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Establish a Hotel To Target Business Visitors To Calicut N.S. Narayanan.

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Presentation on theme: "Establish a Hotel To Target Business Visitors To Calicut N.S. Narayanan."— Presentation transcript:

1 Establish a Hotel To Target Business Visitors To Calicut N.S. Narayanan

2 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

3 Hotel Taj Residency

4 Taj Residency Belongs to the Taj Group 73 Hotels in India & Abroad Number of Brands across segments Location Airport26 km Railway Station02 km Bus Stand02 km Restaurant Food & Wine Cape Camorin Coral Reef Logans Lounge

5 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

6 Service Blueprint

7 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

8 Hotel Fortune

9 Fortune 3 Star Hotel Situated off Kannur Road Economic class of ITC Welcome group Business travelers – Cochin, Mumbai, Bangalore and Chennai Location Airport26 km Railway Station04 km Bus stand03 km Restaurants TharavadExotic cuisine Malabar courtCoffee shop Captains cabinPub

10 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 Chancery250 seater SenateSmall gatherings CabinetSmall Board meetings

11 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

12 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

13 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

14 Hotel Hyson Heritage

15 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

16 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

17 Hyson Heritage Conference Hall –Hyson Darbar –Akbar Hall –Mughal Hall Elegant setting for: – Corporate functions/ Social gatherings/ Seminar Online Booking system in place

18 Customer Survey Analysis

19 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.

20 Business Customer Segment Customer Segment DefinitionUnique/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

21 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

22 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

23 Changing Face Of Kerala Economy

24 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

25 Hotel Attributes & Gap Analysis

26 Peer Benchmark Scale of 1(Poor) – 5(Excellent) Survey respondents: Personnel at Hotel 30+ Customers

27 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

28 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)

29 Discussion!

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