INDEX

S.No Contents Page No.

1. Acknowledgement 2
2. Industry Details 3-5
3. Company Specifications 6-9
4. Vision 10
5. Mission 11
6. Ethics & Corporate Social Responsibility 12-15
7. History & Milestone 16-21
8. Strategic Business Units 22-32
9. Management Team 33-35
10 Products 36-39
11 Mergers & Acquisitions 40-41
12 SWOT Analysis 42-46
13 Recommendations & Suggestions 47
14 Bibliography 48
 ACKNOWLEDGEMENT

It is with the feeling of satisfaction and sense of achievement that I

am drafting this acknowledgement note.

I am really thankful to my mentor Mr. Siddharth Kaul who has

supported me in this project. I would also like to thank the
management department of my college which gave me the opportunity
to get an overview of the hospitality sector and enabled me to gain
knowledge about The Park Group of Hotels.

Last but not the least I am thankful to my family and friends for their
valuable suggestions and support.

…..Romana

2
 HOSPITALITY SECTOR- INDUSTRY DETAILS

Indian tourism and hospitality sector has reached new heights today. Travelers are taking
new interests in the country which leads to the upgrading of the hospitality sector. Even
an increase in business travel has driven the hospitality sector to serve their guests better.
Visiting foreigners has reached a record 3.92 million and consequently International
tourism receipts have also reached a height of US$ 5.7 billion. Hospitality Industry is
closely linked with travel and tourism industries. India is experiencing huge footfalls as a
favorite vacation destination of foreigners and natives and the hospitality industry is
going into a tizzy working towards improving itself. Fierce competition and fight to rank
on the number one position is leading the leaders of this industry to contemplate on ideas
and innovate successful hospitality products and services every day.

India has emerged as an attractive tourist destination with an increasing number of multi-
national hospitality companies investing in India. There has been a steep increase in hotel
occupancy levels, with the industry expected to grow at 15% per year. To sustain its
growth and continue to attract overseas travelers to India, the industry is exploring the
latest customer-centric next generation technologies. According to sources, India’s hotel
pipeline is the second largest in the Asia-Pacific region and the industry is set to be the
second largest employer in the world by 2019. It is also estimated that the hospitality
industry in India will contribute US $187.3 billion to the GDP by 2019.
Today’s guests arrive at a hotel with a high level of expectations - a hotel room needs to
be their home away from home, and offer new services. The industry’s biggest challenge
currently is maintaining a balance of achieving a healthy bottom line while enhancing the
guest experience, creating guest loyalty and attracting new guests. The key to creating the
new guest-centric environment is to integrate the right technologies in the right way to
create a ubiquitous and efficient network that can support guest services and hotel
operations.

The hospitality industry is composed of a variety of sectors. As stated in earlier sessions

there is the food and beverage sector, the accommodation sector, the entertainment
sector, etc.
At this point it is also important to note that the hospitality industry is divided into two
categories. These are the commercial category and the non-commercial category. To put
it simply the commercial category includes establishments that operate for profit. The
non-commercial category comprises establishments that operate on a not for profit bases.
The non-commercial establishments are usually subsidised by governments and in many
cases supported by private enterprise. An example of a non-commercial organisation is
the Salvation Army.

Examples of the commercial category

Restaurants
Hotels

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Takeaway / fast food shops
Motels
Bistros

Examples of the non-commercial category

Hospitals (food services)
Relief agencies e.g. The Salvation Army (food services)
The Armed Forces (the army, the navy and the air force)
School canteens
Prison canteens

Sectors within the Hospitality Industry

Food and beverage services, e.g. restaurants, cafes, bistros, clubs etc
Accommodation, e.g. hotels, motels, resorts, bed and breakfast etc
Entertainment, e.g. theatre, musicals, live band shows etc
Functions and event management, e.g. corporate functions, expos etc
Recreation services, e.g. health and fitness centres, golf clubs etc
Gaming facilities, e.g. casino type hotels, casino type resorts etc
The Indian hospitality industry is likely to see strong demand and continued growth in
the coming years as key players like Indian Hotels and EIH, and international brands
such as Carlson and Marriott have outlined bullish future plans.
"Hospitality in India is uniquely positioned to benefit from the India growth story,"
Pankaj Karna Managing Director Maple Capital Advisors said, adding that "the sector is
expected to see strong demand and continued growth."
Giving details about the future plans of some of the key players of the industry, the report
by Maple Capital Advisors in association with Tourism Finance Corporation of India said
that Indian Hotels, which runs the Taj Group of hotels is planning to construct 50 budget
hotels under the Ginger brand over the next four years.
EIH, which runs the Oberoi group of hotels, would develop 750 additional hotel rooms
under the Trident brand over the next two-and-a-half years.
Meanwhile, the international hotel brand Carlson is planning to increase its presence in
India to 78 hotels by 2012, from 28 in 2009 with an investment of USD 35 million.
Besides, Marriott has plans to open 30 hotels in India over the next three years.
Some of the other mid market and budget segment hotels have also outlined bullish future
plans like Ibis Hotels is planning to develop 2,909 hotel rooms by 2012, Sarovar Hotels
(3,014 rooms by 2012), Keys Hotels (3,000 rooms by 2013), Lemon Tree Hotels (3,492
rooms by 2013) and Peppermint Hotels (1,500 rooms by 2013), the report said.
"Both domestic and international players have planned large-scale investments in the
hospitality industry thus the demand supply gap is expected to be bridged significantly
even though this may not be pan India and evenly distributed," the report added.
The market will see a good mix of Indian and international hotel chains and is expected
to become even more organised across categories in the coming years, the report added.
The travel and tourism market in India reached USD 91.7 billion in 2009, registering a
compound annual growth rate (CAGR) of 16.4 per cent over the past five years.
The market is expected to touch approximately USD 266.1 billion by 2019 on the back of
continued economic growth.

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Earlier India was a third world country, then it became emerging market and now it has
become the growth market, and with there are many opportunities laying for tremendous
growth and hotel industry is one of those industries which is able to in cash these
opportunities. Hotel industry is thriving along with tourism and airline industry. Major
players are
o Asian Hotels Limited
o Indian Hotels Company Limited
o Eih Limited
o India Tourism Development Corporation
o Hotel Leela Venture
o Royal Orchid Hotels Ltd
o Taj Gvk Hotels And Resorts Limited
o Jaypee Hotels Ltd
o ITC Hotels Limited
These players are giving a new façade to Indian hotel industry and making brand of India
in global market as well. But recent bomb blast and terrorist attack is need to pay heed. If
Indian hotels can not give assurance of safety to the consumers they will be in mess.
Implement security system in the hotels must be the first priority of hotels.

Hospitality is all about offering warmth to someone who looks for help at a strange or
unfriendly place. It refers to the process of receiving and entertaining a guest with
goodwill. Hospitality in the commercial context refers to the activity of hotels,
restaurants, catering, inn, resorts or clubs who make a vocation of treating tourists.

Helped With unique efforts by government and all other stakeholders, including hotel
owners, resort managers, tour and travel operators and employees who work in the sector,
Indian hospitality industry has gained a level of acceptance world over. It has yet to go
miles for recognition as a world leader of hospitality. Many take Indian hospitality
service not for its quality of service but India being a cheap destination for leisure
tourism.

With unlimited tourism and untapped business prospects, in the coming years Indian
hospitality is seeing green pastures of growth. Availability of qualified human resources
and untapped geographical resources give great prospects to the hospitality industry. The
number of tourists coming to India is growing year after year. Likewise, internal tourism
is another area with great potentials.

5
 PARK HOTELS- COMPANY SPECIFICATIONS

The Park Hotels are operated and owned by Apeejay Surrendra Group. Designed around
business and leisure travelers, The Park New Delhi is located in the heart of the city
center, with easy access to Government and commercial districts. At the Park, attention to
detail and contemporary touches to the 224 rooms and suites bring out the best in luxury,
style and comfort. The Residence, deluxe floor, is gorgeous with the latest amenities and
a display of classy artworks. Renowned for the multi-cultural restaurants, delicacies to
suit all palates are provided. The Business Services are ideal to host successful banquets
and conferences.

Hotel Specifications

The Park, New Delhi offers an array of elegant designer Superior Rooms with a pleasant
ambience. The Residence is their deluxe floor comprising rooms and suites that come
along with the latest technology and flawless aesthetics.

Superior Room

The 188 luxurious rooms are decked up with art and provide recycled paper in writing
bureaus, electronic safes, mini-bars, Internet, voicemail and Cable TV. A subtle interplay
of colors is blended with rich wood. Every room is designed with care, so as to fuse
sophistication with all the comforts and conveniences of a modern lifestyle. Indulgences
like herbal toiletries further add to the lavishness.

