STRATEGIES TO

INCREASE OCCUPANCY
RATE – TAJ HOTEL

SUBMITTED BY:-
NAME:- DEVESH BHATIA
ROLL NO:- 1408000749
1
 INTRODUCTION OF TAJ HOTELS
•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.

2
 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
3
 SWOT ANALYSIS
Strengths Weakness
Complex ownership structure(Hindrance
107 yr old established brand
from property owners)
64 rank in fortune 500 Brand dilution

Understanding different customer needs Confused customer perception

High brand salience or image Only NRI s knw about it

Celebrity status Non users positioning was not clear

Iconic Stature Brand abuse

Early expansion Losing emotional appeal

Strategic location

First mover advantage

4
 Opportunities Threats
Terrorist attack- rebuilding customer
Untapped potential
confidence in the brand

New brands are launching at the same

41% middle affluent class
time—at the time of attack

Liberalisation—foreign competitor’s
Luxury market to expand in INDIA
entering the market

Liberalisation expanding into

37 brands coming to india
international markets

Increase in tourist Recession

Gateway to fill middle segment vaccuum

5
 Competitors

1. ITC Group Of Hotels

2. The Oberoi Hotels and Resorts

3. The Leela

4. Le Meridian

6
 CRM
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

7
 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.

8
 SERVICE TRIANGLE
Company

Internal Marketing External Marketing

Vertical Communications Communication
Horizontal Communications Advertising
Sales Promotion
Public Relations Direct
Marketing

Employees Interactive Marketing Personal Customers

Selling Customer Service
Center Service Encounters
Servicescapes

9
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)

10
 Internal Marketing
• 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

11
 CRM used in Taj Palace Hotel
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.
• 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.
12
• Fidelio is the property management
system used by Indian Hotels Company • This is a special instrument used
Limited. Although it is used for various by personal butlers for recording
functions but it also plays an important guest preferences & other
role in the CRM processes of the hotel.
important information related to
the guest.
• It is used for saving the profile,
preferences and special information
(Anniversary, Birthday, allergies etc.)
• This is a small booklet which is
related to the guest on a central server.
carried by the staff at all times
• This information is accessible to all the Taj
and whenever they get any
properties; therefore, whenever there is a information which can be useful
repeat customer the hotel staff already in the future to please the
has all the necessary information enabling customer, they simple record it
them to delight the customer by
personalized service.
here.

• This information is further

uploaded on the PMS making 13
it
accessible to all.
• 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.
• 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.
14
 Customer
Acquisition/Retention/Defection

15
 THE TAJ GROUP OF HOTELS
SEGMENTATION

TAJ LUXURY TAJ BUSINESS TAJ LEISURE

HOTELS – HOTELS: HOTELS:

TAJ PALACE, TAJ PRESIDENT, TAJ BEACH

TAJ MAHAL, TAJ RESIDENCY, RESORT,
TAJ BENGAL, TAJ CONNEMARA, TAJ CULTURAL
TAJ WEST END TAJ BLUE CENTRE,
DIAMOND TAJ GARDEN
▪ OFFER FINEST RETREATS
STANDARD OF ▪ OFFER
HOSPITALITY & MULTI – CUISINE ▪ LOCATED AT
SERVICE RESTAURANTS & BEACH RESORTS,
BEST BUSINESS PALACES, PILGRIM
FASCILITIES CENTRES ETC.

16
 Positioning Targeting

• Through print • Targeting is a

media group of people
• Electronic media who have common
• Magazines need, and
behavior.
• Online advertising
• Business class
• Upper class
• Tourists

17
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

18
 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
19
Steps In E-CRM

20
 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

21
22
Reservations Booking Portal

23
 What Creates Customer Delight
✓24-hour room service ✓Travel assistance
✓Free safe deposit lockers ✓Car hire service
✓Express laundry/ dry cleaning ✓24-hour Coffee Shop
✓Purified water supply ✓6 Restaurants & Bars
✓Doctor-on-call
✓Night Club
✓Full-equipped Business Centre
✓8 luxurious Banquet Rooms
✓24-hour fax/ telex facilities.
✓Shopping arcade
✓3 Meeting rooms
✓Fitness Centre
✓Laptops on hire
✓Beauty shop
✓Currency Exchange
✓Arrangements made for golf and tennis

24
 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.

25
 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 26
Thank you
27