility

Postal <courierser%ice

Postal <courierser%ice

an8uetfacility

Carfacility

@-4ocatio o hote4sA!

Hote4Ta:

&i5erhote4

(ee4CathSahara

(ee4Catharadise

Hote4Host i

Saro;arportico

"nternationalairportcir

cle;0ansol;Ahmada#ad.

ehind0imalaya mall;

(ri%e inroad;Ahmada#ad')++15.

&nd flooricons8uare;

-pp;kothawala flat;paldi;Ahmada#ad.

2llis#ridgecross

road;-pp;townhall;2llis#ridge;Ahmada#ad.

-pp;Je!eridian;khanpur;

Ahemeda#ad!')+++1."ndia

hawnscollege

road;Ahmada#ad

/hapter-%1-coc4usio

After preparing report on hotel industry; our group ha%e

conclude that the current situation of the hotel industry is %ery

tough #ecause of the um#ai terror attack in the ta$ hotel so

foreign customers arenot coming in "ndia so there are need to

impro%e the %ery tiet security.

B.W.T.I.B.A 198

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And our o%erall e3perience after preparing this report is %ery

good #ut in some hotel we did not get good response from the

0.R. anager of the hotel like in le!meredien hotel we did not

get good response so did not include that hotel in our report.

ut in other hotel like ta$ hotel; neelkanth sahara hotel;

neelkanth paradise hotel; hoet inn hotel; sara%ar portico; ginger

hotel hotel our e3perience was good < %ery fantastic as

specially to ginger hotel < ta$ hotel < ,aro%ar portico hotel.

rom the customers point of %iew < re%iew of the customer allthese hotel ha%e to impro%e a lot like in ta$ hotel customer are

not getting %alue for money; in neelkanth group of hotel; <

,aro%ar portico hotel look of #uilding is not good; "n host inn

hotel customer %iew is it look like lodge < from no where it

looks like hotel so they ha%e to impro%e the look of hotel.

After preparing report < %isiting to the hotel our suggestion to

ta$ hotel is they ha%e to impro%e there the hospitality ser%ice to

the customer; "n neelkanth hotel they need to impro%e their

employee skill in speak in 2nglish; in host inn hotel they need

to impro%e their restaurant < employee skill in speak in

2nglish; in ginger hotel they ha%e to impro%e the security

#ecause when we were go at there at that time there are no

any checking process of %isitors; in ,aro%ar portico hotel they

need to impro%e the look of the hotel. ,o finally our o%er all

e3perience was fantastic.

/hapter-%-Bib4io5raphy

B.W.T.I.B.A 199

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Gews paper

/he /imes of "ndia

usiness ,tandard

e#sites

. 0otel "ndustry. Com

36890757-hotel.pdf

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