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Comparative study of online marketing and social media presences by luxury hotels in Delhi and NCR Market
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Comparative study of online marketing and social media presences by luxury hotels in Delhi and NCR Market

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    Comparative study of online marketing and social media presences by luxury hotels in Delhi and NCR Market Comparative study of online marketing and social media presences by luxury hotels in Delhi and NCR Market Presentation Transcript

    • 1Confidential:Property of Saharsh Bhushan A Comparative Study of Online Presence and Social Media Engagement Activities by Luxury Hotels in the Delhi and NCR Market.
    • Selected Luxury Properties in Delhi and NCR Market 1. Taj Palace, Sardar Patel Marg 2. Hyatt Regency, Bhikaji Kama Place 3. ITC Maurya, Sardar Patel Marg 4. The Leela Palace, Chanakyapuri 5. Shangri – La’s Eros Hotel, Connaught Place 6. Westin Hotels, Gurgaon 7. The Oberoi, Dr. Zakir Hussain Marg 8. Le Meridien, Connaught Place 9. Courtyard by Marriott Hotel, Gurgaon 10. Radisson Blu, Connaught Place 11. The Park, Parliament Street 12. The Lalit, Barakhamba Avenue 2Confidential:Property of Saharsh Bhushan
    • SOME FACTS (Hospitality Industry and Accommodations in India) •Hospitality is the world's fastest growing industry and adds one new job every 2.5 seconds. •Figures from the World Travel and Tourism Council have the industry growing at a rate of 23 percent faster than that of the global economy. The hospitality industry has 3 major segments – (a)Accomodation (b) F&B and (c) Travel and Tourism. •Across India, the government has identified a shortage of around 150,000 rooms, with most of under – supply occurring in the budget sector. • Both China and India are at risk of an over – supply of luxury hotel in key tourism cities, at least in short term. • The average employee-to-room ratio at 1.6 (2008-09), is much higher than that for hotels across the world. The ratio stands at 1.7 for five-star hotels. 3Confidential:Property of Saharsh Bhushan
    • Accommodation Reviews Methodology Total Marks 25 • Reviews from 5 selected international reservation portals have been considered. • The ratings/scores have been taken up for comparing individual performances. 4Confidential:Property of Saharsh Bhushan
    • Wikipedia (Ed.), Tripadvisor. Wikipedia. Retrieved from http://en.wikipedia.org/wiki/TripAdvisor Established: 2000 Revenue: $486 million in 2010 References: more than 50m monthly UV, 20m members and over 50m reviews Alexa Rating: 237 (Global Rank) 5Confidential:Property of Saharsh Bhushan
    • The ratings on Tripadvisor show that The Leela Palace is preferred the most for accomodation by guests followed by ITC Maurya and The Oberoi. 2.9 2.1 3.2 4.3 2.4 2.9 3.1 2.2 2.14 2.04 0.9 1.8 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, GurgaonThe Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Ratings on Tripadvisor 6Confidential:Property of Saharsh Bhushan
    • “Good hotel- Poor hospitality” – Taj Palace “Average property – Hyatt Regency” “Excellent service, great food and beautiful rooms, makes it one of the world's best hotels.” – The Leela Palace "Incredible India !” – ITC Maurya “not at the typical Shangri-la standard” – Shangri La’s Eros “Superb experience” – Westin, Gurgaon “Excellent” – The Oberoi “Blown Away!” – Le Meridien “A Touch of Class” – Courtyard by Marriott, Gurgaon “Great Hotel Highly Recommended” – Radisson Marina, CP “bad smell” – The Park “Excellent service” – The Lalit 7Confidential:Property of Saharsh Bhushan
    • Owner: Expedia, Inc. Created by: Rich Barton and Lloyd Frink Alexa rank: 533(Global Rank) Revenue: More than$1 Billion Wikipedia (Ed.), Tripadvisor. Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Expedia 8Confidential:Property of Saharsh Bhushan
    • The ratings on Expedia show that The Leela Palace is preferred the most for accomodation by guests followed by Taj Palace and Shangri – La’s Eros. 4.7 3.9 4.3 4.9 4.5 4.0 4.4 3.9 3.5 4 3.3 4.3 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, Gurgaon The Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Ratings on Expedia 9Confidential:Property of Saharsh Bhushan
