ORGANISATION STUDY AT THE BEACH ORCHID HOTEL In partial fulfillment for the award of the degree ofMASTER OF BUSINESS ADMINISTRATION Submitted by KIRAN.N Under the guidance ofMRS.ELIZABETH (Faculty TIM) T.K.M.INSTITUTE OF MANAGEMENT, KOLLAM 2008-2010
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ORGANISATION STUDY AT
THE BEACH ORCHID HOTEL
In partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by
KIRAN.N
Under the guidance of
MRS.ELIZABETH
(Faculty TIM)
T.K.M.INSTITUTE OF MANAGEMENT, KOLLAM
2008-2010
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DECLARATION
I, KIRAN.N hereby declare that the project report titled as “ORGANISATION STUDY
OF THE BEACH ORCHID HOTEL , KOLLAM , KERALA is an original work done by me in partial fulfillment for the degree of Master of Business Administrationunder the University of Kerala. I further declare that this work is not partially or whollysubmitted for any other purpose and the data included in the report, collected fromvarious sources, are true to the best of my knowledge.
KIRAN.N
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ACKNOWLEDGEMENT
The success of a project depends up on frame work and co operation of the various people involved either directly or indirectly. I take this opportunity to expressgratitude to all those who helped in this project
First and fore most I thank GOD the almighty for his blessing for the successfulcompletion of this work I take the opportunity to acknowledge my indebtedness toall the persons who have helped me in successful completion of my work.
I would like to convey my sincere gratitude, and thank Mr. Rahul Bhattacharya, General
Manager of “The Beach Orchid Hotel “for allowing me to undertake this studysuccessfully in his organization. I extend my sincere thanks to Mr. Francis (PersonnelManager) and Mr. Alwyn.S (HR executive) for their support throughout my study.
I thank Dr. Jacob Thomas, Director TKM Institute of Management for his supportthrough out my endeavor.
It is my privilege to express my sincere thanks to Mrs. Elizabeth, faculty for thenecessary guidance at all levels.
I thank all the professors and teaching staff of TKM institute of management for their guidin conducting this study.
Finally I wish to thank my family and friends and express my sincere gratitude to themfor their support the eternal love, guidance, protection and blessings those haveshowered upon me throughout this Endeavour.
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CHAPTER -1
CHAPTER-1
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INTRODUCTION
1.1 Purpose of the Study
The purpose of the study is to familiarize with the industry and attain a first hand
experience of the functioning of the organization. It provides a chance to interact with the
different department and authorities in the organization, and also enable to know how the
theory learned are practically applied in an organization.
1.2 Objectives of the Study
The objectives of this organizational study are:
• To know how the theory learned are practically applied in an organization.
• To fulfill the requirement of the curriculum
• To study about the organization policies and procedures, its vision and mission
• To understand the organization hierarchy
• To study the functions of various departments
•
To study about the products and production process
• To understand the day to day activities of the departments and how they are
interrelated
• To analyze financial performance
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• To know how the theory learned are practically applied in an organization
• To evaluate the strength, weakness, opportunity and threats of the organization.
• To study the overall performance of the organization.
1.3 Period of the Study
The organization study was conducted at The Beach Orchid Hotel, Kollam for
a period of 14 days from April 13 to April 26, 2009.
1.4 Methodology of the Study
This report was prepared based on both primary and secondary data collected
from The Beach Orchid Hotel. Primary data includes data collected by means of face to
face interviews with officials in various departments and by observation. Secondary data
includes data collected from internet, company annual reports and manuals of various
departments. The data collected was analyzed and organized into details relating to each
of the department.
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CHAPTER-2
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CHAPTER 2
EXTERNAL ENVIRONMENT ANALYSIS
The external environment analysis gives the business opportunities and threats of
an organization. External factors include the socio-cultural factors, government and legal
factors, demographic factors and economic factors etc.
