New service innovation in hotel industry, customizable rooms with a marginal price difference according to the customizations done by the customer.

1. The Upscale
Group 8
Rana Shabbir (20DM168)
Rishabh Narang (20DM174)
Shiva Chaudhary (20DM197)
Shruti (20DM205)
Shubham Gupta (20DM207)
Sidh Kapoor (20DM211)

2. Mission
To provide clean, comfortable rooms with customizable options according to
the needs/preference of a customer
Vision
To create a benchmark in hotel industry by giving the customer what we
promise them, increase the standards of service quality and focus on
how we can serve the customer in better ways.

3. Survey
Do you like the way the average
hotel room looks like?
Would you like to have an option to
customize your hotel room?
Are you willing to pay a fraction of amount depending
on the number and type of customization you chose?

4. Interview
Mr. Vishesh Sahgal
Managing Partner
ProMiller
● Ever-evolving changing trends in
terms of experience.
● Customer mindset affects the
industry the most.
● Security, Safety and Hygiene with
an add on luxurious, royal
experience.
● Consumer expectations driven by
the Target age-groups.

5. The Upscale Idea
● To provide customized rooms to different customers
● Eg: Customized rooms for gamers like gaming PC, strong internet
connectivity.
● Rooms for corporate meetings etc

6. Service Design and Delivery
● Differentiate in front of the tourism buyer
● Know the client more for better customization
● Inspiration for room personalization
● Track competitors to develop winning strategies
● Employee satisfaction
● A/B testing

7. Segmentation, Targeting and Positioning
Segmentation
Geographical Urban Area
Demographical Medium to High
Income class
people
Psychographic Lifestyle
Behavioural Feel Good-
Hospitality &
Ambiance
Targeting
•Medium to High income
families
•Couples both Indians &
Foreigners
•Business Travelers
•Corporate- Meeting & Events

8. Segmentation, Targeting and Positioning (contd.)
Positioning
•It will market itself as the “best customized hotel for different age group
of people”
•Personalization of the guest experience is the next frontier.
•It will use online platforms like INSTAGRAM & PINTEREST to reach
its desired market, because these are the channels that people favours.
• It asks customers to send in interesting pictures of past stays in hotels,
and the best one wins an all-inclusive stay.

9. 7 P’s of Service Marketing
Product: Membership discounts, interior design and relaxed hotel
atmosphere
Price: Social media and internet cost
Place: Our hotel place
Promotion: Advertising and sales promotion
Process: Premium level in a luxurious manner
People: Customers, employees, suppliers
Physical evidence: Attitude of hotel workforce

10. Strategy for Customer Satisfaction
● Deliver on promise
● Reach out with post-booking communication
● Offer freebies and complimentary services
● Technological Application for better customer
experience
● Reward repeat guests

11. Three Years Sales Projection
● Upward Sloping
● Stable Growth
● Crossing Breakeven Point