Residence

Divided into rooms and luxuriant suites, which are meticulously furnished, The
Residence is symbolic of luxury and repose elegance. All the rooms come along with
contemporary business necessities, in-room fax machines, dual-line-hands, free
telephones and the Internet.

Dining at Hotel The Park New Delhi

Latino

The Latino Bar, lively, colorful and cozy comes with the choicest of beverages and
cuisines of lands afar. It is located at the lobby level of the hotel and one can go easy on

6
his/her wallet when they spend time here with guests amid an informal ambience and
loads of comfort. The sheer vibrancy of the bar and the evergreen friendly staff is
definitely relaxing and adds to enjoyment and fun. Showcased at the Latino Bar are
leading international brands of - Premium Scotch, Single Malts & liqueurs especially
flown from the best regions of France, South Africa, Chile, Australia & Italy. The best of
Champagne from Champagne, the Best of Red and white wine from Boreaux, From
Burgundy they have the world rarest wine, Gevery Chambrtin. There are Picks, Platters
and Desserts to compliment every pajate, drink and mood. The Latino Bar also
specializes in truly international "tapa' referred to as 'Picks'. The USP of the bar lies in its
EQC philosophy, which stands for Eye for details, Quality and Consistency. Do drop in
for a quick drink or a leisurely meal.

Portico

Everything a coffee shop should be, Open all night, various and versatile, casual and
easy. .

There are a variety of menus like Italian, tandoori, oriental, continental. There is a
cooking station of eggs-as-you -please-when-you-please, plus the delicacy of the day.
Rich coffees blended from all around the world is a special feature of Portico. It is one of
their irresistible feature of The Park.

Someplace Else Pub - restaurant - nightclub

It’s a disc pub where one can dance all night. Call it by any name, Pub or restaurant,
nightclub or disco, den or even a ' lunch - in - minutes ' getaway, its one of the most
enjoyable feature of The Park.

Its highly cosmopolitan & international and enables one to enter into a borderless space.
Alabama Slammer, Singapore Sling, Moscow Mule, Tequila Sunrise, Hummus (a
vegetable Shashlik), pasta, Turkish kabab are some of the delicacies of this restaurant.

The VJs, the tempo and the music are the specialities of Someone Else Pub.

Conference and Banquet Facilities

If you are planning to host a function, a theme party, an elegant poolside dinner or a
fashion-show you cannot find a better venue than The Park, New Delhi. We have an
awesome range of halls of different dimensions to suit your requirements. Besides, our
round the clock Business Center offers professional expertise for corporate events. The
Park, New Delhi is centrally located with Government Offices, International Exhibition
Grounds like Pragati Maidan and Connaught Place at a stone's throw. While your stay
with us, you will feel as if the city's main business district is at your doorstep. So, get
ready for your next party at The Park.

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Recreation

A world within the world. In The Park we offer it all. You can relax, unwind and pep
yourself up at our health club, The Spa, with the most sophisticated computer. And of
course, exercise machines are available here to give you all the energy and fitness
required to tone up. Pamper yourself with our exclusive Sauna and massage facilities or
just relax by the Aquapark, our azure swimming pool. Keep up with style in our Salon
with specialised hare care and beauty treatments by Shahnaz Hussain. At The Park Delhi,
we also offer you in-house entertainment, films, music, and boardroom games among
other services. And don't forget to drop by at our eco-friendly store and take a peep at the
exclusive St. Dupont Kiosk.

Basic Data
Country India
City New Delhi
Location Parliament Street, New Delhi 18 kms. from I.G.I.
Airport; 2 kms from New Delhi Railway Station; 10
kms. from I.S.B.T.
Rooms 224 Rooms

Park Hotel offers the following modern facilities:

>> 224 elegantly furnished centrally air-conditioned rooms

>> The state-of-the-art Conference Facilities
>> Modern Business Centre, Specialty Restaurants
>> Health Club
>> Swimming pools

>> Authentic Shahnaz Beauty Parlour

>> Pavilion café
>> Multi-cuisine Restaurant
>> Room service is available round the clock
>> Dedicated staff to provide you best services and comforts.

Special Services / Facilities:

 Business Center

 Continental Breakfast

 24 Hour Front Desk

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 Handicap Facilities

 Express Check In

 Express Check Out

 FAX

 Small Pets Allowed

 Pool

 Outdoor Pool

 Parking

 Wake-up Service

On-Site Services

* Handicap Services * Laundry/Valet * Canned or Bottled mineral water * 24-

hr Room Service * Safe Deposit Box * Telephone Calls, STD/ISD Access * Valet
Parking * Wake-Up Calls

Business Services

* Audio-Visual Equipment * Catering * Computer Modem Hookups *

Copy Center * Copy Service * Fax Machine * Fax Service.

Other attractions of The Park include dining areas like Agni, Mist & Fire.

Tariff

Room Category INR

Luxury Room - Single Occupancy 12,000
Luxury Room - Double Occupancy 14,000
Luxury Premium Room - Single Occupancy 14,000
Luxury Premium Room - Double Occupancy 16,000
The Residence ~ Single Occupancy 18,000
The Residence - Double Occupancy 20,000
Deluxe Suite 30,000
Presidential Suite 50,000
Extra Bed/Third Person 2,000

9
VISION OF THE APEEJAY SURRENDRA GROUP, FOUNDERS OF
THE PARK.

The Apeejay Surrendra Group was established in 1910, with its foundation in steel.
Today, Apeejay Surrendra Group employs close to 42000 people in rapidly expanding
operations in Tea, Hospitality, Shipping, Real Estate & Retail and Financial Services.

They have pioneered the concept of contemporary luxury boutique hospitality in India.
From their first hotel on Kolkata’s prime Park Street in 1967, to their 10th hotel in Pune
scheduled to open in 2011 – their signature style, innovative design and passionate
service continues to make Apeejay Surrendra Park Hotels a destination of choice for
international corporate and leisure travelers.

Positioned in the heart of India’s buzzing metros, their hotels distil global trends and
infuse local inspiration to create new definitions in boutique luxury. They continuously
differentiate themselves – be it through the technology-enabled living and work spaces;
original dining and entertainment concepts; eclectic collection of contemporary art,
furniture and accessories; or rejuvenating spas that draw on new and traditional
treatments.

Unparalleled guest attentiveness distinguishes their unique brand of hospitality. A highly

customized software technology enables their staff to meticulously record guest history,
share it across locations and thereby, delight customers with individualized service,
delivered with effortless agility. From business to pleasure, they create new experiences
and pique customer curiosity by anticipating opportunities and sensitizing themselves to
the needs of their guests. They believe, continuous innovation has enabled them to not
only enhance customer value at every visit but also create new benchmarks in global
standards of hospitality and service excellence. They aim to consolidate their position as
a leading, world class boutique hotel business through the launch of new hotels across
India.

Their reputation for creative detail in almost every area invites their discerning clientele
to stay inspired.

Their vision is leadership through differentiation.

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 MISSION OF THE PARK

The Park Hotels aim at setting exemplary standards in aesthetics and design, and each of
their properties is imbued with a distinct character. They defy categorization and have
created identities for themselves.
The Park, New Delhi evokes with elan the energetic spirit of the capital.

The Park aims at looking beyond manuals and magazines, sometimes disregarding
accepted tenets, adding a touch of irreverence. They aim to bring to the space that
element of the creative, that dash of whimsy, a certain flair, moving it out of the realm of
the non descript. They aim to banish preconceived notions of what a space ought to look
like and instead endow it with elements of freshness and originality. They strive to make
each guest’s experience a unique one, something that goes beyond the ordinary comforts
of bed & board. It is the effort on all fronts- from design to services, to go that extra mile,
that makes a stay in this hotel something to remember.

From meticulous attention to detail, they aim to evolve the mark of individuality. To the
discerning guest, this is evident in seemingly small things like the choice of elegant
accessories and furnishings that combine to create a mood or set a theme.

The Park Group will operate a collection of premium boutique hotels and restaurants,
establishing global standards of product quality and service excellence.

They will make customer satisfaction the purpose of every action they take and every job
do.

They believe their strength is their people and they will encourage their development.
They respect them as individuals and believe that teamwork, commitment and integrity
are values that lead them to success.

They will ensure the profitability and growth of the company for the long-term benefit of
their shareholders, their customers and their employees.

The Park’s basic aim is to create a niche through differentiation and innovation.

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ETHICS AND CORPORATE SOCIAL RESPONSIBILITY

The Park Hotels believe that reconnecting with a healthy, meaningful and productive
quality of life is the way to a more holistic sustainability, in a more holistic future.