INTRODUCTION
Significant developments in the field of transportation, sophistication in
communications, growing importance of sophisticated information technologies in the
business world, engineering of a strong foundation for industrialization and urbanization,
increasing domination of corporate sector on the national and international economies,
emerging corporate culture and changing lifestyles paved copious avenues for the
development of hotel industry the world over. The officials on deputation, the business
magnets on trade promotion mission, the foreign representative on peace mission, the
domestic or foreign tourists interested in visiting a place for pleasure or for enriching the
knowledge bank, the international events etc. are some of the important reasons for the
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development of hotel industry. Restaurants, cafeterias and hotels offer food and lodging
services to him/her, person/persons who develop the habit of eating and staying out of
home. This principle necessitated application of management principles in the hotel
industry and the hotel professionals realised the instrumentality of marketing principles in
managing the hotel industry.
The growing significance of managerial proficiency in the hotel industry made
possible innovation in the marketing decisions . Today, the services are planned,
controlled, automated, audited for maintaining and controlling the quality. The concept of total quality management is found getting an important place in the marketing
management of hotels. The inclusion of modem amenities and facilities in the hotel
services is made possible by the leading hotel chains which has been opening new doors
for innovation and competition. It is against this background that the hotel companies, of
late, need world class professional excellence.
The emerging positive trends in the tourism industry indicate that hotel industry is
like a reservoir from where the foreign exchange flows. This naturally draws our
attention on hotel management. In addition, the domestic tourism also indicates a positive
sign of development. Thus the emerging new developments in the socio-economic-
environment open new vistas for the development of hotel industry. Of late, the
organizations engaged in the hotel business are
required to conceptualize modern marketing principles. This makes it essential that they
formulate a sound marketing mix that makes possible an optimal development of the
made available to a person or persons who stay. The facilities like entertainment, food,
accommodation etc- thus become the core services of a hotel.
The definition presented by Stuart Mc Namara says, “Primarily and
fundamentally, a hotel is an establishment which supplies boarding and lodging not
engaged in inter-state commerces or in any intra-state commerce, competitive with or
affecting inter-state commerce for so related that the regulation of one involves the
control of other. It is a quasi-domestic institution retaining from its ancient and origin
certain traditions and acquiring in its modern development, certain statutory rights and
obligations to the public where all persons not qualified by conditions or conduct are prepared to pay for their accommodation are to be received and furnished with a room or
place to sleep or occupy if such accommodations are available with such services and
attention as are incident to their use with or without contract as to duration of visit and
which conducts within the confines of its physical locations the business of supplying
personal services of individuals for profit- Incidental to such fundamental and principal
business. The hotel may furnish quarters and facilities for assemblage of people for social
business or entertainment purposes and may engage in retaining portion of its premises
for shops and businesses whose continuity (i.e., proximity) is deemed appropriate to a
hotel.”
MOTEL — THE CONCEPT
Initially the term motel was meant for local motorists and foreign tourists
travelling by road- Basically motels serve the needs and requirements of these travellers
and meeting the demand for transit accommodation. We cant also call motel a transit
overnight stay. Some of the important services offered by motels are parking, garage
facilities, accommodation, restaurant facilities- Motels are found equipped with filling
stations, accessories, service of elevator to the automobile entrance restaurants etc.
Motels are found located outside the city, preferably by the side of high ways and
important road junctions. The accommodation available in a motel is more in the
category of a 'chalet facility'- Which has a dining hall with fixed menu.
HOTEL AND ITS TYPOLOGY
Since time irremovable, there have been frequent changes in the concept and perception of hotel. There are a number of hotels offering different types of services. The
variation in architectural facilities, the size, the facade, the facilities and amenities can't
be overlooked. This necessitates a study of its typology.
Residential Hotel
Commercial Hotel
Resort Hotel
International Hotel
Floating Hotel
Types of Hotels:
Residential Hotel:
The residential hotels work as apartment house, often we call them apartment
hotels. The hotels charge rent on monthly, half yearly, or yearly basis. The hotels are
generally found located in big cities and towns where no meals are served to the
A Hotel is an establishment that provides paid lodging on a short-term basis
Resorts.
A Resort is a place used for relaxation or recreation, attracting visitors for holidays or vacations.
Inns.
Inns are generally establishments or buildings where travelers can seek lodging and, usually, food and drink. They are typically located in thecountry or along a highway.
