SUMMER INTERNSHIP PROJECT REPORT

“BUSINESS RELATION WITH CORPORATES AND TRAVEL AGENTS”

A report submitted to
Asian Business School, Noida
as a partial fulfilment of Full time
Post Graduate Diploma in Management (PGDM)
(Approved by AICTE, Ministry of HRD)

Submitted to: Submitted By:

Mr Vinod Dhar Abhigya Baranwal
Assistant Professor ABS/PGDM/JUL17/001
Asian Business School (2017-2019)
Noida

Asian Business School (ABS)

A2, Sector – 125, Noida
Website: www.abs.edu.in

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 SUMMER INTERNSHIP PRJOECT REPORT

EXECUTED AT

Fab Hotels

SUBMITTED IN PARTIAL FULFILMENT FOR THE AWARD OF DIPLOMA IN,

POST GRADUATE DIPOMA MANAGEMENT

FROM

ASIAN BUSINESS SCHOOL, NOIDA

SPECIALIZATION: MARKETING

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 Certificate

This is to certify that the Abhigya Baranwal student of Asian Business School (ABS), Noida
has undergone Summer Internship in our company on Business Relation with Corporates and
Travel Agents.
The project work done by the candidate is original and has worked under my guidance. The
project has been under my supervision and guidance and the project has not formed the basis
for the award of any degree or any other similar title to any candidate.

Guide Name: Mr Vinod Dhar Asian Business School

Plot A2, Sector 125
Noida – 201303
Dept. of Management

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4
 DECLARATION

I, ABHIGYA BARANWAL, hereby declare that the research work presented in this report
entitled “BUSINESS RELATION WITH CORPORATES AND TRAVEL AGENTS for
the fulfilment of the award for Diploma in Post Graduate Diploma Management (PGDM)
from ASIAN BUSINESS SCHOOL, NOIDA is based on my work during the summer
training in FAB HOTELS, Gurgaon.
The project embodies the result of the original work and studies carried out by me and the
contents of the project do not form basis for the award of any other degree to me or anybody
else.

DATE:
ABHIGYA BARANWAL
PGDM III

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 AUTHORIZATION

This is to certify that this is a bona fide project report submitted in partial fulfilment of the
requirements of PGDM program of ASIAN BUSINESS SCHOOL, NOIDA.

The Report Document Titled “BUSINESS RELATION WITH CORPORATES AND

TRAVEL AGENTS” work done by Abhigya Baranwal under the guidance of Mr. Deepak
Arora (Sr. Sales Manager), Mr. Kamlesh Vishnoi (Area Sales Manager).

I, hereby also declare that all the work depicted in my project report is true to the best of my
knowledge and has been completed at Fab Hotels, Gurgaon. This report is prepared during
the span of 9 weeks from 7th May 2018 to 7th July 2018.

This report has been formally submitted to Mr. Vinod Dhar (Assistant Professor, Asian
Business School, Noida).

This Report had been Verified and Authenticated by:

Mr Vinod Dhar,
Assistant Professor,
Asian Business School, Noida

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 ACKNOWLEDGEMENT

To complete the work successfully, a source of inspiration and guidance is always there. I,
hereby take the opportunity to thank those people who helped me a lot in many different
ways.

The internship opportunity I had with FAB HOTELS was a great learning and professional
development. Therefore I consider myself as a very lucky individual as I was provided with
an opportunity to be a part of it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led me through this internship period.

I am thankful to Mr. Kunal Thakar (Vice President) for giving me the opportunity to work
with Fab Hotels and learn.

I express my deepest thanks to Mr. Deepak Arora (Sr. Sales Manager) and my mentor Mr.
Kamlesh Vishnoi (Area Sales Manager) for taking part in useful decision & giving
necessary advices, valuable guidance and arrangement of all facilities to make life easier. I
choose this moment to acknowledge his contribution gratefully. Without their support it
would have not been possible to complete this project.

I would like to thank all my teachers and mentor for their guidance and support to complete
this project.

I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives.

ABHIGYA BARANWAL

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 EXECUTIVE SUMMARY

Fab Hotel is India’s fastest growing hotel in the 3 star budgetary segments, founded by Mr
Vaibhav Aggarwal an alumnus of IIT Guwahati and Mr Adarsh Manpuria an alumnus of
Wharton school of University. Fab hotel is serving hotels in 35+ cities including Delhi,
Gurgaon, Chennai, Mumbai, Bangalore, Pune, Goa and Kolkata with 400+ hotels. Fab Hotel
is mainly targeted to the corporates and SMEs and providing hotels near to the corporate hub
and also in the leisure destinations.

Relationship with the Corporates and Travel agents is the process of promoting the Fab
Hotels. Threw the process of building relation have to follow the steps. First of all have to
collect the data threw the mapping then do the cold calls, take the follow ups then fix the
meetings and then attend the meeting and give your 100% to convince them.

In 2016 Fab Hotel raised a funding of $8 million from Accel partner, RB investments,
Mohandas Pai’s Aarin Capital and Qualcomm Ventures. In 2017 receive $25 million funding
from Goldman Sachs.

Corporates are the main targets of the Fab Hotel and to convince them to use Fab Hotel is
quite tough and to attract them have to tell about the services, location and rates which is
different from what is mentioned on the websites.

In the case of Travel agents they are only want their profit so Fab Hotel launched a tool only
for the travel agents to give the discounts and attract them to use the Fab Hotel.

Fab Hotel provides standardized room at budget hotel with features such as an Air Condition,
Wi-Fi and Complimentary breakfast on 24*7 and customers get the hotel on discounted rates
from the websites and It also provide the single contact person for booking in every place
where fab Hotel is present.

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 Objective of the Study

The study has been conducted to fulfil following:

• To build the more network in the market.

• To build the relationship between client and customer and to reach more number of
doors.

• Provide the best package for travel.

Company perspective

• Short term and long term profitability.

• Growth.

• Development in tourism.

• Trips on time and on budget.

