Taj vs Itc Project Report

A project report

on

Comparative Study

of

Taj Hotel and ITC Maurya Sheraton

Under the Guidance of: Submitted by:

Mrs Vibha Bipasa Sahoo

Naman Sharma

Gaurav Manocha

Poras Rishi

Ruchika Mehta

Vipul Jha

Section C, 2nd Semester

OBJECTIVE

The basic objective of this study is to do a comparative study between two five star- Luxury hotels in the industry. The Taj Palace hotel, New Delhi, a part of Taj Resorts and Palaces, run by TATA, and ITC Maurya Sheraton, a venture run by ITC group under the name Welcome Group of Hotels, respectively.

The comparison is done on the basis of services, ambience, staff, etc. and most importantly the preferences which consumers give over each other. The data used was collected with the help of a questionnaire and some interviews with people who visit these hotels on a regular or on a non-regular basis as well.

HOSPITALITY SECTOR IN INDIA

Hospitality industry is often referred to as one of the greatest ‘socio-economic’ success stories. The industry is a source of employment generation to about 2.9% of the total employment in the organized sector (Source: Tenth Five-Year plan). The annual revenue of the hospitality industry alone is estimated at Rs. 60 billion. Of this revenue earned by the hotel industry, 56% comes from the Five Star Deluxe and Five Star categories. Today, India has over 85,000 hotel rooms (approved by the government), ranging from the Five Star Deluxe category to heritage properties to one star property (Source: Department of Tourism).

The hotel industry is a derived demand business, which is directly co-related to the internal economic progress. Positive signals on liberalization coupled with a GDP forecast of 8% are bound to stimulate demand. In addition, India’s emerging status as an IT superpower has further established her firmly on the itinerary of the world’s most hard-to-please business travelers. Changing lifestyles mean that more middle-class Indians are travelling, eating out and attending banqueting events at luxury hotels.

The first half of the fiscal is usually lackluster for the hotel industry with more than 60% of the revenue pouring in only in the second half. However, with the robust performance of hotel companies in FY10, the difference between lean season and the peak season has reduced to some extent.

THE TAJ PALACE, New Delhi

The Taj Palace Hotel, New Delhi is a perfect embodiment of all qualities synonymous with the quality of Taj Hotels, Resorts & Palaces. Standing apart in service, its facilities and of course, in its distinguished patronage, this hotel has played host to Heads of State, corporate moguls and high profile businessmen from across the world. Nestled in six acres of lush greens in the exclusive Diplomatic Enclave of the city, Taj Palace Hotel is the only one in the top-of-the-line category near Gurgaon, and a mere 10 minutes drive from the airport.

COMPANY INFORMATION

The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj Hotels Resorts and Palaces and are recognised as one of Asia's largest and finest hotel company. Incorporated by the founder of the Tata Group, Mr. Jamsetji N. Tata, the company opened its first property, The Taj Mahal Palace Hotel, Bombay in 1903. The Taj, a symbol of Indian hospitality, completed its centenary year in 2003. 

Taj Hotels Resorts and Palaces comprises 66 hotels in 42 locations across India with an additional 16 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East. 

Spanning the length and breadth of the country, gracing important industrial towns and cities, beaches, hill stations, historical and pilgrim centres and wildlife destinations, each Taj hotel offers the luxury of service, the apogee of Indian hospitality, vantage locations, modern amenities and business facilities.

MARKET SEGMENTATION  

Taj (luxury full-service hotels, resorts and palaces) is our flagship brand for the world’s most discerning travelers seeking authentic experiences given that luxury is a way of life to which they are accustomed. Spanning world-renowned landmarks, modern business hotels, idyllic beach resorts, authentic Rajput palaces and rustic safari lodges, each Taj hotel reinterprets the tradition of hospitality in a refreshingly modern way to create unique experiences and lifelong memories.

Taj also encompasses a unique set of iconic properties rooted in history and tradition that deliver truly unforgettable experiences. A collection of outstanding properties with strong heritage as hotels or palaces which offer something more than great physical product and exceptional service. This group is defined by the emotional and unique equity of its iconic properties that are authentic, non- replicable with great potential to create memories and stories.