The new idea is that if we look at humans as a part of nature, rather than separate from
it or in conflict with it, and if our goal becomes to improve the lives of people, then
health, engaging with the natural world and protecting eco-systems follows as a logical
consequence. As does building community values, sustaining historical learnings,
connecting with local arts and crafts and traditional medicines.

The Park Hotels have embraced this humanistic definition of sustainability. They give the
future real thought and engage in activities that work towards a greener environment as
well as sustaining the overall quality of people’s lives. The new Hotel in Hyderabad is
designed as a path-breaking, iconic landmark that will alter the city’s skyline, yet is being
wholly constructed according to LEED (Leadership in Energy and Environmental
Design)standards. Lending credence to the idea that good design does not get
compromised by involving the principles of green architecture. As a policy, all hotels
undertake eco-activities in everyday operations like recycling, conservation of energy and
chemical-free food offerings. There is great impetus given to local crafts in the design of
the hotels and the items sold at The Box, the boutique store at The Park Hotels. The
vibrant cultural energy created at the hotels through book readings, performances and art
promotion, and the associations with tradition and history – like the upkeep of the Jantar
Mantar in Delhi, reflect perfectly an essential thinking. That reconnecting with a healthy,
meaningful and productive quality of life for humans now is the way to a more holistic
sustainability, in a more abundant future.

Building Communities

The Park Hotels believe that to sustain life is to sustain our community.
Following a vision of social accountability and growth, they channel resources into
partnerships with several NGOs serving social responsibility in the area of disability,
children, youth, women, health, crafts, art, heritage, observation, education and
development. Education programmes with orphanages and youth reach drives like anti
drug campaigns involving employee volunteers sustain future generations. Initiatives
with hospitals, blood donation camps and the urban poor generation solutions for health
and societal challenges are also undertaken. The Park Hotels strive towards serving the
community which is the hallmark of a good corporate citizen.

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Evolving Green Processes

The Park Hotels work towards sustaining resources, and providing a more productive
environment for the well being of guests and employees, through innovative processes
like: ISO 14000 for environmental management, no chemical pesticides, energy saving
key cards for rooms, eco friendly cleaning agents, stack emission to prevent air pollution,
Effluent treatment plans to remove water pollution, high wattage halogens replaced with
low wattage and high illuminating lamps, bamboo wood at 601, waste treatment plants,
solar heating, rain water harvesting to recharge ground water, variable frequency
operated lifts, sound proof windows and glass for hotel facades, skylights and ventilators
to utilize natural light, sewage treatment plants, reusing treated water in cooling towers,
flushing systems and for landscaping, energy efficient grills, fryers and heating systems
in kitchen, staff trained in judicious water and energy usage, organic ingredients like
grains, masalas and oils and traditional processes, excess food distributed to food banks,
leftovers given to animal shelters, lubricants converted into industrial use, kitchen
garbage segregated.

We see sustainability not only in terms of materials and recycling, but also in terms of
artistic traditions and artisanal skills. Along the way, re-inventing traditional skills in the
service of fine contemporary bookmaking has led to the book itself being redefined as a
cultural object.

Waste is Best

All the books in Park Hotels use handmade paper specially manufactured at the
Aurobindo Handmade Paper Unit in Pondicherry or by traditional papermakers in
Sanganer, Rajasthan. The paper is tree-free paper, usually made from a mixture of cotton
cloth wastes, bark, rice husks, or grass. They have recently begun to use non-toxic screen
printing inks and there are no machines involved in the making of our handmade books.
They have also tried to use innovative methods of recycling. For instance, the boards
used to bind their hardback editions are taken from other books on their way to being
pulped or recycled (usually remaindered books from abroad which are put up for sale on
a weight basis on the junk market). So the backing board for one of our handmade
editions could well once have been the backing for The Illustrated Guide to the Central
Nervous System. At other times, accidents and mistakes lead to a new line of products.
For example, they discovered that the waste sheets and test papers on our bookmaking
workshop floor looked really beautiful, overlaid as they were with a series of images and
test prints. Artists who visited their workshop always asked if they could take some of the
sheets to use in their work. That led us to think that we could find a use for the sheets,
and a new line of stationery called ‘flukebooks’ was born. This is a range of notebooks
and diaries bound in one of our test sheets. Every cover is stamped “Edition 1 of 1” and
it’s true – one can never find one flukebook exactly like another. They’re random by
design!

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Use of Ingredients

At Fire, one of the dining areas of The Park, organic ingredients are used because they
are thinking of soil, environment and health. They’ve changed all lentils to organic,
bread, rice and vegetables are available as an option to patrons who ask for them. They
have an organic vegetable and daal of the day depending upon supply.

They buy grains from Navdanya, an organic produce NGO started by Vandana Shiva.
Although organic ingredients are expensive, Park Hotles don’t charge customers more
because they want to promote organic food.

In Park, they try to use products that are locally produced or atleast produced in India.
They discourage high level of saturated fats and trans-fats. Healthier oils with unsaturated
fats like olive oil are the preferred cooking medium. Based on availability some
vegetables like pumpkin, local greens, carrots, snake gourd, etc. are used as organic
specials. Park Hotels do not use or support anything that has been genetically modified.

Methods

Park Hotels are attempting a holistic organic experience- they use organic masalas and
organic cooking mediums like ghee and mustard oil to cook the organic ingredients. Also
energy and water saving initiatives are integrated into their kitchens.

They have their own compost pit with the mulch of vegetable trimmings and other
organic stuff and the product of this is used everywhere instead of chemical fertilizers.
They are also encouraging their pest control contractor to use neem based pesticides.

At present Park is the only hotel supporting the organic movement to this extent. They’ve
been invited by farmers and NGOs to visit organic farms and collaborate with their
efforts.

Their preferred cooking techniques are healthier alternatives like grilling, steaming and
low fat roasting. They purchase the most energy efficient equipment from grills and
fryers to heating systems- coupled with everyday energy saving practices, such as
running equipment only when necessary. Leaking taps are efficiently rectified and staff is
trained on judicious water and energy usage.

Leftovers

Leftovers from the daily buffet are sent to Mother Teresa’s Food Bank, and feed 2-3
orphanages in Delhi for 2 meals a day. Meat trimmings and bones from the butchery are

14
given to Circle of Animal Lovers everyday to feed strays and homeless animals. Leftover
bread is given to a person who comes from Aligarh every three days to take to a piggery.

Leftover oil is given to a certified vendor who uses it for industrial purposes- the making
of grease, soap, etc. No oil is allowed into the drains.

Park Hotels segregate garbage into three sets- wet garbage; tins, cans and bottles; paper,
cardboard and plastics.

Park Hotels have always been involved in philanthropy. They have set up a number of
trusts and institutions. They feel it is important for every individual, every company and
corporate to contribute to society in whatever way. And its not only about donating
money. They have set up a number of schools in West Bengal and tube well projects in
their tea plantations at Assam. The President of Park Hotels, Priya Paul got together with
some friends to set up the Seed Shop at The Park, Delhi, three years ago as she had felt a
certain need in the market for a one-stop shop for organic products, for natural products.
But they have created this with the urban market in mind. It has done reasonably well and
they are hoping to expand that.

Park Group of Hotels have also taken the responsibility for the conservation,
preservation, maintenance, upgradation and beautification of Jantar Mantar, the
observatory built by Sawai Jai Singh II. As per the MoU signed with the ASI and the
National Culture Fund (NCF), the group has taken up restoration of the monument,
lighting up the area, putting up visitor signage and facilities.

Says conservation architect and architectural historian Anisha Mukherjee, who is also the
conservation consultant to the project, “It is not just conserving the physical fabric of the
place but also conserving and clarifying the function and form of the yantras
(instruments) at the observatory.” The Park group has put up signages clarifying the
function of the yantras which not only helps in raising public awareness but also
understanding how the observatory worked not only in Jai Singh’s time, but even today.

Apeejay Surrendra Park Hotels with ASI and NCF has also developed the first Virtual
Reality CD-ROM on the historic monument Jantar Mantar, New Delhi. This CD-ROM
was produced with Delhi Tourism & Transport Development Corporation and is aimed at
raising awareness and appreciation of this unique architectural site.

15
 HISTORY & MILESTONE

In 1910, Pyare Lal, a young patriot, responding to the nation's call for self-sufficiency, set
up a small unit in Jalandhar, to manufacture steel goods for the domestic agricultural
market. His untiring efforts saw the firm "Amin Chand Pyare Lal" grow and by World
War II, become profitable enough to employ 100 people. The small unit in Jalandhar
rapidly expanded into an enterprise, fuelled by a fierce pioneering spirit. It was destined
to achieve many breakthroughs in post-independence India.