    • "Great hotel for business and tourists“ – Taj Palace "More price less quality“ – Hyatt Regency "The hotel is ok, but not 5 star!“ – ITC Maurya "A real haven.“ – The Leela Palace "Excellent hotel, but no charm” - Shagri La’s Eros "Excellent hotel, but no charm” – Westin, Gurgaon "Very nice but not outstanding” – The Oberoi "Modern but Mediocre - stick to Taj” – Le Meridien "DIFFICULT TO ACCESS” – Courtyard by Marriott "A truly amazing hotel” – Radisson Marina, CP "Disappointing start by a 5* Hotel” - The Park "Good, but an issue with noise” – The Lalit 10Confidential:Property of Saharsh Bhushan
    • Owned by: Priceline.com Viewership: over 18,900,000 unique users Founded:1997 (online 1998) Headquarters: Connecticut Employees:3,400 (2011) Revenue:$612.9 million (Sept, 2011) Alexa Rank:169(Global Rank) Why do they need 15%?. In (2013). How Much Commission are you paying?. fairfees.com. Retrieved from http://fairerfees.com/why-do-they- need-15-percent/ Priceline.com. In (2013). Priceline.com. Wkipedia Foundation Inc. Retrieved from http://en.wikipedia.org/wiki/Priceline.com 11Confidential:Property of Saharsh Bhushan
    • 4.6 3.8 0 4.8 4.3 0.0 0 4.4 0 4.4 3.1 4.1 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, GurgaonThe Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Ratings on Booking.com The ratings on Booking.com show that The Leela Palace is preferred for accomodation by guests followed by Taj Palace. 12Confidential:Property of Saharsh Bhushan
    • "Great hotel for business and tourists“ – Taj Palace "More price less quality“ – Hyatt Regency "The hotel is ok, but not 5 star!“ – ITC Maurya "A real haven.“ – The Leela Palace "Excellent hotel, but no charm” - Shagri La’s Eros "Excellent hotel, but no charm” – Westin, Gurgaon "Very nice but not outstanding” – The Oberoi "Modern but Mediocre - stick to Taj” – Le Meridien "DIFFICULT TO ACCESS” – Courtyard by Marriott "A truly amazing hotel” – Radisson Marina, CP "Disappointing start by a 5* Hotel” - The Park "Good, but an issue with noise” – The Lalit 13Confidential:Property of Saharsh Bhushan
    • Owner: Priceline.com (NASDAQ: PCLN) since 2007 Alexa Rank: 958 (Global Rank) Revenues: $222.9 Million Employees: 600 Schaal, D. (2010, Feb 18). For priceline, booking.com, agoda — it’s a sharing and marketshare thing read more at for-priceline-booking-com- agoda-its-a-sharing-and-marketshare-thing. Retrieved from http://www.tnooz.com/2010/02/18/news/for-priceline-booking-com-agoda-its-a- sharing-and-marketshare-thing/ 14Confidential:Property of Saharsh Bhushan
    • 4.4 4.1 0 4.7 4.2 0.0 4.3 0 3.9 3.9 3.6 4.1 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, Gurgaon The Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Ratings on Agoda The ratings on Agoda show that The Leela Palace Hotel is preferred for accomodation by guests followed by Taj Palace and The Oberoi. 15Confidential:Property of Saharsh Bhushan
    • "Impeccable service but small rooms“ – The Oberoi "Close to perfect“ – Courtyard by Marriott "poor management“ – Radisson Marina, CP "Not worth for money“ - The Park "Comfortable stay in a centrally located hotel“ – The Lalit 16Confidential:Property of Saharsh Bhushan
    • Started: July, 1996 Alexa Ranking: 1251 Users: 1015180 page views per day Revenues: $ 152.3 Million (2011) Indexing of travelocity.com. In (2013). Travelocity.com. Texas: 4seohunt.co.uk. Retrieved from http://4seohunt.co.uk/rep/travelocity.com Schaal, D. (2012, May 31). A look behind the curtain. Retrieved from http://www.tnooz.com/2012/05/31/news/a-look-behind-the-curtain- sabre-2011-results-blunted-by-travelocity-troubles/ 17Confidential:Property of Saharsh Bhushan
    • 2.5 5 0 0 0 0.0 0 0 0 4 0 4.5 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, GurgaonThe Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Ratings on Travelocity The ratings on Travelocity show that The Hyatt Regency is preferred the most for accomodation by guests followed by The Lalit. Taj Palace is the least preferred destination! 18Confidential:Property of Saharsh Bhushan
    • "Try someplace else - this hotel has rats"– Taj Palace "Great Stay......" – Hyatt Regency "Close to airport"– Radisson Marina, CP "check in problem"– The Lalit 19Confidential:Property of Saharsh Bhushan
    • The total scores for accommodation are highest for Taj Palace Hotel – 19.0 out of 25 and it is followed closely by Hyatt Regency and The Lalit with 18.8 each. 19.0 18.8 7.5 18.6 15.3 6.9 16.3 10.5 9.54 18.34 10.9 18.8 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, Gurgaon The Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Hotel Review Total Score (25) 20Confidential:Property of Saharsh Bhushan