Taj Exotica is our resort and spa brand found in the most exotic and relaxing locales of the world. The properties are defined by the privacy and intimacy they provide. The hotels are clearly differentiated by their product philosophy and service design. They are centered around high end accommodation, intimacy and an environment that allows its guest unrivalled comfort and privacy. They are defined by a sensibility of intimate design and by their varied and eclectic culinary experiences, impeccable service and authentic Indian Spa sanctuaries.

Taj Safaris are wildlife lodges that allow travelers to experience the unparalleled beauty of the Indian jungle amidst luxurious surroundings. They offer India’s first and only wildlife luxury lodge circuit. Taj Safaris provide guests with the ultimate, interpretive, wild life experience based on a proven sustainable ecotourism model.

Vivanta by Taj Hotels & Resorts span options for the work-hard-play-hard traveler across metropolitan cities, other commercially important centres as well as some of the best-loved vacation spots.

Stylish & sophisticated, Vivanta by Taj delivers premium hotel experiences with imagination, energy & efficiency. It's the flavour of contemporary luxury, laced with cool informality and the charming Taj hospitality. Created for the cosmopolitan global traveler and bon vivant, Vivanta by Taj Hotels & Resorts create experiences that will amuse, invigorate & inspire you.

Vivanta revels in a spirit that presents the normal with an unexpected twist. Experiences which make you pause & appreciate the hidden beauty in life! It challenges your expectations of a hotel and unfolds multiple layers of delight. Innovative cuisine concepts, the smart use of technology & the challenge to constantly engage, energize and relax you all add up to make Vivanta by Taj the new signature in hospitality. 

The Gateway Hotel (upscale/mid-market full service hotels and resorts) is a pan-India network of hotels and resorts that offers business and leisure travelers a hotel designed, keeping the modern nomad in mind. At the Gateway Hotel, we believe in keeping things simple. This is why; our hotels are divided into 7 simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and Explore.

Ginger (economy hotels) is IHCL’s revolutionary concept in hospitality for the value segment. Intelligently designed facilities, consistency and affordability are hallmarks of this brand targeted at travelers who value simplicity and self-service.

Taj Hotels Resorts and Palaces is committed to replicate its domestic success onto international shores with plans to build an international network of luxury hotels, which will provide an exemplary product-service combination and in the process

create a global brand. The current international portfolio includes luxury resorts in the Indian Ocean, business and resort destinations in the Middle East and Africa, serviced apartments in the UK, the first hotel in Australia and three a top-end luxury hotels in the US.

Throughout the Company’s expansion, its mandate has been twofold: to infuse a sense of Indian heritage and culture within each diverse property, while also anticipating the needs and desires of the sophisticated traveler. Over the years, the Taj has won international acclaim for its quality hotels and its excellence in business facilities, services, cuisine and interiors.

GROWTH IN SERVICES

The Taj strengthened its presence in the Indian Ocean rim with the Exotica Brand. The Taj Exotica was evolved as part of Taj Hotels Resorts and Palaces intent to position it as a brand that is clearly differentiated by its product philosophy and service design. The Taj Exotica Resort and Spa, in Maldives is centered on high-end accommodation, intimacy and an environment that allows its guest’s unrivalled comfort and privacy.

Taj Hotels further expanded its global footprint by securing management contracts at Palm Island, Jumeirah in Dubai, Saraya Islands in Ras Al Khaimah, Aldar Group in Abu Dhabi, UAE Langkawi in Malaysia and Thimpu in Bhutan. The most significant additions to the portfolio have been The Pierre, the iconic landmark hotel on New York's Fifth Avenue, Taj Boston and Blue, Sydney.

The presence of Taj Hotels Resorts and Palaces internationally has been developed through a network of Taj regional sales and PR offices in the United Kingdom, France, Germany, Italy, Dubai, Singapore, Australia, Japan, Russia and the United States of America.

At the Taj Hotels Resorts and Palaces luxurious living and fine dining find common ground. Whether it is introducing exotic world cuisines to India or taking authentic Indian fare to the world, the Taj Hotels Resorts and Palaces is renowned for the eclectic culinary experiences it brings to its guests. Through a vast repertoire of award-winning restaurants, legendary recipes from royal kitchens and celebrated food festivals, the Taj has pioneered innovation in fine dining across the world.

