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Tourism Essay 代写: Innovative Methods Of Marketing Services By Hotel Industry

Tourism Essay 代写: Innovative Methods Of Marketing Services By Hotel Industry

好客就是给那些在一个陌生或不友好的地方寻求帮助的人提供温暖的地方。它是指以善意的接待和款待客人的过程。商业背景下的酒店,是指为旅游者服务的酒店、饭店、餐饮、酒店、度假村或俱乐部的活动。

在政府和所有其他利益相关者的帮助下,包括酒店所有者、度假酒店管理者、旅游经营者和在该部门工作的员工,印度的酒店业已经获得了世界各地的接受程度。它还没有走上英里,作为一个世界领先的款待。许多人以印度的好客服务,而不是为它的服务质量,但印度是一个廉价的休闲旅游目的地。

随着无限的旅游和未开发的商业前景,在未来几年,印度的热情好客是看到绿色的生长牧场。有条件的人力资源和未开发的地理资源的可用性给酒店业带来了巨大的前景。来印度的游客数量逐年增加。同样,内部旅游业是另一个具有巨大潜力的领域。

Tourism Essay 代写: Innovative Methods Of Marketing Services By Hotel Industry

酒店业是全球经济中的3兆5000亿美元的服务部门。它是一个广泛的各种服务行业的总称,包括,但不限于,酒店,餐饮服务,赌场和旅游业。酒店业是非常多样化和全球性的。这个行业是周期性的,是由一个经济体每年都会发生的波动所决定的。今天,酒店业是印度发展最快的行业之一。预计将在2007和8%之间的增长率为2016。许多国际性的酒店,包括喜来登、凯悦、拉迪森、经络,四个季节的摄政王,与万豪国际集团已经在印度市场建立并仍在扩大。现在的旅游业和旅游业也包括在酒店业。旅游业和旅游业的繁荣导致了酒店业的进一步发展。

印度酒店业经历了前所未有的增长在印度财政年度(FY)2003-08由于经济的蓬勃发展,导致商务旅行和休闲旅游和入境旅游明显增长。在这个阶段,在该阶段的商务旅行的增加可以归因于不断上升的贸易流量和越来越多的国际球员进入该国。根据旅游部,这期间外国游客(FTA)印度年增长率在14.5%的国家成为一个有吸引力的旅游目的地。印度的快速发展的酒店业吸引了一些国际连锁酒店,包括希尔顿,万豪酒店,喜达屋、香格里拉、切斯特·弗罗伊德·卡尔森、洲际、雅高、凯悦加强自己在国内市场的存在。这导致了收入的显著增加(房间的租金以及食品和饮料的收入),随业流转三倍余额明细2.73b欧元欧元九四九米在2008财年(每酒店业年度回顾克里斯因派克,九月200

在过去的几年里,出差到小城市如布巴内斯瓦尔、浦那、斋浦尔、门格洛尔和Kochi增加了它和它支持的服务(ITES)公司扩大业务。印度也成为了一个有许多规模较小的城市如斋浦尔、乌代布尔的首选旅游目的地,特里凡特琅和Kochi目睹增加外国游客..

这些城市的现有的酒店没有足够的配备,以满足日益增长的需求和一些酒店连锁计划开发物业。大多数这些属性预计将在预算部分,在过去几年见证了强劲的增长,在过去的几年里,在国内旅游的增长带动。国内和国际的酒店连锁店都有利润丰厚的计划

Tourism Essay 代写: Innovative Methods Of Marketing Services By Hotel Industry

对于这个段。

2008,全球经济放缓对印度接待业造成重大不利影响,当工作不安全感水平上升时,休闲旅游大大减少。商务旅行也在一个下降的趋势,因为公司削减了他们的旅行预算,导致在全国大多数酒店入住率下降。


Hospitality is all about offering warmth to someone who looks for help at a strange or unfriendly place. It refers to the process of receiving and entertaining a guest with goodwill. Hospitality in the commercial context refers to the activity of hotels, restaurants, catering, inn, resorts or clubs who make a vocation of treating tourists.

Helped With unique efforts by government and all other stakeholders, including hotel owners, resort managers, tour and travel operators and employees who work in the sector, Indian hospitality industry has gained a level of acceptance world over. It has yet to go miles for recognition as a world leader of hospitality. Many take Indian hospitality service not for its quality of service but India being a cheap destination for leisure tourism.