The Group was among the first importers of steel into India, challenged by the bottleneck
created by the scarcity of steel and steel goods in the 1950s. It also set up the country's
most advanced steel mill in Calcutta and was among the first to manufacture stainless
steel in India. Soon it emerged as the third largest exporter of steel, pioneering exports to
markets like UK and Japan.

Having started as steel importers, the company took an early interest in freight costs and
shipping. It was therefore natural that in the mid 1950s the Group expanded to shipping.
The 1960s saw the Group venture into hotels, leading to the formation of The Park
Hotels.

Over the years, this successful conglomerate came to be recognized as Apeejay Surrendra
Group - the A standing for Amin Chand (Pyare Lal's father) P for Pyare Lal and J for
Jalandhar. It is a perfect tribute to the industrious ancestors and founders as well as
remembering the place from where this illustrious journey began. It also honours its
dynamic late Chairman, Surrendra Paul.

Today, Apeejay Surrendra Group employs close to 42000 people in rapidly expanding
operations in Tea, Hospitality, Shipping, Real Estate & Retail and Financial Services.
The family values that have nurtured the Group continue to guide the conglomerate as it
diversifies into new initiatives like Shipyards, Logistics & Knowledge Parks.

The chain started by Surrendra Paul in 1967, with the opening of its first hotel, the 150
room, The Park on the fashionable Park Street in Kolkata, on 1 November; the hotel
at Visakhapatnamwas added in 1968, while the Delhi Park was started in 1987. After the
death of Surrendra Paul, his daughter Priya Paul succeeded him in 1990, subsequently the
Bangalore Park was added in 2000, while Chennai Park in 2002.

The Delhi Park, took up the restoration of , the 1724 CE built astronomical
observatory, Jantar Mantar, in 2000, after an MoU with theArchaeological Survey of
India (ASI).

In 2006, Forbes, listed "Atrium" in The Park hotel, Chennai with its menu designed
Italian chef Antonio Carluccio, amongst India's top 10 Most Expensive restaurants. In

16
2010, The Independent, named The Park, Hyderabad amongst its list of "100 holiday
ideas for 2010".

Now The Park Hotels operate a chain of boutique hotels in Bangalore, Chennai, New
Delhi, Navi Mumbai, Kolkata, Hyderabad, and Visakhapatnam. The hotels amenities
include restaurants, ceremonial rooms, outdoor pools, health spas and gyms, indoor
games, and dining and other facilities for corporate and leisure travelers. The company is
based in Kolkata, India. The Park Hotels operate as a subsidiary of Apeejay Surrendra
Group.

When Priya Paul took the reins of Park Hotels in 1990, India's hospitality industry was in
a sorry state. There were lots of empty hotels. Before the country's economic reforms of
1991 ushered in an era of growth, there was "little optimism" about the future.

It was an inauspicious time to launch a sleek, designer hotel in India – a risky concept in
a country accustomed to large, marble-clad hotels. But the well-travelled Ms Paul had
seen the success of Ian Schrager's chic Royalton Hotel in New York and was convinced
that the concept could take off in India.

Today, Park Hotels is the country's leading boutique hotel brand, with properties in
Delhi, Chennai, Bangalore, Kolkata, outer Mumbai and the resort city of Visakhapatnam
in Andhra Pradesh state. Twenty more are in the pipeline.

Ms Paul was only 24 when she took over the fledgling Park Hotels, part of the Apeejay
Surrendra Group, one of India's family-controlled conglomerates, in a role that was thrust
on her by the sudden death of her father, Surrendra Paul. At the time, there were few
young Indian women in similar positions in business. But she was no novice. An
economics graduate of Wellesley College near Boston, she had spent every summer
working for her father.

When she was 22 her father appointed her marketing manager of Park Hotel. She had to
make calls and make sales happen. She educated herself by meeting travel agents and
clients, trying to understand where they were getting business and asking lots of
questions.

Her siblings were also brought on board. Ms Paul's brother is now chairman of Apeejay
Group while her sister oversees its retail and real estate units. While Ms Paul's is not a
rags-to-riches story, hospitality was relatively new territory for the Apeejay Group. With
holdings in tea, shipping and steel, it owned two hotels before it began building the brand
in the late 1980s.

Ms Paul set to work immediately, overhauling the Kolkata property with entrepreneurial
zeal. She admits that initially people needed a lot of education about The Park. Indian
guests were used to cavernous, chandelier-lined lobbies and asked why those at The Park
were so small. Ms Paul had to fight for her idea: She said they were different, design-
led.and not for every type of customer."

17
Attitudes began to change when she added Zen, a chic restaurant, at the hotel in 1992.
Soon the Park Kolkata developed a reputation as a trendy venue for live bands.

Ms Paul introduced more unconventional design into subsequent properties. On the site
of an old 1930s film studio in Chennai, she opened a hotel with an Indian cinema theme.
She also created the tongue-in-cheek "Leather Bar" at the hotel because of Chennai's
legacy as a leather-making hub. The designers discouraged her from doing this but she
wanted it to be dark with walls and floors of leather.

As a self-styled "great ripper of magazines", Ms Paul is fastidious about her interiors. She
oversees every aspect of design "down to the ashtrays" and works with international
designers such as Conran & Partners as well as contemporary Indian designers. She says
her job is to alert foreign designers to Indian elements.

Overhauling design was not Ms Paul's only strategy for bringing India's hotels up to date.
She also modernised the company's business processes. One of the biggest moves was to
install modern IT systems to manage reservations and "yield management software" to
help determine room prices.

In an unusual move for a hotel, The Park last year installed expensive SAP business
software to manage its human resources. Shortage of skilled personnel is a pressing
concern for the Indian hospitality industry. The Park's move was an attempt to address
the problem by by establishing its own management training programme and hospitality
training centre in outer Mumbai.

Predictions of growth in the sector are encouraging. Fuelled by underlying economic

growth of more than 9 per cent, the World Travel and Tourism Council forecasts that
spending on Indian tourism will grow by 7.9 per cent between 2007 and 2017.

Meanwhile, there is a dearth of capacity. HVS, a consultancy, estimates that there are
about 110,000 hotel rooms in operation in India, of which fewer than 40,000 are branded
rooms. By comparison, Las Vegas alone has about 150,000 rooms.

As a result, The Park, like most luxury hotels in India, commands high rates. Room rates
at The Park in Bangalore, for example, range from $375 to $700 a night.

Ms Paul is scouting for properties overseas in locations such as Thailand, Sri Lanka and
the Maldives, as well as Dubai and London, which lie on the well-trodden route of globe-
trotting Indians. She sees the entire "collection" growing to between 25 and 30 hotels in
the next five years. She says that there's a need for our hotels in other countries as
customers change and become more individual. They are looking for more hotels with
character.

As a local pioneer of boutique hotels, The Park created and found a niche in India. Now
the growth opportunity in India is tremendous according to Ms Paul. The company
generated sales of about $55m in the last fiscal year.

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Credit Suisse's recent $55m investment for a 10-15 per cent stake in the company will
help The Park expand as it aims to go public in a few years. For a family-run
conglomerate, The Park's goal of going public is itself a departure from the traditional
way Ms Paul admits.

Two decades ago the idea of The Park becoming an Indian international boutique hotel
brand seemed a fantasy. But, Ms Paul says: "You have to have that courage in what you
believe in and what you're trying to do."

SOME ACHEIVEMENTS OF THE PARK

The Park Hotels launched its seven-star hotel in Hyderabad, built with an investment of
INR 3,400 million. The first green building hotel, with 270 rooms, has a gold rating from
Leadership in Energy and Environmental Design. The company is targeting INR 1,000
million revenues from the new venture in a year. The group plans to launch a 250-room
hotel at Pune in January 2013 and another 250-room one in Kolkata in 2014. It would
also launch one luxury resort at Jaipur with 200 rooms. In all, it has 1,145 rooms.

A developer of boutique hotels, The Park Hotels, considers this Hyderabad project as a
flagship project taking hospitality to the next level in terms of facilities and features it
offers. The Apeejay Surrendra Group is in the process of adding three more properties
within two years.

The General Manager of The Park Hyderabad, Mr Anurag Bajaj, said that the 270-room
project on the Hussain Sagar lake edge will commission the phase one of 125 rooms on
April 1.

The property architected by Skidmore, Owings and Merrill based in the US, the designers
of the famous Burj Khalifa, hosts 11 food and beverage courts and seeks to pamper the
visitors with its range of luxury offerings, including the unusually large rooms, Mr Bajaj
told Business Line.

The property is LEED Gold certified and blends best of tradition with modernity.

It features precious stones, distinctive textiles, façade reference jewellery settings and
metal workings found in the Nizam jewellery collection along with a three dimensional
pool and Aura Spa.