Taj Hotels also promise a whole new experience of tranquility and total ‘wellness’, through Jiva Spas a unique concept, which brings together the wisdom and heritage of the Asian and Indian Philosophy of Wellness and Well-being. Rooted in ancient Indian healing knowledge, Jiva Spas derive inspiration and spirit from the holistic concept of living. There is a rich basket of fresh and unique experiences under the Jiva Spa umbrella of offering, Yoga and Meditation, mastered and disseminated by accomplished practitioners, authentic Ayurveda, and unique Taj signature treatments. Royal traditions of wellness in service experiences, holistic treatments involving body therapies, enlivening and meaningful rituals and ceremonies and unique natural products blended by hand, come together to offer a truly calming experience.

Taking its legendary hospitality to an all-new level, Taj introduced Taj Air – an exclusive charter service that offers travelers higher levels of safety, efficiency and reliability in the comfort of their very own aircraft. In addition to the existing fleet of Falcon 2000 jet aircrafts, Taj Air has expanded to include a brand new Falcon 2000LX jet and P.180 Avanti II turbo-prop aircraft. IHCL operates Taj Air, with state-of-the-art Falcon 2000 aircrafts designed by Dassault Aviation, France; and Taj Yachts, two 3-bedroom luxury yachts which can be used by guests in Mumbai and Kochi, in Kerala. It holds the a very apt tagline “Your Suite in the Sky”

Offering innovative flight catering and related services, Taj SATS operates out of the 4 major metros in India, viz. Mumbai, Delhi, Chennai and Kolkata. Currently, TajSATS caters to over 26 international and domestic airlines, and is the leader in the Indian flight catering market. It is the largest airline catering service in South Asia, as a joint venture with Singapore Airport Terminal Services, a subsidiary of Singapore Airlines.

Additionally, it operates the Indian Institute of Hotel Management, Aurangabad since 1993. The institute offers a three-year diploma, designed with the help of international faculty and has affiliations with several American and European programmes.

CORPORATE SUSTAINABILITY AND SOCIAL RESPONSBILITY

As a part of Tatas; India’s premier business house, Taj Hotels, have always believed in society and environment being integral stakeholders in their business along with their shareholders, customers, vendors and others. Over the last decade, the movement towards ecologically sound tourism has gained urgency and importance across the globe and they recognized that responsible practices in vogue are as diverse as the geographies. 

They promote corporate citizenship through their strategic public-private partnerships which encourage building livelihoods of less-advantaged youth and women. The cause that is promoted includes reducing malnutrition, promoting indigenous artisans and craftsmen and enhancing employability of identified target groups by sharing core competencies as a leading hospitality company and also encouraging training and development of differently abled youth. 

At Taj, the unique scope and opportunity to develop raw potential into a skilled workforce that is immediately employable by various players in the industry. A majority of the community projects are focused around extending the key strengths in food production, kitchen management, housekeeping, customer service and spas to promote economic empowerment of candidates from vulnerable socio-economic backgrounds. They are fully committed to the cause of building a sustainable environment by reducing the impact of daily operations on the environment and improving operational efficiencies, resource conservation, reuse and recycling of key resources. 

EARTH-The Ecological Endeavour

In an endeavor to reinstate its vision and efforts to boost sustainable tourism, Taj Hotels Resorts and Palaces presented EARTH (Environment Awareness & Renewal at Taj Hotels). Implementing schemes such as the Gangroti Glacier Clean-Up Expedition, as well as designated Earth rooms, which minimise environmental impact, Taj is one of Asia’s largest group of hotels to commit to energy conservation and environmental management. EARTH has received certification from Green Globe, the only worldwide environmental certification program for travel and tourism.

The Taj began a century ago with a single landmark – The Taj Mahal Palace Hotel, Mumbai. Today, the various Taj hotels, in all their variety and historical richness, are recognised internationally as the symbols of true Indian hospitality. The Company’s history is integral to India’s emergence into the global business and leisure travel community; and looking to the future, Taj Hotels Resorts and Palaces is well positioned to meet the increase in travel activity with the rapid expansion of the Indian economy. 

