Hotels & Resorts

Presented by
Gaurav Solanki
MBA semester -1
(finance)
The Taj Hotel
• The Indian Hotels
Company Limited (IHCL)
and its subsidiaries are
collectively known as Taj
Hotels Resorts and Palaces.
• It is recognised as one of
Asia's largest and finest
hotel company.
• Incorporated by the
founder of the Tata Group,
Mr. Jamsetji N. Tata.
• The company opened its
first property, The Taj
Mahal Palace Hotel,
Bombay in 1903.
• The Taj, a symbol of Indian
hospitality, completed its Mumbai
century year in 2003.
 Introduction
•Currently the Taj Hotels Resort and Palaces owns and operates 93 hotels in 55 locations
across India with an additional 16 international hotels in the Maldives, Malaysia,
Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East and employ over 13000
people

•Taj Hotels is categorised as luxury and leisure.

•Taj luxury Hotels offer a wide range of luxurious suites with modern fitness center,
rejuvenating spas, and well- equipped banquet and meeting facilities

•The Taj Leisure Hotels offer a complete package that can be enjoyed with the whole
family

•It provides exciting activities ranging form sports, culture, environment, adventure,
music and entertainment.

•The Taj Business Hotels Provide the finest standard of hospitality

 History Of Taj
•The HOTEL was built at a cost of more than Rs4 crore. It was the first building in Bombay
to be lit by electricity.

•The Taj boasts a series of firsts in Indian hospitality.

•The imposing edifice of the TAJ is an amalgam of styles that range from Moorish domes
to Oriental and Rajput architecture.

•During World War I (1914 to 1918), THE HOTEL was converted into a 600-bed hospital.

•The Taj had Mumbai's first-ever licensed bar, the Harbour Bar (bar license No 1).

•India's first all-day dining restaurant, and the country's first international discotheque.

•In 1947, independent India's first speech to industry was made at the HOTEL.
•The Company then undertook major expansion of The Taj Mahal Palace & Tower, Mumbai
by constructing an adjacent tower block and increasing the number of rooms from 225 to
565 rooms.

•With the completion of its initial public offering in the early 1970s, the Company began a
long term programme of geographic expansion and development of new tourist
destinations in India which led to its emergence as a leading hotel chain in India.

• From the 1970s to the present day, the Taj Group has played an important role in
launching several of India's key tourist destinations, working in close association with the
Indian Government.

•The Taj Group has been active in converting former royal palaces in India into world class
luxury hotels such as the Taj Lake Palace in Udaipur, the Rambagh Palace in Jaipur
and Umaid Bhawan Palace in Jodhpur.

•In 1974, the Taj Group opened India's first international five star deluxe beach resort,
the Fort Aguada Beach Resort in Goa. The Taj Group also began its business in
metropolitan hotels in the 1970s, opening the five-star deluxe hotel Taj Coromandel in
Chennai in 1974, acquiring an equity interest and operating contract for the Taj President,
a business hotel in Mumbai, in 1977, and opening the Taj Mahal Hotel in Delhi in 1978.
Board Of Director
Cyrus P. Mistry Chairman
(Board of Director of TATA Group)
(w.e.f. December 28, 2012)
• Tata Industries Ltd.
• The Tata Power Company Ltd.
• Tata Sons Ltd.
• Tata Teleservices Ltd.
• Tata Global Beverages Ltd.
• Tata ConsultancyServices Ltd.
• Tata Steel Ltd.
• Tata Motors Ltd.
• Tata Chemicals Ltd.

Ratan N. Tata Chairman

(retired w.e.f. December 28, 2012)
 MD & CEO

Mr. Raymond Bickson

(Managing Director)
Till 31 august 2014

• Raymond Bickson's experience in hospitality spans Mr. Rakesh Saran

thirty years and four continents. (Managing Director and Chief
• In January 2003, Mr. Bickson moved to India and Executive Officer from 1st
joined the Board as Executive Director & Chief September, 2014)
Operating Officer of Taj LUXURY HOTELS,
overseeing the operations of all luxury properties • Mr. Sarna will take over
and playing a key role in the global expansion and from Mr. Raymond Bickson.
development of future HOTELS. He assumed the
role as Managing Director & Chief Executive • He was development and
Officer of The Indian Hotels Company Limited in management of all owned,
July 2003. managed and franchised
• Mr. Bickson brings extensive INTERNATIONAL hotels across all Hyatt
HOTEL experience to the Taj Group.
• Vivanta By Taj, is an Indian Hotels chain established in September 2010.It is a part
of The Indian Hotels Company Limited a subsidiary of the TATA.

• With this the brand Taj rolled over 19 of its hotels to the new brand.

