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METROPOLITAN LANKA HOTELS-VIABILITY STUDY REPORT
TEAM MEMBERS
• APURV MUKUND BRAHMAPURKAR• ARJUN.S• ARYA.S• MURALI KRISHNAN. V• RAHUL.H.V
CONTENTS• OBJECTIVE• SUMMARY OF THE STUDY• MARKET SUMMARY• EXPERIENCE• SURVEY STATISTICS• KANDY• NUWARA ELIYA• BENTOTA• MIRISSA• YALA• NEGOMBO• SIGIRIYA & DAMBULLA• TRINCOMALEE• OUR SUGGESTIONS
OBJECTIVES OF THE STUDY
• To determine feasible locations for establishing Hotel chains for Metropolitan Lanka Hotels across Sri Lanka.
SUMMARY OF THE STUDY
• Studied 19 potential locations spread across the Island.• 8 locations and 290 rooms were the initial hypothesis from secondary
research.• Visited 230 Star Hotels spread across Sri Lanka• Interacted with 314 tourists from 34 nations• Visited tourists attractions to determine the attractiveness of these locations
MARKET SUMMARY
• Tourism is the fastest growing industry in Sri Lanka.• The number of tourist arrival in Sri Lanka has been showing steady growth.• Average length of stay according to SLTDA is around 10.5 days• Major players in Sri Lankan markets are Jetwing, Cinnamon, Aitken spence,
Amaya, Earl’s group, Brown’s group and Uga.• Tourism is the major employment provider as it provides employment to
around 2.5 lakh people directly and indirectly• Annual occupancy according to SLTDA reports is around 74%
SURVEY STATISTICS
4%
27%
39%
13%
11%6%
AGE GROUP
LESS THAN 1818-2728-3738-4748-57MORE THAN 57
52%48%
GENDER
MALEFEMALE
German
yInd
ia
Engla
ndCh
inaFra
nceRu
ssia
Holland
Czech
Repub
licJap
an
Austr
aliaPol
and
Netherl
ands
Denmark Isr
ael Italy
Austr
iaSp
ain
Cana
da
Malaysi
a
Switze
rland
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%18.79%
12.10%
10.19%
7.32% 7.01%
5.73%
4.78%
3.82% 3.50% 3.18%
2.23% 2.23% 1.91% 1.59% 1.59% 1.59% 1.59% 1.59% 1.27% 0.96%
NATIONALITY
91%
2%
7%
PURPOSE OF VISIT
LEISUREOFFICIAL PURPOSECULTURE AND RELIGION
96%
2%
2%
NUMBER OF VISITS
1ST VISIT2ND VISIT3 OR MORE VISITS
Europe
Asia
Australia
North America
South America
Africa
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
59.55%
33.12%
3.18%
1.96%
0.96%
0.32%
CONTINENT WISE BREAK UP OF TOURIST
66%5%10%
19%
ONLINE BOOKING AGENTS
BOOKING.COMAGODA.COMEXPEDIA.COMOTHERS
32%
7%15%
24%
22%
AVERAGE NUMBER OF DAYS OF STAY
13 - 153.0 - 5.06.0 - 8.09.0 - 12More than 15
35%
65%
TRAVEL AGENTS
YESNO
Kandy
Sigiriy
a
Colom
bo
Dambulla
Negom
bo
Nuwara Eliya
Anura
dhap
ura
Polon
naruw
aMata
ra Ella
Bentot
aGalle
Trinc
omale
e
Yala a
nd Tiss
amah
arama
Aruga
m Bay
Battic
aloa
Hikkad
uwa
Kalutar
aJaff
na
Tangalle
Kalpit
iya0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
13.72%
10.22%
8.87%
7.57%7.23% 7.11%
5.93%5.36% 5.19% 5.19%
4.35%4.01%
3.67%3.27%
2.48%1.98%
1.58%0.96%
0.62% 0.45% 0.23%
PLACES VISITED BY TOURISTS
KANDY
• Second biggest city of Sri Lanka• Cultural city• August Perahera Festival• Present in most of the tourists’ itinerary• Tourist Attractions: Kandy Tooth temple, Kandy Lake, Udawattekele
Sanctuary, Pallekele International Cricket Stadium
KANDY