Motels.
A type of hotel consisting of a single building of connected rooms whosedoors face a parking lot and, in some circumstances a common area or aseries of small cabins with common parking.
Hostels.
Hostels provide budget-oriented, sociable accommodation where guestscan rent a bed, sometimes a bunk be, in a dormitory and share a bathroom,lounge and sometimes a kitchen.
Floatels.
Floatels are establishments that are set up on water bodies either on top of huge buoys or pillared deep into the water which provides food andaccommodation facilities to guests.
Destination Spas.
A destination spa is a short term residential/lodging facility with the primary purpose of providing individual services for spa-goers to develophealthy habits.
A restaurant prepares and serves food and drink to customers.
Café pubs.
A café or coffee shop is an informal restaurant offering a range of hot meals andmade-to-order sandwiches.
Night Clubs.
A nightclub is a drinking, dancing and entertainment venue which does its primary business after dark.
BAR.
A public house is a drinking establishment licensed to serve alcoholic drinks for consumption on or off the premises.
Travel & Tourism
Travel Agency.
A travel agency is a retail business, that sells travel related products and services tocustomers, on behalf of suppliers, such as airlines, car rentals, cruise lines, hotels,railways, sightseeing tours and package holidays that combine several products.
The Beach Orchid Hotel is the only five hotel in Kollam. It started its operations
from 1st September 2008. Beach Orchid is a luxury hotel with 95 rooms, located near the
beach offering panoramic view of the Arabian Sea from every room till its horizon. The
hotel is an ideal host to a holiday maker as well as corporates for their meetings,
conventions at a destination which is untouched by many natural resources providing
seven wonder views of the sea, beach, park, city, greenery scenary, harbour and
backwaters.
The main advantage of Beach Orchid Hotel is the facilities that they provide.it hasa 24 hour runnin restaurant “BLACK GOLD CAFÉ” which serves delicious foods and beverages to their customers at any time. Be it a marriage, holidaying family, businesstraveling, honeymoon whatever the situation is, Beach Orchid provides the maximumluxury everyone can just dream about. The facilities offered by The Beach Orchid Hotelare as follows.
Satellite TV Doctor on Call Money Exchange
Mini Bar Two Swimming Pools 24 hour in room diningElectronic Key Cards Credit Card Acceptance Concierge Service
Tea/Coffee Maker Laundry & Dry Cleaning Spa & Wellness Club
In room electronic Safe Gymnasium 24 hours on site security
Energy Saving Systems Curio Shop Wifi Connectivity
application including descriptions of how the primary criteria are achieved, and include
descriptions of other environmental efforts and programs that are at the hotel.
Once it is evident that all of the primary criteria have been satisfied, inspectionsare scheduled to ascertain the lodging facility's score according to the secondary criteria.
Inspections both guided by hotel staff and unguided are completed throughout the
lodging facility to determine if the environmental programs that the hotel reports are
actually part of the day-to-day operations. Each department or function area of the hotel
(i.e., main restaurant kitchen, banquet kitchen, room service kitchen, front desk and office
area, executive office areas, etc.) is inspected and scored individually. A percentage score
is calculated for each department inspection, and each department must score above a set
level to be awarded the certification. If any department scores below that level, but above
a minimum threshold, the tertiary criteria (described herein) can boost that department's
score in order that the hotel may achieve the award.
The tertiary criteria are most easily described as a bonus system. The hotel receives
bonus points for environmental programs discovered in operation that are not part of the
primary criteria, and are considered to be above ordinary levels of environmental
responsibility.
Based on the hotel's numerical scoring rate in each category, the lodging facility will
receive from zero to five ECOTEL Globes, corresponding to each of the five
cornerstones. Hotels that achieve the globes qualify as ECOTEL certified hotels for a
period of two years, but must agree to re-inspections (announced or unguided) at any
time during that period. If the hotel falls short of achieving certified status, the HVS
International inspection team will prepare an action plan to help management make the
changes necessary and prepare for re-inspection.
