Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Over the last decade business opportunities in India had intensified and
elevated room rates occupancy levels in India. Even budget hotels are
charging USD 250 per day. 'Hotel Industry in India' success story is only
second to China in Asia Pacific. The World Travel and Tourism Council, says
that India ranks 18th in business travel and will be among the top 5 very
soon. India's big success stories includes the new model for development
and growth; a model that is uniquely made.
Indian Hotel Industry's room rates are most likely to rise 25% annually and
occupancy to rise by 80%, over the next two years. 'Hotel Industry in India
is gaining its competitiveness as a cost effective destination. The 'Hotel
Industry' is likely to add about 60,000 quality rooms, currently in different
stages of planning and development which would be ready by 2012.
MNC Hotel Industry giants are initiating for Joint Ventures to earn their
share of pie in the race. The Indian Government has approved 300 hotel
projects, where half are for the luxury range. An analyst says that the
manpower required by the hotel industry has increased from 7 million in
2002 to 15 million in 2010. More and more IT Professionals are moving
into the Metro cities as the USD 23 billion software services sector pushing
into the Indian economy. Indian Hotel Industry is set up to grow by 15% a
year. In 2010 as the Delhi capital city of India hosted the Commonwealth
Games there were more than 50 international budget hotel chains moving
into India. One of the major reasons for the increase in demand for hotel
rooms in the country is due to the boom of information technology,
telecom, retail and real estate. India's increasing stock market and new
business opportunities are always been attractive foreign investors and
corporate travellers to look for business opportunities in the country. From
167 countries, today India has finally made its mark on the world travel
map.
Size of the industry
Indian Hotel Industry has supply of 110,000 rooms. According to the
analysis of tourism ministry, 4.4 million tourists visited India last year and
have risen to 10 million in 2010 - to accommodate 350 million domestic
travellers. The Hotel Industry in India is at the verge of making 150,000
rooms fueling hotel room rates across India. There is tremendous
opportunity for India as a destination for hotel chains looking for growth.
Categorization of Hotels in India
The basic division in India according to the location is as follows:
Heritage Hotels: These types of hotels reflect the old glory and
grandeur of India, they are mostly the old havelis and mansions of
ancient times which have been turned into Heritage Hotels, and these
provide tourists with an opportunity to experience royal pleasure in
traditional ambiance. They mostly concentrate in the princely states
of Rajasthan, Delhi, and Madhya Pradesh
Budget Hotels: These kinds of Hotels are like home away from
home, they accommodate customers from upper middle and middle
class. Mostly named as Economy Class Hotel, Business Hotels and
Discount Hotels, the Budget Hotels supports the modern
infrastructural facilities for a comfortable and pleasant stay.
Resorts: Resort hotels in India are mostly found in hill stations and
sea side tourist destinations. These are located amidst natural scenic
beauty; they are the ideal place to enjoy some valuable time with
family and friends or in solitude.
Heritage Wing Rooms: These rooms are renowned for their architecture
and exude an aura of old-world elegance. Each corridor in this Wing
resembles an art gallery, and the design, dcor and furnishing ensure
that no two rooms are alike. Guests have a choice of rooms that
overlook the city or pool or face the Gateway of India and the Arabian
Sea.
Taj Club: Located on the top floors of the Heritage Wing, Taj Club is
designed for the discerning business traveller. Guest amenities and
services include complimentary airport limousine transfers, private
check-in at the Club desk, in-room fax, personal safe, a complimentary
bottle of wine, valet service and complimentary deluxe Continental
breakfast. Taj Club also offers guests exclusive Meeting Rooms and a
Business Service Unit on the Club Floor.
Suites: Choose from elegantly appointed Junior Suites, Executive Suites,
tastefully decorated Large Suites, newly renovated Luxury Suites or
spacious, plush Grand Luxe Suites. The finest suites at The Taj Mahal
are the luxuriously appointed Presidential Suites. Each of these suites is
decorated with original paintings and antiques that transport guests
into a world of regal luxury and grandeur.
Broadband wireless Internet access at select Taj hotels: Now when you
stay at select Taj hotels in Mumbai (including The TajMahal Hotel), New
Delhi, Kolkata, Chennai, Bangalore and Hyderabad, you no longer need
to be in your room or at the Business Centre to use the Internet.
Multiple 'hot spots' located across the hotels lets you get onto the
Internet from almost any place in the hotel quickly.
Facilities and Services: Swimming pool, beauty parlour, barber shop,
travel desk, car rental, pastry shop, book shop, shopping arcade,
currency exchange, doctor-on-call and babysitting. Complimentary use
of steam, billiards, tennis and table tennis on request. 24-hour room
service and laundry service.
Place and Time
As far as place is concerned, all the Taj services and facilities are
provided at one point. To ensure timely delivery of their services, they
have set processes in place and in case of failure or delay of service;
they have built in contingencies and trained their staff to communicate
the
delay
to
the
customer
in
the
right
manner.
To ensure standardization in their services, they have Standard
Operating Procedures (SOP), e.g. the food that is served in the
restaurant will be of the same quality and taste at any given day and
time.
Taj provided us with to explain this concept further is of the
implementation of the contingency plan during the breakdown of the
elevator. In case of breakdown of the elevator, the Room Service makes
use of the elevator in the other wing to ensure timely delivery to the
customer.