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 SCOPE OF THE STUDY

This study was conducted with reference to “Business Relation with Corporate and Travel
Agents”. The aim of this study is get aware about that how we can connect with the
corporates and travel agents to build the network.

This study was conducted to show that how we can connect with the corporates and travel
agents and how much it is profitable for Fab Hotel and corporates and travel agents. This
study is evaluating the resources of doing research and selling the hotels to Corporates and
travel agents, hence it studies the market activities. It also includes the opinion and
suggestions given by the customers.

The result of the study helps the company to give better services to corporates / travel agents
which help to build the relation with them. It also provides base for the company to gear up
to the consumers demand and expectations and also how to connect with the Corporates and
Travel Agents.

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 TABLE OF CONTENT
1) Cover and Title page Page No.
• Certificate 3-4
• Declaration 5
• Authorization 6
• Acknowledgement 7
• Executive Summary 8
• Objective of study 9
• Scope of Study 10
2) Introduction 12-22

3) Literature Review 23-31

• Marketing Strategies
• Major Problems
• Achievement
• National Image
• Competitors
• Government Policies
• Taxation aspects
• Future Prospects
4) Research Methodology 32-46
• The chapter should contain the following things
➢ Sources of Data
➢ Sample Size
➢ Methods of data collection
➢ Tools and Techniques of analysis
5) Data Analysis 47-53

6) Findings & Recommendations 54-57

7) Conclusion 58-60

8) Bibliography 61

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INTRODUCTION

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Fab Hotels was founded in 2014 by Vaibhav Aggarwal, an alumnus of IIT
Guwahati and Wharton School of the University of Pennsylvania and Adarsh Manpuria,
also alumnus of Wharton School of the University of Pennsylvania. Fab Hotels is a network
of 3 star budget hotels in India, having its headquarters in Gurgaon. It currently operates in
more than 40+ cities of India with 400+ Hotels and in that hotels having 7000+ rooms,
including major cities like Mumbai, New Delhi, Bangalore, Hyderabad, Indore, Coimbatore,
Chennai, Pune and Kolkata. This hotel is worked with the tag line of Recharge and Refresh.
Most of the people faced a huge problem finding a reliable, trustworthy and value for money
accommodation wherever they travelled, and unwillingly, ended up spending on top-end
hotels instead. This was a problem that a lot of our friends faced as well! Hence Fab Hotels
decided to do something about it. They decided to launch own brand of budget hotels. In the
corporate area most of the corporate employees are travel from one place to another place for
business purpose but they do not want to spent a lot of price for that and they always have to
talk with some travel agents and travel agents are add their own commission so it become the
problem so Mr Vaibhav and Mr Adarsh are decide to launch Fab Hotel which targeted in the
budgetary segments and provide the best rates with better service. Fab Hotel served the
Domestic area. Fab Hotel won the best seller award from Goibibo in 2017. Revenue of Fab
Hotel is Rs 20.9 cr. and this is the fastest growing industry. Fab Hotels are mainly target to
the corporates.

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 About Founders
1. Mr Vaibhav Aggarwal:

Mr Vaibhav Aggarwal is the founder and CEO of Fab Hotel having specialities in Consumer
internet E-commerce Corporate strategy Business development Team creation and growth
Operational performance improvement Private equity due diligence. He did MBA from
Wharton School, University of Pennsylvania. He have Four years (July 2007- Feb 2011) of
experience in strategy consulting due diligence in India and SE Asia. Developed and
implemented recommendations on strategy and operations for clients across industries. He is
the Vice President of Group on management team (Mar 2011- Jul 2011). Launched
operations and built a 25-member sales team in Mumbai, Pune and Ahmedabad. Managed
and trained sales team across cities. Worked with HR, Customer service and Partner service
teams to make sure business grows, on a daily basis. He is also the Co-Founder of
FabFurnish.com (Jan 2012 – Mar 2014), it is Online retailer of home furnishings and
furniture. He pushes hard for results and high-impact output. He always keeps the end
objective on top of his mind and is very focused on the effectiveness of his work. His ability
to try new things, even in uncomfortable working environment setups is outstanding.

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 2. Mr Adarsh Manpuria:

Mr Adarsh Manpuria is the cofounder of Fab Hotels, an Indian budget hotel aggregator
targeting business travellers. The four year old start-up, which operates by partnering with
more than 400+ hotels across 35+ Indian cities to standardize their services, has raised a total
of $25 million from investors including Goldman Sachs, Accel Partners and Qualcomm
Ventures. He did MBA From Wharton School, University of Pennsylvania. He have
experience in online marketing/ growth hacking, product and operations. He is looking for
top sales talent in Mumbai, Kolkata, Bangalore, NCR and other metros. He did his internship
during MBA from Bajaj Hindustan (May 2007- Jul 2007), then he start his job as the Analyst
(Jun 2008- Mar 2012). He also worked with Indian portfolio companies across fashion,
furniture, office & food delivery (Jabong, FabFurnish, Office Yes & FoodPanda) to identify
new growth opportunities & optimize existing operations.

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 ABOUT THE TOPIC

Relationship marketing is a new phenomenon which is a step ahead of traditional marketing.

The emphasis here lies on 'Relationship' between a customer and a product, a customer and
an organisation (b2c), an organisation with the other organisation (b2b), Relationship
Marketing is to facilitate and maintain customer relationships, which leads to changed focal
points and modification of marketing management process. RM tends to provide a superior
relationship between a customer and an organisation which in return gives an organisation
competitive advantage.

In the current economic climate, organisations prefer working in collaborations. Many big
brands heavily rely on their suppliers to give their customers the desired quality and service.
To answer the needs of the customers these brands believe in building good relations with
their suppliers and distributors. Relationship marketing theory suggests that interdependence
reduces transaction costs and generates better quality while keeping management cost lower.
Relationships become resources because they contribute to the organisation's ability to
efficiently and effectively produce market offerings that have value.

