HOTEL & TOURISM INDUSTRY

Kalyani Ganorkar(16) Khushbu Gupta(17) Mayur Jadhav(18) Mamta Jeswani(19) Manjiri Meshram(20)

FLOW OF PRESENTATION
Hotel & Tourism Industry Le Plaza Hotels Segmentation, Targeting & Positioning Marketing Mix Marketing Strategies

HOTELS & TOURISM INDUSTRY

Hotels in India have supply of 110,000 rooms According to the tourism ministry, 4.4 million tourists visited India in 2010 and demand will soar to 10 million in the year 2011 - to accommodate 350 million domestic travellers India ranks 18th in business travel and will be among the top 5 in this decade With demand-supply disparity, the room rates are most likely to rise 25% annually and occupancy to rise by 80%, over the next two years MNC Hotel Industry giants are flocking India and forging Joint Ventures to earn their share of pie in the race

Government has approved 300 hotel projects, nearly half of which are in the luxury range leading to increase in manpower requirements from 7 million recorded in 2002 to 15 million in 2010 Hotels today are implementing innovative ways to capture demand, lower operating costs, and defer maintenance, renovation and expansion activities With the USD 23 billion software services sector pushing the Indian economy skywards, more and more IT professionals are flocking to Indian metro cities 'Hotel Industry in India' is set to grow at 15% a year. 50 international budget hotel chains are moving into India to stake their turf hence good opportunity in future for Indian hotel industry

LE PLAZA HOTELS

The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Le Plaza Hotels Resorts and Palaces and are recognized as one of Asia's largest and finest hotel company. Le Plaza Hotels Resort and Palaces comprises of more than 60 hotels in 45 locations across India with an additional 15 international hotels in the Malaysia, United Kingdom, United States of America, Bhutan, Sri Lanka, Africa, the Middle East and Australia.

Segmentation, Targeting & Positioning

 Segmentation:.The segmentation is mainly based upon lifestyle and income of target market

 Targeting: Targeting the budget conscious travelers

 Positioning: As luxury heritage for the middle class of society with excellent level of locations

Marketing Mix Product:



Core product is space . Supplementary products include travel arrangements, ticketing, airport pick-ups, etc

PRICE :
Affordable

by the target market.

PLACE

Tourist places Wildlife destinations Historical and pilgrim centers Metro-cities

PROMOTION

Advertisement at the transportation places Offers during seasons and off-season Monthly letters to Regular Customers about upcoming events

Cross-promotions

PHYSICAL EVIDENCE
Spacious Well designed infrastructure Corridor aisles graced with genuine artifacts and antiques Traditional Indian welcome to guests

PROCESS
Check-in Bell-person carrying luggage to room Butler service Food Laundry Child-care and baby-sitting Currency exchange Wake-up call Gift-shop, boutique, florist Check out

PEOPLE
Skilled personnel Personal Agents Technological persons Travel agents Bell-boys Restaurant staff House-keeping

Marketing Strategies
Caters two segments a) Foreign tourist in winter b) Domestic tourist in non peak season Indians urged to take more short holidays through unique price package More value offered at reasonable prices Variety of holiday packages for various target groups e.g.: Senior citizens, etc. Arranging various activities for children

COMPETITION TO OTHER BRANDS

Introduction of new systems like corporate standardization, renovation of previous properties, loyalty programs and spa services. Acquisition of properties inside and outside India . Locations with historic and traditional significance also help in promoting tourism in India . Juxtaposition of traditional and contemporary styles

CUISINE EXPERIENCE
Focus on food and beverages serve as a differentiator. Dining experience builds perception of a hotel in India. The Le Plaza brands penchant for creating outstanding culinary experiences has increased footfall of non-resident guests, creating significant revenue source. Thai, Mexican and Italian cuisines in India.

TECHNOLOGY INTRODUCTION
Innovative service allow guests to get connected to the Internet in any part of the hotel. Provision to business clients with practical utilities and luxury. Wi-Fi technology

GOALS

Short

Term Goal

Long

Term Goal