Positioning Options for Hotels in Goa ww.mastersungroup.com
Positioning Options for Hotels in Goa
www.mastersungroup.com
POSITIONING"an organized system for finding a window in the mind of the target consumer”
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 at an 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 other family 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 in
a starred hotel
Goa : What Does it Stand For
Goa Associations Foreign Traveler :Tropical Beach
Primarily : Sand, Sun and Beaches
TROPICAL BEACH LOCATION
Tropical Environment, Greenery
Goa Associations for Foreign Traveler: Goan Experience
PEOPLE
Happy-Go-Lucky PeopleChurches , Architecture, Local Cuisine etc.
INDO -PORTUGUESE CULTURE
INDIA’S SPILL OVER
Spa, 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/Goa as possible. But then: why come to India/Goa at all - you might as well choose Caribbean - 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. Presents
opportunity for significant differentiation No property has either imbibed or communicated the Goan experience.
Hotels have done isolated things to imbibe the flavour . Radisson & Mariott have facilitated activities to savour the Goan experience .Taj has used the Goan cuisine.
Positioning Task for Hotel X: Foreigner Positioning Task for Hotel X: Foreigner
The product needs to be enhanced and deliver tangibly on the foreigner’s expectations 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: Indian Positioning Task for Hotel X: Indian
However for the Indian, while the privacy and access is welcome, the product needs to strongly deliver on activities around the beach
To appropriate ‘the Goan experience’ dimension , the product needs to deliver or facilitate the Indian’s expectations pertaining 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
Visit us at www.mastersungroup.comSarvajeet Chandra
+91 9920803060, [email protected], [email protected]
Sarvajeet Chandra
+91 9920803060, [email protected], [email protected]