To connect with the corporates, lot of activities have to do like Map the area, do cold call
then fix the meetings and then getting touch with them for the better response and also
sometimes again meeting is happening and the very important is to take the follow ups of that
companies. So all these process have to be done in the systematic way.
In the case of travel agents they only get in touch with you when you are insure them that you
will give the best services and also the best rates and commissions and that rates and
commissions are hidden from their customers. To make the better relation have to provide the
differentiation with the others and provide them a login portal so they can book by own self.

In both the situation some skills have to be with you like good communication, have patience
and to become proactive. To build the better network has to know the customer requirements
and their needs.

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 Why Choose Fab Hotels?

Vision of Fab Hotels:

• The vision of Fab Hotels is to be a leader in its segment this is reflected well by the
founders and employees together in the form of their work.
• One day, whenever anyone contemplates a trip to a city for an overnight stay or
meeting, for business or pleasure, they will always ask themselves: “Is there any Fab Hotel at
my destination?” This clear and specific vision is the approach guiding the performance and
commitment of the people who are part of the Group. Our ambition is that Fab Hotels
becomes the consumers’ choice, offering them memorable experiences by exceeding their
expectations and making them feels special. At the same time our vision seeks to turn the
Group into the best choice for investors who wish to grow with us, with a global and flexible
proposition, with motivated teams who are proud of what they do, with efficient management
tools and unique solutions. The Company wants to offer its investors the best management
opportunities with a top tier operator in the urban and business segments.

Source of data:

Primary Data:
A primary data source is an original data source, that is, one in which the data are collected
first hand. I did the mapping going door to door to the Corporates and Travel Agents, telling
them about the Fab Hotel. Like,

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 • What is Fab Hotel?

• How Fab Hotel work?

• Why you choose Fab Hotel?

• How Fab Hotel is profitable for you?

And collect the data of corporates and travel agents.

Secondary Data:
Secondary data are those data which is already collected by someone else and collecting the
published data to connect with the Corporates and Travel Agents. Sources are,
• Data provided by Manager
• Search on websites ( Justdial)

Data Size
The Sample size which is collected by me are 60 corporates and 210 travel agents and data
which is provided by the organization are 240 travel agents, 80 event managements.

Working Area
Area where I performed my tasks and did the worked and interacted with different type of
mind set
people. Areas are,
• Corporate Sales
• Self Booking Tool ( Launched only for travel agents)
• Event Management

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Technology
Fab Hotel provides the location of the hotels on the websites and also technology is enabled
from the booing to check out of the hotel. When customer booked a hotel they get the contact
detail and also the link of location.

Why Business Relation Need?

Building and maintaining strong guest relationships is essential to a modern hotel’s success,
especially for independent hotels without access to constant technology upgrades and endless
marketing budgets. A company’s business relations may include the strategies to ensure
strong business relations are appropriately maintained. Relationship may be established
through a number of emails, phone calls, face to face meetings and Mapping. Differentiation
from among companies who are the competitors is the important part of this because it helps
to provide the detail to the Corporate and Travel agent that how Fab Hotel is profitable for
them and how many services Fab Hotel is providing. There are many manipulating points
which describes that why relation with business is needed.

Credibility
Trust plays a huge role in business and a lack of trust in an organization can turn away a lot
of customers and shoppers. You could also be losing out on business opportunities and not
even realize it because of a lack of trust.

Business Leads, Sales and profits

An enhance business reputation through a wide range of business relation activities makes it
more likely that more shoppers and customers will want to buy your products or services.
Your shoppers and customers first contact with your business may be through the messages sent
in a business relation campaign.

Business relationships give you some personal sense of fulfilment

Business isn’t only about profit. The joy that comes from profit is usually short-lived if that
profit isn’t sustained. But the joy and fulfilment that comes with having positive relationships
last longer. And the more fulfilled you are, the more motivated you will be to establish even
more relationships.

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Business relationships bring repeat business
Attracting one-time customers who come once and never return won’t help your business
grow in the long term. In reality, growing a business to the point of commercial success
requires building a large pool of loyal, repeat customers. Now, the business world is tilting
towards the subscription model with the ultimate goal being to establish and maintain
business relationships with clients for the long term.

Business relationships help branding

The long-term success of your business hinges largely on its reputation. If you are kind,
courteous, and attentive to your customers, employees, and business associates, you will
establish a good reputation for your business. And people will deem you and your business as
trustworthy and experienced. When this happens, the result is more business from existing
customers.

Business relationships improves teamwork

A healthy relationship between you and your employees and between your employees
themselves is vital to the success of your business. Because it gives the lot of experience and
a lot of work opportunity and it builds a positive network.

Build a strong relationship with Guests

Building and maintaining strong guest relationships is essential to a modern hotel’s success,
especially for independent hotels without access to constant technology upgrades and endless
marketing budgets.
Major Cities where fab Hotel is Present

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Fab Hotels top business travellers

Booking of Fab Hotel done by

Fab Hotels footprints In India’s top destinations

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3 Star Budget Hotel
Fab hotels recognized as a three star property, the architectural features and general features
of the building are very good there are adequate parking facilities. At least 50% of the rooms
are air-conditioned. Also the ambience and decor of the place are ecstatic. They provide
reservation and information facility apart from reception, information, bell service at least
two gourmet dining facility are available. The establishment may or may not have banqueting
facility. They provide high levels of personalized services. The staffs are well trained and
proper standards for hygiene and sanitation must be followed. Also all properties are keeping
in mind that proper waste management is done.

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LITERATURE REVIEW

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Literature review is secondary source and one of the most important steps in the research
process and it includes the current knowledge and contribution of methods.

