Thehospitality industryconsists of broad category of fields within the service industry that includeslodging,restaurants,event planning,theme parks,transportation,cruise line, and additional fields within the tourism industry.
The hospitality industry is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. A hospitality unit such as a restaurant, hotel, or even an amusement park consists of multiple groups such as facility maintenance, direct operations (servers,housekeepers, porters, kitchen workers,bartenders, etc.), management, marketing, and human resources.
The hospitality industry covers a wide range of organizations offering food service and accommodation. The hospitality industry is divided into sectors according to the skill-sets required for the work involved. Sectors include accommodation, food and beverage, meeting and events, gaming, entertainment and recreation, tourism services, and visitor information.
Usage rate is an important variable for the hospitality industry. Just as a factory owner would wish to have his or her productive asset in use as much as possible (as opposed to having to pay fixed costs while the factory isn't producing), so do restaurants, hotels, and theme parks seek to maximize the number of customers they "process".
In viewing various industries, "barriers to entry" by newcomers and competitive advantages between current players are very important. Among other things, hospitality industry players find advantage in old classics (location), initial and ongoing investment support (reflected in the material upkeep of facilities and the luxuries located therein), and particular themes adopted by the marketing arm of the organization in question (such as a restaurant called the 51st fighter group that has a WW2 theme in music and other environmental aspects). Very important is also the characteristics of the personnel working in direct contact with the customers. The authenticity, professionalism, and actual concern for the happiness and well-being of the customers that is communicated by successful organizations is a clear competitive advantage.
HOSPITALITY INDUSTRY INCLUDES
TOURISM OF INDIA
Tourismis the largest service industry in India, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. India witnesses more than 5 million annual foreign tourist arrivals and 562 million domestic tourism visits.The tourism industry in India generated about US$100 billion in 2008 and that is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate.The Ministry of Tourism is the nodal agency for the development and promotion of tourism in India and maintains the "Incredible India" campaign.
According toWorld Travel and Tourism Council, India will be a tourism hotspot from 2009-2018,having the highest 10-year growth potential.TheTravel & Tourism Competitiveness Report 2007ranked tourism in India 6th in terms of price competitiveness and 39th in terms of safety and security.Despite short- and medium-term setbacks, such as shortage of hotel rooms,tourism revenues are expected to surge by 42% from 2007 to 2017.
India has a growingmedical tourism sector. The2010 Commonwealth GamesinDelhiare expected to significantly boost tourism in India.
The following table provides the major tourist attractions in India by state:
Hyderabad, Andhra Pradesh
Kaziranga National Park
Jammu and Kashmir
Shimoga District, Karnataka
HOTEL INDUSTRY IN INDIA
Over the last decade and half the mad rush to India for business opportunities has intensified and elevated room rates and occupancy levels in India. Even budget hotels are charging USD 250 per day. The successful growth story of 'Hotel Industry in India' seconds only to China in Asia Pacific.
Hotels in India' have supply of 110,000 rooms. According to the tourism ministry, 4.4 million tourists visited India last year and at current trend, demand will soar to 10 million in 2010 - to accommodate 350 million domestic travelers. 'Hotels in India' has a shortage of 150,000 rooms fueling hotel room rates across India. With tremendous pull of opportunity, India is a destination for hotel chains looking for growth. The World Travel and Tourism Council, India, data says, India ranks 18th in business travel and will be among the top 5 in this decade. Sources estimate, demand is going to exceed supply by at least 100% over the next 2 years. Five-star hotels in metro cities allot same room, more than once a day to different guests, receiving almost 24-hour rates from both guests against 6-8 hours usage. With demand-supply disparity, 'Hotel India' room rates are most likely to rise 25% annually and occupancy to rise by 80%, over the next two years. 'Hotel Industry in India' is eroding its competitiveness as a cost effective destination. However, the rating on the 'Indian Hotels' is bullish. 'IndiaHotel Industry' is adding about 60,000 quality rooms, currently in different stages of planning and development and should be ready by 2012. 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. Sources said, the manpower requirements of the hotel industry will increase from 7 million in 2002 to 15 million by 2010.
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 Industryin India' is set to grow at 15% a year. This figure will skyrocket in 2010, when Delhi hosts the Commonwealth Games. Already, more than 50 international budget hotel chains are moving into India to stake their turf. Therefore, with opportunities galore the future 'Scenario of Indian Hotel Industry' looks rosy.