ITC MAURYA SHERATON, New Delhi

ITC Maurya is named after the famous ‘Mauryan” dynasty which gave Indian history its golden age where art, culture and architecture flourished. 

ITC Maurya built over 5.5 acres, is an architectural masterpiece standing tall in the heart of India’s Capital. This luxury hotel is conceptualized as a landmark in Delhi representing the durable characteristics of Mauryan architecture in the exterior finishes as well as appropriate embellishments in the interior decor. 

The lobby has been based on the concept of the famous Mauryan Dynasty’s domed Chaitya Hall. The vast sweep of the lobby is reminiscent of the cave temples where Buddhists worshipped and is inspired directly by the most famous cave of them all “The Chaitya Hall at Karla in Maharashtra”. 

The barrel vaulted wooden beams in the lobby recall the architectural patterns of Mauryan Times. The entire dome surface has been painted by the famous artist Krishen Khanna, depicting the theme “Procession of Life”. One side of the lobby is totally glazed looking into the beautiful landscaped Nandiya Gardens. 

440 rooms, including 29 uniquely-designed suites, are available in a bouquet of room categories, from the Executive Club which pioneers a tradition in corporate hospitality to the Towers’ eight luxurious floors of elegance and tranquility. The Mauryan Chamber combines the best of opulence, space, and service standards and the ITC One – our premium room category – offers magnificent decor, impeccable service, and the latest in modern conveniences and amenities. Behind the lavishness are a crisp efficiency and a deep understanding of the needs of the global traveler. 

One of the most popular dining destinations in the city, ITC Maurya, New Delhi additionally offers an assortment of internationally acclaimed cuisine. 

ITC’s hotel division was launched on October 18, 1975, with the opening of its first hotel - Chola Sheraton in Chennai. ITC - Welcomgroup Hotels, Palaces and Resorts, is today one of India’s finest hotel chains, with its distinctive logo of hands folded in the traditional Namaste is widely recognised as the ultimate in Indian hospitality.

Each of the chain’s hotels pays architectural tribute to ancient dynasties, which ruled India from time to time. The design concept and themes of these dynasties play an important part in their respective style and decor.

With more and more hotels being added at strategic destinations, the group has joined hands with the Sheraton Corporation to strengthen its international marketing base.

SERVICES AND GROWTH

ITC Hotels - Luxury Collection is super deluxe and premium hotels located at strategic business and leisure locations.

WelcomHotel | Sheraton Four of our Hotels have been aligned under the renowned Sheraton brand, offering warm, comforting services to the global traveler. Three WelcomHotels are designed to cater to the discerning business and leisure traveler offering five-star hospitality. 

Fortune Hotels offer full service properties all over India, including smaller towns and cities, ideal for the budget traveler. 

WelcomHeritage brings together a chain of palaces, forts, havelis and resorts that offer a unique experience. WelcomHeritage endeavors to preserve ancient royal homes and the historical Indian grandeur and opulence for the future Indian generations.

Daily complimentary breakfast at the, The Upper Crust, Pavilion, Towers Club or in room, Personalized butler service, Personalized in room check in and a Welcome drink in the room upon arrival, Fresh fruit, chocolate basket in room, Complimentary bottled water, Premium bathroom amenities - Molton Brown, Web Interactive TV with wireless keyboard, dual telephone with data port, Personal fax cum – copier, Cordless phone, RJ45 Internet connectivity and Wi Fi broadband facility on chargeable basis, Personal music system and DVD players on request with preferred selection, Complimentary flight re-confirmation, Complimentary tea /coffee maker in the room, Preferred national newspapers, Laundry / pressing Upto 4 garments per stay, Plasma TVs, late check out till 1600hrs subject to availability. Half day till 2000hrs and full day beyond 2000hrs, Daily Club hours at the ITC One Lounge or Towers Club or Dublin from 1800hrs - 2000hrs, Complimentary use of Boardroom facility, Upto 4 hrs, once during stay (Subject to availability), Access to Airport Lounges with a Bon Voyage drink.

ITC ONE

An exclusive wing, that redefines the concept of space for the corporate leaders, who need to relax and rejuvenate in their very own private residence, with state-of-the-art in-room facilities, exclusive lounge - Upper Crust, personal butler and services that anticipate the guests’ every need. 