Marketing Strategies
Marketing Mix:
Marketing Mix is the term used to denote the tools and instruments that uses to influence
demand. It can also be considered as the Four P’s – Product, Price, Place and Promotion.
Product
Product is considered as the first because any travel agent or corporate want to ensure that
they get the better service/ product. The Products which Fab Hotel provides are,
• Most likely hotel rooms, but could be meeting space
• Food and Beverage
• Banqueting Rooms
• Conference Facilities
Price
Defining the correct pricing strategy is one of the most important aspects of the marketing
mix. If the hotel products like Guest rooms, Food and beverage menu etc. are not priced
competitively then the potential guest may reject the use of hotel services. Now the market is
became very competitive so market guests/ corporates are strongly influenced by the pricing
and packages. Provide the hotel rates, coupon codes and packages in effective way and
keeping in mind to impress or attract guests/ corporates.
Place
Place refers to the accessibility of the products to consumers. When comparing to other
products normally hotels products doesn't travel to customers but the customers come to the
product.

Place or Location of the hotel e.g.; choices like in city, outskirts of city, resort area, hill
station, corporate hub or a chain of hotels with presence in multiple locations.

Promotion
Promotion is the way hotels communicate to target customers. Below is few promotion
channels use by Fab Hotels:

• Brochures
• Hotel Websites

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 • Twitter Channel
• Facebook Page
• Advertisement

SWOT Analysis:

SWOT Analysis is stand for strength, weakness, opportunity and threats it is talk about the
company’s position in the market and also in what area they have to improve so company get
the better market position.

Strength

• Budget Hotel
• Provide single contact person to the customers ( Corporates, SMEs, Travel Agents)
• Relationship selling
• Location
• Competitive Prices
• Flexible on product, pricing and distribution.

Weakness

• Market awareness and reputation

• Brand power
• Price and Volume

Opportunity

• Strong market growth

• Strong relation
• Rising Income

Threats

• Increasing Market competitors

• Negative public opinion

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 Major Problems

Fab hotels is growing company but the major problem which Fab hotel face is to connect
with the corporates and travel agents, to educate the unorganized travel agents and SMEs
because they take time to make trust upon company and sometime they take quite a long time
to connect with the business.

Achievements

Fab Hotel targeted to the budgetary segments hotel and after 2016, when they are in the
market and they aware about the requirement of the Corporates and Travel agents actually,
they lead the hotel business and connect with 4000+ corporates, 4000+ SMEs and 4000+
Travel agents.

National Image

Fab Hotel is known as the better service provider in the budgetary segments they served hotel
in the domestic area only. Fab Hotel launched in 2014 and it able to create his value in the
market. It connected with the 3000+ Corporates, 3000+ SMEs and 3000+ Travel Agents and
also having 400+ Hotels in 35+ cities. It is the fastest growing company. To attract the
corporate have to provide the better service in the budgetary segment because for the
corporate people they travel only for business meeting or to attend the conference and for the
travel agents they provide the tours and packages so the location of the hotels are near to the
beach or resort.

Competitors

Fab Hotels provide 3 star category hotels in the budgetary segments and they are mainly
considered the corporates because their hotels are near to the corporate hub areas and some
hotels in the leisure cities. Fab Hotels have many competitors, some competitors are,

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 • Treebo

Treebo Hotels is an Indian budget hotel chain and hospitality service that operates
on franchising. As of April 2018, Treebo Hotel has over 400 hotels in 80 cities in India.

It was founded in June 2015 by Mr. Siddhartha Gupta, Mr. Rahul Chaudhary, and Mr. Kadam
Jeet Jain with the aim of providing high-quality hospitality in the otherwise unorganized and
fragmented budget segment of the Indian hospitality industry. Treebo Hotels aims to be a
budget hotel brand as opposed to competing aggregators and networks like OYO Rooms.

Treebo is headquartered in Bangalore, Karnataka. Treebo is an online platform that allows

users to search, discover and book hotels with amenities including Wi-Fi, linens and air-
conditioned rooms.

• Oyo

OYO Room's headquarters is in Gurgaon, Haryana. OYO Rooms, commonly known as OYO,
is an Indian hospitality service and budget hotel network. It was founded in 2013 by Ritesh
Agarwal and has since grown to over 8,500 hotels in 230 cities
in India, Malaysia, UAE, Nepal, China and Indonesia. In 2012, then 18-year-old Ritesh
Agarwal hailing from Bissam Cuttack, Rayagada launched Oravel Stays, a website designed
to enable listing and booking of budget accommodation. After three months of research and
staying in over 100 bed and breakfasts, guest houses, and small hotels, he pivoted Oravel to
OYO in 2013. OYO partners with hotels to give similar experiences across cities

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 • . Vista Rooms

Vista Rooms is headquartered in Mumbai, Maharashtra. Co-Founder of Vista rooms is Ankita

Sheth, their story started back in 2015, with only 50 hotels on board and voila! they are South
Asia's Largest Chain Of Branded Stays now with 1200+ Hotels, Villas & Homestays in 100+
cities across India, Sri Lanka & Maldives. We strive to guarantee 100% guest satisfaction.
We understand that most travellers are happy to stay at a clean and hygienic place with good
service and a nice ambiance. Hence, we make sure that every stay which comes on board is
audited monthly. Besides this, a thorough customer vetting is also carried out to ensure
maximum security. Our sincere and prompt customer care team is available 24x7 to offer
assistance to each and every guest, thereby ensuring complete customer satisfaction.

Government Policies

The Platform is controlled and offered by Fab Hotels from its facilities in India. Fab Hotels
makes no representations that the Fab Hotels Platform is appropriate or available for use in
other locations. The terms of use and the relationship between You and Fab Hotels shall be
exclusively governed by and construed in all respects under the laws of India without giving
effect to any choice-of-law or conflict-of-law’s provisions.

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You agree that:

I. The Fab Hotels Platform shall be deemed solely based in India.

II. The Fab Hotels Platform shall be deemed passive that does not give rise
to personal jurisdiction over Fab Hotels, either specific or general, in
jurisdictions other than India. You and Fab Hotels further agree to
submit to the personal jurisdiction of the courts located in Delhi, for
any and all legal claims, suits or actions that arise in connection with
the Platform or from a dispute as to the interpretation or breach of the
terms of use.