S.W.O.T ANAYLISIS FOR HOTEL INDUSTRY IN INDIA
- A very wide variety of hotels is present in the country that can fulfill the demand of the tourists.
- There are international players in the market such as Taj and Oberoi & International Chains. Thus, the needs of the international tourists travellers are met while they are on a visit to India.
- Manpower costs in the Indian hotel industry is one of the lowest in the world. This provides better margins for Indian hotel industry.
- India offers a readymade tourist destination with the resources it has. Thus the magnet to pull customers already exists and has potential grow.
- The cost of land in India is high at 50% of total project cost as against 15% abroad. This acts as a major deterrent to the Indian hotel industry.
- The hotel industry in India is heavily staffed. This can be gauged from the facts that while Indian hotel companies have a staff to room ratio of 3:1, this ratio is 1:1 for international hotel companies.
- High tax structure in the industry makes the industry worse off than its international equivalent. In India the expenditure tax, luxury tax and sales tax inflate the hotel bill by over 30%. Effective tax in the South East Asian countries works out to only 4-5%.
- Only 97,000 hotel rooms are available in India today, which is less than the Bangkok hotel capacity.
- The services currently offered by the hotels in India are only limited value added services. It is not comparable to the existing world standards.
- Demand between the national and the inbound tourists can be easily managed due to
difference in the period of holidays. For international tourists the peak season for arrival is
between September to March when the climatic conditions are suitable where as the national
tourist waits for school holidays, generally the summer months.
- In the long-term the hotel industry in India has latent potential for growth. This is because
India is an ideal destination for tourists as it is the only country with the most diverse
topography. For India, the inbound tourists are a mere 0.49% of the global figures. This number
is expected to increase at a phenomenal rate thus pushing up the demand for the hotel
- Unique experience in heritage hotels.
- Guest houses replace the hotels. This is a growing trend in the west and is now catching up in
India also, thus diverting the hotel traffic.
- Political turbulence in the area reduces tourist traffic and thus the business of the hotels. In
India examples of the same are Insurgency in Jammu Kashmir and the Kargil war.
- Changing trends in the west demand similar changes in India, which here are difficult to
implement due to high project costs.
- The economic conditions of a country have a direct impact on the earnings in hotel industry.
- Lack of training man power in the hotel industry
SEGMENTATION TARGETING POSITIONING OF HOTEL INDUSTRY
SEGMENTATION PATTERN OF HOSPITALITY INDUSTRY
- Star rated hotels
- 5star deluxe
- Heritage hotels
- Heritage classic
- Constructed between 1920-1935
- Heritage grand
- Prior to 1920
- Heritage classic
- Constructed between 1935-1950
- Budget hotels
- Facility hotels
- Business hotels
- For conference, seminar halls to suite the corporate guest
- Airport hotels
- Located near airports suitable for short stay travellers
- Honeymoon hotels
- Mostly located at hill station and specially to suit honeymoon couples
- Guest room
Star Rated Hotels
- It forms 30% of industry.
- Eg : ITC,Taj Group, Oberoi Group, ITDC
- 4 star & 3star : For middle level business, executive/leisure travelers.
- 2 star & 1 star: Around tourist spot, preferred by domestic tourist.
- 5 star Deluxe & 5 star: Luxury at high price, 27 % Govt. approved rooms.
- Built over 18000 sq.m Area
INTERCONTINENTAL HOTEL GROUP
TheInterContinentalbrand began in 1946 as part ofPan American AirwaysunderJuan Trippe, when the first hotel opened inBelem,Brazil. In 1981, holding company InterContinental Hotels Corporation was sold to UK-based company Grand Metropolitan. As GrandMet focused it core business and expanded into fast food through the purchase ofBurger King, ICH was sold to fund the restructure in 1988 toJapanesebased Saison Group.
Immediately following WWII, Pan American World Airways had a vision of mass civilian international business and leisure air travel and so began trailblazing its way across the skies of the Americas, Europe, Africa, Asia and the Middle East. Thus came the birth of the world's first international hotel brand - InterContinental Hotels & Resorts.
