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Brand Positioning Options for Hotels in Goa


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An possible approach on positioning of Hotels in Goa

Published in: Business, Travel
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Brand Positioning Options for Hotels in Goa

  1. 1. Positioning Options for Hotels in
  2. 2. POSITIONING"an organized system for finding a window in the mindof the target consumer”
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. Goa :What Does itStand For
  7. 7. Goa Associations Foreign Traveler :TropicalBeachPrimarily : Sand, Sun and BeachesTROPICAL BEACH LOCATIONTropical Environment, Greenery
  8. 8. Goa Associations for Foreign Traveler: GoanExperiencePEOPLEHappy-Go-Lucky PeopleChurches , Architecture,Local Cuisine etc.INDO -PORTUGUESE CULTUREINDIA’S SPILL OVERSpa, Yoga and Meditation
  9. 9. 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
  10. 10. 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.
  11. 11. 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
  12. 12. 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.
  13. 13. 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
  14. 14. 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
  15. 15. Visit us at www.mastersungroup.comSarvajeet Chandra+91 9920803060,,