Taxation Aspects

Under the Goods and Service Tax, the hospitality sector stands to reap the benefits of
standardized and uniform tax rates, and easy and better utilization of input tax credit. As the
final cost to end user decreases, we can expect the industry to attract more overseas tourists
than before. This would ideally result in improved revenues for the government, and there are
many pros to this new tax regime which could help the industry’s growth in the long run.

Future Prospects

Fab Hotel is the top growing company and leading the market but Fab Hotel is only in 35+
cities but many of the places like Shimla, Manali and also in the Foreign country, is not their
so to reach out to that places to connect more number of corporates, SMEs and Travel
Agents.

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 Analysis of Satisfaction

Corporates
According to the survey done by me with 60 corporate, when I done with the mapping and
then follow ups, only 15 (25%) of the corporates are satisfied by the services, while 45(75%)
corporates are not satisfied with the service which Fab Hotels provide. They do not believe
on Fab Hotels and comparing the prices with others and they said that price is high and also
they are more targeting 4 star hotels.

Travel Agents
According to the survey done with 450 Travel Agents, only 98 (22%) travel agents are
satisfied of the services of Fab Hotels, while the others do not believe upon the company and
most of them are only want their commission not to increase the size of their business.

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Event Management
According to the survey done with 80 Event Management, only 12 (15%) are satisfied with
the Fab Hotels service while others are not taking interest to attach with the Fab Hotels.

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 RESEARCH
METHODOLOGY

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Introduction

The main purpose of the research is to evaluate or create exiting understanding, review and
investigate existing situation or problems, find out the appropriate solutions to the problems
as well explain new idea and generate scope of further research. Research on the issues on
tourism sector is to focus on problems of the specified sector and find out appropriate
solution of research.

Data Collection

This work is based on both secondary and primary sources. The secondary sources of data
include internet articles, some foreign and local websites on beverages. Most of the data
required for the study were collected from primary source through structured
questionnaire. The data are in the questionnaire is based upon the hotels in India.

Area Surveyed

The study was confined to Delhi. This area has been selected because many hotels are in
Delhi city. Time and cost were other important considerations for such decision.

Selection of Sample

During the internship program I get the detail about the mapping areas where I have to work
then I collect those data which are actually needed the Fab Hotels. And for the travel agents I
go to each and every door in the mapping and I connect those who are able to give the room
nights. We collect our data initially from 590 respondents. After that we find out the
consumers of beverage product and continue our research by focusing on their opinion. I
conduct a survey upon 50 different type of people to know their response.

Analyze of Data

The hotel info is collected on basis of the hotel in India. All the data were edited coded and
classified by our group members before making the final analysis. Average percentage and
ranking were used for analyzing the data. Different graphs, charts and table were used for
presenting the data

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To make the relationship with the Corporates and Travel agents, have to know that they have
requirement or not and if yes then what type of requirement (Hotel Room / Conference hall) .
In a survey I connect with 60 Corporates, 450 Travel agents, 80 Events managements but out
of all of those only 59 of them are known about the fab hotel and out of them only 11 people
are using Fab Hotel.

Above pie chart shows that the awareness about the Fab Hotel, only 10% of the people are
aware and out of 10% only some of them are using the Fab Hotels service.

Corporate
In the survey of 60 corporates only 30% of them are know about the Fab Hotel.

Travel Agents
In the case of travel agent I connect with 450 travel agents and out of them only 39 are aware
about the fab hotel.

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 Research Method

Research is an essential part of academics, “research is the systematic study of materials and
sources etc. in order to establish facts and reach new conclusions”. The process by which a
research is written or carried out is very important because it has a huge impact on the
conclusions reached at the end of the research. There are two major research philosophies
which underpin the research strategy and the method that will be used to carry out a research.
They are the positivism and interpretive research paradigm.

Positivism involves “working with an observable social reality and that the end product of
such research can be law-like generalizations similar to those produced by the physical and
natural scientists”, the assumption is that “the researcher is independent of and neither affects
nor is affected by the subject of the research”. Interpretive is “a philosophical position which
is concerned with understanding the way we as humans make sense of the world around us,
the underlying assumption is that by placing people in their social context, there is greater
opportunity to understand the perceptions they have of their own activities”.

Research Design

In general, the methodology of research and term of research design are seems to signify the
equal thing, but actually they are not same. Research design is “a plan or a blue print of how a
researcher intends to conduct a study”. The actual significance of research design is to direct
the way of data collection procedure and examine the data in order to response for recognized
research problem; but, the research methodology is to illustrate how something would be
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done. Research methods are two forms quantitative and qualitative method. Use of countable
data is Quantitative. On the other hand, use of non-countable data is qualitative.

In this research, we are using the combination of quantitative and qualitative data methods.
Appropriate data collection for this research would be using a questionnaire which well-
structured opens – ended questions. Data related to the previous exiting literature review of
the research area were gathered from different secondary sources. Furthermore, mention that,
a quantitative research is more scientific than a qualitative research.

Data Collection

The process of data collection is to collecting appropriate data about the research from the
different area mapping and threw the online process. There are various way of data
collections method such as Mapping, provided by Organization and searching from my own
self. Each of the individual’s methods has its own and sole features; some advantages and
disadvantages. The advantage of questionnaire method is cost effectual, simple association
and straightforward analysis predominantly in a quantitative research.

Qualitative Research
The objective of the qualitative research is to gain qualitative understanding of the underlying
reasons and motivations of the issue in hand. The procedures of qualitative research are
classified either as direct or indirect, based on whether the true purpose of the research is
known to the respondents.

The process of qualitative research is start from when I visited few hotels of Fab Hotel and
then compare on the base service provider to the other competitors then survey says that fab
Hotel is providing the better services in the budgetary segment.

On the basis of research on a 3 different parameter which is Service, Location and Price, done
by me, on 50 different people about the most required things they look at the time of hotel
booking,

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Quantitative Research

Quantitative research is all about numbers. It uses mathematical analysis and data to shed
light on important statistics about your business and market. This type of data, found via
tactics such as multiple-choice questionnaires, can help you gauge interest in your company
and its offerings.

