Contents Definition
Introduction
Classification of hotel
Perceptual brand mapping
ITC hotel
Strategies
Service marketing
Service triangle
SWOT
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Definition
The primary purpose of hotels is to provide travelers with shelter, food, refreshment, and similar services and goods, offering on a commercial basis things that are customarily furnished within households but unavailable to people on a journey away from home.
Introduction
1. 1.The Hotel Industry originated in the 6th century B.C.
2. 2.It is one of the oldest endeavor.
3. 3.The earliest inns where just large halls where travelers slept on the floor along with the animals on which they travelled.
4. 4.These conditions prevailed for hundreds of years until the mode of travel changed.
Classification of hotel
Market Segment
• Economy / limited services hotels
• Mid Market Hotels
• All suite Hotels
• Luxury / Deluxe Hotels
According to SizeSmall Hotels (150 rooms)
Medium Hotels (up to 299 rooms)
Large Hotels (up to 600 rooms)
Extra Large Hotels (above 600 rooms)
According to Star
One Star
Two Star
Three Star
Four Star
Five Star
Five Star Deluxe
Level of Services
World Class Services : *luxury / Five Start hotels*target top business.*private dining facilities .
Mid Range Services : *3 to 4 star hotels *target the travelling public *does not provide elaborate service
Economy / Limited Services Hotels/Budget: *comfortable , safe , inexpensive rooms * appeal primarily to budget minded travellers
Ownership and Affiliation
Independent /Boutique hotels : *offer highly personalized accommodation *The Delhi Panchavatti, Goa
Chain Hotels: * A collection of group of hotels operated under a specific brand name * Taj Group of hotels
Franchisee Hotels: * Brand operates the hotel*Taj hotel group subsidiary that manages Ginger Hotels.
Introduction to ITC hotel ITC Limited entered the hotels business in 1975
ITC hotels currently owns and operates 100 hotels in 75 destinations.
Slogan: “Responsible luxury” USP :Five star hotels inspired by Indian heritage India's second largest hotel chain They show our heritageThe group today operates under different brands:
ITC Luxury Collection Hotels
Welcome Hotel Sheraton Hotels
Fortune Hotels
Welcome Heritage
Ω ITC Hotel Maurya Sheraton & Towers, New DelhiΩ ITC Hotel Grand Maratha Sheraton & Towers, MumbaiΩ ITC Hotel Sonar Bangla Sheraton, KolkataΩ ITC Hotel Grand Central, MumbaiΩ ITC Hotel Windsor Sheraton & Towers, BangaloreΩ ITC Hotel Kakatiya Sheraton & Towers,Hyderabad Ω ITC Hotel Park Sheraton & Towers , ChennaiΩ Welcome Hotel Rajputana Palace Sheraton, JaipurΩ Welcome Hotel Chola Sheraton, ChennaiΩ Welcome Hotel Mughal Sheraton, AgraΩ Welcome Hotel, New DelhiΩ Welcome Hotel Rama International , AurangabadΩ Welcome Hotel , VadodaraΩ Welcome Hotel Grand Bay, Visakhapatnam
ITC Hotel Properties
Segmentation
•High end travelers•Global travelers• Upscale segment
Targeting
•Families•Couples from both
Indians and foreigners
•Business travelers
Positioning•Warm &
comforting five star luxury experience
Product(services offered)
Room bookings
Butler service
Wi-Fi internet
SPA & Swimmin
g pool
Meeting rooms/
Conference rooms
Restaurants & Bars
Meetings and
Luxury events
Gymnasium
Price
Follow premium pricing strategy i.e.chargedaccording to facilities.
Charges vary from hotel to hotel.
Pricing is the only mix which generates a turnoverfor the organization.
Rent for basic rooms= 8-10k per room/ night
Promotion
Ω Promotion through FMCG goodsΩ Media reports and media releasesΩ Concept promotionΩ Social service projects Ω Travel assistantsΩ Hotel directoriesΩ Trip advisorΩ Restaurant magazinesΩ Luxury travel magazineΩ Websites -eg.burrp.com
People
Ω ReceptionistsΩ Bell boysΩ Laundry servicemenΩ ButlersΩ Room serviceΩ ManagersΩ CleanersΩ Assistants for guestsΩ Chefs Ω Waiters etc
Process
Guest booking
Check in
Stay in hotel
Consuming services
Payment
Check out
Service process is the way in which a service is delivered to the end customer.
Physical evidence
Phones
Nice music
Hotel lobby
Before & after sale service
Restaurant
Furnished rooms
SERVICE MARKETING
Services marketing is marketing based on relationship and value. It may be used to market a service or a product.
SERVICE MARKETING
SERVICE DEPARTMENTS
FOODS & BEVERAGES
Service departments
Revenue collected from the room sales constitutes to 70 of the total sales of the hotel.
MAJOR REVENUE PRODUCING DEPARTMENTS
ROOM DIVISION :
(a)Front Office
(b)Reservation
(c)House keeping
(d)Uniform
(e)Telephone
Service flower
Core
Information
Consultation
Order Taking
Hospitality
Safekeeping
Exceptions
Billing
Payment
Foods and beverages
ΩQuick ServiceΩTable ServiceΩ Specialty RestaurantsΩ Coffee ShopsΩ BarsΩLoungesΩ ClubsΩ BanquetsΩ Catering Functions⇒Wedding,Birthdays
ADVERTISING
SALES PROMOTION
PUBLIC RELATION
MOTIVATION
TRAINING
VERTICAL
COMMUNICATION
HORIZONTAL
COMMUNICATION
• Flagship hotels division of ITC Hotels• Awarded best employer in Asia in hospitality sector• Association with hospitality giant Starwood Hotels• High brand recall and popularity• Exclusivity and innovation in services with over 100 hotels pan India• Business as well as leisure hotel chains like ITC - Luxury Collection Hotels
Strengths
• Limited global presence as compared to some other leading hotel chains• Huge number of competitors means limited market share
Weakness
ITC
• Growing market and tourism industry• Foreign Tourists arrival constantly growing• Novel traveling concepts like Ecotourism, Medical Tourism
Opportunity
• International chains like Ritz Carlton, Novotel are entering India• Economy fluctuations affect tourism.
Threats
• Group comprises 93 hotels in 55 locations across India with an additional 16 international destinations
• Employee strength over 13000 people• The perfect experience of Indian luxury living• Employee retention due to good brand image• Considered to be the most premium hotel chain in India• Top-of-the-mind brand recall
Strength
• Limited market share due to tough competition from international and domestic players means
• Terrorist attacks left a question over the security
Weakness
TAJ
• Introduce better membership plans• Improve hygiene standards• Upgrade to international methods of work
Opportunity
• Other heritage properties• Competitors upgrading to international standards of work ethic• Expectation of clients in terms of technological development
Threats