The goal was to assist local developers in the design, construction and management/operations of individual hotels in important international gateway destinations and traffic centres. The first truly international hotel brand in the world, each hotel was designed to provide an experience uniquely and distinctly its own. The InterContinental brand became the symbol of glamour, sophistication and success that years later, continue to define international travel and commerce.
From the early days, the hotel brand of choice for foreign dignitaries, heads-of-state, royalty, rock-stars, celebrities and those seeking a unique experience. The hotel count many names among the past and current guest list, including George V and Queen Mary, Prince Rainier and Princess Grace, Ava Gardner, Josephine Baker, Nat King Cole, Imelda Marcos, Margaret Thatcher, Louis Armstrong, President and Mrs. Reagan, President Chirac and Prince William... to name just a few.
The guests, both then and now, have always had a passion for travel. And the hotels has always embraced and celebrated their local cultures. These common values have shaped the spirit of InterContinental over the years. And today the brand and the staff around the world embody this heritage.
With a worldwide portfolio of over 150 hotels in 65 countries, InterContinental Hotels & Resorts has been welcoming frequent international travelers for more than half a century. A pioneer in the development of the hotel industry, InterContinental properties successfully blend consistent global standards with the distinctive cultures of their locations to deliver a truly authentic and local experience.
- 1946 InterContinental Hotels Corporation founded by PanAmerican World Airlines.
- 1947 The first property, the Hotel Grande in Belem, Brazil, is inaugurated.
- 1981 InterContinental Hotels Corporation is sold to UK-based company Grand Metropolitan.
- 1988 Grand Metropolitan sells InterContinental Hotels Corporation to Japanese based
- 1998 Bass PLC acquires InterContinental Hotels Corporation.
- 2001 Prestigious InterContinental Hong Kong purchased for £241 million.
- 2006 InterContinental celebrates 60 years of history, simultaneously launching two flagship hotels
- 2007 InterContinental celebrates the opening of its 150th hotel - InterContinental Dubai Festival
- 2008 InterContinental opens two new hotels in China in celebration of the 2008 Olympics -
- 2009 A first, two new co-branded luxury resorts opened in Okinawa, Japan - ANA
- 2009 InterContinental Fiji Golf Resort & Spa opened as the sole destination resort on Natadola Beach
SOME OF THE KEY DATES OF THE HOTEL
InterContinental Hotels & Resorts is born as the International Hotels Corporation on 4 April, 1946. International changes its name to InterContinental Hotels Corporation in 1947 to reflect its intention to develop around the world. In 1949, the first InterContinental hotel begins operating in Belém, Brazil.
Early expansion of the hotel brand develops along owner Pan American World Airway's routes in Latin America. InterContinental's first Caribbean properties are also inaugurated in the 1950s.
InterContinental opens its first hotels outside Latin America and becomes the first international hotel brand to establish a presence in the Middle East, Asia/Pacific and Africa. The group opens its first four hotels in Europe within a two-week period in 1963. The Six Continents Club, the industry's first global guest-recognition program debuts.
InterContinental breaks into the U.S. market, assuming operations for the Hotel Mark Hopkins in San Francisco (now InterContinental Mark Hopkins San Francisco). InterContinental New York (now InterContinental The Barclay New York) was also added to the brand's U.S. portfolio late in the decade.
Pan American Airlines sells its interest in InterContinental. The new owners partner with Pan American Life insurance to build and open the 500-room InterContinental New Orleans. The InterContinental Miami and InterContinental The Willard Washington, D.C. are added to the collection.
InterContinental re-enters the Mexican market by signing a joint venture with President Hotels, adding properties in Cancun, Cozumel, Mexico City, Los Cabos, Puerto Vallarta, and Ixtapa.
InterContinental continues plans to drive growth around the world with key focus on resorts and development in the United States.
InterContinental launches Concierge Programme and Aston Martin Racing sponsorship.
InterContinental London Park Lane reopens after £76m refurbishment.
InterContinental opens first-ever hotel in Boston, Massachusetts, United States.
InterContinental partners with National Geographic.
For the first time since 1959, Aston Martin has triumphed at the legendary 24-Heures du Mans in France, the world's most prestigious motor sport event.
InterContinental announces 'Insider Experiences.'
INTERCONTINENTAL MARINE DRIVE
A jewel in the Queens Necklace the new InterContinental Marine Drive is strategically located in the heart of India's commercial capital and in close proximity to Nariman Point, the central business district. The hotel is an ideal place for business travellers alike.