According to the survey approx. 60% people mostly book hotel for business purpose or for
tourism

Classification

The cost and quality of hotels are usually indicative of the range and type of services
available. Due to the enormous increase in tourism worldwide during the last decades of the
20th century, standards, especially those of smaller establishments, have improved
considerably. For the sake of greater comparability, rating systems have been introduced,
with the one to five stars classification being most common and with higher star ratings
indicating more luxury. Hotels are independently assessed in traditional systems and these
rely heavily on the facilities provided.

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Fab Hotel classify the customers on the three departments,

1) On the base of Customer

• Corporates ( B2B Sales)

• Travel Agents
• Event management

2) On the base of Market Segment

• Economy / limited service hotel

• Executive Hotels
• Luxury/ Deluxe Hotels

3) On the base of Property type

• Chain Hotel
• Bread and Breakfast Inns
• Budget Hotels

4) On the base of location

• Near Corporate Hub

• Leisure place
• Near to the Highways

Findings

On the basis of a survey on 50 people who are usually staying in the hotel for 5-8 days. Most
of the respondents are goes to the hotel for the business purpose.
In 3 star segments there are some countable names which provide hospitality of that level

• Fab Hotel
• Oyo
• Treebo
• Vista Rooms

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Above given Pie Chart shows that how much booking share of the hotels in the market they
covered.

Sales Promotion

Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales – it is rarely suitable as
a method of building long-term customer loyalty. Large-scale online travel sellers have the
reach and the marketing power to deliver big numbers when it comes to room nights sold.
They have names that nearly every travel consumer knows, with dedicated websites
supported by advertising campaigns in markets around the world. They contract both large
chains and independent properties, selling hotel rooms at a discount online. The exposure
they provide can be invaluable and well beyond the means of any small-business owner to
attain independently.

I believe the old sayings “People do business with people they like and people they trust” and
“Anyone can build a great hotel, but it’s the people that keep them running.“ Sometimes, it’s
mutual respect that builds this trust, but in this business I’d like to believe that it’s more
specifically a feeling of being taken care of that makes it happen. And when certain
individuals that I trust move from one company to another, I typically will follow them, right
along with my business.

When undertaking a sales promotion, there are several factors that a business must take into
account

• What does the promotion cost – will the resulting sales boost justify the investment?
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 • Is the sales promotion consistent with the brand image? A promotion that heavily
discounts a product with a premium price might do some long – term damage to a
brand
• Will the sales promotion attract customers who will continue to buy the product once
the promotion ends, or will it simply attract those customers who are always on the
look-out for a bargain?

Fab Hotels is promoting the sales to build the image and "adding value, usually of a
temporary nature, to a product or service in order to persuade the end user to purchase that
particular brand as opposed to a competitive brand.

Key Characteristics identifying sales promotion,

• Sales Promotion has a tactical role in the marketing mix.

• Sales Promotions are short-term in perspective.

Other ways to promote the sales of the company are as follows:

Membership Rewards

Fab Hotel providing a free membership offers to the travel agents which is SBT Tool. In that
tool fab Hotel provide particular login Id to book the hotel and get various discounts and
profits.

Online Discounts
Fab Hotel chains offer special rates for online or smartphone bookings. Online bookings save
the time and effort of a real person at the hotel who must answer the phones and take the
reservation. Fab Hotels ultimately are trying to build long-term relationships with their
clients, and online discounts are one important way to start it off. Smartphones also allow the
hotel company to reach you at anytime, anywhere, and this marketing tool can lead to more
future bookings. Fab Hotel provide the discount coupons in their websites and those who had
taken its login portal they get the extra discount codes.

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Value-Added Promotions

Value-added promotions are appreciated by sellers and clients alike. They provide rewards to
the customer for a basic night's stay and help make your property easier for travel agents to
sell. Here the opportunity which Fab Hotel gets is less but the chances of growth is high.
Suppose a client is getting the hotel from others but not giving anything else but that time Fab
Hotel provide same room and same cost with breakfast so the value of the Hotel will high.

Low Season Specials

Some destinations have clear high and low seasons. Hotels that thrive during the high season
may find a majority of rooms open during their low period. In response hotels may promote
low-season rates to attract guests to rooms that would otherwise be empty. But in the case of
corporates they always have the same requirement because any company’s employee will
travel from one place to another for the business purpose.

Social Media

A social media presence is crucial in the hospitality industry, particularly given that Facebook
is a popular platform for check-ins and reviews of restaurants and hotels and also to see the
advertisement and directly connect with the Fab Hotel websites. Attractive images are usually
the most popular type of post, so restaurants and hotels should take the opportunity to share
beautiful and interesting photos of their food and their facilities. Businesses should also
choose their social media platforms carefully based on their target audience, rather than
simply joining all of them.

Mobile Gazette

Fab Hotel provides the application to direct book the hotel room threw the mobile; they can
also check the hotel location and can perform any task related to the booking and reaching
over there.

Continuously improve the business

Sales promotion improve the Listen to your customer, there is always something that could
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be improved and be aware of innovations within the hospitality industry. Guests are
constantly appreciating the improvement which Fab Hotel makes and they also appreciate the
innovative features. It will give the feeling to the customer that they are getting is increasing.
For a constant improvement, need to set up a survey to know that the action you choose is
good or not on the base of feedback.

Increases Efficiency and Optimize Performance

Good working relationships afford greater efficiency as businesses adapt to suit each other.
Good working relationships with clear, open communication reduce the risk of errors,
problems, delays, and quality issues. In the event issues do arise they can be handled more
effectively and allow for swifter resolutions. Essentially good working relationships result in
optimized business performance and improved consumer service.

Cost Control

With a strong business relationship, you have better leverage to negotiate prices and have
access to discounts and incentives that can increase your profit margin. Similarly suppliers
will be keener to lower their prices to maintain a good relationship with a dependable
business versus one that is too demanding or lax in their payments.