Members of the ECOTEL Collection realize a number of benefits. Primarily thevalue of the business will improve due to increased exposure in the marketplace, higher
staff morale, and better control of operating expenses. The ECOTEL Collection of hotels
caters to a variety of groups, including not only traditional ecotourists, but also discerning
business travelers with interest in the environment, companies with advanced
environmental programs as part of their own corporate cultures, corporate meeting
planners, travel agents, eco-friendly vacationers, and of course business, travel, and
environmental media.
Because of the integrity of the ECOTEL certification and inspection system, travelers and
the media rely on this endorsement of a hotel's environmental performance. When
presented properly, the certification can be a powerful marketing advantage and
motivator of sales.
ECOTEL hotels should follow a 4 bin waste management system wherein wastes should
be disposed off separately according to their nature. The four bin systems followed are:
The ownership and management of The Beach Orchid Hotel is different. The
Hotel is owned and invested by Mr Sreekumar who is the managing director of “Quilon
Hotels and Resorts’ . The hotel is managed by a group calledCONCEPT
HOSPITALITY LTD. is a conception of a team of hotel consultants and experts
formulated in July 1996 in Mumbai. CHL sets up and operates Restaurants, Hotels, Clubs
and Resorts for different owners. This submission outlines the strength of CHL's
Management System, incorporating the decentralized profit orientated management
philosophy which has consistently produced the best possible returns to hotel owners and
the highest levels of guest satisfaction. It details CHL's sales and marketing network, and
the "state of the art" teamwork - which is the ability to work together towards a common
vision. It illustrates how CHL has earned a reputation as an industry leader in setting upand helping to certifying environmentally friendly hotels, with a full range of training
programs, each of which has been adapted for the various cultures and environment,
within which it operates the hotels.
CHL has had a presence in India for over 10 years and so understands and has adapted its
systems and management to the values and culture of India. CHL does not believe in the
total imposition of western systems and management concepts, but an integration of these
with the prevailing culture to maximize both employee productivity and guest satisfaction
to achieve the highest possible returns for the property owner.
To create a group of Corporate Hotels, Service Apartments and Resorts, which are
efficient and friendly and also environmentally sensitive.
Strategies of Concept Hospitality Ltd.
CHL have developed strategies to help hoteliers/entrepreneurs increase the value of their
investments and this has paid rich dividends as more and more travellers are becoming
conscious and choose to patronize CHL group of hotels, which are environmentallyfriendly and most of them certified as Ecotel Hotels. Environmentally sensitive travellers
are the fastest growing segment in the Travel Industry.
Management of Concept Hospitality Ltd.
Operational Structure :
The Chairman - Mr. Param Kannampilly, who is an experienced Hotelier, a Fellow of the
Institute of Hospitality, London and also a Fellow of the World Academy of Productivity
Sciences, heads the Company.
The organizational philosophy of CHL is based on a ‘hands-on’ corporate office
providing support services in the field of Operations, finance and administration,
technical services, human resource development, sales, marketing, product development,
MIS and reservations. Specialist consultants are added where necessary.
Managed by CHL Executive Chairman – Mr. Param Kannampilly, Managing Director -
Mr. Manoj Bhatia, and it’s CEO - Mr. Pushpinder Kumar, properties under CHL’s
management are broken down into strategic areas, managed by Vice Presidents, who are
responsible for generating profit with defined guidelines. The VP’s are in turn supported
by area specialists in financial control, human resources development, sales and
marketing.
Divisions of Concept Hospitality Ltd.
Hotel Consultancy
Providing consultancy in hospitality industry including preparation of
feasibility studies, conceptualisation of hotel projects and implementation of
same, preparation and implementation of marketing program, recruitment of staff
etc.
Hotel Management
Concept Hospitality Ltd. is staffed by hotel professionals skilled at
identifying profit potential and extracting it for the benefit of the owner. Concept
Hospitality Ltd. will not manage the day-to-day operations of the hotel; it will
supervise the management company, provide the highest quality pooled
professional resource which is capable of discovering new profit opportunities,
cost savings and operational advantages. Concept Hospitality Ltd. will achieve theowner's aims and at the same time maintain a harmonious and professional
Positioning a new hotel in the market place is a very important aspect of
marketing. With spiraling prices and huge costs of development, it has become
mandatory to implement innovative ideas for marketing a hotel. It is equally
important to understand that the development itself is a long process and as such
the hotel industry has a long gestation period. To partly fund the project cost,
some of the projects are designed as multi use projects in which a certain percentage of the hotel rooms are pre sold, so that the owners have some capital.