The Park Hotels chain has gradually enhanced its capacity to over 1,300 rooms by either
developing its own properties or acquiring some of them.

The Hyderabad property is developed by the Group after acquiring land from the Andhra
Pradesh Government.

19
In the pipeline are three more properties at Navi Mumbai, another one at Kolkata and
they are in the process of finalising plans for another venture in Jaipur.

On July 10, 1999 a team from the Ministry of Tourism, Government of India, visited The
Park, a five star hotel in Calcutta, to consider its application for upgrading its
categorization from “Five Star” to “Five Star Deluxe”. The team inspected the hotel's
décor, standards of service, rooms, systems and overall arrangements. In the afternoon
came the verdict, not entirely unexpected: "Approved." The hotel staff went into a mood
of great celebration.

The approval gave the hotel a greater recognition and status, enabled it to attract higher-
class clientele and move closer to the classy image of its competitors, Taj Bengal and
Oberoi. The recategorization was another feather in the cap for the hotel, coming after its
selection in May 1998 as a member of the Small Luxury Hotels of the World1. The top
management of the hotel sought such recognition to strengthen the direction of its efforts
to reposition the hotel as a "boutique hotel" and change its image from a "comfortable and
affordable hotel mainly for Public Sector executives and budget travelers" to "a classy
and trendy hotel" conveying an image of youth, vitality and a place where "things
happen". The management had articulated for the hotel a mission that highlighted
premium status, global standards and service excellence as its key elements. It had also
taken a number of steps to translate its “boutique” concept into practice.

Though the management of the hotel was very happy with the recognition as a Five Star
Deluxe hotel, it did not want to rest on its laurels. It was aware that still much remained
to be done. It was not sure to what extent the boutique concept was implemented and
understood by its customers and employees. The scenario for the hotel industry in
Calcutta was not very attractive, but the competition was increasing. Hence it wanted to
assess the competitiveness of the hotel in the changed competitive scenario of Calcutta,
develop a competitive strategy and think through the problems in implementing it.

Significantly, the Park group’s net worth has doubled in four years from US$750 million
to US$1.5 billion.Industry watchers attribute the phenomenal growth to the business
acumen and leadership skills of Karan Paul, the son of Surrendra Paul, founder of The
Park Group of Hotels.

The Park Hotel, in the heart of the entertainment and dining zone, houses Tantra,
arguably the best discotheque in eastern India, and Roxy, its classiest nightclub. And
during the day, the footfall at Oxford Bookstore and Flurys – the legendary cafe – is a
major cause of concern for the competition. It is agreed that Tantra and Roxy have
redefined nightlife and reflect Calcutta’s changing mores. They are now in the middle of
the biggest expansion The Park group has ever embarked upon. It’s very exacting times
for The Park team. The last financial year was great for the Park Hotels.

Priya Paul is a significant person as far as success of Park Hotels is concerned. She is the
new corporate logo of the Apeejay Surrendra Park Hotels and it is symbolic of (what

20
else) change. For one, popular perception of the group has changed in the past two years
after the launch of two new Park hotels, one in Chennai and the other in Bangalore. Both
have received rave reviews for their funky interior and exterior design, and reinforced the
chain's positioning as a boutique one. Through the 1990s, they were constantly
renovating, repositioning, and refreshing the product, a natural consequence of trying to
succeed in a business dominated by mega hotel chains. In the recent past, they have been
able to carve out this niche of boutique hotels-small, specialised, and able to deliver an
exciting product.

The Park Hotels also announced the launch of the brand’s seventh property, marking its
foray into the leisure segment. The Park Hotels has launched an eight-cabin luxury
cruiser, Apsara alongside a 10 luxury room resort, The Park on Vembanad Lake. Akin to
a floating boutique hotel, the eight-cabin cruiser takes visitors to the tranquil waters of
Kerala’s Vembanad Lake . The 28m cruiser, built on two levels has a galley, saloon and
dining area, in addition to a sundeck and panoramic forward seating area.

The Park, New Delhi, has been awarded the “best represented seller” award at SATTE-
2003 (South Asia Travel Tourism Exchange).

The Park was adjudged the winner for being well-represented by key decision-makers of
the organisation. The location of the booth as well as the profile of buyers visiting the
booth contributed towards The Park Hotels winning this prestigious award.

The participating team was comprised of Mr Vijay Dewan, Managing Director, The Park
Hotels, Mr S. H. Rahman, regional director, sales and marketing, The Park Hotels, Mr
Tejpal Uberoi, general manager, The Park, New Delhi, Mr Rohit Arora, rooms division
manager, The Park, New Delhi, Mr Vijay Subramanian, director, sales and marketing,
and Mr Ramnik Choudhary, assistant manager, sales, The Park, New Delhi.

21
 STRATEGIC BUSINESS UNITS

The strategic business units of The Park Hotels are situated in various places which
include Bangalore, Chennai, Navi Mumbai, New Delhi, Kolkata, Visakhapatnam,
Hyderabad and Kerala Backwaters.

THE PARK, BANGALORE

Impressive designs, attention to luxurious comfort, personalized services, and much more
attracts guests to the Park hotel in Bangalore. The Park hotel, Bangalore is ideally
situated on the MG Road in the heart of Bangalore's business district. The Park hotel is a
unique 109-room experience in Bangalore. The Park hotel boasts of being the first
contemporary boutique hotel in India. Just like the other Park Hotels all over India, The
Park hotel Bangalore showcases its global standards in luxury, comfort and hospitality.

At the Park hotel Bangalore each floor maintains a class of its own and is suggestive of
the variety of experiences and cultures that are prevalent throughout India. Though, all
the rooms of the Park hotel in Bangalore and have been designed keeping in mind the
needs of the international traveler and assure them of a unique experience in hospitality.
The 24-hour restaurant of The Park hotel serves a select assortment of items from coastal
cuisines of South India and South-East Asia.

Room Facilities

• Coffee Maker in Room

• Hairdryers Available
• Mini Bar
• Modem Lines in Room
• Free Newspaper
• Room Service
• Safe Deposit Box

Hotel Facilities

• Babysitting/Child Services
• 24 Hour Front Desk
• Handicapped Rooms/Facilities
• Parking
• Laundry/Valet Services
• Elevator
• Tour Desk
• Doctor On Call
• Internet Access

22
 • Currency Exchange Counter

Dining:

All types of food including the Indian dishes and the foreign menu are available, the
International menu includes the Chinese, Western and also the Thai carte du jour that are
very popular these days among the Indian and overseas day-tripper. The food is nutritious
and healthy and one can be sure that the food is also free from bacteria.

Sports & Leisure

• Golf
• Pool
• Fitness Center and Spa

Meeting Facilities

• Meeting/Banquet Facilities

23
THE PARK, CHENNAI

The Park in Chennai is located on in the heart of the business district of the city. The Park
Hotel has 215-rooms and stands on the historic premises of the erstwhile Gemini Film
Studios. The Park hotel creates a unique story of textures, surfaces, shadow and light
inspired by film and performance in its various forms. The Park hotel caters to the needs
of a premium business traveller who appreciates a perfectly calm and rejuvenating
experience in a Chennai hotel.

The Box in the Park Hotel is Chennai's best address for hand picked gift items, beauty
products, home accessories, stationery, unusual gift items, and fashion. A luxurious silk-
enrobed room reminiscent of the rich colours of monk's robes is an elegant setting for
Lotus, the modern Thai restaurant at The Park, Chennai. Then there is 601, where the live
performances by the Chefs adds warmth and excitement. At the Pasta - Choco bar of the
Park Chennai, fresh pastas and noodles are tossed to your liking and chocolates and
desserts act the perfect temptress.

Standard room facilities:

Air-Conditioning, Satellite TV, Telephone, Internet Connection, Hairdryer, Room

Service

Deluxe Room- Deluxe Rooms are 25 sqm. They are fitted with a king size bed or 2 single
beds. Bathrooms have a separate bathtub and shower.

Residence Room- Residence Rooms are 28 sqm. They are fitted with a king size bed or 2
single beds. Bathrooms have a separate bathtub and shower.

Hotel Facilities- Restaurants, Coffee Shop, Gift ShopBanquet & Conference Facilities,
Business Centre, Wireless Internet, Laundry Service, Safety Deposit Boxes, Disabled
Facilities, Car Park

Family facilities and babysitting services are also offered.

Dining :
Six-o-One – This is the 24 hour restaurant at The Park Hotel in Chennai that offers a
scrumptious range of Indian and International delicacies. Aqua – This is the ideal place to
enjoy lunch. Its unique Mediterranean feel makes intensifies the intensity involved in
enjoying a meal. The resident DJ will make sure that spirits are pepped up. Pasha – One
of the most happening night spots around, Pasha is also well-stocked with an eclectic
selection of choicest spirits. Here one can also avail a number of scrumptious snacks.
Lotus – Here the guests can gorge on a commendable array of Thai delicacies rustled up
by some of the highly skilled chefs. The Leather Bar – This is a stylish bar that features
an eclectic selection of cocktails, wines, beers and other spirits.

