Taj Group Of Hotels

STRATEGIES TO
INCREASE OCCUPANCY
RATE TAJ HOTEL

INTRODUCTION OF TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company of Taj Hotels
Resorts and Palaces.
It was founded by Jamshetji N. Tata on December16, 1903.
Currently the Taj Hotels Resorts and Palaces comprises 76 hotels, 7
palaces at 52 locations in 12 countries and employ over 13000 people.
Additional 18 hotels are also being operated around the globe.
During fiscal year 2010, the total number of hotels owned or managed by
the Company was 76.
The Taj hotels are categorized as luxury, leisure and business hotels.

Cont.
The Taj Luxury Hotels offer a wide range of luxurious suites with
modern fitness centers, rejuvenating spas, and well-equipped
banquet and meeting facilities.
The Taj Leisure Hotels offer a complete holiday package that can
be enjoyed with the whole family.
It provides exciting activities ranging from sports, culture,
environment, adventure, music, and entertainment.
The Taj Business Hotels provide the finest standards of
hospitality, which helps the business trips to be productive.
They offer well-appointed rooms, telecommunication facilities,
efficient service, specialty restaurants and lively bars, well4
equipped business centres, and other conference facilities

SWOT ANALYSIS
Strengths

Weakness

107 yr old established brand

Complex ownership structure(Hindrance

from property owners)

64 rank in fortune 500

Brand dilution

Understanding different customer needs

Confused customer perception

High brand salience or image

Only NRI s knw about it

Celebrity status

Non users positioning was not clear

Iconic Stature

Brand abuse

Early expansion

Losing emotional appeal

Strategic location

First mover advantage

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Opportunities

Threats

Untapped potential

Terrorist attack- rebuilding customer

confidence in the brand

41% middle affluent class

New brands are launching at the same

timeat the time of attack

Luxury market to expand in INDIA

Liberalisationforeign competitors
entering the market

Liberalisation expanding into

international markets

37 brands coming to india

Increase in tourist

Recession

Gateway to fill middle segment

vaccuum
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Competitors
1. ITC Group Of Hotels
2. The Oberoi Hotels and Resorts
3. The Leela

4. Le Meridian
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CRM

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
Vertical Communications
Horizontal Communications

Employees

Interactive Marketing Personal

External Marketing
Communication
Advertising
Sales Promotion
Public Relations
Marketing

Direct

Customers

Selling
Customer Service
Center Service Encounters
Servicescapes
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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)

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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
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Interactive Marketing

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CRM used in Taj Palace Hotel

At the time of the reservation a preference

sheet is sent across to the guest along with
the reservation conformation mail
This is primarily to capture the various
preferences of the customer such as food
habits (Diabetic/ Low fat etc.), special
needs etc. It also asks if the customer is
coming on a special occasion or not and
arrangements are made accordingly made
on the visit
e.g. If the guest is coming on a
honeymoon or anniversary the room is
decorated accordingly, cake is placed in
the room etc.

This is another important tool in

improving the service of the hotel and to
capture guest complaints. If a complaint is
registered by a customer it is updated on
the software.
Gradually as the time lapses the status
displayed turn from green to yellow and
ultimately red. This status can be seen by
any of the managers as the software is
connected to the central server. A daily
Action Taken Report is generated which is
signed by the operational head.
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 Fidelio is the property management

system used by Indian Hotels Company
Limited. Although it is used for various
functions but it also plays an important
role in the CRM processes of the hotel.

It is used for saving the profile,

preferences and special information
(Anniversary, Birthday, allergies etc.)
related to the guest on a central server.

This information is accessible to all the

Taj properties; therefore, whenever there
is a repeat customer the hotel staff already
has all the necessary information enabling
them to delight the customer by
personalized service.

This is a special instrument used by

personal butlers for recording guest
preferences & other important information
related to the guest.
This is a small booklet which is carried by
the staff at all times and whenever they get
any information which can be useful in the
future to please the customer, they simple
record it here.