Hotel Intercontinental Marine Drive offers a total of 59 rooms . All the rooms are centrally air conditioned and are equipped with latast amenities like Coffee Maker in Room, Hairdryers, Available, Mini Bar, Safe Deposit Box, Television with Cable.
S.W.O.T ANYLISIS FOR INTERCONTINENTAL MARINE DRIVE
- Location: Facing the marine drive - This location is the queen's nekles enables the guests to have a perfect view of the sunset as well as the sunrise. Breathtaking view of the sea.
- Brand name”INTERCONTINENTAL”- Intercontinental group of hotels have their hotels worldwide.
- Variety -Availability of a variety of rooms gives the guest a wide range to select from to suit the purpose of their visit better.
- Modern Facilities- Modern facilities like swimming pool at the top floor of the hotel. Modern gym facilities
- Restaurant- KEBAB KORNER , CORLEONE and DOME
- DOME- It is a roof top restaurant showing the sunset at marine drive
- Staff: Well trained and courteous- The staffs are trained under the brand standards of “INTERCONTINENTAL” and is followed in each and every property
- Facilities given are similar to that of the customers- Facilities and services provided to the customers are similar to that of the competitors
- Location: Marine drive is a high traffic area and thus accessibility becomes tedious and so is a bit of an issue.
- Hotel Size: The hotel is small in size.
- Coffee Shop: The coffee shop service is very slow creating not such a good impression on the customers and they don't have air conditioning in coffee shop.
- Parking area: The hotel has a very small parking area.
- Staff food: The staff food does not taste good.
- Increasing banquet facility - Increasing the banquet facility area enables the property to conduct more and more events, parties,etc which will help in increasing the sales of the hotel
- Promotional Programs: Promoting Intercontinental rewards guest loyalty program and group reservations at discounted rates.
- Business Clientele: Mumbai will always stay a business hub, so business clientele can be attracted by offering schemes for companies.
- The recent terror attack on Mumbai- This attack to a large extent has resulted in the decline of tourist inflow into the city and has resulted in the decreasing sales of the hotel industry in the whole of Mumbai
- Other major competitors around the city- The presence of other major 5 star as well as 5 star deluxe competitors is a big threat for intercontinental because even they attract a lot of customers to their property which results in the decreasing sales of the property
- Economic Recession: the economic recession has hindered people's spending capacity and thus the company business can be affected.
Reviews for InterContinental Marine Drive
InterContinental Marine Drive: First Class Comfort!
- Update: In a city full of very expensive and sometimes overpriced hotels, got a great pre-paid deal on a room overlooking Arabian Sea and Marine Drive for $200 through Travelocity. Room was fantastic. Comfortable king size bed, plasma TV/DVD player, sound system, minibar, coffeemaker, work desk, wireless connection, large bathroom with separate shower, bathtub, toilet, bathrobes, toiletries. Welcome juice, chocolates, and fruits brought to our room. In-room twenty minute neck/head massage included. Even at the regular price, love this fantastic hotel.
The InterContinental Marine Drive is a beautiful hotel worthy of its 5 stars. Nice size rooms with great comfortable beds and view of the Arabian Sea and Marine Drive. Full amenities and delicious buffet breakfast. Staff is first class. Convenient location to Nariman Point, Colaba, etc. Several restaurants and Not Just Jazz by the Bay (club) within walking distance (2 minutes)
- Graced with views over the Arabian Sea, the Intercontinental Hotel in Bombay has an enviable location on Marine Drive. The hotel was recently renovated to give it a sleek modern design. At the Intercontinental, visited the hotel for a lunch at its very famous restaurant, Kebab Korner. The hotel is also known for its rooftop bar/lounge, Dome, one of the city's trendiest bars where the well-to-do meet for cocktails while the sun sets over the Arabian Sea. The Intercontinental is an excellent alternative to the Taj Mahal Palace Hotel when visiting Bombay.
- Great Hotel with roof top pool and cocktails. Definately worth a visit to watch the sun set over the Sea. Can recommend the Long Island Iced teas they pack a punch.
- Great location, pool on the third or fifth floor, Indian and International restaurants. A magnet for starwatching in 'Bollywood.