MAURYAN CHAMBER

86 rooms, combining the best of luxury, space and service standards, it offers the grandeur of space with an air of quiet understated elegance.

THE TOWERS

The Towers is a unique concept of a hotel within a hotel' for the discerning global business traveler, with its own Towers club, Library Bar and private boardrooms, which are reserved exclusively for its Guests.

EXECUTIVE CLUB

For the business traveler on the move, Executive Club offers well appointed smart rooms, with the latest communication facilities, fully equipped business center and Executive Club Lounge.

ACCOMMODATION

The exclusive Towers concept of a hotel within a hotel, with its own Towers Club and a unique service design is now available at six ITC Luxury Collection hotels. The Executive Club, a concept designed to meet the specific needs of the business traveler, pioneers a tradition in corporate hospitality, setting a premium on discreet efficiency and business related services. Executive Club services are available at nine ITC-Welcomgroup hotels at key business locations. The recently launched ITC One offers a new dimension in Corporate Hospitality and is about discovering the Power of Personal Space’. ITC One is available at the ITC Maurya, New Delhi, ITC Maratha, Mumbai, ITC Grand Central, Mumbai, ITC Sonar, Kolkata, ITC Windsor, Bangalore and ITC Kakatiya, Hyderabad. 

EVA

Exclusive rooms dedicated for the single lady traveler. These rooms have amenities keeping in mind the requirements of a lady pertaining to her special needs in bathroom accessories, security, and safety and comfort levels. Service in

these rooms is done by an all ladies team.

BRANDED CUISINE  

India’s culinary heritage has always been strengthened by the safe hands of the chefs of ITC-Welcomgroup Hotels. The Bukhara and Peshawri restaurants give epicures the rugged, outdoor cuisine and the 1000 year culinary adventure of the Northwest Frontier Province. 

Dakshin has brought together the highly evolved cuisines of the four southern states- Andhra Pradesh, Karnataka, Tamil Nadu and Kerala. 

Dum Pukht is a unique restaurant dedicated to a 200-year old culinary tradition of slow cooking food, in sealed‘deghs’. The fragrance of the meal becomes an invitation befitting royalty. Today the connoisseur can savour these delicacies across the country. 

Rated high by food connoisseurs all over the world, the group takes exceptional pride in showcasing its internationally renowned cuisine. Distinguished for its ambience and unsurpassed standards of food and beverages, the list is a gastronomical journey starting with Dublin, the Irish pub; along with West View, an authentic grill that brings alive the Western in you; with the Pan Asian, serving specialties from China, Thailand, Mongolia, Japan, Indonesia, Vietnam and Malaysia. 

With branded Restaurants exclusive to ITC-Welcomgroup Hotels, spread throughout the country, ITC-Welcomgroup has created benchmarks in all areas of hospitality.

WELCOMJAWAN 

In re-deploying ex-servicemen it assists the national effort by offering a platform for their rehabilitation into productive civilian life. 

WELCOMENVIRON 

WelcomEnviron defines Welcomgroup’s active commitment to the environment. The need for maintaining an ecological balance and working towards that goal as a concerned "Corporate Citizen" is a high priority at Welcomgroup. Each hotel thus operates in harmony with nature.

Analysis of the Interview

Mr Kapil Sharma

Account Director, Genesis Burson –Marsteller

According to him a customer’s perspective ITC Maurya gives more value in terms food & Wine and location.

According to Corporate/Business perspective both are equivalent in terms of service.

Mr Ashish Bhambri

Executive Human Resource, FIS Global Business Solutions India Pvt Ltd

According to him for Business Meetings ITC Maurya has a comparatively bigger Conference hall that has a capacity of 500 people.

As FIS has a tie up with Taj Group so they normally prefer Taj Hotel over ITC Maurya.

Mr Debanjan Sahoo

Assistant Manager, IDBI Bank

As IDBI has a Tie up with Taj Group so they prefer Taj over Itc Maurya and also according to him they feel a home like environment while visiting Taj and also he liked the ambience offered by Taj that gives an Indian Classical feel.

Bibliography

Websites

1. www.tajhotels.com 2. www. itc welcomgroup.in

Annexure

1. Interview Audio and Video2. SPSS Data File

3. Questionnaire Sample