CHARACTERISTICS

High initial investment Immovability Customers as guest Intangibility Inseparability

Competition
Variability Supporting services Perishability
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Types of Hotels
Budget Hotel Business Hotel
Luxury Hotel
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CLASSIFICATION OF HOTELS
On the basis of standards and control

On the basis of star

On the basis of nature

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Resort Commercial International

Residential

ON THE BASIS OF NATURE

Floating

ON THE BASIS OF STANDARDS & CONTROL

Approved

Unapproved

ON THE BASIS OF STAR RATING

7 STARS 6 STARS 5 STAR DELUX 5 STAR 4 STAR 3 STAR 2 STAR HERITAGE HOTELS

USERS OF HOTEL SERVICES

Domestic
Educationists Sportsmen Medical representatives Trade representatives

Foreign
Film stars Cultural representatives Sportsmen Educationists Political representatives Trade representatives Pilgrims

Officials
Pilgrims Students

HOTEL MARKETING IN INDIAN ENVIRONMENT

Hotel business is at an infant stage The hotel industry needs to revamp the product mix Users of the services expect economy and sellers look to cost + profit The promotional strategies are also required to be restructured Requires increased governmental support The main way for the development of this industry is to encourage tourism
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BENEFITS OF HOTEL INDUSTRY TO OTHER INDUSTRIES

Tourism Banking

Industry Industry

Food

Industry
industry

Transport

MARKETING MIX
PHYSICAL EVIDENCE

PROMOTION

PRODUCT

PEOPLE

PROCESS
PLACE
PRICE
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Product
CORE

BASIC
EXPECTED AUGMENTED POTENTIAL

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Price
Demand based
Competition based

Differential pricing

PRICING STRATEGIES

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Tactical pricing

SEASONAL DISCOUNTS

TRADE DISCOUNTS

SPECIAL DISCOUNTS

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Place
Distribution Chain
0 level 1 level 2 level 3 level 4 level

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People
First impression is the last impression

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Physical Evidence
It addresses the tangible components of the service experience The services cape includes the ambience, the background music, the comfort of seating and the physical layout of a service facility

The appearance of the staff, including clothes and grooming, may be used as important clues
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Promotion
ADVERTISING SALES PROMOTION

WORD OF MOUTH PROMOTION

PUBLICITY AND PUBLIC RELATIONS

PERSONAL SELLING
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Process
It includes the flow and progress of the production process E.g. the service of providing a meal at the fine dining restaurant of the hotel

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Case study

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Comparison of Hotels
Taj Orchid Regale
Star, icon, legend ` 6,500 18000

Product
Price Place

Deluxe rooms, luxury Deluxe, executive, club suite, Taj club rooms, prive, orchid suite, Palace wing rooms presidential suite ` 11,000 95,000 High Society or sea side. Calendars, print, exhibitions, TV. ` 5000 -27000 Near airports. Ads, cinema, TV, print media.

Near to Tourist sites as well as airports

Brochures, exhibitions, media

Promotion

Process

Online or on the desk

Online or on the desk

Online or on the desk

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Taj Performance 6 stars Packages People

Yatch services Porters, chef, manger receptionist, Built in in 1903 High class High class enjoyment

Orchid
5 star eco friendly Business, spa Porters, chef, manger receptionist

Regale
4.5 stars Nila blue waters. Sparta fitness Receptionist manager,

Physical Evidence

It was built in 1997

Corporate travelers Eco friendly

It opened up in 2008
Tourists & normal public Encourage tourism
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Positioning Purpose