Dining Facility in Intercontinental Marine Drive Mumbai
Intercontinental Marine Drive offers the following dining options for the guests:
- Dome: The al fresco rooftop venue which serves a wide range of international grills
- Kebab Korner: Offers a prime selection of North Indian fares
- Corleoné: A home-style Italian restaurant
- Czar: The ideal venue to enjoy your favorite drink
- Lobby Lounge: Serves an array of light snacks and drinks In-room dining facility is also available for guests who want to dine in the privacy of their rooms.
ABOUT THE COMPETITORS
Hyatt Regency Mumbai is a 5 star hotel located on Sahara Airport Road in Mumbai (Bombay), India offering various luxuries. Hyatt Regency is Mumbai's premier gateway hotel. The hotel is adjacent to Mumbai's international airport and minutes from the domestic terminals. The hotel is also close to Santacruz domestic airport. Hyatt Regency Mumbai is the preferred hotel for business travelers visiting the city of Mumbai. The hotel is also host to Club Prana Spa to give a refreshing and relaxing experience to its guests.
Sahara Airport Road,
Mumbai, India 400 099
Tel: +91 22 6696 1234 Fax: +91 22 6696 1235
Grand Hyatt Mumbai Hotel is in the centre of Mumbai (Bombay), India. More than a hotel, Grand Hyatt Mumbai is a multi-dimensional lifestyle complex set on 12 acres of landscaped gardens & water features. Located just ten minutes from Mumbai's domestic airport and 20 minutes from the international airport, the hotel is in close proximity to Bandra-Kurla complex, Mumbai's rapidly developing business district. The Grand Hyatt Mumbai hotel complex features luxurious accommodation, contemporary serviced apartments, dining & entertainment options, spa, recreation & fitness facilities. It also features conference & exhibition spaces & an international shopping plaza. The complex's multiple lifestyle features makes it a Mumbai destination in itself increasing the excitement amongst visitors and thus attracting more guests.
Off Western Express Highway, Santacruz (East),
Mumbai, India 400 055
Tel: +91 22 6676 1234 Fax: +91 22 6676 1235
ITC GRAND MARATHA SHERATTON
ITC Maratha is imbued with the elegance of North Mumbai's rich history, enclosing its own Royal Garden of lush trees and quiet nooks. This oasis, tucked amid the city's vibrant mercantile trade and business centre, is a tree-ringed escape. This paradise providing complete solitude in the midst of the city crowd draws a lot of attention. Having proximity to Mumbai's vibrant mercantile trade, ITC Maratha has a lot to discover within. With a 6,500 square foot Wellness Centre that combines ancient Indian and modern Western techniques into rejuvenating experiences, butlers at the ready, and a portfolio of five award-winning restaurants this hotel is a complete package for leisure trip. This includes Dum Pukht, which continues the royal dining traditions of the Nawab of Awadh and Dakshin. 386 immaculate rooms tailored to anticipate comfort wait, including an exclusive ladies wing with customized services. Indulge in the additional comfort of the Executive Club with Resident's Lounge access, as well at the Towers and ITC One, each accompanied with butler service and boardroom access.
Sahar, Mumbai, India 400099
Tel: (91) (22) 28303030 Fax: (91) (22) 28303131
·THE LEELA KEMPINSKI
The Leela Kempinski Mumbai, a renowned luxury hotel in Mumbai, is set amidst 11 acres of lush landscaped gardens, cascading waterfalls, lotus pools and fountains. It is a scene worth seeing. It lies in the close proximity to the North Mumbai Central Business region. The hotel is best-suited for all types of travelers and is truly a heaven of generous tranquility enveloped with warm hospitality. The hotel offers high-tech technology with elegant decor to create a luxurious abode. To sum up, The Leela Kempinski Mumbai is the perfect destination for tourists seeking comfort, lavishness, and unforgettable experience of life. The hotel offers 423 splendidly adorned rooms, categorized into Premier City View Room, Royal Club Room, Royal Club Parlour Room, Executive Suite Room, Deluxe Suite Room, Junior Presidential Room, and Presidential Suite Room. All the rooms and suites boast of the newest amenities providing supreme comforts to the guests.
