Taj hotel

48,639 views

Published on

Taj group of hotels.. enhance your knowledge about this great chain.

2 Comments
24 Likes
Statistics
Notes
No Downloads
Views
Total views
48,639
On SlideShare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
2,706
Comments
2
Likes
24
Embeds 0
No embeds

No notes for slide

Taj hotel

  1. 1. Taj Group Of Hotels 1
  2. 2. Presented By- HarpreetSethi Imran David Akshat Jaideep 2
  3. 3. INTRODUCTION OF TAJ HOTELS•The Indian Hotels Company (IHC) is the parentcompany of Taj Hotels Resorts and Palaces.•It was founded by Jamshetji N. Tata onDecember16, 1903.• Currently the Taj Hotels Resorts and Palacescomprises 76 hotels, 7 palaces at 52 locations in12 countries and employ over 13000 people.•Additional 18 hotels are also being operatedaround the globe.•During fiscal year 2010, the total number of hotelsowned or managed by the Company was 76.•The Taj hotels are categorized as luxury, leisure 3
  4. 4. Cont….• The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers, rejuvenating spas, and well-equipped banquet and meeting facilities.• The Taj Leisure Hotels offer a complete holiday package that can be enjoyed with the whole family.• It provides exciting activities ranging from sports, culture, environment, adventure, music, and entertainment.• The Taj Business Hotels provide the finest standards of hospitality, which helps the 4
  5. 5. SWOT ANALYSIS Strengths Weakness Complex ownership structure(Hindrance 107 yr old established brand from property owners) 64 rank in fortune 500 Brand dilutionUnderstanding different customer needs Confused customer perception High brand salience or image Only NRI s knw about it Celebrity status Non users positioning was not clear Iconic Stature Brand abuse Early expansion Losing emotional appeal Strategic location First mover advantage 5
  6. 6. Opportunities Threats Terrorist attack- rebuilding customer Untapped potential confidence in the brand New brands are launching at the same 41% middle affluent class time—at the time of attack Liberalisation—foreign competitor’s Luxury market to expand in INDIA entering the market Liberalisation expanding into 37 brands coming to india international markets Increase in tourist Recession Gateway to fill middle segment vaccuum 6
  7. 7. Competitors1. ITC Group Of Hotels2. The Oberoi Hotels and Resorts3. The Leela4. Le Meridian 7
  8. 8. CRM 8
  9. 9. Stations Of Experience• Pre-Arrival Reservations: During the reservation a preference sheet is mailed to capture the details and to enhance the stay experience. Airport pick-up: An airport representative is sent along with a chauffeur holding a placard• Arrival – Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire. – Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan of Elephants, camels , horses along with a professional band is called for the reception of the group. – ATG( Aarti, Tiki and Garlanding): – Welcome Drinks upon arrival• Check-in – Escorting – Welcome Letter – Room Orientation 9
  10. 10. Cont…• Experience during stay – Heritage walk – Special Occasion Celebration – City tour by vintage car – Cultural music and dance – Unique dinner experience – Grand Wedding – Other Facilities Check Out – Feedback Form at time of Turn Down – Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the customers as a souvenir. 10
  11. 11. SERVICE TRIANGLE Company Internal Marketing External Marketing Vertical Communications CommunicationHorizontal Communications Advertising Sales Promotion Public Relations Direct MarketingEmployees Interactive Marketing Personal Customers Selling Customer Service Center Service Encounters Servicescapes 11
  12. 12. External Marketing-Advertisement T.V channels like STAR NEWS,CNN and CNBC. Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL. Business news paper(E.T, Financial Express, Bombay Times) 12
  13. 13. Internal Marketing• Taj Management Training Programme (TMTP)• Hotel Operations Management Trainee (HOMT) Program• Taj Management Training Programme (TMTP) - Operations/ Food Production• Affiliation with Indian Institute of Hotel Management, Aurangabad 13
  14. 14. Interactive Marketing 14
  15. 15. CRM used in Taj Palace Hotel• At the time of the reservation a • This is another important tool preference sheet is sent in improving the service of the across to the guest along with hotel and to capture guest the reservation conformation complaints. If a complaint is mail registered by a customer it is• This is primarily to capture the updated on the software. various preferences of the • Gradually as the time lapses customer such as food habits the status displayed turn from (Diabetic/ Low fat etc.), special green to yellow and ultimately needs etc. It also asks if the red. This status can be seen customer is coming on a by any of the managers as the special occasion or not and software is connected to the arrangements are made central server. A daily Action 15 accordingly made on the visit Taken Report is generated