Creates Loyalty

Good relationships are hard to come by if you’re working with exceptional suppliers, you
should be doing everything you can to reinforce your relationships with them in order to
build loyalty. Aligning with your suppliers and treating them as partners can lead to
decreased risks, enhanced collaboration and innovation, higher success rates not to mention
preferential treatment that you might receive to honour your loyalty.

According to a survey most common problems which clients face,

• Location
• Improper management

• Poor marketing / branding

• Poor customer support & accounting

• Services

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Fab Hotels providing the best location which is near to the corporate hub or in the leisure
places and Fab Hotel is known as the better service provider so Fab hotels promotion will
become hire which leads the sales to increase.

DISTRIBUTION

Hotel uses either direct or indirect distribution methods to reach out its potential customers,
below are few methods or channels used by hotels.

Distribution Strategy determines when and through which channels to sell hotel rooms based
upon an analysis of the costs of acquisition of the individual channel.

All of the costs of acquisition of each individual channel will be considered and calculated
before the hotel finalizes the list of channel distribution they will be using.
By using the right channel of distribution and driving business to more cost-efficient channels
during high demand periods hotels can maximize their profitability.

The distribution strategy, in many respects, is the key to your reservations success at the
hotel. The more you distribute the rooms and services that you offer at your hotel, the more
guests you will attract and the more your hotel will grow. Developing an effective
distribution strategy is critical, and implementing it carefully is an even more important step.

Here are three key steps to creating a successful hotel distribution strategy. Those strategies
are,

1. Business mix optimization

Understanding the different traveller segments who book at your property allows you to
diversify your business mix and optimize your distribution strategy. These guests will book
your rooms early, but they also have a tendency to book your rooms throughout the entire
year. These guests may book their rooms shortly before they arrive, and often pay higher
prices for rooms because of their last-minute approach. They book just a few days before they
arrive, and may have a tendency to book during the peak travel season in your region.

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2. Overview of online and offline channels

Fab Hotel’s distribution strategy needs to include a diverse range of channels, both online and

offline. This allows you to promote your hotel property to the greatest number of guests from
around the world. With online channels, your hotel marketing campaigns are able to reach
every corner of the earth. An increasing number of travellers are relying on online travel sites
in order to research prices, opportunities and activities for their upcoming trips. While online
channels are pivotal, offline channels are not obsolete. Offline channels have the ability to
attract local residents as well as older travellers who may not be as comfortable working with
the Internet.

3. Technology to tie it all together

Developing a pricing strategy and establishing distribution channels is an important part of

your overall distribution strategy, but it’s not complete until you invest in the right
technology to seamlessly tie all of these components together.

A business solution designed specifically for hotels will allow you to connect with your
various distribution channels, update your pricing based on market demands and consumer
trends, and maximize your bookings.

You will want to include a direct online booking engine, a channel manager, and a property
management system in your hotel technology suite.

THE “CUSTOMER FIRST” APPROACH

Today’s consumers have more choices – and more control – over their travel decisions than
ever. Changing those consumers’ habits may be difficult and costly. For this reason,
understanding and leveraging travelers’ shopping and booking preferences may be an
appropriate starting point for setting hotel’s distribution strategy. Be sure to consider regional
variation in customer preferences as well. For example, as each traveler have different
booking tendencies.

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Technological advances have reshaped the hotel distribution landscape. Consumers have
access to an unprecedented number of options for shopping and booking hotels. And every
hotel has unique needs when it comes to aspects of their operations and distribution. How can
hoteliers keep up?

SO MANY CHANNELS, SO LITTLE TIME

If an hotelier set out to map the many distribution channels and technology silos of our
industry, the result would probably look like a very tangled ball of yarn. How can hoteliers
turn this tangle into a tapestry – weaving a picture that tells the story of your guests’ journeys
and gives your brand a clear distribution strategy?

Begin by prioritizing the largest channels where your goals are aligned across all
stakeholders, and then review those channels to account for market changes.

INCREASING CONVERSION AT THE POINT OF INSPIRATION

Today’s consumers frequently cross channels throughout their booking journey – researching
hotels on one (or many) channels, yet booking on a different channel. Focus on increasing
conversions at your customers’ point of inspiration to minimize acquisition costs while
enhancing the guest experience.

SUCCESS IS POSSIBLE

Consider guest preferences when developing your distribution strategy. Keep in mind that
just as each customer is unique, each property is different and may see different results in
acquiring and converting traffic.

Prioritize your property’s distribution strategy by understanding:

• Your target guests, their reasons for travel and their channel preferences
• How to enhance the experience on their preferred channels
• The return on investment you expect from each channel

Reward loyal customers

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Encourage to the guests to stay at hotel again. Provide the special offers to them to make the
better relation; simply if I reward them then they reward us also.

Building long lasting relationships is important for every business and the hotel like Fab
Hotel there is all about the relationship.

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Data Analysis

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As we know that Data analysis is a process of inspecting, cleansing, transforming, and
modelling data with the goal of discovering useful information, informing conclusions, and
supporting decision-making. In this project I conduct a survey, which is-

Q1. You are….?

• Self Employed
• Business Man
• Service
• Others

Interpretation

The survey upon 50 people is says that what type of the people are using the hotel and also
what frequently they are using the hotel. With this survey I understand that there is many of
the corporate people are using the hotel whose are working with the organizations.

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Q2. How often do you visit hotel?

Interpretation
This will talk about that how frequently or how many times in the year, quarter and month or
in the term of occasion, people use the hotel or to visit the hotel or they have any other reason
to visit in the hotel.
Above pie chart shows that 54% people are staying in hotel on year basis, 22% people visit
quarterly and 10% of the people are use on monthly basis.

Q3. Why you visit or stay in the hotel?

Interpretation

According to the survey most of the people visit in hotel either for business purpose or for
tourism and some for the family vacations. People book the hotel with the travel agents or
own self. Corporate people travel for to the attend meeting of the companies or to attend the
events.

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Q4. What is the average number of room nights you required in a Year?

Interpretation
In the survey most of the corporate employees are only visit less than 5 room nights in a year,
while some are prefer 5-20 room nights. This shows that how often people use the hotel.