The marketing division has devised a unique strategy to market the rooms in
advance and thereby raise funds required for implementation of project and also
underwriting occupancy. Concept Hospitality Limited is aware of the fact that
hotels generally work at 70%-75% occupancy. It is thus imperative to
presell/underwrite 25-30% of the room inventory to ensure 100% occupancy. The
marketing plan has received approval from all professional quarters. The
company has entered into an understanding with Himco (India) Limited for
marketing its hotel project.
Tie up with HVS eco service
Concept Hospitality Ltd. has entered into a MOU with HVS Eco
Services (the certifying agency for environmentally sensitive hotels) to facilitate
growth of Ecotels in Asia and particularly India over the next few years. Ecotel is
the `Hallmark of Environmentally Sensitive Hotels'. Concept Hospitality Ltd. will
The main objective of people in the marketing and selling department is to inform
maximum number of people about the hotel. Being a new Hotel in town , it will take its
own time to gain recognition of the people. The marketing department is striving hard to
inform people about the hotel and also to bring people to the hotel. They are sure that if a
customer comes to The Beach Orchid Hotel once, then the hotel’s service and facilities
will surely make them come again.
MARKETING VS SELLING THE HOTEL SERVICES
According to the concept and perception of hotel marketing, it is right to mention
that marketing and selling of hotel services can't be tantamount. In selling, the key areas
are advertising including other aspects of marketing communication like telephones,
letters, and face to face communication. Often, the hoteliers explain their marketing
strategies by showing computer booking services and the advertising campaigns planned
for the coming tourists. As per the continuous circle, it is essential to keep intoconsideration the research required for data collection and on the basis of a sound
marketing information system transforming the data into information for making right
marketing decisions. In addition, it is also essential that the strategies adopted by the
competitors are given due weightage, specially while making and practising the strategic
decisions, The threats and weaknesses in the markets are identified, if we have an indepth
information regarding the competitors. The pricing decisions are also significant keeping
in view the seasonal fluctuations which play a significant role in the hotel industry.
The major difference in marketing hotel services as against other consumer
products, is that after a customer has spent money in hotels, he/ she has nothing
substantial to show except bills for his/ her money as benefits as compared with buying
tangibles, such as television and refrigerator. But if the rooms of a hotel remain vacant, it
is unlikely that the same can be sold next day. While selling the hotel services, we cover
the limited areas but while marketing the hotel services, we find unlimited areas. If we
talk about marketing the hotel services, we include in its purview everything and almostall the dimensions directly or indirectly helping in promoting the business and this
necessitates formulation of a sound marketing mix, such as an aggregation of different
submixes like product, promotion, pricing, place and people. We manage services, we
manage promotional activities, we manage pricing, we manage distribution process and
we manage people serving as hotel personnel.
USERS OF HOTEL INDUSTRY
In marketing hotel services, it is important to know about the different types of
users availing the services with diverse aims and objectives. This would ease 'the task of
marketers specially while studying the behavioural profile. Below given is the
classification of different categories of domestic and foreign users.
Domestic – Pilgrims, Students, Officials, Film stars, Intellects, Sportsmen, Business
Foreign - Political Representatives, Trade Representative, Educationists, Tourists,
Sportsmen, Cultural Representatives, Pilgrims, Business Executives.
It is natural that we fined a difference in the intensity of both the categories of uses.
