services marketing_hotel industry

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Services MarketingThe Indian Hotel Industry

August 2010

Darshana Dave

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The Indian Hotel Industry The hotel industry in India is pegged at $17 billion currently (March 2010)

30% (USD 5.08 billion) of the sector is organised & 70% (USD 11.85 billion) is unorganised

Within the sector that is organised, the 5-star hotel segment contributes 58 percent

An additional 20 international brands are expected to come to India in the next two years

About $12 billion (Rs 61,836 crore) is the expected investment in this sector by 2011

The Leading Indian hotel chains are The Taj Group of Hotels, Oberoi Hotels & Resorts, andITC Welcomgroup, and the government-run ITDC

The major international hotel chains Sheraton, Hilton, Hyatt, Radisson, Marriott, and LeMeridian are already firmly established in the Indian markets

Between 2010 and 2019 the demand for travel and tourism in India is expected to growannually by 8.2%

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ITC WelcomGroup

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ITC WelcomGroup An Overview ITC Welcomgroup was launched on October 18, 1975

First Hotel was Chola Sheraton in Chennai

The Brands of Hotels include:

ITC Luxury HotelsITC Maratha, Mumbai ITC Grand Central, Mumbai

ITC Maurya, New Delhi ITC Sonar, Kolkata

ITC Royal Gardenia,Bangalore

ITC Kakatiya, Hyderabad

ITC Windsor, Bengaluru ITC Mughal, Agra

Welcom Hotel/SheratonSheraton Rajputana Hotel,Jaipur

WelcomHotel RamaInternational,Aurangabad

Sheraton Chola Hotel,Chennai

WelcomHotelVadodara, Vadodara

Sheraton New Delhi Hotel,New Delhi

WelcomHotel GrandBay, Visakhapatnam

Sheraton Park Hotel &Towers, Chennai

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Fortune Park Hotels Subsidiary of ITC WelcomGroup 25 Hotels across the country

ITC Ltd posted revenues registering growth of 17 percent at Rs 258 crore in the fourthquarter ended March 31, 2010


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Product

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FacilitiesBroadband Internet (Wi-Fi)

Shops and boutiques

Personalised vaults and mini-bars

In-room safes

Car rentals

Travel / Tour desk

Ballroom

7 Meeting Rooms

Wellness Centre

Business Centre

AccommodationSuites - Elegantly appointed, spacious guest rooms including exquisite Suites with hand crafted furnishings

ITC One - A whole new world of exclusivity for up-market business travellers with spacious and elegantly-furnishedrooms

The Towers - Combine the best of luxury, space and service standards it offers the grandeur of space with an air of quiet understated elegance

Executive Club - Executive Club pioneers a tradition of corporate hospitality, setting a premium on discreetefficiency and business-related services

Cuisines

The Peshwa Pavilion

Peshawri

Dum Pukht

Bombay High

West View

Dakshin

Pan Asian

Catherines


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PricingRooms Rates - Single Rates - Double

ITC One* ` 30,000 ` 31,500

The Towers* ` 26,000 ` 27,500

Executive Club ` 22,000 ` 23,500

Rooms Rates

Executive Suite* ` 28,000

Deluxe Suite* ` 50,000

Luxury Suite* ` 1,00,000

Presidential Suite* ` 2,00,000

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Place

* - Includes Lunch, Breakfast & Dinner

Corporate OfficesMIDC 1.6 km/1.0 miles

SEEPZ 1.6 km/1.0 miles

Local Attractions

NSE Exhibition Centre 3.2 km/2.0miles

Bandra/Kurla Complex 6.4 km/4.0miles

Film City 10.0 km/6.2 miles

International Airport near to theHotel


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PromotionWelcome Break Luxury Getaways

Mini Breaks: One night stay over weekends. For people wanting a break in their city itself. 20%discount on food, beverages, spa services.

Short Breaks A 3 night getaway. 20% discount on food, beverages, spa services.

Kaya Kalp Spa Break A 3 night break inclusive of great spa services. Includes, hair and scalpmassage, signature kaya kalp massage. 20% discount on food, beverages, spa services.