• AVERAGE NUMBER OF ROOMS:- 46• AVERAGE EMPLOYEES PER ROOM:-1.84:1• AVERAGE OCCUPANCY:- 49.95%• MEDIAN OCCUPANCY:- 50%• AVERAGE ROOM RATE:- 113.745 USD
• RECOMMENDATION:-20 ROOMS• NUMBER OF EMPLOYEES REQUIRED:-37• TOTAL REVENUE:-610298.7975 USD• TOTAL EXPENSE:-244119.519 USD• TOTAL PROFIT AFTER TAX:-347870.3 USD
NUWARA ELIYA
• Most beautiful hill station• Less crowded than Kandy• March, April – Indians (Summer)• June, July - Middle-East season• August – Kandy Perahera visitors• November – April – European Season• Honeymoon Destination• Tourist attractions: World’s End, Pidutalagala Mountain, Moon Plains, Seetha Eliya,
Gregory Lake, Tea Estates
NUWARA ELIYA
• AVERAGE NUMBER OF ROOMS:- 34• AVERAGE EMPLOYEES PER ROOM:-1.65:1• AVERAGE OCCUPANCY:- 49.65%• MEDIAN OCCUPANCY:- 50%• AVERAGE ROOM RATE:- 117.215 USD
• RECOMMENDATION:-15 ROOMS• NUMBER OF EMPLOYEES REQUIRED:-25• TOTAL REVENUE:-314458.5413 USD• TOTAL EXPENSE:-125783.4165 USD• TOTAL PROFIT AFTER TAX:-179241.4 USD
BENTOTA
• Shallow and Calm beaches• Higher LOS• Beach properties have good occupancy• Peak Season: November – April (Room rate almost doubles)• Preferred location for destination weddings• Domestic weddings in off season • Ease of access by Southern Highways and Railway lines• Tourist Attractions: Bentota Beach, Turtle Hatcheries
BENTOTA
• AVERAGE NUMBER OF ROOMS:- 76• AVERAGE EMPLOYEES PER ROOM:-1.78:1• AVERAGE OCCUPANCY:- 51.01%• MEDIAN OCCUPANCY:- 50%• AVERAGE ROOM RATE:- 130.41 USD
• RECOMMENDATION:-40 ROOMS• NUMBER OF EMPLOYEES REQUIRED:-72• TOTAL REVENUE:-951993 USD• TOTAL EXPENSE:-380797.2 USD• TOTAL PROFIT AFTER TAX:-542636 USD
KANDY
MIRISS
A
BENTO
TAEL
LA
SIGIRI
YAGAL
LE
ARUGAMBA
Y
NUWARA E
LIYA
ARUGAM
BAY
ANURA
DHAPURA
NEGOMBO
TRINCOMAL
EEJAF
FNA
DAMBU
LLA
COLO
MBO
HIKKADUWA
0
5
10
15
20
25
30
27.0588235294118
17.0588235294118
11.176470588235310.58823529411769.41176470588235
4.705882352941184.117647058823533.529411764705882.941176470588242.352941176470591.764705882352941.176470588235291.176470588235291.176470588235291.176470588235290.588235294117647
MOST LIKED PLACES
PLACES
PERC
ENTA
GE
MIRISSA
• Highly preferred by tourists• Spot for Whale watching and Dolphin watching• Not well established market• Peak Season: November – April• Average LOS is around 3.5 to 4 days• Tourist Attractions – Mirissa Beach, Weligama Beach, Kushta Raja Vihara,
Weherahena Buddhist Temple, Matara Paravi Duwa Temple, Star Fort
MIRISSA
• AVERAGE NUMBER OF ROOMS:- 27• AVERAGE EMPLOYEES PER ROOM:-2.79:1• AVERAGE OCCUPANCY:- 74.78%• MEDIAN OCCUPANCY:- 89%• AVERAGE ROOM RATE:- 156 USD
• RECOMMENDATION:-40 ROOMS• NUMBER OF EMPLOYEES REQUIRED:-112• TOTAL REVENUE:-842712 USD• TOTAL EXPENSE:-337084.8 USD• TOTAL PROFIT AFTER TAX:-480345.8 USD
YALA
• Round the year tourists come• No season and off-season• Tourist Attractions – Yala National Park, Bundala National Park, Kataragama
temple, Tissamaharama Raja Maha Vihara, Tissa Dagoba, Buduruwagala.• Yala National Park has got the maximum number of visitors among the parks
in Sri Lanka.• Yala National Park is listed in SLTDA report as one of the highest revenue
earning sites.