  16. 16. • Fidelio is the property • This is a special instrument management system used by used by personal butlers for Indian Hotels Company recording guest preferences & Limited. Although it is used for other important information various functions but it also related to the guest. plays an important role in the CRM processes of the hotel. • This is a small booklet which is carried by the staff at all times• It is used for saving the and whenever they get any profile, preferences and information which can be special information useful in the future to please (Anniversary, Birthday, allergie the customer, they simple s etc.) related to the guest on a record it here. central server. • This information is further• This information is accessible uploaded on the PMS making 16 to all the Taj properties;
  17. 17. • Once the guest is in the hotel • Post departure an automated and stayed for sometime (a mail from the central server is day or two) a courtesy call is sent to the guest requesting to made by the guest relationship fill up a feedback form. There executive during the evening are various heads covering the hours. various stations of experiences which are scored on a Likert• This is just to know about the Scale. guest’s experience and how • This information is quantified to can it be improved in case highlight the areas of concern. there is some difficulty being This score is also used as a faced by him/her. measure of performance of a hotel unit.• In case there is a complaint it is uploaded on the CRM software and further processes 17 are followed as mentioned
  18. 18. CustomerAcquisition/Retention/Defection 18
  19. 19. THE TAJ GROUP OF HOTELS SEGMENTATION TAJ LEISURETAJ LUXURY TAJ BUSINESS HOTELS: HOTELS – HOTELS: TAJ BEACH TAJ PALACE, TAJ PRESIDENT, RESORT, TAJ MAHAL, TAJ RESIDENCY, TAJ CULTURAL TAJ BENGAL, TAJ CONNEMARA, CENTRE,TAJ WEST END TAJ BLUE TAJ GARDEN DIAMOND RETREATS OFFER FINEST STANDARD OF  OFFER  LOCATED ATHOSPITALITY & MULTI – CUISINE BEACH SERVICE RESTAURANTS & RESORTS, PALACES, BEST BUSINESS PILGRIM CENTRES FASCILITIES ETC. 19
  20. 20. Positioning Targeting• Through print • Targeting is a media group of people• Electronic media who have• Magazines common need, and• Online behavior. advertising • Business class • Upper class • Tourists 20
  21. 21. Customer Loyalty Programs ( Retention)• Taj Inner Circle• Taj Epicure Plan• Benefits That Customers Enjoy As A Silver & Gold Member – Customers will be greeted with flowers & fruits in their room – Check-in & departure formalities will be easier, faster & flexible – Receive special discount on rooms at Taj leisure hotels – Avail of double occupancy at no extra cost – Entitled to a priority wait-list• Points Redemption• Taj Club 21
  22. 22. Program for Employees• Employee loyalty program called STARS, the Special Thanks and Recognition System‘ - was an initiative aimed at motivating employees through acknowledgements and rewards.• The STAR system also led to global recognition when the group bagged the Hermes Award for Best Innovation in Human Resources in the global hospitality industry.• Taj Group developed the Taj People Philosophy (TPP) which helped the company boost the morale of its employees and improve service standards 22
  23. 23. Steps In E-CRM 23
  24. 24. Information system in Taj HotelsSeranata Intraware• Connects all 75 hotel of Taj and have centralized software• The scenario or the problem – Problem of fragmented distributed information – Problem of delicacy and missing of data – Scalability Issues: incorporating new hotels in the chain involved consuming and time processing process 24
  25. 25. 25
  26. 26. Online Presence 26
  27. 27. 27
  28. 28. Reservations Booking Portal 28
  29. 29. Difference between CRM & E-CRM 29
  30. 30. 30
  31. 31. What Creates Customer Delight24-hour room service Travel assistanceFree safe deposit lockers Car hire serviceExpress laundry/ dry cleaning 24-hour Coffee ShopPurified water supply 6 Restaurants & BarsDoctor-on-call Night ClubFull-equipped Business Centre 8 luxurious Banquet Rooms24-hour fax/ telex facilities. Shopping arcade3 Meeting rooms Fitness CentreLaptops on hire Beauty shopCurrency Exchange Arrangements made for golf and tennis 31
  32. 32. Details• John Abraham likes rasgullas in supper.• Nana Patekar is fond of tawa fish fry.• Esha Deol prefers her room ash tray to be cleaned twice a day.• Anjelina Joli likes her beef steaks medium done.• Miss Chanda Kochhar (MD ICICI Bank) prefers sandwiches with sides.• Besides a host of benefits guest earns points when they stay or stop by for a meal at one of the restaurants of taj• 1 Point for every Rs 100 they spend on food and beverage• Each point is worth Rs 10. 32
  33. 33. 33
  34. 34. Customer Feedback System• Room Feedback form: During the evening service/ Turn- down service a feedback form is placed on the bed to know about the customer experiences. 34
  35. 35. Conclusion & Recommendation• Strict compliance to the SOPs• Improvement in knowledge & skill set of employees• Customer centric vis-à-vis profit centric approach• Stopping unethical practices especially in seasons• Treat all the customers equally• Taking feedback not only from external customers but also the internal customers i.e., the employees.• Proper check on the hotel staff’s and processes’ efficiency by the management, say by employing Mystery Customers.• Keeping regular track of the sales data for further leads 35
  36. 36. Thank youVISIT 36

×