With unlimited tourism and untapped business prospects, in the coming years Indian hospitality is seeing green pastures of growth. Availability of qualified human resources and untapped geographical resources give great prospects to the hospitality industry. The number of tourists coming to India is growing year after year. Likewise, internal tourism is another area with great potentials.

The hospitality industry is a 3.5 trillion dollar service sector within the global economy. It is an umbrella term for a broad variety of service industries including, but not limited to, hotels, food service, casinos, and tourism. The hospitality industry is very diverse and global. The industry is cyclical; dictated by the fluctuations that occur with an economy every year. Today hospitality sector is one of the fastest growing sectors in India. It is expected to grow at the rate of 8% between 2007 and 2016. Many international hotels including Sheraton, Hyatt, Radisson, Meridian, Four Seasons Regent, and Marriott International are already established in the Indian markets and are still expanding. Nowadays the travel and tourism industry is also included in hospitality sector. The boom in travel and tourism has led to the further development of hospitality industry.

The Indian hotel industry witnessed unprecedented growth during the Indian Financial Years (FY) 2003-08 due to the booming economy, resulting in an increase in business and leisure travel and visible growth in inbound tourism. The increase in business travel in the country during this phase can be attributed to rising trade flows and the entry of an increasing number of international players into the country. According to the Ministry of Tourism, during this period foreign tourist arrivals (FTAs) to India grew at an annual rate of 14.5% as the country emerged as an attractive tourist destination. Attracted by India’s rapidly growing hospitality industry, several international hotel chains, including Hilton, Marriott, Starwood, Shangri-La, Carlson, InterContinental, Accor and Hyatt strengthened their market presence in the country. This led to a significant increment in revenue (room rentals and food and beverages receipts), with the industry turnover tripling from EUR 949m in FY03 to EUR 2.73b in FY08 (per Annual review of the hotel industry, CRIS INFAC, September 200

Over the last few years, business travel to smaller cities such as Bhubaneswar, Pune, Jaipur, Mangalore and Kochi has increased as IT and IT enabled service (ITES) companies have expanded operations. India has also become a preferred tourist destination with a number of smaller cities such as Jaipur, Udaipur, Thiruvananthapuram and Kochi witnessing increased foreign arrivals..

Existing hotels in these cities are not adequately equipped to meet the growing demand and several hotel chains plan to develop properties. Most of these properties are expected to be in the budget segment, which has witnessed robust growth in India over the last few years, driven by the growth in domestic travel. Both domestic and international hotel chains have lucrative plans

for this segment.

In 2008, the global economic slowdown had a significant adverse impact on the Indian hospitality industry as rising job insecurity levels significantly reduced leisure travel. Business travel was also on a downwards trend as companies trimmed their travel budgets, resulting in a drop in occupancy across most hotels in the country.

Revenues hit hard by downturn

The average occupancy rate for the 10 major cities in India has declined from 70.6% in FY08 to 62.3% in FY09. This resulted in a RevPAR decrease from EUR 94.40 in FY08 to EUR 83.90 in FY09, even though the average room rates (ARR) marginally improved from EUR 133.30 in FY08 to EUR 133.60 in FY09. Consequently, the industry witnessed an annual decline in revenues (of 4%), to EUR 2.62b in FY09, for the first time since FY02.

Increased supply to hamper recovery

Despite the rampant pressures of the economic slowdown, the situation in the Indian hotel sector has improved over the last couple of months. This is primarily reflected by the improvement in tourism metrics. For example, according to Ministry of Tourism data, the decline in FTAs during the January to October 2009 phase was 7%, as against 13.7% in the January to March 2009 period. The improved market scenario and the rise in FTAs are expected to improve occupancy rates in 2010. Once the hotel supply problem begins to be rectified, lower rates are likely, due to increased competition, pulling down RevPAR further.

Real estate developers placed their hotel projects on hold due to the liquidity crunch and some international hotel chains deferred their expansion plans. The anticipated increase in supply never materialized, further extenuating the demand-supply gap in the industry going forward. There were only 129,982 hotel rooms in India as of FY09, of which 25% and 29% are in the premium and mid-market segments respectively. This number is very low compared with other large countries: the US had 4.6m hotel rooms at the end of 2008, while China had 1.45m guest rooms in 2006 (per American Hotel & Lodging Association).