YALA• AVERAGE NUMBER OF ROOMS:- 42• AVERAGE EMPLOYEES PER ROOM:-1.81:1• AVERAGE OCCUPANCY:- 50.20%• MEDIAN OCCUPANCY:- 40%• AVERAGE ROOM RATE:- 81.345 USD
• RECOMMENDATION:-20 ROOMS• NUMBER OF EMPLOYEES REQUIRED:-37• TOTAL REVENUE:-237527.4 USD• TOTAL EXPENSE:-95010.96 USD • TOTAL PROFIT AFTER TAX:-135390.6 USD
NEGOMBO
• Proximity to Bandaranaike International Airport• Early morning and late night passengers• Transit passengers• Ancient cities travellers• Round the year travellers• Beach properties have high occupancy• Affordable than Colombo• Negombo to Colombo – 36.7 Km, 50 min travel time• Tourist Attractions – Negombo Beach, Angurukaramulla Temple
NEGOMBO
• AVERAGE NUMBER OF ROOMS:- 59• AVERAGE EMPLOYEES PER ROOM:- 2.58:1• AVERAGE OCCUPANCY:- 66%• MEDIAN OCCUPANCY:- 100%• AVERAGE ROOM RATE:- 128.15 USD
• RECOMMENDATION:-40• NUMBER OF EMPLOYEES REQUIRED:-104• TOTAL REVENUE:-1234853.4 USD• TOTAL EXPENSE:-493941.36 USD• TOTAL PROFIT AFTER TAX:-703866.4 USD
SIGIRIYA & DAMBULLA
• Centre point of Cultural triangle• Well connected and less traffic roads• Ease of access to Anuradhapura, Polonnaruwa and Trincomalee.• Sigiriya Rock is one of the World Heritage Sites• 7 lakh visitors annually • Tourist Attractions – Sigiriya Lion Rock, Pidurangala Rock, Dambulla cave
temple, Mihintale, Anuradhapura and Polonnaruwa ancient ruins
SIGIRIYA & DAMBULLA
• AVERAGE NUMBER OF ROOMS:- 65• AVERAGE EMPLOYEES PER ROOM:-1.97:1• AVERAGE OCCUPANCY:- 58.90%• MEDIAN OCCUPANCY:- 41.70%• AVERAGE ROOM RATE:- 124.945 USD
• RECOMMENDATION:-30 ROOMS• NUMBER OF EMPLOYEES REQUIRED:-60• TOTAL REVENUE:-570517.6118 USD• TOTAL EXPENSE:-228207.0447 USD• TOTAL PROFIT AFTER TAX:-325195 USD
TRINCOMALEE
• Virgin Beach• Upcoming tourist hot spot• No big players at present • Established players in pipeline.• Season – May to October• Tourist Attractions: Trincomalee Beach, Nilaveli Beach, Marble Beach
Koneswaram Temple, Pigeon Island National Park
TRINCOMALEE• AVERAGE NUMBER OF ROOMS:- 41• AVERAGE EMPLOYEES PER ROOM:- 1.84:1• AVERAGE OCCUPANCY:- 49• MEDIAN OCCUPANCY:- 47.5%• AVERAGE ROOM RATE:-98.7 USD
• RECOMMENDATION:-30 ROOMS• NUMBER OF EMPLOYEES REQUIRED:-56• TOTAL REVENUE:-513363.375 USD• TOTAL EXPENSE:-205345.35 USD• TOTAL PROFIT AFTER TAX:-292617.1 USD
Places Annual Revenue ($)
Annual Expenditure ($)
Annual PAT ($)
Negombo 1234853.4 493941.36 703866.4
Bentota 951993 380797.2 542636
Mirissa 842712 337084.8 480345.8
Yala 237527.4 95010.96 135390.6
Kandy 610298.7975 244119.519 347870.3
Nuwara Eliya 314458.5413 125783.4165 179241.4
Sigiriya/Dambulla 570517.6118 228207.0447 325195
Trincomalee 513363.375 205345.35 292617.1
Total 5275724.126 2110289.65 3007163
OUR SUGGESTIONS
• Training and Development program for employees.• Hotels should be registered in Booking.com and maintain a good rating.• Tie up with major players like Travel Bird (Europe), Arena travels (UK), Kuoni
Travels, Aitken Spence, Walkers Tours (Colombo), Anulanka Tours (Negombo), Go Vacation Tour agency, (Sri Lanka), Total Travel Solution (Sri Lanka), Apple Holidays (India)
• Tie up with lonelyplanet.com which is the world’s largest travel guide.
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