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Establish a Hotel To Target Business Visitors To
CalicutN.S. Narayanan
Agenda
• Peer Group Analysis• Hotel Taj Residency• Hotel Fortune• Hotel Hyson Heritage
• Customer Survey Analysis• Changing Face of Kerala Economy• Required Attributes & Gap Analysis• Estimations – Set-Up
Hotel Taj Residency
Taj Residency• Belongs to the Taj Group
• 73 Hotels in India & Abroad• Number of Brands across segments
• Location• Airport 26 km• Railway Station 02 km• Bus Stand 02 km
• Restaurant• Food & Wine• Cape Camorin• Coral Reef• Logan’s Lounge
Taj Residency• Rooms & Facilities
• Spacious & Sophisticated• 4 Suites, 74 Rooms• 2 Banquet Halls• Unique Ayurveda Cuisine• Business services• Leisure services
• Training• Demand
• Work overload on festive period
Service Blueprint
Taj Residency• Key Function Analysis
• Marketing• Centralized• Special offers on Onam and other festives
• Supply Chain• Good relationships with vendors
• Human Resource• Emphasis on people, training, incentives in
place
• Customer Service• Financials
Hotel Fortune
Fortune• 3 Star Hotel Situated off Kannur Road• Economic class of ITC Welcome group• Business travelers – Cochin, Mumbai,
Bangalore and Chennai• Location
• Airport 26 km• Railway Station 04 km• Bus stand 03 km
• Restaurants• Tharavad Exotic cuisine• Malabar court Coffee shop• Captain’s cabin Pub
Fortune• Rooms
• 63 Rooms
• Services• Complementary breakfast• 24 hours room service• 24 hours currency exchange• Safe deposit lockers• Direct Dialing• CCTV• In-house Laundry• Travel Assistance • Doctor on Call
• Conference Halls• Chancery 250 seater• Senate Small gatherings• Cabinet Small Board meetings
Fortune
• Tariffs are higher than Hotel Hyson• Focus on Service and not on Costs• Training
– Rigorous training for 6 months– Service stressed at all levels– Continues to spend high on training
Fortune• Key Function Analysis
• Marketing• Centralized• Special offers on Onam and other festives
• Supply Chain• Good relationships with vendors• Relationship with travel agents and tour operators
• Human Resource• Believes training makes the Fortune difference in service• Staff strength: 7 FO, 25 Service Members• Incentives for going extra mile, best employee etc
• Operations• No seasonality in demand• Healthy occupancy rate of 87%-90%• Services close to 600 companies/month of which 180 are
repeat• No expansion plans currently
• Financials
Fortune• Key Function Analysis
• Quality• Conducts regular audits• Telephone audits and Mystery Audits
• Financials• Yet to Break-even• Annual growth of 5-8% in the last 5 years• Revenues of 4 Crores/per annum• Prices increased by 10% every year
• Service Design• Services to cater to tourist as well as Business
clientele• Superior customer service is the USP
Hotel Hyson Heritage
Hyson Heritage• 3 Star Hotel Situated off Mavoor Road• Enjoys High visibility• Runs profitably thru the year• Frequented by Business travelers from Gulf
– Cost Advantage– Central Location
• Location– Airport : 26 km– Railway Station : 01 km– City Bus Stand : Walking distance
• Restaurant– Benhur: Multi cuisine– Exotic menu of Arab/Chinese/Continental
Hyson Heritage• Rooms
– 93 rooms– Both Air conditioned and Non A/c
• Services– Complementary breakfast buffet– 24 hours room service– Newspaper– CCTV– Internet on request– Laundry Service– Travel Desk / Bookshop – Doctor on Call– Direct dial STD / ISD– Florist
• Ayurvedic Centre
Hyson Heritage• Conference Hall
– Hyson Darbar– Akbar Hall– Mughal Hall
• Elegant setting for:– Corporate functions/ Social gatherings/ Seminar
• Online Booking system in place
Customer Survey Analysis
Customer Survey• Qualitative study was conducted by
organizing interviews with the customers who were staying in all the three hotels
• Aim of the research• Customer Segment and its needs• Performance attributes and competitor
performance with respect to a performance attribute?
• What are the individual strengths and weaknesses of each competitor?
• Unmet needs of the target segment which is not addressed by the competitors.
Business Customer Segment
Customer Segment
Definition Unique/Critical Requirements
Corporate 60% Individual Business Travelers who travel to the city and stay for less than 10 nights at a stretch
Business center facilities, high speed internet connectivity
Conferences 6% Groups of individual travelers visiting the hotel for attending a conference organized in the conference halls of the hotel
Superior conferencing facilities
Events 6% Groups of individual travelers visiting the hotel and staying together to attend together an event in the city
Customers Wants• Journal of Quality Assurance in Hospitality
& Tourism ranks the following factors• Quality of Staff performance• Value for Money• Safety & Security• Business related services
• Other factors• Location• Internet Access• Quick customer Service• Easy Transportation• 110% Effort
Value Proposition
• Location• Luxurious and Comfortable rooms• Quality of Room Facilities/ Customer
Service• High Speed Internet Connectivity• Business Centre / Conferencing facilities• Business Related Services / Business
Assistance• Complete Travel Assistance
Changing Face Of Kerala Economy
Kerala Economy• Government is pro-reforms, pro-programs
which alleviate unemployment & welfare schemes
• Proposals to open Industrial parks and Techno park
• Lot of encouragement provided for Information Technology sectors
• Government has put in place a liberal and transparent FDI policy
• Kozhikode has recently started the CITI Initiative
• Kozhikode witnessing rise of business community and a boom in trade
Hotel Attributes & Gap Analysis
Peer Benchmark
• Scale of 1(Poor) – 5(Excellent)• Survey respondents:
• Personnel at Hotel • 30+ Customers
Action Plan
• Tie-up with Travel Agents & LCC• Tie-up with Business Houses• ‘Frequent Visitor’ Program• Room Set-up• Conference Halls
• USP: – Budget Hotel– Value for Money
• Travel Assistance• Single Tariff System
Services Not Offered• Gym• Florist• Gift shops/Book shops• Swimming Pool
Services with a Difference• Floor – Reading Rooms equipped with Tea & Coffee Vending
Machines• Business Merchandise to be sold
» (Financial analysis spreadsheet removed, will be provided upon request)
Discussion!