    • SOME FACTS (Indian F&B Industry) • Impact of Tourism on the Indian economy: Traffic increase: +45.5%, Value increase: +62.2% (in US$ million), Additional earnings from Tourism: +INR 8274 crore. •The Indian food services industry is estimated to be nearly worth INR 75,000 crore (US$ 13.79 billion) and is growing at a healthy compound annual growth rate (CAGR) of 17 per cent. • F&B Industry in India (16% Organized and 84% Unorganized) gives employment to 5 Million workers and around 10 Million street vendors contributing $220 Million to the country as taxes. 21Confidential: Property of Saharsh Bhushan
    • F&B Reviews Methodology Total Marks 10 • Every luxury hotel has 6 restaurants (including café/bars) on an average. • Ratings of each restaurant is collected from the selected two portals. • A mathematical sum of all scores have been considered to evaluate individual performance of the Hotel. 22 Confidential:Property of Saharsh Bhushan
    • Alexa rank: 2715 (Global Rank) Launched: July 2008 Users: 62.5 Million Slogan: Discover more places to eat around you wikipedia. (2013, April 27). Zomato. Retrieved from http://en.wikipedia.org/wiki/Zomato Alexa. (2013, May 04). Zomato.com site info. Retrieved from http://www.alexa.com/siteinfo/zomato.com 23Confidential:Property of Saharsh Bhushan
    • 3.9 4.4 3.7 3.8 3.6 3.8 3.7 3.5 3.3 3.9 3.6 3.6 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, GurgaonThe Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Ratings on Zomato As per reviews on Zomato The Hyatt Regency is leading in the F&B segment with its 7 Restaurants including the all day diner and Café with a score of 4.4 out of 5. Sidewalk, the bakery shop at Hyatt Regency has the highest rating – 4.2 out of 5. The Taj Palace is the second best rated for F&B on the portal and has a score of 3.9 out of 5. Here, The Orient Express and The Blue Ginger have the highest ratings – 4.2 and 4.1 out of 5 respectively. The highest scoring restaurant/café/bar is The Orient Express at the Taj Palace Hotel which is a specialty upbeat restaurant. 24Confidential:Property of Saharsh Bhushan
    • Alexa. (2013, may 04). Burrp.com site info. Retrieved from http://www.alexa.com/siteinfo/burrp.com About us - we know the web. (n.d.). Retrieved from http://www.aboutus.org/Burrp.com (n.d.). Retrieved from http://delhi.burrp.com/ 25Confidential:Property of Saharsh Bhushan
    • 4.5 4.2 4.8 3.3 1.3 0 2 0 0 4.5 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, GurgaonThe Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Ratings on Burrp The scores based on the reviews on Burrp.com show that the ITC Maurya is the most preferred destination of the foodies in the Delhi NCR market. The hotel has an average score of 4.8 out of 5 which includes highes reviews for Bukhara and lowest for The Pavilion i.e. 15 reviews and 2 reviews respectively. ITC Maurya is closely followed by the Taj Palace with an average score of 4.5. Here, the best reviews are for The Orient Express and the worst for Masala Art. There is no review/ ratings of restaurants/café/bars at Westin Hotel, Le-Meridien, Courtyard by Marriott, The Park and The Lalit. 26Confidential:Property of Saharsh Bhushan
    • 8.4 8.5 8.5 7.1 4.9 3.8 5.7 3.5 3.3 8.4 3.6 3.6 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, Gurgaon The Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit F&B Total Score(10) The Total Overall F&B Scores are taken by taking the mathematical sum of the ratings of each hotel on the two portals. Here, the most preferred dining options are available at the Hyatt Regency and ITC Maurya and they have the highest score – 8.5 out of 10 each. 27Confidential:Property of Saharsh Bhushan
    • SOME FACTS (New Media Promotion Platform) •Indian has 51% Mobile penetration and Internet penetration is around 12% which is expected to reach 15% by the end of 2013. • India is ranked #2 for the number of Facebook users which is 46 Million Monthly Active Users penetrating to 5.45% of the total population. • TATA Docomo has the record of registering 323,282 Fans in a month and AR Rahman has highest number of fans on FB which is 10,138,509. 28Confidential:Property of Saharsh Bhushan
    • Social Media, Internet & Technology Reviews Methodology Total Marks 11 • Facebook Score = total likes on the page/10,000 • Website score = 0.5 marks for each positive point/innovative attribute. • Technical Score = 1 if the hotel offers a Smartphone app. (else 0) • Total Score(15) = Sum of individual scores. 29Confidential:Property of Saharsh Bhushan
