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Taj Group Of Hotels

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Presented By- parth arora

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•The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. •It was founded by Jamshetji N. Tata on December16, 1903.• Currently the Taj Hotels Resorts and Palaces comprises 76 hotels, 7 palaces at 52 locations in 12 countries and employ over 13000 people.•Additional 18 hotels are also being operated around the globe. •During fiscal year 2010, the total number of hotels owned or managed by the Company was 76.•The Taj hotels are categorized as luxury, leisure and business hotels.

INTRODUCTION OF TAJ HOTELS

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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 business trips to be productive.

• They offer well-appointed rooms, telecommunication facilities, efficient service, specialty restaurants and lively bars, well-equipped business centres, and other conference facilities

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SWOT ANALYSISStrengths

107 yr old established brand

64 rank in fortune 500

Understanding different customer needs

High brand salience or image

Celebrity status

Iconic Stature

Early expansion

Strategic location

First mover advantage

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Opportunities

Untapped potential

41% middle affluent class

Luxury market to expand in INDIA

Liberalisation expanding into international markets

Increase in tourist

Gateway to fill middle segment vaccuum

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Competitors

1. ITC Group Of Hotels

2. The Oberoi Hotels and Resorts

3. The Leela

4. Le Meridian

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CRM

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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

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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.

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SERVICE TRIANGLE

Internal Marketing Vertical Communications

Horizontal Communications

Interactive Marketing Personal Selling Customer Service

Center Service Encounters Servicescapes

External Marketing Communication Advertising Sales Promotion Public Relations Direct Marketing

Company

CustomersEmployees

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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)

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• 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

Internal Marketing

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Interactive Marketing

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CRM used in Taj Palace Hotel

1. Guest Preference Sheet

• At the time of the reservation a preference sheet is sent across to the guest along with the reservation conformation mail

• This is primarily to capture the various preferences of the customer such as food habits (Diabetic/ Low fat etc.), special needs etc. It also asks if the customer is coming on a special occasion or not and arrangements are made accordingly made on the visit

• e.g. If the guest is coming on a honeymoon or anniversary the room is decorated accordingly, cake is placed in the room etc.

2. Handling Complaints

• This is another important tool in improving the service of the hotel and to capture guest complaints. If a complaint is registered by a customer it is updated on the software.

• Gradually as the time lapses the status displayed turn from green to yellow and ultimately red. This status can be seen by any of the managers as the software is connected to the central server. A daily Action Taken Report is generated which is signed by the operational head.

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3. Fidelo

• Fidelio is the property management system used by Indian Hotels Company Limited. Although it is used for various functions but it also plays an important role in the CRM processes of the hotel.

• It is used for saving the profile, preferences and special information (Anniversary, Birthday, allergies etc.) related to the guest on a central server.

• This information is accessible to all the Taj properties; therefore, whenever there is a repeat customer the hotel staff already has all the necessary information enabling them to delight the customer by personalized service.

4. Wow Card

• This is a special instrument used by personal butlers for recording guest preferences & other important information related to the guest.

• This is a small booklet which is carried by the staff at all times and whenever they get any information which can be useful in the future to please the customer, they simple record it here.

• This information is further uploaded on the PMS making it accessible to all.

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5. GRE Courtesy call

• Once the guest is in the hotel and stayed for sometime (a day or two) a courtesy call is made by the guest relationship executive during the evening hours.

• This is just to know about the guest’s experience and how can it be improved in case there is some difficulty being faced by him/her.

• In case there is a complaint it is uploaded on the CRM software and further processes are followed as mentioned above.

6. GSTS (Guest Satisfaction Tracking system):

• Post departure an automated mail from the central server is sent to the guest requesting to fill up a feedback form. There are various heads covering the various stations of experiences which are scored on a Likert Scale.

• This information is quantified to highlight the areas of concern. This score is also used as a measure of performance of a hotel unit. 

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Customer Acquisition/Retention/Defection

STP ANALYSIS

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THE TAJ GROUP OF HOTELS SEGMENTATION

TAJ LUXURY HOTELS –

TAJ PALACE, TAJ MAHAL, TAJ BENGAL, TAJ WEST END

OFFER FINEST STANDARD OF

HOSPITALITY & SERVICE

TAJ BUSINESS HOTELS:

TAJ PRESIDENT, TAJ RESIDENCY,

TAJ CONNEMARA, TAJ BLUE DIAMOND

OFFER MULTI – CUISINE

RESTAURANTS & BEST BUSINESS

FASCILITIES

TAJ LEISURE HOTELS:

TAJ BEACH RESORT, TAJ CULTURAL

CENTRE, TAJ GARDEN RETREATS

LOCATED AT BEACH RESORTS,

PALACES, PILGRIM CENTRES ETC.

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Positioning

• Through print media

• Electronic media

• Magazines• Online

advertising

Targeting• Targeting is a

group of people who have common need, and behavior.

• Business class• Upper class• Tourists

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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

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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

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Steps In E-CRM

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Information system in Taj Hotels

Seranata 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

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Online Presence

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Reservations Booking Portal

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Difference between CRM & E-CRM

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What Creates Customer Delight

24-hour room service

Free safe deposit lockers

Express laundry/ dry cleaning

Purified water supply

Doctor-on-call

Full-equipped Business Centre

24-hour fax/ telex facilities.

3 Meeting rooms

Laptops on hire

Currency Exchange

Travel assistance

Car hire service

24-hour Coffee Shop

6 Restaurants & Bars

Night Club

8 luxurious Banquet Rooms

Shopping arcade

Fitness Centre

Beauty shop

Arrangements made for golf and

tennis

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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. • The points are redeemable for holidays and

memorable meals at the Taj and for gifts from a hand-picked selection of merchandise.

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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.

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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 and follow up

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Thank you VISIT AGAIN….