Domestic Users : In the group of domestic users, the different categories are pilgrims
visiting the sacred places, students on educational tours, officials on deputation, political
representatives, film stars on location shooting. Knowledge seekers on developing their
credentials, sportsmen playing national games. The domestic users stay in hotels with adifferent motive. We find a change in the level of domestic users. Generally the domestic
customers pay less attention on value and more on price, A majority of the domestic users
are found price-sensitive and therefore the hoteliers are supposed to make pricing
decisions motivational. Kollam being known as the land of cashews and a place which
has a lot of cashew factories and tradings, The Beach Orchid Hotel tries to capture the
attention of the cashew devolepers and cashew factories owners to have an association
with the hotel. But there are two other luxury hotels in kollam namely Hotel Nani and
Hotel Nila Palace which are owned by cashew owners. So most of the functions and
meetings of cashew owners go the competitiors way.
Foreign Users : In the group of foreign users, we find political representatives on peace
mission, trade representatives on business promotion, educationists, sportsmen, cultural
representatives, film stars, pilgrims etc. These categories of foreign tourists visit-hotels
with diverse aims and objectives. They normally prefer to stay in the classified hotels
The Beach Orchid Hotel, being a five star hotel is obviously expensive
than other range of hotels. So, this hotel cannot target the lower strata of the society as
they will not able to afford it. The main target customers are above middle class strata of
the society. But the main marketing strategy of The Beach Orchid Hotel is to attract
corporates. Financial Companies are institutions where atleast one meeting will be held
every month. So the marketing team of The Beach Orchid Hotel is trying their maximum
to have an association with the financial companies in and around the city and providefacilities and services to them at a reasonable price. They also target the cashew industry
because there are many cashew facories and cashew tradings being going on in kollam
and if beach orchid succeeds in having an association with the cashew devolepment
authorities, they will surely get a lot of customers.
MARKET POSITIONING OF THE HOTEL
The Beach Orchid Hotel is positioned in the minds of the customers as a luxury
hotel with excellent service and luxury which is very expensive, not affordable for the
lower strata of the society and as a status symbol also. i.e. functions and banquets in TheBeach Orchid Hotel will be conducted only by upper class people and is not for the
This is the basic service product. In a hotel , the food and accommodation services
offered to the guests by way of the hospitality and behaviour of the employees of the
hotel is the core product or service.
Level 2: Expected Product
This is the basic product and minimum purchase conditions that must be met. In
Beach Orchid, in addition to the core product some other supplementary services like
complementary buffet breakfast, free pick up and drop at railway stations and airports
etc.
Level 3: Augmented product
In this, along with the basic and minimum offering, there is something differentwhich enables the product or service to be differentiated from that of the competitors. InBeach orchid Hotel, the hotels rooms are designed in such a way that all rooms are seaview rooms. This factor distinguishes Beach Orchid from other their competitors.
Level 4. Potential product:
The potential product contains potentially feasible features and benefits that play asignificant role in holding and attracting the customer. These features and benefits areuseful or likely to be useful to the customers. Fro example, in Beach Orchid Hotelfacilities like spa, ayurvedic massage, electronic locker in every rooms are potential products of the hotel.
For successful marketing, it is only not sufficient that the hotels concentrate on
the quality of services but it is also impact generating that they promote their business in
such a way that their prospects come to know about the quality to be offered to them as
hotel customers. This focuses the beach orchid’s attention on innovative promotional
measures. It is against this background that the hotel talks about the promotional
measures. There are a number of components for promoting the business and it is hoped
that a professionally sound employee would blend the different constituents in such a
way that effects are proactive but the process of persuasion is cost-effective. Thecomponents like advertisement, publicity, sales promotion, personal selling, word-of-
mouth promotion and telemarketing need due attention of hotel professionals.
The success rate of a hotel is virtually coiled in the essence of transforming the
occasional visitors into the habitual visitors because this helps substantially the process of
increasing the occupancy ratio. The sensitivity is vigorously influenced by creativity.
This makes it essential that the decision makers in the hotel industry make sincere efforts
to formulate sound promotional strategy. No one can't deny the fact that creation of
awareness has a far reaching effect on the formulation of promotional strategy. If
scientifically formulated, optimally blended promotional measures are used by the
professionally-sound and personally-committed hotel personnel, the rate of successwould be found satisfactory. The marketing team of beach orchid hotel finds a number of
instances to quote that even quality services failed in creating and expanding market
because the promotional measures failed in sensitizing the prospects. This draws the
rather than the advertisements unless they are looking for a product or are interested in
booking a holiday or a restaurant or a convention hall or a wedding hall.