Investment considerations

The Reserve Bank of India recently excluded hotels run by developers from the scope of commercial real estate exposure for the purpose of bank lending. This is expected to ease funding for hotel projects and boost the revival of delayed projects. International hotel chains are also expected to resume their plans once the global economic situation eases, as the hospitality industry in India is still attractive and offers significant opportunities to these players. Although over 6,200 hotel rooms are expected to be added in the premium segment alone during FY10-11, analysts anticipate that the demand-supply gap will remain intact.

The hotel industry in India continues to appear attractive in the medium term, driven by fundamental growth drivers, including the uptrend in domestic tourism and increasing FTAs. Moreover, the growth of niche tourism, including medical, adventure and rural tourism, augurs well for the growth of the industry in the future.

NEED FOR MARKETING IN THE HOTEL INDUSTRY:

Understand

Drivers of demand

Consumers and customize products

Increase

Volume of transactions (Room occupancy)

Value of transactions (Rate of return)

Demand shift from high season to low season

MARKETING MIX OF HOTEL INDUSTRY:

PRODUCT:

Core service- Rest & Sleep

Basic service- Adding bed, bathroom, towels, desk, dresser, etc.

Expected service- Clean bed, fresh towels, working lamps, etc.

Augmented service- Business services, Free airport pick/drop

Potential service- Bouquets etc.

PRICE:

Budget Hotels

Service Apartments

Technology services

Loyalty points

PLACE – DISTRIBUTION/LOCATION:

Choice of location is most crucial marketing decision

Accessibility & Convenience to the target market

Relies on the interdependence with other industries

Telephone or online reservation

Tour operator

Use of cooperative distribution

PROMOTIONS:

Personal Selling.

Sales Promotion.

Public Relations.

Direct Mail.

Trade Fairs and Exhibitions.

Advertising.

Sponsorship.

PEOPLE:

Provides tangibility & very essential component in delivering the service.

Front office is the nerve center of a hotel property.

Effective communications are paramount in projecting a hospitable image.

Need to have an efficient HR department to monitor employee recruiting and training.

PROCESS:

Reservation

Assignment of room

Prepayment

Initializing account

Arrival and occupancy

Registration

Check in room occupancy

Use of facility

Handling request and complaints

Posting guest charges

Departure and check out

Preparation of statement of accounts

Guest history

Inform hotel kitchen supplies and facilities

Maintain Data Base and Guest Folio Line of Interaction

PHYSICAL EVIDENCE:

External appearance of the premises

Building’s exterior

Design landscaping

Lighting and signage

Internal layout

Atmosphere & ambience

Appearance of staff

INTRODUCTION:

Radisson is a division of Carlson Hospitality Worldwide, a global leader in hospitality services encompassing more than 1,530 hotel, resort, restaurant and cruise ship operations in 80 countries.

Upscale & Luxury Hotels

Radisson continues to expand its presence in key markets in the Americas, Asia Pacific and Europe, the Middle East and Africa, reaching new markets and customers

Radisson Hotels & Resorts, one of the world’s leading, full-service global hotel companies, operates, manages and franchises more than 400 hotels and resorts in 66 countries.Â

Radisson is focused on being the hotel of choice for today’s independent-minded frequent business and leisure travelers who want more control over their hotel experience.

STRATEGIES

SALES AND MARKETING STRATEGIES:

New marketing structure to focus its professionals on brand management, regional marketing and new revenue generating national marketing programs that can also be applied at the regional level.

The sales team has been realigned to target new account development, maintenance and account growth.

Radisson Gold Rewards guest relationship program that works to build long-term guest loyalty and attract new customers to the brand

Look To Book, the industry’s premier loyalty program for travel agents.

A new 19-person division has been created focused on customer relationship management practices through the use of analytics, e-commerce and program management.

INNOVATIVE MARKETING SERVICES:

“Express yourself”: Guests can request stay preferences such as:, room preferences (high/low floor, near an elevator, smoking or no-smoking room or no preference), an automated wake-up call time; airport pick up (where available) and other special requests.

“Stay your own way”

Gold points plus guest loyalty program: Offering greater flexibility and freedom to earn points faster than any other hotel loyalty program.

Rewarding travel agents: Radisson is the only hotel company to offer a patented online loyalty program for travel agents called Look to Book.Â

Travel agents automatically earn points toward valuable merchandise and incentive awards in return for booking Radisson hotels. This exclusive highly successful program, which began in 1992, includes travel agents in 106 countries worldwide.