24
THE PARK, NAVI MUMBAI

The Park, Navi Mumbai, an urban getaway, is only one hour drive from the domestic
airport. Located in CBD Belapur with stunning views of hills and lush green foliage, this
is the sixth hotel of the group.

The 80-room hotel provides a contemporary and elegant setting for both business and
pleasure. The interiors mix traditional Indian patterns and textures with clean lines and
modern shapes, bringing together East and West and fusing technology with local crafts.
It defines a new vision of service and style to Navi Mumbai.

A homage to Modernism and the work of Le Corbusier, the space has an open plan
approach that connects all the parts of the hotel in an organic sense to create a vibrant
living environment. The brilliant white exterior catches the gleam of the sun that casts
dramatic shadows across the deep reveals. Warm amber LED lights bring in the night
while the garden side is bathed in midnight blue. The landscaped gardens use only white
flowers to create a cool retreat.

The hotel houses Zest, vibrant all hours restaurant which enjoys the views of the terrace
through full height glass windows. Aqua our signature poolside restaurant and Dusk, the
stylist, elegant and classical moody space. Our Specialty Chinese Restaurant, Bamboo
showcases authentic food prepared by our speciality Chinese Master Chefs with a special
focus on Sichaun and Cantonese specialties with a spread of DimSums.

The logo depicts the colors of sundown being amidst nature and port representing the port
city.

Room Facilities

Air Conditioning, Private Bathroom

Satellite Television
International Direct Dial Telephone
Mini Bar
Hair Dryers
Wake-up Service
Iron/Ironing Board
24-Hour Room Service
Coffee/Tea Making Facilities
Non-Smoking Rooms/Facilities
High Speed Internet Access Available

Hotel Facilities

Parking

25
Elevator
Security
Doctor on Call
No Pets Allowed
24-Hour Front Desk
Babysitting Services
Laundry/Valet Services
Currency Exchange Counter
Handicapped Rooms/Facilities

Dining & Entertainment

Aqua Restaurant, Bamboo- Chinese Restaurant, Dunk- The Bar, Zest- All hours
restaurant.

Sports & Leisure

Gymnasium
Swimming Pool

Meeting Facilities

Business Center
Conference Facilities
Meeting/Banquet Facilities

Other facilities

The Box - The Box, in hotel retail outlet for hand picked gift items, beauty products,
home accessories, stationery, unusual gift items, and fashion.

In Room - Catch up on reading from our well researched book list. Or pick a movie from
ibrary of DVDs. Indoor chess, scrabble, pictionary, monopoly, playing cards, UNO - all
are available.

Aquazone - Gym

26
THE PARK, NEW DELHI

The Park, New Delhi, is situated in the heart of the city's business and entertainment hub-
Connaught Place. It overlooks the historic 18th century Jantar Mantar observatory. Any
state related mementos one wants to buy, he doesn’t have to go anywhere far, the state
emporias are just a stone's throw away from the Park.

It is a very contemporary, stylish and A busy urban junction, its spacious banquet halls,
restaurants, all buzz with activity throughout. The accommodations are models of refined
luxury, personal touch and superior amenities and services. Public spaces and guest
rooms are lined with handpicked contemporary art. A place to retire and recharge, it
reflects the electric energy of the city.

Dining

The Park New Delhi offers fine dinning facilities. The restaurants at the hotel have
excellent décor and serve great food.

Agni: It is a 35 feet long bar that has a magical décor. The bar serves choicest of
beverages.

Fire: The Indian restaurant at the hotel provides great décor and sumptuous Indian
delicacies. The 60-cover restaurant is situated at the lobby level and is separated by white
sculptural plaster wall.

Mist: The 24-hour dining venue-Mist-offers a cool décor as the restaurant is done in light
blue color. The menu at the restaurant is predominantly Italian.

Conference and Banquet Facilities

The conference and banquet facility offer are available to the guests of The Park.
They have an awesome range of halls of different dimensions to suit varied requirements.
Besides, their round the clock Business Center offers professional expertise for corporate
events. The Park, New Delhi is centrally located with Government Offices, International
Exhibition Grounds like Pragati Maidan and Connaught Place at a stone's throw.

Recreation:

The Park offers all the modern day comforts. One can relax, unwind and pep oneself up
at their health club, The Spa, with the most sophisticated computer. And of course,
exercise machines are available here to give people all the energy and fitness required to
tone up. People can pamper themselves with their exclusive Sauna and massage facilities
or just relax by the Aquapark, our azure swimming pool. Keep up with style in their
Salon with specialised hair care and beauty treatments by Shahnaz Hussain. The Park

27
Delhi, also offers in-house entertainment, films, music, and boardroom games among
other services.

THE PARK, KOLKATA

The Park, Kolkata, offers urban luxury at the best downtown location, which allows
people to access the main commercial and entertainment districts of the city very easily.
Post renovations, today, it wears a completely new look in rooms, restaurants, and other
public spaces.

Its 149 rooms and suites are all lavishly furnished, offering exclusive services to guests,
and is a popular destination for the young business traveler and those from the fashion
and entertainment fraternity. The hotel is a member of design hotels ™ and has a niche
boutique identity of its own.

Spacious banquet halls spread over an area of 15,000 sq feet combine the best of
technology and design and is a popular destination for any corporate or private function.

The logo is an inspired manifestation of DUSK, SUNSET and SUNRISE representing the
history and architecture of the city’s rich colonial past while looking forward to ushering
in the future.

Other specifications:

Aqua
The signature pool bar, is set around the pool with loungers and luxurious double beds.
Aqua serves an all day international menu, that goes hand in hand with the cocktails.

Roxy
Bringing the glamor and style of the 60's is Roxy, with brick walls, and a color changing
glass wall behind the DJ booth.

Saffron
Serving contemporary Indian cuisine, Saffron is a harmony of the various regions and
diversity of the country.

Someplace Else
This ever packed pub hosts some of the best live bands in the city and is a popular spot
for locals and expats alike. Someplace Else has been in business for more than a
successful decade.

Tantra
The resident nightclub, is undoubtedly the most popular in the city, with a members only
upper floor-Bodhi Bar. Tantra hosts popular DJ's with special Sunday jam sessions.

28
 The Atrium Cafe
Open all through the day, the cafe serves over 24 varieties of organic coffee and 14
varieties of garden teas. Also included on the menu is world cuisine, served any time of
the day or night.

The Street Cafe

The newest addition to the hotel, The Street Cafe is a tribute to the pulsating street life of
Kolkata. The four stalls serve everything from hot dogs and salads to Indian favorites like
kati rolls, and even wine by the glass.

Zen
The open kitchen includes a Japanese bar counter, as well as Chinese and Thai stations
where chefs show-off their culinary skills.

Amenities & Services at Hotel The Park, Kolkata:

TV, Mini Bar, Air Conditioning, Direct Dial Telephone, Modem Socket, Hairdryer, Bar,
Restaurant, Room Service, Private Parking, Non Smoking Rooms, Conference Rooms,
Facilities For Disabled, Shops At Hotel, Currency Exchange, Swimming Pool, Fitness
Room, Babysitting, Jaccuzi in all Deluxe Rooms, Pub, Disco, Internet, Doctor On Call,
Laundry, Money Changer, Banking, Safe Deposit.

Location:

The Park Kolkata is ideally located in the heart of the business & entertainment centre of
the city on Park Street. It is 15km from the airport and 4km from the station, 30 mins by
car.

29
THE PARK, VISAKHAPATNAM

Luxuriously sprawled over 6 acres of spectacular beachfront; All 66 sea facing rooms of
this urban beach resort allows you a breathtaking dialogue with the Bay of Bengal under
a clear blue sky. Lush green terraced lawns are beautifully poised with tiled pavilions and
a giant chessboard. Local craftsmen create with passion in the crafts court in the lawn.
The dining experiences in Bamboo Bay or Vista are enhanced with breathtaking sunsets
in a tropical setting. Lotus motif used generously in the design symbolises the Buddhist
influence on this beach city in the South of India. An environment that encourages
exploration and inner freedom, this is a place of purity where the red soil connects with
the golden sand, blending into the bright blue sea.

Accommodation

It has 61 rooms all of which overlook the sea. Splendid décor and meticulous attention to
detail guarantee luxury to the guests. The hotel also offers 3 Deluxe suites and 1
Executive Suite that are symbolic of all fathomable comforts.