In The Beach Orchid Hotel, there are a number of events which are transmitted to
the local press, such as the appointment of a new chef, list of cocktails, menus for certain
functions held at hotel, particulars of certain important conferences or exhibitions to be
held, menus for special days of the year, photographs of staff dressed up for special days
and well-known people staying in the hotel. Journalists always prefer to visit a hotel as
they get their full enjoyment free of cost. Beach Orchid gives journalists a write-up of
their story and preferably a story with a photograph. For this, the marketing people of The Beach Orchid Hotel are eyeing on journalist and offering them good services from
the hotel so as to have a good relationship between the hotel and the journalist. Even
though this may seem unethical, but this is one of the finest eye-catching free publicity.
In the public relations, the activities range from a press release to newspapers and
magazines, especially to create the interest of prospects in a holiday package in a good
resort of a country. The holiday package tours and trips on familiarity with a tour spot,
organised by tour operators for the travel agents help them in enriching their knowledge
and making the travelling decisions. The Beach Orchid Hotel has recently launched the
monsoon package where a couple can stay for 2 nights and 3 days at the hotel and can
avail all the facilities of the hotel including the buffet lunch and dinner. They also get an
ayurvedic massage for 3o minutes every day plus a boat trip in the beautiful backwaters
The sales letters are found to be a direct mail material which can either be
used alone or in combination with brochures and folders.
Display Materials :
In the materials to be displayed at sensitive points are posters, dispensers,
exhibits etc. Beach Orchid uses these materials in the offices of the travel agents,
tour operators or at the places where tourists come, such as tourists spots, resorts,
airports, railway and bus stations.
Word-of-mouth Promotion :
The Beach Orchid Hotel considers word-of-mouth promotion very much
instrumental in sensitizing the prospects. In the hotel industry, it is much more significant
that the satisfaction of users is give top priority- Of course, there are a number of
components to promote sale but it is right to mention that other constituents may be
ineffective but the word-of-mouth can't. The word-of-mouth promoters are those who are
satisfied with the services of hotels or are motivated to motivate the prospects. No one
can't deny the fact that one bad meal would often do more damage by word of mouth than
fifty good meals. The Hotel’s guests take a good meal for granted but don't forget to
narrate to their friends and relatives about a bad meal or the bitter experiences of menu-fatigue. This speaks of the fact that word-of-mouth promotion can show more negative
effects and therefore the hotels and hotel companies need to assign due weightage to this
component of the promotion mix. Of course, the dissatisfied group of users are free to
Like other organisations, the hotels also need to make pricing decisions. The
existence and prosperity of hotels and hotel companies are substantially influenced by the
quality of pricing decisions. Of late, there is world-wide economic depression and the
trend is not likely to be reversed in the near future.
The pricing decisions are beset with many problems. No doubt in it that fixing
the hotel tariffs is just like pricing other goods and services. At the same time, it is also
right to mention that the hotel professionals need more excellence while fixing the hoteltariffs since the services are found of perishable nature. In addition, the seasonal
fluctuation in demand and increasing intensity of competition also complicate the task of
professionals. The Beach Orchid Hotel needs world class excellence while making
strategical and tactical pricing decisions- It is in this context that they go through the
problem of price mix. Managing relatively volatile demand around a relatively fixed
capacity of highly perishable product supply is identified as one of the principal
characteristics of the hotel business.