Free 24*7 internet access

INTRODUCTION

Taj Hotel established on December16, 1903

Taj Hotels resorts & places comprise 57 hotels in 40 locations across india.

18 International Hotels in the Malaysia,Australia.UK,USA,Sri lanka, Africa.

Taj is recognised as the premier Hospitality provider.

Innovator in dining: – Taj was the first to introduce thai, Italian, and Mexican into the country.

STRATEGY:

Taj group has used the Taj name for all its operations to leverage the brand equity commanded by the name Taj.

Taj brand is playing an increasing role of driving revenues

Taj group plans to add around 12 Hotels in the next 3 years .

Taj facilitates the expansion to other segment by endorsing the sub-brands with their parents’ brand names.

MARKETING STRATEGY

A higher emphasis was placed on the business segment as the profits are higher (this market being less price-sensitive) as compared to the luxury segment.

There was a proliferation of the Taj Presidency hotels not only in new cities, but also smaller towns.

The action plan is more opportunities, adding to and complementing the brand.

INNOVATIVE MARKETING SERVICES:

“STAY A BIT LONGER”- If a customer book 2 nights or 3 with Taj hotels, then they surprise to customer with a complimentary night’s stay at select hotels.

“EARLY BIRD OFFER”- Say at any of Taj properties ranging from modern business hotels to idyllic beach resorts to authentic Rajput palaces, 10 days in advance and avail the Early Bird Rate to enjoy savings of 20% over our Best Available Rate (BAR).

“SUITE SURPRISES” – Book between 1-4 nights in Taj Suites and enjoy a free night’s stay. Luxury at the Taj isn’t only about indulgences, but advantages. Book 1, 2, 3 or 4 nights in our majestic Suites, featuring impeccable interiors and classic style, and enjoy a complimentary night’s stay.

TAJ SAFARIS are wildlife lodges that allow travelers to experience the unparalleled beauty of the Indian jungle amidst luxurious surroundings.

They offer India’s first and only wildlife luxury lodge circuit. Taj Safaris provide guests with the ultimate, interpretive, wild life experience based on a proven sustainable ecotourism model.

TAJ AIR, a luxury private jet operation with state-of-the-art Falcon 2000 aircrafts designed by Dassault Aviation, France; and Taj Yachts, two 3-bedroom luxury yachts which can be used by guests in Mumbai and Kochi, in Kerala.

“BUSINESS EDGE” – At the Taj, business is not just unconventional, but valuable. Alongside the quintessential fusion of business and pleasure, you will also enjoy unbelievable savings and benefits on our traditional hospitality and exceptional service that are sure to leave you pleasantly surprised.Â

Breakfast for two (single/double same rate)

Hotel Credit of Rs 2000/- per stay against F&B, laundry, or spa (where spa services are available)

REWARD PROGRAMS:

The Taj Inner Circle is the frequent guest programme of Taj Hotels Resorts and Palaces. Besides a bouquet of benefits, as a member you will earn points when you stay with us or stop by for a meal at one of our restaurants at participating Taj Hotels in India and abroad. You will earn points on your eligible spends on room, food and beverage, laundry, telephone and business centre. You can also earn points on your spends at the Taj Khazana boutiques located in select Taj Hotels in India. Redeem your points for room nights, memorable meals, gift certificates redeemable at Taj Khazana, Taj Salon, Jiva Spa, and gifts from a hand-picked selection.

Taj Advantage Plus is the perfect programme for our valued corporate bookers in India and comes power-packed with great earning and redemption opportunities, special benefits and exciting offers. Enrolment to the programme is by invitation only. Log-in for details and the latest updates.

The Taj Alliance Preferred Partner Membership (TAPP Me) Programme has been designed exclusively for our partners in the travel trade in India. Enrolment to the programme is by invitation only. Enter your TAPP Me membership number and password to access the TAPP Me website.

ADDTITIONAL SERVICES:

Health & Fitness facility to its Guests.

Latest cardio vascular machines, strength-training equipment.

Spa also includes steam rooms &sauna, specialized treatment rooms.

swimming pool, Gardens, Waterfall

The beauty saloon of the Taj hotel offers a wide range of beauty and hair treatment for men &women.

Free 24*7 internet access

KEY SUCCESS FACTORS

Technology related:-Used of advance technology in hotel premises.