Special Offers:

Early Bird Offer : Book 14/21/30 days in advance and get a chance to save on forthcoming trips

to participating ITC WelcomGroup Hotels.

Internet Only Rates : Special rates for online bookings.

Luxury Romance : A 2 night getaway filled with roses and delightful wine drinking experiences.

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Promotion - Loyalty ProgrammesWelcomAward

WelcomAward is a frequent guest programme. This programme assists frequent travellers through

strategic alliances with travel partners and a WelcomAward member earns 'Stars' on every aspect of his business trip.

WelcomLink WelcomLink has been designed exclusively to recognize and reward ITCs business partners whochannelize bookings into ITC-Welcomgroup Hotels. A WelcomLink Member can earn points for everymaterialised room night booked at participating hotels.

Culinary Plus Card This reward includes pleasure of dining at ITC-Welcomgroup hotels. As a member you enjoy attractivesavings when you dine & entertain with the Culinary Plus Card. These include:o 50% off for two dinerso 33% off for three dinerso 20% off for 4 dinerso 20% off when you dine alone or in a group of five and moreo 20% discount on alcoholic beverageso 20% discount at The Gourmet Shop

Experience CertificateITC-Welcomgroup Experience Certificates can be utilized against a host of services at the hotel from stay,

fine dining experiences, Kaya Kalp Spa services to business centre & telecommunication services. 8


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Positioning

Its distinctive logo of hands folded in the traditional Namaste is widelyrecognised as the ultimate & synonymous in Indian hospitality.

Each of the chains hotels pays architectural tribute to ancient dynasties, which ruledIndia from time to time. The design concept and themes of these dynasties play animportant part in their respective style and decor.

ITC Welcomgroup combines the best of the east and west traditional Indian hospitalitywith contemporary international standards. At any ITC-Welcomgroup hotel, the guest will

find a true reflection of the culture and ethos of each destination. ITC thrives on its brand positioning "Nobody gives you India like we do"

Category Brand Positioning

Luxury ITC Hotel Luxury

Collection Mansions of Luxury

Upper Scale Welcom Hotel Sheraton Passions for quality

Upper mid scale Fortune Hotels Promise of True Value

Heritage WelomHeritage Unique experiences


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The Leela Palaces, Hotels and Resorts


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The Leela Group An Overview Founded in 1957 by Capt. C.P. Krishnan Nair, the Rs.450 crore Leela Group is engaged in the

business of ready-made garments and luxury hotels and resorts

The Leela Kempinski Mumbai and The Leela Kempinski Goa are two of the best hotels inIndia

Currently there are 6 hotels operational in India at Mumbai, Bangalore, Goa, Kovalam,

Gurgaon & Udaipur.

Upcoming hotels include one in Delhi, Chennai, Hyderabad, Agra & Ashthamudi

Vision - To sustain & surpass excellence in service, ambience and performance, hall marksthat distinguish The Leela

Focused operating philosophy - personalized service and comprehensive logistic support

Leela group eyes Rs 700 crore revenue by FY 2013

Tie Ups with Germanys Kempinski Hotels, Global Hotel Alliance, & US based PreferredHotel Group


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Product

100 channel cable TV with pay-per-view movies and premium channels 2 Line telephones with voicemail service in all rooms Baby Sitting Services Broadband high-speed internet access, for a fee Business Centre Concierge Services

Spa Gymnasium

General Services

Accommodation

Premier pool & city viewRoyal Club

Royal Club Parlor

Executive Suite

Deluxe Suite

Maharaja Suite

The Royal Club

Cuisines

CitrusJamavar

The Great Wall

Stella

The Lobby Lounge

Bling

Six Degrees

Meetings & Events

Grand BallroomNidhi

Nitya

Maya

Diya

Tara

Roshini

Kamal


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Pricing

Suites Single (INR) Double (INR)Premier City View 17000 18000

Premier Pool View 18000 19000

Royal Club Room 21000 22500

Royal Club Parlor 26000 26000Executive Suite 26000 26000

Deluxe Suite 35000 35000

Junior Presidential Suite 50000 50000

Presidential Suite 150000 150000

There are certain terms and conditions for the pricing differentiation for :Young Guests PolicySmoking RoomsCancellations and Amendment