Pricing menus and drinks in hotel food and beverage areas to obtain maximum
sales and profits is a very complex subject. While formulating the pricing strategy, the
beach orchid hotel professionals takes into account a number of factors, specially the
diverse nature and character of dishes, involvement of costs and spending power of the
customers. They also considers the economic criteria, target average spends, target
covers per meal period, current menu and drink prices.
of the cases they virtually fail in doing such. A gap is generated between the quality-
promised and the quality-offered. If the hotel personnel prove to be high-performers,
personally-committed, professionally-sound, value-oriented, aware of the behavioural
management familiar with the aesthetic management they can satisfy the users even if the
sophisticated technologies develop a fault. This makes it essential that the hotel personnel
are made available an ongoing training facility efficacious in enriching their professional
excellence. The cases of menu fatigue, power interruption, mismanaged bedrooms,
function rooms and restaurants, indecent behaviour of doormen, poor information by the
receptionists and enquiries are minimised considerably by assigning due weightage to performance-orientation.The Beach Orchid Hotel Team believes that technologies in no
In hotel industry the job of a HR manager can be compared with the job of
a music conductor, whose job is to instruct and direct all of the various musicians so that
they can perform well together. But before a conductor can direct a beautiful
performance, all of the individual musicians must be able to play their instruments well.
What kind of performance could one can expect if the violinists did not know how to play
their instruments or the flutists could not read music?
So it is in the hospitality industry, before a manager can direct and shapeemployee’s individual contributions into an efficient whole, he or she must first turn
employees into competent workers who know how to do their jobs. Employees are the
musicians of the orchestra that the members of the audience-the-guests-have come to
watch performance. If employees are not skilled at their jobs, then the performance they
give will get bad reviews. Just as an orchestra can have a fine musical score from a great
composer and still perform poorly because of incompetent musicians, so a hotel can have
a finest standard recipes, service procedures and quality standards and still have
dissatisfied guests because of poor employee performance.
That is why properly managing human resources is so important. No other
industry provides so much contact between employees and customers and so many
opportunities to either reinforce a positive experience or create a negative one.
As in the five-star hotel and five-star deluxe hotel there are around lots of
employee are involved in different jobs in different fields there is dire need to look and
control on them. No doubt different department’s heads are present to look their
For people who work in contact with the customer the recruitment process begins
with a telephonic interview by the HR manager. If the prospective candidate is found to
be eligible to the particular post, then he will be called for a direct interview where he
will have be interviewed by the interview panel of the general manager, personnel
manager and the head of the respective department where his service is needed. He will
also be asked to do his work practically by offering service to the customers which will
be supervised and evaluated by the interview panel.
Beach Orchid recruits people mainly freshers from hotel management institutesThey prefer taking in-house people for senior position. The criteria for recruiting are 1st
and foremost attitude and then they look for personality.
TRAINING & DEVELOPMENT
They conduct training and development as and when required when there is a need. The
Training & Environment Manager Mr. Kapilan S is responsible for the training and
devolepment activities inside the hotel .They senior level management has a training and
development session whereby they go on a 3 day training session where they have ice-
breakers and team development sessions so that there is no inter-department rivalry.Every
month a training calendar is prepared wherein the whole schedule of the month is made
including what all things are to be done, how & where the training is to be given and such
other things. Fire drills, evacuation, bomb threat, first aid, various leadership games,
environment training etc forms part of the training process.
does follow ups for the next day. This involves calling up the booker and reconfirming
the booking. After this he takes a point out of the next days arrival list and sends it to the
general manager, food and beverage manager and to room service. In this , arrivals of
v.i.p’s and v.v.i.p’s and special instructions are highlighted. This contains the details such
a type of room, departure date, name of the person making the booking and contact
number.
Guest Arrival
When a guests arrives The Beach Orchid Hotel, the bell boy goea to the porch, picks up the guest’s luggage, brings it to the bell desk, puts a hotel tag and waits for the
guests to finish the registration process. The guests takes the key from the reception and
gives it to the bellboy to carry the luggage. The bellboy acts as a lift attendant and escorts
the guests to its room. He opens it and explains the guests about the facilities and the
operation of switches in the room. He also gives necessary information about the hotel to
the guest.
Guest Departure
At the time of checkout, the guest gives a call to the bell desk and a bellboy is
send to the room to bring the luggage down. The boy checks for any loss of the guests
property in the room and in case any damage of property in the room. After all these the
bellboy locks the room and gets the luggage down to the belldesk and puts the hotel tag.
He makes a departure errand card and takes it to the reception along with the key. The
reception signs for the key when the guest clears their bills, the cashier signs the
departure errand card. Then the boy loads the luggages on the guest transportation if any.