Manufacturing- related: – High utilization of fixed assets.

– Quality control know-how.

– Serving customer according to their specification.

Distribution-related: – Presence of hotel chain at various places.

– A strong network.

Marketing related: – Breadth of product line and product selection.

– Personalized customer services.

– A well-known and well-respected brand name.

ITC’s hotel division was launched on October 18, 1975, with the opening of its first hotel Chola Sheraton in Chennai.

ITC – Welcomgroup Hotels, Palaces and Resorts, is today one of India’s finest hotel chains, with its distinctive logo of hands folded in the traditional Namaste is widely recognized as the ultimate in Indian hospitality.

Each of the chain’s hotels pays architectural tribute to ancient dynasties, which ruled India from time to time.

The design concept and themes of these dynasties play an important part in their respective style and decor.

MARKETING STRATEGIES:

Joined hands with the Sheraton Corporation to strengthen its international marketing base.

Strategy of benchmarking against international standards

Indian hotel chain, with a heavy emphasis on the great Indian experience (with international standards of luxury)

Fortune brand, which started off as mid-segment brand, is now being re-positioned as a first-class business hotel.

INNOVATIVE MARKETING SERVICES:

LOYALTY PROGRAMMES:

WELCOMAWARD:

WelcomAward has earned the distinction of being India’s premier and most powerful frequent guest programme. The WelcomAward programme recognizes your needs as a business traveler and through its strategic alliances with travel partners, endeavors to build a rewarding relationship with you.

WELCOMLINK:

Welcomlink, India’s most popular lifestyle rewards programme, designed exclusively to recognize and reward our business partners who channelize bookings into ITC-Welcomgroup Hotels.

As a WelcomLink Member, you can earn points for every materialized room night you book at participating hotels. These points can be redeemed for an array of exciting reward from luxury getaways & fine dining to travel privileges, home furnishings, lifestyle apparel and much more, your choice is limitless.

CULINARY BRANDS:

Enjoy a taste of India at ITC-Welcomgroup’s acclaimed signature restaurants such as Bukhara, Peshawri, Kebabs & Kurries, Dum Pukht, Dakshin and more. Experience the subtle flavours of the Western world and the Orient at restaurants like West View, Pan Asian, Shanghai Club and My Humble House. Or spend some cheerful moments with your friends over a drink at Dublin, the authentic Irish pub.

One of the rewards of this membership is the pleasure of dining at ITC- Welcomgroup hotels, a journey that encompasses a wide choice of cuisine from across the globe. As a member you enjoy attractive savings when you dine & entertain with the Culinary plus Card. These include:

20% off when you dine alone or in a group of five and more

20% discount on alcoholic beverages

20% discount at The Gourmet Shop

When travelling, the Culinary Plus Card is an invaluable asset because it offers you and your guests a special discount of 20% on the published room tariff at participating ITC- Welcomgroup hotels.

KEY SUCCESS FACTORS (KSF’S)

Total customer satisfaction

Brand Value

Adequate accounting records in accordance with the provisions of the Companies Act

HOSPITALITY MARKETING: A REMEDY TO PROBLEMS OF HOSPITALITY INDUSTRY

Problems include:

Uncertainty to the costs of even most economic source of energy.

Increased trend of problems in maintaining profitable food and beverage facilities.

Comparatively more increase in labour costs as compared to productivity.

Customer dissatisfaction due to increase in size and number of rooms as it is claimed to increase registration and other services process time.

Importantly very high competition that induces heavy rate cuts to survive.

Recommendations:

Industry focused on technology and updating their telephone reservation systems.

Businesses also focused to increase assets and forgot the essence of industry, that is, ‘customer oriented service’

Players in hospitality industry realize that hospitality product is different, that is in fact, something intangible that they are selling and as both product and reasons for buying it are different also different so it demands a different marketing strategy, something like hospitality marketing that requires customer centred hospitality need identification, specific segmentation & positioning and ‘the hospitality marketing mix’.

Now focus on customer’s service and satisfaction rather than focusing on their own brand name only.

CONCLUSION:

Hotels should focus on quality and market response has shaped the industry.

They should always try to give something extra than demanded.

Entry of multinationals and Indian hotel chains, reinforces the segment’s untapped business potential.

“Combining unparalleled growth prospects and unlimited business potential, this industry is certainly on the road towards being a key player in the nation’s changing face.”

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