Q5. What do you look in a hotel in any case, be it 2, 3 & 5 star hospitality services?

Interpretation
In the hotel people book or travel from one place to another and they are searching for the
service which is offering from the hotel. Fab Hotels is known that the best service provider.
People also see the location and the privacy while booking the hotel and search for the
reviews or the brand trust things.

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Q6. Rank the following hotels based on their locations.

Interpretation
In this question I set the five level (Poor, fair, Average, Good, Best) according to the location
then I found that Fab Hotels and Oyo are provide the good location in comparison to the
Treebo and other local hotels.

Q7. Rank the following hotel based on the quality and services they provide.

Interpretation
Survey says that while booking the hotel people most like fab Hotels or Oyo and they use this
because of the quality and service they provide, they give the good remark in the service
providing quality.

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Q8. Which of the following hotel you often use?

Interpretation
According to the survey 36% of the people use Oyo and 26% of people use fab Hotels.
People use Fab Hotels and Oyo because they provide the hotel on the basis of people budget
and provide the 3 star services. Fab Hotels known as the service provider and located near to
the corporate hubs and Oyo provide the least price hotel and they are targeting the Youth.

Q9. What type of budget category you prefer?

Interpretation
According to the survey people are mostly like to choose hotel in between 2000-3000 Rs
since they believe that they get the standardized hygienic room at this range.

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Q10. Are you aware about the Fab Hotels?

Interpretation
According to the survey only 38% people are aware about the Fab Hotel, while 62% of the
people are not do not know about the Fab Hotel.

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 Findings
&
Recommendations

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In India, though the hotel business has accepted as an industry only recently, its growth is in a
fast pace and has witnessed tremendous boom in recent years. Still the industry is being
challenged on many grounds viz., growing demand for customer orientation, increasing
competition, volatile markets in an insecure environment, change in customer demands
towards individualization, significant potential in various market segments and poor human
resource management. It is generally known that people are the most significant resource of
an organization, the effective management of this resource and Business relation with the
customers is required for the success of any organization, particularly industries in the service
sector like hotel where the quality and efficiency of service is the primary concern. But today
several problems exist in the Business relation and resource management in hotel industry in
India including: low wages, high demand for staff flexibility, little training provision, high
staff turnover, skill shortages and make a better relation. It is the study about that how to
make relationship with the corporates and travel agents and also to know that how to make
the relationship.

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 Findings
• Through mapping the hotel awareness has identified that it improve customer relation,
built more business connection and help to know the requirement, they have or not.
• Through research it is found that marketing strategy through mapping and taking the
follow ups is relatively efficient and it reduces money spends on ad and also it is cost
effective.
• It was observed that majority of the tourists are employees. This trend may be due to
our social setup and the economic conditions.
• In the corporates, majority of the people travel from one city to another for business
purpose and they do not have time to book the hotel so they want a single person to
whom they can contact and book hotel.
• In the present study area higher percentage (71.4%) of the respondents belong to
corporate.
• In the study I find that most of the travel agents are not aware about the Fab Hotels
services.
• Through the research I found that most of the corporates, travel agents and event
managements are do not aware about the Fab Hotels.
• The study found that most of the respondents are looking for the better service and
better location of the hotels.
• Hotel using Social Networking Sites and map the areas for advertisements and
promotion have a competitive advantage.

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 Recommendations
• The management needs to take efforts to promote the Fab Hotels through the
Advertisement or social media or mapping of the area, because Oyo and other hotels
are taking more share than Fab Hotels, so maximum number of the corporates and
travel agents will get aware about it.

• Fab Hotels do need to initiate effective steps to constantly improve the quality of
services provided to their customers because most of the customer likes to visit hotel
when the quality of service is better.

• Most of the service employees are using Fab Hotels and so need to introduce some
plans for the Families and other people so that more people use Fab Hotel.

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Conclusion

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 Conclusion
“Service to man is service to God” As the proverb says the hotel owners and the managers
provide good service to their customers, which in turn will increase the profitability of the
company and also it make a good relation between the company and corporates.

In conclusion, relationship marketing is a necessity for company growth and stability.

Relationships are essential to the success of any business. Founder Mr Vaibhav Aggrawal
says that to reach the large number of guests, have to make the strong relationship and always
take the follow ups for the same. To build the strong relation has to understand about the
company fully and also have to understand about the competitors it helps for the selling
process and helps to differentiate with the customers. Like on self-booking tool Oyo revert
only 80% commission, while Fab Hotels not taking any single rupee on the commission of
the travel agents.

Research methodology says that Fab Hotels is the best service provider in the budgetary
segments as compare to the Oyo and Treebo. Fab Hotels provide GDO (Guest delight
Officer) in every hotel who examines the problem if appear and help the guests.

Through the study of this project, I understand that to run the business effectively and
efficiently, maintain relation and build new relation is very important. There are various
problem occur when you are going for the mapping and want to meet with the Hr/Admin over
there and also want to know that they have requirement or not so have to build the company’s
image better on their mind.

In the hotel industry, service quality, as an extremely subjective category, is crucial to the
satisfaction of the customers. If they increase the quality of service it will attract more
customers at the same time and they can increase the size of business, and it will lead to more
employment opportunities.

Through the literature review of the study we understand that what are the policies Fab Hotels
is following and also what are the taxation plan they have or they are following. Plans are
differentiate in different categories like price of the hotel decide that what tax rate have to
add.

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A survey conducted by me upon 50 people, says that most of them are searching for the best
service provided by hotel and also they search for the best located hotels. Most of the people
travel for the business purpose or for the tourism and they are looking for the hotels in
budgetary segments.

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 Bibliography

https://en.wikipedia.org/wiki/FabHotels
https://www.linkedin.com/in/vaibhav-aggarwal-8786a37
https://www.linkedin.com/in/adarshmanpuria
https://www.investopedia.com/terms/m/marketing-mix.asp
https://www.owler.com/company/fabhotels

THANK YOU…

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