The Objective of this project report was to analyze the marketing and other related strategies of three hotels in the past 3 years. The 3 hotels taken all come under the 5-star segment. They are Radisson Hotel, Hyatt Regency and Vasant Continental, all based in Delhi. The Hyatt Regency operates under the Asian Hotels (AHL) company. It is situated at Bhikaji Cama Place, on the ring road and is located only 15 minutes from the International Airport. Architecturally inspired by the Golden Gupta period, the hotel is also situated in the vicinity of the capital's exclusive residential and commercial area. The hotel industry is the second largest net foreign exchange earner in the country. Manpower costs in the Indian hotel industry are one of the lowest in the world, providing better margins for the Indian hotel industry. Albeit, only 58,000 hotel rooms are available in India today which is less than the Bangkok hotel capacity and the number built by China in one year, i.e. 60,000 rooms. The scarcity of hotel room availability spells out a great opportunity to the U.S. hotel industry investors. The economic liberalization of the early 90s led to a boom in the hotel industry, especially in 1994. The boom led to hotels charging room rates at parity to those in New York City. Later years saw a decline in room occupancy and today hotels have pruned room rates and some are even ready to bargain for discounts.
[...] Hyatt Meeting Dividends: A regular guest can earn Hyatt Gold Passport bonus points when holds an eligible group meeting or incentive of 10 or more guestrooms, or catered event at Hyatt Hotel and resorts in the U.S., Canada and Caribbean . A guest can earn to 50,000 points per eligible meetings or event and later he can redeem his points for a variety of travel awards, or choose to earn up to 5,000 airline bonus miles based on his total number of points. [...]
[...] The dream of providing total satisfaction in all its spheres of activity, put consumer in excellent service at a competitive price, to give employees a fine quality of life and to offer business associates a total sense of belonging, a thorough understanding of fast- changing consumers behavior, new market segments and product opportunities and a marketing mix sensitive to changing customer needs form the core strategy and philosophy . This is essentially a completely customer driven approach. Thus, the changing consumer needs and never static technologies provide fresh challenges every day and at Hyatt the progress continue to turn. [...]
[...] The Consultancy Service Division of Hyatt offers assistance from research and feasibility studies to the execution of entire hotel and resort projects to areas of hotel management, facility planning administration and manpower development not only within India but also abroad. Visitors and travelers alike are welcome into the hotel's warm interiors, where they are surrounded by hand-picked, traditional works of art, precious, local artifacts, tasteful furnishings all coupled with the excellent service from staff who care. Hyatt Regency Delhi's 517 rooms are fine examples of elegance and functions featuring individually controlled air conditioning audio visual entertainment systems and direct dial telephones all to make your stay the little bit more comfortable. [...]
[...] Advertising strategy : Having realized the importance of "Image" in marketing , Hyatt Regency also realized the potential offered by the up scale premium market and set out to attract it by the offer of executive club. The club too promised a measure of exclusiveness and preference (personalized room keys, letter pads etc) and is a good example of a concentrated marketing strategy. The image to be conveyed was an offer of "class within class". They further advertised their famed patronage recently by listing a member of celebrities of a various nationalities and origins in an effort to boost their image as the nation's most sought after host player. [...]
[...] Therefore, room occupancy in India dropped, net profits dropped and share prices of the key industry players plummeted. The new Indian government has inspired an air of optimism all around. On the economic front too, inflation is at a low of two percent and GDP is expected to grow at over 6 percent. Foreign Direct Investment (FDI) is entering Indian shores and foreign institutional investors (FIIs) are increasing their exposure to India. All these positive signals spell more business travelers and better times for the hotel industry. [...]
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