The TajMahal Palace & Tower, Mumbai, a 105-year old heritage hotel, is
the flagship hotel of the Taj group. This hotel was one of the main
5. Check out.
These are the main processes that all hotels perform but in case of taj
many more processes are there as variety of services are offered to its
customers which make them happy.
People
Taj has various professional people to handle its customers and to give
a high service to its customers like:
Skilled person
Professional person
Personal Agents
Technological person
Travel agents
As taj has employed professionals for serving its customers so there are
less chances in its service lags and it can deliver its best.
MARKETING MIX: HILTON BRAND
Product
Description of Hilton Hotels Products and Services
In order to capture every opportunity in the market, Hilton operates hotels
and other related services in accommodation, gambling and
entertainment areas. Few areas are entirely new for Hilton Group,
including a gambling business.
Hilton Hotels & Resorts offers mainly accommodation services through its
hotels, resorts, apartment hotels etc. Most of the revenue is generated
through selling hotel rooms to customers. There are also a range of other
services and products that contribute to the level of revenue stream such
as restaurants, bars, smaller shops, spa, laundry services, travel desk,
business centre, banquet halls etc. Among these products and services
the core one is rooms divisions which brings most of the revenues.
Generally, products are divided into three levels: core, facilitating and
supporting products.
Core products can be explained as a basic form of a product. To put it
simply core products are the main reasons for customers purchasing from
a business. For Hilton Hotels & Resorts core product is hotel rooms that
customers stay in for a specific period of time. Peripheral services can be
explained as additional products and services above the core product that
businesses offer to get competitive edge in the marketplace.
Facilitating products involve services that assist consumers in
consumption of core products. Hilton offers a set of popular facilitating
Premium pricing strategy involves charging high level prices for products
and services that are perceived to have excellent quality and additional
characteristics and features.
From the classifications provided above the type of pricing strategy
adopted by Hilton Hotels & Resorts can be specified as premium. Hilton
only offers five star and four star rooms and the company is able to
charge its customers at premium levels because beyond the core product,
Hilton also sells a set of intangible benefits such as sense of
achievement, high status and luxury.
Promotion
Hilton Hotels Promotion Strategy
Hilton Hotels & Resorts employ promotion strategy that utilises various
components of promotion mix. Generally, major elements of promotion
mix include advertising, public relations, personal selling, and sales
promotion.
1. Advertising: Advertising is a paid, mediated form of
communication from an identifiable source, designed to persuade the
receiver to take some action now or in the future (Klever, 2009,
p.25).
New advertisement slogan of Hilton Hotels & Resorts Stay Hilton. Go
Everywhere is aimed to communicate the marketing message of the
hotel being a large global brand and maintaining a high level of
quality in all of its hotels.
This marketing message is communicated through a set of specific
elements of advertising promotional strategy such as advertisements
in newspapers and magazines popular with senior level management
professionals such as Forbes, Fortune, The Economist, and Financial
Times. Moreover, the communication of Hilton Hotels & Resorts
marketing message is also facilitated through broadcast
advertisements in selected television channels.
2. Public Relations: Officially, The Chartered Institute of Public
Relations (CIPD) defines public relations as planned and sustained
effort to establish and maintain goodwill and mutual understanding
between an organisation and its publics (CIPD, 2013, online). In
simple terms, public relations can be explained as a one way
communication between the company and the public.
Process
The process element of marketing mix is approached by Hilton Hotels &
Resorts according to its selected business strategy. Specifically, the
company aims to maintain the process of service provision in a premium
levels in a luxurious manner. Generally most of the hotels are running
24/7 their businesses unlike banks or schools.
It is because the accommodation services need to be provided around the
year and 24 hours in a day. In order to remain competitive the marketing
process used by the hotel is very important. According to Rutherford
(2007) the marketing process of a hotel should begin from deciding what
to be and what to offer to whom. Creating awareness and stimulating the
demand among the consumers are the key marketing process can help to
achieve the competitive advantage.
Physical evidence
Physical evidence can be explained as tangibility of Hilton Hotels &
Resorts services and physical outcome that is generated from
consumption of the service. Specifically, physical evidence for Hilton
Hotels & Resorts includes luxurious interior and exterior design, attitude of
hotel workforce towards customers and service provision, and inclusion of
tangible goods within the service.
People
There are various people groups that play a vital role for the success of
Hilton Hotels & Resorts. Broadly, people that have direct implications on
Hilton Hotels & Resorts performance can be divided into three categories:
customers, employees and suppliers.
Customers represent an important group of people for Hilton Hotels &
Resorts for obvious reasons. Generally hotel firms target a wide range of
customers from leisure to business travellers, people those are want to
eat outside etc. One of the big challenges to the hospitality marketing is
satisfying the different mind-set customers. Over a period these
customers needs and wants will also be changed.
Employees are classified as another group of people that can have
tremendous impact on service outcome, and consequently on the level of
profitability of Hilton Hotels & Resorts through their performances.
Moreover, Hilton Hotels & Resorts rely on a wide range of suppliers and
the performance of people employed by suppliers also might have indirect
implications on the performance of the company.