Dining

The 24 hour shop serves Indian and Continental cuisine. There is a superbly designed bar
with a scenic view of the sea. There is also the exclusive Chinese restaurant open for
Lunch and dinner.

Other Facilities:

Neptune Hall accommodates 250 people for social functions. Moreover, the lawns
adjacent to the sea along with the Aqua deck are suitable for any outdoor event. The
Meeting Room is equipped with up to date audio-visual facilities that cater to the varying
demands of multifarious business events. The Spa at the hotel is ideal for toning up one’s
health. People can rejuvenate their energies by using any of the international machines
available. The Sauna, steam and massage facilities can enables to relax and unwind. The
Salon offers exclusive beauty services and specialized hair care and styling for both
ladies and gentleman.

30
THE PARK, HYDERABAD

The Park Hotel Hyderabad further extends The Park Hotel Group’s reputation for
realizing contemporary hotels, which combine local culture and world class, international
design. The Park Hotel Hyderabad will be a certified green building and has achieved
LEED GOLD certification.

The new flagship hotel is influenced by Hyderabad’s proud tradition as a centre of design
and the production of precious stones and distinctive textiles. The façade references
jewellery settings and metal working found in the Nizam jewellery collection.

The building incorporates a range of high quality spaces, from 270 guest rooms, designer
and presidential suites, three restaurant, two lounges, night club and 3D infinity
swimming pool. The hotel’s unique exterior cladding and interior surface finish reflect
local traditions of craftsmanship, patterning and style.

Special Features:

The Street Lobby is designed as an anti-chamber, on first entering the hotel, from the hot
bustling environment of Hyderabad. The dramatic lighting and rich materials contrast the
harsh outdoors, providing a transition for the arriving guest into the calming hotel spaces.
From the street lobby guests may also access the ‘The Box’, Banquet Reception and
Luxury Retail Mall within the hotel – Tresorie'.

The Hotel Lobby comprises the reception, Ruby Lounge and lounge seating areas and
provides access to all of the hotel restaurant and bar offerings, as well as the Verandah
Restaurant. The hotel is organized on three sides around The Verandah, which forms the
heart of the building.

The Sicca Bar is a contemporary and informal interpretation of a traditional gentlemen’s

club.

Verandah – The Restaurant is located at the heart of the hotel and is a unique all - hours
dining restaurant with three distinctive indoor sections. It also has a vivacious alfresco
dining area towards the poolside. This space is characterized by highly personalized yet
welcoming and intuitive service. The menu is inspired by traditional Indian and classical
Italian food, and it features an array of signatures that are creative inspiration from
colonial heritage.

31
A major feature of the hotel is a three-dimensional infinity pool, which affords swimming
and relaxing in elegant surroundings, and creates unique visual environments for diners
and club goers in adjacent and below-grade spaces.

Aura Spa is also a special feature of The Park, Hyderabad.

THE PARK, KERALA BACKWATERS

APSARA
HEAVEN ON WATER

Akin to a floating boutique hotel, this eight-cabin cruiser is taking to the tranquil waters
of Kerala’s Vembanad Lake and gliding guests through the backwaters.

Designed with luxury and comfort in mind, the interiors combine elements of Kerala’s
magnificent heritage with the quiet sophistication of European yachting style.

The 28m, 300 sq. m boat is built on two levels; there are eight rooms, a crew cabin, a
galley, saloon & dining area, sundeck and panoramic forward seating area.

The cabins have been designed to be compact and they all feature LCD TVs and a wide
range of books, music and films.Each cabin has a double bed, study desk & chair, and
bathroom. There is also a mini bar, LCD TV and DVD player, a safe. The textural
furnishings applied to the walls and ceilings of the interiors include veneer, rich leather,
silk and natural cottons with marble used in the bathrooms. A small spa menu is available
on board on Apsara.

On Level-I, the dining area would seat 16 guests with panoramic view of the backwaters.
Guests can enjoy the local and international cuisine on the cruiser as well as sample local
fare and produce along the shoreline. Local cultural tours and educational talks will also
ensure the full Kerala experience.

THE PARK ON VEMBANAD LAKE

This sophisticated ‘docking station’ for APSARA will feature 10 luxury rooms, a deluxe
suite, a tented spa offering Ayurvedic and international treatments, a gym, a restaurant
and bar, a pool, pool deck and bar, and performance space.

Guests may dine on local and international cuisine on the cruiser or the gentle slopes of
the shore, while local cultural tours and educational talks will offer the complete Kerala
experience.

The food and drink

32
Food is locally sourced (fish and giant freshwater prawns and crab from the lake; exotic
jack fruits, okra, green lentils and coconut galore). The chef delights in bringing out his
kitchen kit to show huge pestle and mortar, special dosa (pancake) pans, a hand-wound
iddiyappam (rice noodle maker). The latter produces fresh, sticky noodles that are served
with fish cooked in the spicy coconut curry sauce that defines the best of Kerala's
excellent cuisine.

MANAGEMENT TEAM

Mrs. Shirin Paul took over the Chairmanship of the Apeejay Surrendra Group, the
holding company of The Park, under tragic circumstances in April 1990. In July 2004
she became the Chairperson Emeritus of the Group, handing over the office of
Chairperson to her son Karan Paul.

Apeejay Surrendra Group (established in 1910) is a dynamic Indian multinational with

rapidly expanding operations in Tea, Hospitality, Shipping, Real Estate & Retail and
Financial Services.

Mrs. Paul directs the Educational and Philanthropic activities of the Group. She oversees
the management of the Apeejay Schools in Kolkata and is the Chairperson of The Paul
Foundation. The Paul Foundation awards scholarships to outstanding scholars who are
committed to make a difference to the society through their work. As a Trustee of the
Apeejay Trust, she works with development projects focusing on children, women, the
disadvantaged and the disabled.

She has a deep interest in promoting art & culture, is a keen horticulturist, and finds
Yoga-Meditation as the ultimate healer of body, mind and soul.

Mr Karan Paul, the son of late Surrendra Paul, is the Chairman of the Apeejay
Surrendra Group. Inducted in the business in 1992, Mr Paul oversees the financial
planning and strategy for the entire Group. He is also in charge of operations and
management of the Group's Tea, Shipping and Financial Services divisions. An alumnus
from the Brown University, US, Mr Paul's vision is to make The Apeejay Surrendra
Group, India's largest and the most profitable privately owned family business.
Upon donning the mantle of Chairmanship on July 14, 2004, from Mrs Shirin Paul, who
is Chairperson Emeritus, henceforth, Mr Paul set the Group's roadmap to 2010. In a
statement to all employees he said, "I want us to be industry leaders in whatever we do
and I believe that we have the necessary abilities to make this vision, real for all of us. I
believe that the cornerstone of success is integrity. We must always do good business and
the right thing, drawing from our tradition of trust, reliability and fairness. These values
are very dear to us and must not be compromised with." Mr Paul believes that the Group
can deliver to customers worldwide, products and services of the highest standards built
by the best processes and managed by the ablest people.

33
Ms Priya Paul is a Bachelor of Economics, Wellesley College, USA. She is overseing
the management of Apeejay Surrendra Park Hotels in Kolkata, Delhi, Bangalore, Chennai
and Vizag as the Chairperson. She is the Director the Apeejay Surrendra group and
joined the Group's hospitality business as the Marketing Manager, The Park, New Delhi,
in July of 1988. Ms Paul is the President, Hotel Association of India (HAI),Founder
Member, World Travel Tourism Council - Asia Chapter (WTTC).Ms Paul is also the
Education Chairman of the Young President's Organization (YPO), Trustee, India
Foundation of the Arts (IFA) and member of the South Asia Women's Fund,The Ford
Foundation and member of the Advisory Board of Directors, IIM Lucknow. Her interests
include Reading, Art, Cuisine and its History, Meditation and Exercise.

Ms Priti Paul is a Masters in Design Studies, Harvard University and a Bachelor of

Science in Architecture, minor in Economics, Massachusetts Institute of Technology,
Cambridge, USA. She developed Apeejay Business Centres, with operations in Chennai,
Kolkata, Mumbai and New Delhi and spearheads Real Estate and Design division of the
group. She is the driving force behind relaunching and repositioning Oxford Bookstore in
Kolkata,Mumbai and Bangalore. She has also been in charge of the team that developed
India's largest book, music and gift site, www.oxfordbookstore.com. In addition to this,
she also oversees the London operations of Apeejay Group. Apeejay Anand Children's
Library is another project close to her heart. A member of the Royal Institute of British
Architects, she is also a member of Women in Shipping and Trade Association (WISTA),
England, Member - India Committee, American Bureau of Shipping, USA and is the
founding Member of the MIT Club India. Her interests include yoga, painting, collecting
art and creating sculpture in steel.