    • 1.5 0.6262 0.2994 0.179 0.553 0.194 3.1014 2.9619 0 0.0115 0 0.2889 4 4 3.5 3.5 4 3.8 3 2.5 2.5 4.25 3 3 0 0 0 0 1 1 0 0 1 0 1 0 5.5 4.6 3.8 3.7 5.6 4.9 6.1 5.5 3.5 4.3 4 3.3 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, Gurgaon The Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit Technology and Internet Facebook Website Mobile App Total FB Highest: 31,000 Likes – The Oberoi Website Highest: 4.25 – Radisson Blu Marina Mobile Apps offered by: Shangri – La’s Eros, Westin, Courtyard by Marriott & The Park. Total Highest: 6.1 – The Oberoi 30Confidential:Property of Saharsh Bhushan
    • Confidential:Property of Saharsh Bhushan 31 As per the Overall scores, which is the arithmetical sum of scores on Accomodation, F&B and Technology, Taj Palace Hotel is the highest scoring luxury hotel with a score of 33.0 out of 50. Hyatt Regency follows at the second place with a score of 31.9 out of 50. Though on the overall basis Taj Palace is leading but there are threats on the individual segments which may be handled with some improvements. 33.0 31.9 19.8 29.4 25.8 15.6 28.1 19.4 16.31 31.03 18.5 25.6 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 Taj Palace Hyatt Regency ITC Maurya Leela PalaceShangri - La's Eros HotelWestin, GurgaonThe Oberoi Le MeridienMarriott, GurgaonRadisson Blu Marina, CP (Not 5 Star)The Park (not 5 Star)The Lalit TotalScoreoutof50 Hotels Overall Scores
    • 32Confidential:Property of Saharsh Bhushan Suggestions
    • Confidential:Property of Saharsh Bhushan 33 (a) At the Property • Organize special engagement activities for visiting kids. • Create a desire in the minds of existing and potential clients by promoting Suites for their luxury, Restaurants/Bars for their specialties. • As the market trend shows increase in luxury properties in the market in near future, target new segment. Attracting the (higher) middle class travelers (domestic and international) by offering attractive packages such as overnight stay with breakfast at reduced rates may be a good idea to increase customer base. • Reviews on various portals suggest the need of some advancement in the training to the staff. • Encourage the kitchen to come up with innovative dishes more often and that can be promoted to attract the attention of foodies. Special menu for children may be complimentary. • With increased quality, aim to get in the list of 5 best restaurants in Delhi and NCR. • ‘Design your own recipe’ dishes provided at premium prices prepared by our chefs. • Delhi is known for street food. Organizing Street Food Festivals may help in breaking the monotony.
    • Confidential:Property of Saharsh Bhushan 34 (b) In the Virtual Space (i) Facebook – Organize contests and award the winner. It serves dual purpose of making the FB page more popular and creates new clients. If the experience of the winners at our property is good, the word of mouth will be a good push to the brand. Also, sharing some ‘easy – to cook – beautiful to look’ recipes will have a positive impact on the foodies. The same could be followed up on Twitter as well. (ii) Website – Adding some features like currency converter, language options, local time display and also promoting property’s USPs would attract more attention and would ensure ease of access to guests. (e.g. ITC emphasizes on being ‘allergy friendly’ , Eros talks on being ‘handicap friendly’ etc.) Taj Palace may also promote bicycle ride by providing high end cycles for free usage and incentivize the users by complimentary energy drinks. (iii) Applications – With the current trend of luxury hotels providing a smart phone app, it is suggestible to develop and offer the same at priority. (e.g. – Eros, Westin, Marriott etc have such apps) (iv) Review Portals – Encouraging foodies to review restaurants would in turn drive more food lovers.
    • Confidential: Property of Saharsh Bhushan 35 = • Latest Facilities • Customer Service • Exquisite Cuisines • Technology The great Taj is a ‘Wonder’ monument of the World. Can we make Taj Palace Hotel, New Delhi the ‘Wonder’ of the Hospitality industry? This is just the Beginning…
    • Open for Discussions 36Confidential:Property of Saharsh Bhushan Saharsh Bhushan MBA (Marketing) Christ University Institute of Management Hosur Road, Bangalore – 560 029. saharsh.bhushan@mba.christuniversity.in