Establish a Hotel To Target Business Visitors To Calicut

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 • Airport 26 km • Railway Station 02 km • Bus Stand 02 km • Restaurant • Food & Wine • Cape Camorin • Coral Reef • Logan’s 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 • Airport 26 km • Railway Station 04 km • Bus stand 03 km • Restaurants • Tharavad Exotic cuisine • Malabar court Coffee shop • Captain’s cabin Pub

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 • Chancery 250 seater • Senate Small gatherings • Cabinet Small 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

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 • USP: • Budget Hotel • Value for Money • Travel Assistance • Single Tariff System • Tie-up with Travel Agents & LCC • Tie-up with Business Houses • ‘Frequent Visitor’ Program • Room Set-up • Conference Halls

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!