Mathuradas Vasanji Rd
Andheri East, Mumbai, Maharashtra 400059
TAJ LANDS END
TAJ LANDS END is situated in Bandra, an elite suburb of Mumbai, in the heart of the emerging business district of Mumbai, Taj Lands End boasts the city's finest restaurants, conferencing, banqueting, and business centre facilities. It's unique location makes the Taj Lands End an ideal choice for the traveler offering the best of both the worlds - business as well as pleasure. Strategically located close to the Bandra-Kurla, Andheri and Worli business districts, this hotel provides the ultimate in modern facilities and convenience. The hotel is situated 12 kms from the international and 8 kms from the domestic airport thus offering easy accessibility.
Mumbai 400 050,
Tel No. : (91-22) 6668 1234
Fax: ((91-22) 6699 4488
Amongst the major metropolitan cities in India, namely Mumbai, New Delhi, Kolkata and Chennai, Mumbai is the most populous one. Also the land to man ratio of Mumbai is extremely small. Mumbai being the financial capital of the country carries a lot of business and also visitors from all parts of the world throughout the year. There are several factors that support this burgeoning growth and development of Mumbai. One very important factor is accommodation with Mumbai accommodation being regarded as one of the best in India.
Segmenting is dividing the guests according to their individual characteristics. This is done to help serve the varied nature of guests better. In a city like Mumbai it is essential and beneficial to do so keeping in mind the arrival of guests from different countries, cities and varied purposes. Different guests belong to different countries, cities and have different needs and different tastes. Out of all the guests there are some who come on leisure, business, and luxury. Segmenting your guest helps in designing the product you would like to offer to that clientele. For example: It is worthwhile to know whether the guest you are entertaining is on business or for leisure so that you can offer the wireless internet facility or the Spa facility accordingly. Also depending on the location and kind of guest the hotel has more frequently the cuisine offered can be modified to suit the customer needs better. Segmentation is an important task that needs to be carried out by the sales manager for a smoother operation of the hotel and to maximize profits.
Mumbai is a city that very well experiences all types of target market. All kinds of travelers can be seen in the city for some or the other purpose, these are mainly leisure, business and political travelers.
Once the segmentation is done it is necessary to target and identify a particular segment of guests. Some travel for leisure with family and friends, to tour the city and would like to know the attractions and places to visit. These guests are usually long staying guests and in a group. In respect to the stay of the guest, the requirements of the guests are different. Their demand is of immense luxury at an economic cost and all requirements fulfilled. Another group of guests are company executives and business men. This group usually stays for a short duration and cares more about convenience than luxury. Their demands are very basic. They want an accommodation for the time they are in town and place for their gathering. Their demands are not as high as that of leisure travelers.
As we can see that the demand for leisure, business travelers are different, the hotels in the city must be successful in fulfilling the demand for each type of guests that arrive in the city.
INTERCONTINENTAL attracts both business and leisure travelers to the city.
It has facilities to fulfill the requirements of all kinds of guest, it can easily attract all types of guests simultaneously. Being a 5-Star Deluxe hotel it offers immense amount of luxury to its guest in every possible manner. Mumbai being the financial capital of India, it caters to many business clienteles. For the purpose business gatherings, INTERCONTINENTAL is the best selection for every business gatherings
There are many 5 star as well as 5 star deluxe properties in Mumbai and only a few have achieved the top segment position in the market of Mumbai. INTERCONTINENTAL MARINE DRIVE has positioned itself among the top in the market scenario of Mumbai giving its customers a taste of ROYALTY in the modern times. One of the top properties around the city of Mumbai, the styling of the luxurious rooms and masterfully maintained interiors gives the customers to enjoy as well as experience their stay in the property.
The INTERCONTINENTAL MARINE DRIVE is positioned to offer a wide range of comfort amenities and luxuries to all range of customers. It targets both families and business men. Thus this hotel is positioned such a way in the market where both the business as well as leisure guest can stay and experience the stay.
One must have a very thorough understanding of the positioning and market place to be able to understand marketing in the hospitality industry. Over the decades peoples choices of places to stay, food and beverages have changed drastically. In the hospitality industry it is also important to realize that there is a variety of consumers from completely different sections in society and with varied expectations. However, there is only thing common amongst all of these consumers; they all demand complete value for their money although in different forms. Comprehending this concept, understanding the needs of consumers, knowing the segmentations of the market, and selecting the best marketing tool to reach the consumers
The market segment is formed of several individuals who express similar needs and have similar expectations from the seller. In this case, the seller is INTERCONTINENTAL HOTELS who presents clients with hosting services. As their customer palette is formed of individuals who have similar, but not identical, desires and expectations, the strategies implemented should be structured on the same basis, but should also be flexible as to allow the satisfaction of numerous customers. INTERCONTINENTAL has chosen to define their limited service brands by scope of amenities, not necessarily customer service.