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It has become the first choice for the Mumbai AirportHotel because of the following reasons:

International Airport: 1.5 kms Domestic Airport: 7 kms Major Local Railway Station (Andheri): 4 kms Downtown Mumbai: 25 kms Powai (IT and BPO District): 7 kms

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Place


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Promotion

Special Packages Rates Inclusions

Long Stay Offer Premiere City View RoomINR 7600 for Single OccupancyPremiere Pool View RoomINR 8400 for Double Occupancy

Complimentary Buffet Breakfast, both wayairport transfers, in-room internet.10% discount on Food and Beverage.25% discount on Internet.

Advanced Early Bird Offer Book 45 days prior to arrival and save 20%! Complimentary usage of the gym and swimmingpool facilities.

Extended Stay Offer Premiere City View RoomINR 9000 for Single OccupancyPremiere Pool View RoomINR 9900 for Double Occupancy

Complimentary Buffet Breakfast.Complimentary both way airport transfers.50% discount on in-room internet.Complimentary usage of the gym and swimmingpool facilities.

Special Day Use Rate Premiere City View RoomINR 6500 for Single Occupancy

INR 7500 for Double Occupancy

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Christmas Package Premier City View RoomINR 7499 for Single & Double OccupancyPremier Pool View RoomINR 8499 for Single & Double OccupancyRoyal Club RoomINR 11499 for Single & Double OccupancyExecutive SuiteINR 13999 for Single & Double Occupancy

Complimentary two way airport transfersComplimentary Buffet BreakfastComplimentary usage of the gym and swimmingpool facilities


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Special

Packages

Rates Inclusions

Weekend GetawayOffer

Premiere City View RoomINR 13499 for Double OccupancyPremiere Pool View RoomINR 14499 for Double OccupancyRoyal Club RoomINR 16499 for Double Occupancy

Champagne on welcome.A brief chat with the chef on an exquisite dinner customized toout liking.A refreshing unwinding SPA treatment.A selection of favorite movies.Access to Bling our discothque.

Can invite a couple for complimentary dinner buffet to Citrus.Extended happy hours at Six degrees

Business Package Premiere City View RoomINR 12500 for Single OccupancyINR 13500 for Double Occupancy

Buffet Breakfast. Complimentary airport transfers. Complimentary 24 hours internet inclusive. Complimentary tea / coffee maker in the room with dailyreplenishment.

Complimentary usage of the gym and swimming pool facilities. Fruit basket on the day of arrival.

Diwali Package2010

Premier City View RoomINR 7499 for Single OccupancyPremier Pool View RoomINR 8499 for Single OccupancyINR 9499 for Double OccupancyRoyal Club Room INR 11499Executive Suite INR 13999

Complimentary two way airport transfersComplimentary Buffet BreakfastComplimentary usage of the gym and swimming pool facilities

Promotion


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Positioning

The strategic locations, individuality, architectural aesthetics, lush greens and

the intrinsic Indian culture holds true for every Leela property. Reflectingthereby 'The Essence of India'.

Leela positions itself as a brand which has built its reputation on the threepillars - Innovation - Excellence Perfection

They also represent the three faces of modern India. World class technology,great tradition enriched over the centuries and the obsessive desire to behospitable to global travellers.

Fundamental to their business is the all pervasive Indian tradition of hospitality.

Secondly, they honour the cultural heritage of India.


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Marriott International

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Marriott India An Overview

Marriott International is a leading lodging company with more than 3,400lodging properties in 70 countries and territories

Headquartered in Bethesda, Maryland, USA

The Goa Marriott Resort, was the first Marriott hotel on 15th Dec 1999.

Marriott has hotels in Mumbai, Goa, Hyderabad, Pune, Gurgaon, Ahmedabad,Bangalore, Chennai, Chandigarh & Jaipur

Marriott is planning to open 40 Hotels across India in the next three years.

Currently, it has 18 properties in India under different brands like JW Marriott,Courtyard, Renaissance, Marriott Hotels & Resorts in India.


