Documentos de Académico
Documentos de Profesional
Documentos de Cultura
SERVICE MARKETING
ByAbishek Chavan Vihang Paranjape Bhavesh Patel Monish Belel Sandip Salaskar Sachin Singh Jayesh Nimse
09 39 42 45 46 53 37
Agenda
About Hotel Industry in India. Trends in Indian Hotel Industry Challenges that Indian hotel Industry needs to address. Market segmentation Marketing Strategy Based on challenges.
Contribution of Tourism
air connectivity
The Competition
The world's leading hotel brands - joining the battle
The country has been flooded by some of the
world's leading hotel brands. New brands such as Amanda, Satinwoods, Banana Tree, Hampton Inns, Scandium By Hilt and Mandarin Oriental are planning to enter the Indian hospitality industry in joint ventures with domestic hotel majors.
Unitech, which is setting up two hotels in
Delhi,has already formed a joint venture with Marriott International to run its three new hotels in India, which are expected to start operations by 2008. The three new hotels will be located in Kolkata, Gurgaon and Noida. We are investing around 700 crore rupees to set up these hotels, says Unitech managing director Sanjay Chandra.
All other majors including Marriott, Hyatt, Hilton, Accor, Four Seasons etc are
Market Segmentation
hotel Industry
Market Segmentation
Area
Airline crew
%
1.1
Business traveler-Domestic
39.5
8.1 1.9 19.0 9.0
hotel Industry
4.8
1.6 5.8 6.3 3.0
Market Segmentation
hotel Industry
Country
UK US
%
15 15 10.5 9.1 7.2 3.0
Strategic Analysis
Sales Turnover
Sales turnover of some Indian Hotels / Rs(10Million)
Finantial Parameters
India tourism Devp, Corpn. Ltd. ITC hotels Ltd. Hotel Leela Venture Ltd.
Strategic Analysis
Sales Turnover
Sales
Variables Hotels minus Indian hotels Indian Hotels
Rs(10 Million)
2337.94
49.48 52.29
590.19
25.97 0
Finantial Parameters
Advertising Marketing
Distribution
0.07
1679.46 1800.75 121.16 2146.63
0
400.43 429.94 29.51 528.42
Indian Hotels
Strategic Analysis
Sales Turnover
Composition <50 rooms 223 50150 rooms 162 >150 rooms 32
Financial Parameters
Total responses
Average total rooms per hotels Average occupancy per hotel Avg rate per hotel (In Rs.)
31
82
234
52.9%
56%
61.7%
Indian Hotels
939
1742
3259
Strategic Analysis
Composition
Sales Turnover
<50 rooms 426 74.7% 58.9 18.5 15.3 44.1 60.3 88.7 54.5 5.2 35.7 23.5
50-150 rooms 236 84.3% 75.9 37.3 19.9 48.3 66.5 91.5 73.9 9.3 49.2 30.1
>150 rooms 37 91.9% 91.9 75.7 29.7 70.3 54.1 100 94.6 24.3 59.5 35.1
Financial Parameters
Hotel web sites Loyalty card program Merchandising Other internet site
Indian Hotels
between 20-28 % every year for the last four years and this rate of growth is expected to continue for the next few years.
The constant boom and the resultant demand-supply
mismatch has led to sharp increases in the average room rates and thus pushing up revenues of industry players (hotels, tour operators, airlines, shipping lines, etc)
The tourism sector is expected to perform very well in
futureand the industry offers an interesting investment opportunity for long-term investors.
Most of the five-star hotels are seeing more than 80 %
growth in the coming peak season. The good times for the Indian hospitality industry are here to stay, with top-end hotels experiencing high room occupancy rates even in the lean season. around 89 per cent and we are looking at over 95 per cent occupancy for the period September to December, says Kapil Chopra, general manager, Trident Hilton, Gurgaon.
The lean season has been exceptionally good for us. Our room occupancy rate has been
There was an increase of 15 % in the number of international tourist arrivals in India and
14 % in the foreign exchange earnings in the first quarter of 2006 as compared to the same period last year.
The non-luxury segment in particular has been perking up with more and more investors
spotting the demand supply imbalance, surge in domestic travel and growth in spending among middle-class Indians.