CONCLUSION AND RECOMMENDATIONS:
INTERCONTINENTAL MARINE DRIVE Mumbai's SWOT analysis and marketing strategy discussion tells that their overall purpose is to keep both business and luxury craving crowd happy. Hence their actions concentrate on maintaining the quality of both luxuries and comforts and conveniences. Their strengths and actions fall in place for most part. Their renovation initiative is a good call keeping in mind their weakness of limited space. Also there are some weaknesses and threats they can work on to improvise their business.
Amongst some of their weakness, a few call for immediate attention. These are the ones that are very simple to deal but can also spoil the reputation. The coffee shop service can be improved to expedite. Also to deal with the traffic problem they can offer complementary car services in order to help customers access their hotel better and easier. Besides offering group packages for families can work for attracting tourists , which are generally the longer staying crowd.
Source: Essay UK - http://www.essay.uk.com/free-essays/marketing/hospitality-industry.php
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Current Trends In The Hotel Industry
The growth of tourism in America and in many developed countries rapidly accelerates like any other. Over the years, a number of tourists spend their time traveling to various destinations such as Istanbul, London, Bangkok, Singapore, and many others for enjoyment and relaxation. Indeed, a majority of old people and business persons travel around the world during their retirement or during their business trip. For this reason, many business persons engage in hotel industries integrating diverse techniques and strategies amidst the struggling economic condition. As numerous hoteliers are competing each other to serve customers around the world, many others are embracing up-to-date trends to succeed in the business competition and win over customers’ expectations.
In the increasing development in the field of tourism, business persons are motivated to establish hotel industries and accommodate travelers and their personal needs. The growth of hotel businesses seems a whirlpool where many business persons unexpectedly establish hotels in various regions in the country and around the globe. In various places in the country, a number of big and small hotels offer exciting treats and amenities towards their customers. As the competition rises, most hoteliers are forced to search for current trends in the business including its effective business strategies and techniques. Many hoteliers, indeed, search for marketing strategies to sell their hotels and services so that they can stay in the business. Amidst the stressed economic situation in the hotel industry, many hoteliers are contending one another and adopting current trends to serve customers around the world. Using social media sites, hiring business experts, and paying skilled employees are also necessary to commence the current trends in the hotel industries. In the end, many hoteliers adopt online bookings, television and Internet advertisings, and celebrity endorsements to ensure their position in the business.
The adoption of the new trends in the hotel industry ensures its optimum service and efficiency. The use of social media to promote hotel services and promotions essentially facilitates effective business. Speed and precision are imperative to provide fast services towards the customers. Most hoteliers embrace technological trends such as social media sites and Wi-Fi to offer good services such as fast bookings, fast customer service responses, and fast check-ins. It is true that effective accommodation services require steps to improve the hotel industries. Once the customers are satisfied, they return to patronize the products and services.Furthermore, the emerging current trends in the hotel industry will help hoteliers ensure its optimum service and efficiency. The use of social media to promote hotel services, for example, certainly facilitates effective business. The need to attract more customers through the use of speed and precision is essential. The customers need fast services. Consequently, adopting technological innovations such as social media sites and Wi-Fi facilities will effective hotel and fast accommodation services. The current trends in the hotel industries are services that will help improve the business. If the hotel business runs smoothly through adopting current trends, many customers will surely return because they always look for effective hotel accommodations. That is why adopting current developments in the hotel businesses is vital.
In a nutshell, the growth of tourism in most countries is noticeable. Numerous tourists around the world will love to spend their time traveling to various destinations. Paris, Istanbul, London, Walt Disney, Bangkok, and many others are among the places for travel, enjoyment, and relaxation. It can be true that traveling around the world is fun, exciting, and interesting and that it makes life even worth-spending. Because there are a number tourists around the world traveling, many hoteliers engage in businesses and integrate diverse strategies to serve customers effectively. It is important that hoteliers will focus on the new developments in the hotel businesses so that they can compete with one another. Once they are embracing up-to-date hotel trends, they can succeed to win over customers’ opportunities.