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Accommodation

Deluxe Guest Room

Executive Ocean View

Executive Premiere

Juhu Beach Suite

Lotus Suite

Ocean Suite

Vice Presidential Suite

Presidential Suite

ServicesConcierge Desk

Evening Turndown Service

Foreign Exchange

Housekeeping Service Daily

Laundry On Site

Limousine Service24 Hour Room Service

Safe Deposit Boxes

Valet Dry-Cleaning

Cuisines

Lotus Caf

Mezzo Mezzo

Saffron

Spices

Bombay Baking Company

Enigma Lounge & Night Club

Club Lounge

Reflections

Business Services

Full-Service Business Centre

Messenger Service

Network/Internet Printing

Overnight Delivery/Pickup

Secretarial Service

Translator


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Price

Rooms Deluxe (INR) Executive OceanView (INR) ExecutivePremiere (INR) Juhu BeachExecutive

Rates (INR) 11500 14500 16000 20000

Inclusions No special benefits.Evening turndownserviceNewspaperdelivered to roomon request

This room featuresExecutive loungeaccessOpen: Sun-SatComplimentaryCocktailsComplimentary non-

alcoholic beveragesBusiness services, fora fee

Complimentaryinternet usage inthe Lounge.ComplimentaryBoardroomusage for 4hours(subject to

availability)

ComplimentaryCocktails.Complimentarynon-alcoholicbeverages.Complimentarybusiness services

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Note: The above mentioned are the starting standard rates. Room Packages differ.


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Place

The Beach It is in close proximity to Mumbais major

business parks. 8 kilometers from Sahar international Airport 5 kilometers from Domestic Airport ISKCON Temple Prithvi Theatre

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Promotion

DEALS & PACKAGES RATES (INR) FACILITIES

Escape RomancePackage

12000 15000 Buffet breakfast at the LotusCafe or Indian /

Continental breakfast fromroom service

Quan Spa Package 15000 17000 One spa massage of guest's

choice per guestBusiness Stay Package 13000 22000 Overnight stay in our well

appointed rooms Complimentary two wayairport transfers

Save More! Plan 10000 15000 -Stay For BreakfastOffer

13350 -

Note: There are Promotional Codes to avail all these offers/plans.

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Positioning

JW Marriott is positioned as the perfect mix of relaxation and culture.

The hotel presents a world of luxury and cosy accommodation whereyou can look forward to nothing less than the best.

Impressive structure, international standard design and furnishing in therooms, latest devices - all ensure that, after a hard day, you find acomfortable haven to retire and get pampered.

The hotel is all about a contemporary urban gloss and glitz, first-ratearrangements for convenience and white-gloved service to cap it all.


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Parameters JW Marriott

External Appearance 10

Buildings exterior 10

Design Landscaping 9

Lighting and Signage 9 Internal layout 10

Appearance of staff 9

Atmosphere and Ambience 9

Cuisine 7

Facilities & Amenities 9

Physical Evidence

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ITC Maratha

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Leela Kempinski

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E l A I l L


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JW Marriott ITC Maratha Leela

External Appearance

External Appearance

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Internal Layout

Internal Layout

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Atmosphere & Ambience

Atmosphere & Ambience

6.46.66.8

77.27.4

7.67.8

88.2


Cuisine

Cuisine


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People

ReceptionistsBell boysLaundry servicemenButlersRoom service

ChauffeursManagersCleanersAssistants for guestsChefsWaitersBartenders

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Line of Interaction

Reservation Arrival &

OccupancyUse of Facilities Departure & Check

Out

Reservation Online/Phone Assignment of room Prepayment Initializing Account

Registration Check in room Room Occupancy

Restaurants/Gyms/Meeting rooms, etc. Handling requests &complaints Posting guestcharges

Preparation of statement of accounts Guest History Feedback

Inform Hotel kitchen supplies & facilities

Maintain Database & Guest Folio

Process

O li ki


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Source of booking(3rd Party/Co.Website)

Selecting theHotel Select Dates

Select Rooms &Rates

Enter GuestInformationCheckout

Review &Complete

Reservation

ReceiveConfirmation

Online Booking Process


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Thank You

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