• Vivanta by Taj is marketed as an Upper Upscale Brand which is flanked by the Taj in
the top-end luxury department.
 The Gateway Hotels Ginger Hotels
and Resorts

• Gateway is a mid-market brand, • Ginger Hotels is another group of

positioned below the Vivanta. economy hotel brand across India
• It contains properties in business and launched by the Tata Group
vacation destinations like Vivanta
does.
• The Gateway Hotel brand was
created by Taj in its earlier market
segmentation effort in the 1990s, and
has been retained and expanded in
the current wave of brand-
segmentation.
Segment, Target Group, Positioning
Leisure and business travelers
Segment

Upper class,
Target Group business travelers

Prime location,
Positioning luxury living with Indian values
 THE TAJ GROUP OF
HOTELS SEGMENTATION

TAJ LUXURY TAJ BUSINESS TAJ LEISURE

HOTELS HOTELS HOTELS

TAJ PALACE, TAJ PRESIDENT, TAJ BEACH

TAJ MAHAL, TAJ RESIDENCY, RESORT,
TAJ BENGAL, TAJ CONNEMARA, TAJ CULTURAL
TAJ WEST END TAJ BLUE CENTRE,
DIAMOND TAJ GARDEN
 OFFER FINEST RETREATS
STANDARD OF  OFFER
HOSPITALITY & MULTI – CUISINE  LOCATED AT
SERVICE RESTAURANTS & BEACH RESORTS,
BEST BUSINESS PALACES, PILGRIM
FASCILITIES CENTRES ETC.
 Positioning Targeting

• Through print media • Targeting is a group of

• Electronic media people who have
• Magazines common need, and
behavior.
• Online advertising
• Business class
• Upper class
• Tourists
 SWOT ANALYSIS
1. Group comprises 93 hotels in 55 locations across India
with an additional 16 international destinations.

2. Employee strength over 13000 people.

Strength
3. The perfect experience of Indian luxury living.

4. Employee retention due to good brand image.

.
5. Considered to be the most premium hotel chain in
India.

6. Top-of-the-mind brand recall.

1. Limited market share due to tough competition from

Weakness international and domestic players means.

2. Terrorist attacks left a question over the security.

 1. Introduce better membership plans.

Opportunity 2. Improve hygiene standards.

3. Upgrade to international methods of

work.

1. Other heritage properties.

2.Competitors upgrading to international

Threats standards of work ethic.

3. Expectation of clients in terms of

technological development.
 Competitor

• Leela Group of Hotels

•Oberoi Hotels and Resorts

•Hyatt

•Le Meridian
Customer

Relationship

Management
 Stations Of Experience
• Pre-Arrival
Reservations: During the reservation a preference sheet is mailed to capture the
details and to enhance the stay experience.
Airport pick-up: An airport representative is sent along with a chauffeur holding a
placard
• Arrival
– Welcome at the lobby: Royal welcome by the guards in typical Rajasthani
Attire.
– Royal Welcome for Groups: Special arrangements for groups are made. A huge
caravan of Elephants, camels , horses along with a professional band is called
for the reception of the group.
– ATG( Aarti, Tiki and Garlanding):
– Welcome Drinks upon arrival
• Check-in
– Escorting
– Welcome Letter
– Room Orientation

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 Cont…
• Experience during stay
– Heritage walk
– Special Occasion Celebration
– City tour by vintage car
– Cultural music and dance
– Unique dinner experience
– Grand Wedding
– Other Facilities

 Check Out
– Feedback Form at time of Turn Down
– Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the
customers as a souvenir.

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 SERVICE TRIANGLE

Company

Internal Marketing External Marketing

Vertical Communications Communication
Horizontal Communications Advertising
Sales Promotion
Public Relations
Direct Marketing

Employees Customers
Interactive Marketing
Personal Selling , Customer
Service Center, Service
Encounters , Services capes
 External Marketing-Advertisement

• T.V channels like

STAR NEWS,CNN
and CNBC.
• Magazines like THE
OUT LOOK
TRAVELAR,GO
NOW and TRAVEL.
• Business news
paper(E.T, Financial
Express, Bombay
Times)
 Internal Marketing

• Taj Management Training Programme (TMTP)

• Hotel Operations Management Trainee (HOMT)
Program
• Taj Management Training Programme (TMTP) -
Operations/ Food Production
• Affiliation with Indian Institute of Hotel Management,
Aurangabad
Customer Loyalty Programs ( Retention)
• Taj Inner Circle

• Taj Epicure Plan

• Benefits That Customers Enjoy As A Silver & Gold Member

– Customers will be greeted with flowers & fruits in their room
– Check-in & departure formalities will be easier, faster & flexible
– Receive special discount on rooms at Taj leisure hotels
– Avail of double occupancy at no extra cost
– Entitled to a priority wait-list

• Points Redemption

• Taj Club
 Information system in Taj Hotels

Serenata IntraWare
• Connects all 75 hotel of Taj and have centralized software
• The scenario or the problem
– Problem of fragmented distributed information
– Problem of delicacy and missing of data
– Scalability Issues: incorporating new hotels in the chain involved
consuming and time processing process
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 Financial Highlights
2013-14 2012-13
(Crores) (Crores)

• Gross Revenue 1,977.33 1,924.79

• Expenses - 1,761.13 1,701.67

• Profit Before Tax and Exceptional Items 216.20 223.12

• Loss Before Tax (520.90) (209.79)

• Loss After Tax (590.49) (276.61)

• Dividend - @ 69.40

• Retained Earnings * 218.77 * 152.01

• Total Assets 6,766.37 7,225.39

• Net Worth 2,693.84 3,307.65

• Borrowings 2,690.60 2,522.27

 Conclusion & Recommendation
• Strict compliance to the SOPs(Standard Operating Procedures)
• Improvement in knowledge & skill set of employees
• Customer centric vis-à-vis profit centric approach
• Stopping unethical practices especially in seasons
• Treat all the customers equally
• Taking feedback not only from external customers but also the internal
customers i.e., the employees.
• Proper check on the hotel staff’s and processes’ efficiency by the
management, say by employing Mystery Customers.
• Keeping regular track of the sales data for further leads and follow up
Thank you
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