Positioning Options for Hotels in Goawww.mastersungroup.com
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Profile of Foreign Traveler in Goa Goa Traveler 2/3rd of them Male Majority belong to US, UK , Europe (esp. France & Germany) & Australia Long stay, usually a fortnight. Usually not taken a package Is not a backpacker but a luxury traveler, stays in a starred hotel, spending atan average of Rs. 21,000
Profile of Foreign Traveler in Goa India Traveler Has come for sight seeing, participating in cultural events, ecotourism or shopping Beaches & churches of Goa, a big draw for traveler from UK & Australia Middle aged segment big & growing 66% :Repeat visitors, 66% Spends > USD 2500; 65% Stay in 4 Star & above India Traveler from UK, US , Australia & Europe Usually accompanied by a spouse/significant other Except for Australians, Often accompanied by friends or family members UK traveler accompanied by small kids, US traveler accompanied by otherfamily members Key associations with India : Artifacts & heritage, Palaces and royal retreats,yoga/spirituality/meditation
Profile of Domestic Traveler to Goa Out of the 25 lakh people that come to Goa, 85% are domestic Primarily male Majority of them from Maharashtra, West Bengal, Karnataka,Gujarat, Kerala A weekend to a weeklong stay Short stays from visitors in neighboring states Most of them not on a package tour Business men, professional or private service 10% or say 2.5 Lacs falls in high income bracket , likely to stay ina starred hotel
Goa Associations Foreign Traveler :TropicalBeachPrimarily : Sand, Sun and BeachesTROPICAL BEACH LOCATIONTropical Environment, Greenery
Goa Associations for Foreign Traveler: GoanExperiencePEOPLEHappy-Go-Lucky PeopleChurches , Architecture,Local Cuisine etc.INDO -PORTUGUESE CULTUREINDIA’S SPILL OVERSpa, Yoga and Meditation
Goa Foreign Traveler Associations : Summary Tropical Beach Location Sun & Sand Tropical Environment & Greenery Goan Experience Indo-Portuguese Culture Happy-Go-Lucky People India’s Spill Over : Spa, Meditation & Relaxation“Those want a standard experience who want to have as little to deal with India/Goaas possible. But then: why come to India/Goa at all - you might as well chooseCaribbean - or Canary islands.” Feedback at Trip Advisor
Goa Domestic Traveler Associations : Summary Beach & Beach Activities Privacy of Beach : Seclusion or Less Congestion Beach Fun & Activities : Water Sports, Boating, Catching Rains Goan Experience Joy de Vivre of Goa Goan Cuisine, Goan Love of Wine / Feni etc. Partying & Having Fun : Night life, Casino, Good Crowd (Foreigners ) etc.
Domestic & Foreigner :Positioning Possibilities Dimensions of Positioning common between Domestic & Foreigner Beach Location Goan Experience Way the dimensions manifests itself is different Natural Beach Location For a Foreigner the beach is primarily about sun , sand and tropical environment For Indian , it is about the variety of beaches and activities around the beach Goan Experience For the Foreigner it is about Indo- Portuguese culture, architecture, churches, happy-go-lucky people and Indian flavour of spa & yoga For the Indian traveler it is about the joy de vivre of Goa and having fun
Positioning Option:The Goan Experience Goan Experience No property has tried to single mindedly own the Goan experience. Presentsopportunity for significant differentiation No property has either imbibed or communicated the Goan experience. Hotels have done isolated things to imbibe the flavour . Radisson & Mariotthave facilitated activities to savour the Goan experience .Taj has used the Goancuisine.
Positioning Task for Hotel X: ForeignerPositioning Task for Hotel X: Foreigner The product needs to be enhanced and deliver tangibly on the foreigner’sexpectations pertaining to Ownership of Indo-Portuguese Theme : Heritage, Culture, Artifacts & Curios & Cuisine Build on the warmth of its staff to deliver the happy-go-lucky image Strongly deliver on the Indian spillover : Spa , Yoga & Meditation Hotel X’s Communication Has to revive the Indo-Portuguese discourse : mythology, heritage & folklore Demonstrate & illustrate the rich & vibrant Goan experience of Hotel X
Positioning Task for Hotel X: IndianPositioning Task for Hotel X: Indian However for the Indian, while the privacy and access is welcome, the product needs to strongly deliver on activitiesaround the beach To appropriate ‘the Goan experience’ dimension , the product needs to deliver or facilitate the Indian’s expectationspertaining to Joy de vivre of Goa Emphasis on Goan Food & Drinks Opportunities for Partying & Having Fun Communication to focus on Beach Fun & Activities Joy de Vivre of Goans
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