This information is further uploaded on

the PMS making it accessible to all.

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 Once the guest is in the hotel and stayed

for sometime (a day or two) a courtesy call
is made by the guest relationship executive
during the evening hours.
This is just to know about the guests
experience and how can it be improved in
case there is some difficulty being faced
by him/her.

Post departure an automated mail from the

central server is sent to the guest
requesting to fill up a feedback form.
There are various heads covering the
various stations of experiences which are
scored on a Likert Scale.
This information is quantified to highlight
the areas of concern. This score is also
used as a measure of performance of a
hotel unit.

In case there is a complaint it is uploaded

on the CRM software and further
processes are followed as mentioned
above.
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Customer
Acquisition/Retention/Defection

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THE TAJ GROUP OF HOTELS

SEGMENTATION

TAJ LUXURY
HOTELS

TAJ BUSINESS
HOTELS:

TAJ LEISURE
HOTELS:

TAJ PALACE,
TAJ MAHAL,
TAJ BENGAL,
TAJ WEST END

TAJ PRESIDENT,
TAJ RESIDENCY,
TAJ CONNEMARA,
TAJ BLUE
DIAMOND

TAJ BEACH
RESORT,
TAJ CULTURAL
CENTRE,
TAJ GARDEN
RETREATS

OFFER FINEST
STANDARD OF
HOSPITALITY &
SERVICE

OFFER
MULTI CUISINE
RESTAURANTS &
BEST BUSINESS
FASCILITIES

LOCATED AT
BEACH RESORTS,
PALACES, PILGRIM
CENTRES ETC.
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Positioning

Targeting

Through print media

Electronic media
Magazines
Online advertising

Targeting is a group of
people who have
common need, and
behavior.
Business class
Upper class
Tourists
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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
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Program for Employees

Employee loyalty program called STARS, the 'Special Thanks and
Recognition System - was an initiative aimed at motivating employees
through acknowledgements and rewards.
The STAR system also led to global recognition when the group bagged the
'Hermes Award' for 'Best Innovation in Human Resources' in the global
hospitality industry.

Taj Group developed the 'Taj People Philosophy' (TPP) which helped the
company boost the morale of its employees and improve service standards

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Steps In E-CRM

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Information system in Taj Hotels

Seranata 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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Online Presence

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Reservations Booking Portal

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Difference between CRM & E-CRM

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What Creates Customer Delight

24-hour room service

Travel assistance

Free safe deposit lockers

Car hire service

Express laundry/ dry

24-hour Coffee Shop

cleaning

Purified water supply

6 Restaurants & Bars

Doctor-on-call

Night Club

Full-equipped Business Centre

24-hour fax/ telex facilities.
3 Meeting rooms

Laptops on hire
Currency Exchange

8 luxurious Banquet Rooms

Shopping arcade
Fitness Centre
Beauty shop
Arrangements made for golf and tennis
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Details

John Abraham likes rasgullas in supper.

Nana Patekar is fond of tawa fish fry.
Esha Deol prefers her room ash tray to be cleaned twice a day.
Anjelina Joli likes her beef steaks medium done.
Miss Chanda Kochhar (MD ICICI Bank) prefers sandwiches with
sides.
Besides a host of benefits guest earns points when they stay or stop by
for a meal at one of the restaurants of taj
1 Point for every Rs 100 they spend on food and beverage
Each point is worth Rs 10.
The points are redeemable for holidays and memorable meals at the
Taj and for gifts from a hand-picked selection of merchandise.
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Customer Feedback System

Room Feedback form: During the evening
service/ Turn- down service a feedback form is
placed on the bed to know about the customer
experiences.

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Conclusion & Recommendation

Strict compliance to the SOPs

Improvement in knowledge & skill set of employees
Customer centric vis--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 staffs and processes efficiency by the
management, say by employing Mystery Customers.
Keeping regular track of the sales data for further leads and follow up
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Thank you
VISIT
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