Mr. Vijay Dewan is the Managing Director of Apeejay Surrendra Park Hotels, where he
is responsible for operations, business strategy formulation, overseeing marketing
operations and planning sustainable growth for the hotels. Mr. Dewan's effective
leadership, direction and vision have helped The Park Hotels to achieve greater heights.
Mr. Dewan has a Master's degree in Organic Chemistry and a Post Graduate Diploma in
Hotel Management from The Oberoi School of Hotel Management. Mr Dewan started his
career with The Oberoi Hotel, Delhi in 1984, moved to The Park Hotels in 1991 and was
located at Kolkata, where he took over as General Manager a year later. He was
appointed Vice President of The Park Hotels in 1994. Sixteen years in the industry has
given Mr. Dewan an in-depth perspective on the needs of the modern day traveler. He
thrives on information and believes in constantly updating his skills, which saw him
undergo several professional courses including a General Manager's Programme from
Cornell University in 1995, a course in Leadership for Change from the London Business
School in 1997 and one on Strategic Marketing Management from The Harvard Business
School in 2000. Based out of Kolkata, Mr. Dewan is an avid golfer and finds it the
ultimate relaxant.

Mr. Deepak Bali is the Vice- President of Apeejay Surrendra Park Hotels, where he is
responsible for all Projects, engineering and modernization of existing facilities. Mr. Bali
is a thorough professional, hardworking and has a quick understanding of the Projects
undertaken and comes up with practical and innovative solutions. Mr. Bali has a

34
Bachelors of Engineering (Marine) and is a fellow of Institute of Marine Engineering
(Indian Chapter) has done specialization in project management and Hotel Planning and
Design from Cornell University, USA.He has 34 years experience. He started his career
with Shipping Corporation of India and later on with an Anglo- Norwegian Company as a
Chief Engineer.In 1987, he moved to The Park Hotels as a Chief Engineer and was
located at The Park New Delhi. He was promoted to corporate Chief Engineer in 1992 for
all the Park Hotels in India. He was appointed Vice President of The Park Hotels in 1994.
Eighteen years, in the hotel industry has given Mr. Bali an in-depth perspective on the
design and planning of the modern day hotels.He thrives on information and believes in
constantly updating his skills, which saw him, undergo several professional courses
including industrial Engineering, Planning and design course from Cornell
University.Based at New Delhi, Mr. Bali is an avid sportsman.

Mr. Noshir Marfatia is the General manager of the sales and marketing office of The
Park group of hotels. Based in Mumbai, Mr Marfatia heads the all-India National Sales &
Marketing of the company, and is responsible for strategizing, implementing and
executing the overall sales strategies for the company.

With over 18 years experience in the Hospitality industry, Mr Marfatia was earlier with
Oberoi Hotels for 9 years and with Sarovar Park Plaza Hotels & Resorts for the past 8
years and now looks after sales and marketing at Park Hotels.

Mr. Tejpal Uberoi is the General manager of The Park, New Delhi. He is an alumni of
Pusa and passed out in 1979. He subsequently did his management training programme at
The Oberoi, School of Hotel Management. He remained with Oberoi hotels till
November 1993 when he left as the EAM, food and beverage for the Oberoi properties in
Mumbai.

During his tenure with Oberoi hotels, he worked at The Oberoi, New Delhi, Babylon
Oberoi, Baghdad and Oberoi hotels Mumbai.

He then spent two years in hotel projects in Bankok commissioning the 600 room Amari
Arrium Hotel. He was then relocated to Goa where he was Genaral manager of The
Bogmalo Beach Resort, Renaissance Goa Resort and at Club Mahindra. He returned to
Delhi in 2002 as General manager of The Park, New Delhi.

Mr. Lemuel Herbert is the General manager of The Park, Chennai. He started his career
more than a quarter century ago and at present is Associate Vice President and General
Manager of The Park, Chennai. He finished schooling from Cambrian Hall, Dehradun.
He graduated from Madras Christian College, Chennai and immediately joined The
Oberoi Hotels as a management trainee in 1981. He had also been Baghdad, Iraq as
senior lobby manager in Hotel Al Rashid in 1991.

Other people in the management of Park Group of Hotels include:

• Mr. Subrata Majumder, General Manager of The Park, Bangalore.

35
 • Mr. Abhijit Bose, General Manager of The Park, Navi Mumbai.
• Mr. Anurag Bajaj, General Manager of The Park, Hyderabad
• Mr. Siraj Mukherjee, Director Operations of The Park.

PRODUCTS

The Apeejay Surrendra Group, founders of The Park Group of Hotels provide a wide
range of services and products besides hospitality which include- tea plantations,
shipping, retail, Real Estate, financial services, Group corporate services, infralogistics
and education. However the basic products of The Park group are Boutique Hotels.

Boutique hotel is a term popularized in North America and the United Kingdom to
describe intimate, usually luxurious or quirky hotel environments. Boutique hotels
differentiate themselves from larger chain/branded hotels and motels by providing
personalized accommodation and services / facilities. Sometimes known as "design
hotels" or "lifestyle hotels", boutique hotels began appearing in the 1980s in major cities
like London, New York, and San Francisco. Typically boutique hotels are furnished in a
themed, stylish and/or aspirational manner. They usually are considerably smaller than
mainstream hotels, often ranging from 3 to 50 guest rooms.

Boutique hotels are always individual and are therefore extremely unlikely to be found
amongst the homogeneity of large chain hotel groups. Guest rooms and suites may be
fitted with telephony and Wi-Fi Internet, air-conditioning, honesty bars and often
cable/pay TV, but equally may have none of these, focusing on quiet and comfort rather
than gadgetry. Guest services are often attended to by 24-hour hotel staff. Many boutique
hotels have on-site dining facilities, and the majority offer bars and lounges that may also
be open to the general public. Despite this definition, the popularity of the boutique term
and concept has led to some confusion about the term. Boutique hotels have typically
been unique properties operated by individuals or companies with a small collection.
However, their successes have prompted multi-national hotel companies to try to
establish their own brands in order to capture a market share. The most notable example
is Starwood Hotels & Resorts Worldwide's W Hotels, ranging from large boutique hotels,
such as the W Union Square NY, to the W 'boutique resorts' in the Maldives, to true
luxury boutique hotel collections, such as the Bulgari collection, Kimpton Hotels &
Restaurants, SLS Hotels, Epoque Hotels,Thompson Hotels, Joie De Vie hotels, The
Keating Hotel, and O Hotel, among many others.

The concept of boutique or design hotels has spread throughout the world, including
European countries like Spain, and East Asian countries such as Thailand, where many
boutique or design hotels are sprouting, especially in resort locations, such

36
as Phuket and Hua Hin. Other Far Eastern cities in which boutique and design hotels are
becoming increasingly popular include Bangkok, Singapore, Malaysia, and Hong Kong.
[citation needed] Boutique hotels are even appearing in such places as Indonesia,
mainland China, Iceland, Peru, and Turkey, demonstrating that the concept has
penetrated beyond the typical design capitals of the world and is entering new markets.

PREFFERED AT THE PARK

Preferred at The Park' is a unique rewards program which aims at building long term
relationships with guests, not only rewarding them for their loyalty, but also providing
incentives that are guaranteed to bring them back to The Park. this membership based
program is operational at all The Park Hotels in New Delhi, Calcutta, Bangalore and
Visakhapatnam and cater to both corporate and individual frequent travelers.

At the core of this program lies the Smart Card which is an innovative and pioneering
step in product enhancement. Looking much like the ubiquitous credit card, this one has
an embedded chip which automatically tracks points and discounts and stores information
on frequent customers. So, the minutes guests check in, the staff knows whether they like
their coffee black or which newspaper do they prefer!

Points accumulated by guests can be redeemed for an exciting range of exclusive gifts
and benefits. Apart from the usual presentations in the form of pens and perfumes, The
Park has some unusual ones in store. Guests could have the thrill of their life while going
whitewater rafting, don a designer outfit by Rohit Bal the Pasha of fashion, take an exotic
break at a luxury heritage hotel in Rajasthan or even invite a chef home to whip up an
exquisite meal. points can also be donated to institutions like WWF, CRY and Helpage
India.

The Program offers annually renewable Room Memberships (Rs 500) and Dining
Memberships(Rs 3000), and points are awarded to either account. As a privileged
member, one can be guaranteed a room and access to host of amenities and discounts.
The Park Hotels, in its endeavor to provide services that are a notch above the rest, have
won the prestigious "Golden Peacock Innovative Product/Service Award" 1999-2000, in
recognition of this unique service.

The following are the special services offered at The Park:

Conference kits with the company logo embossed

Special working lunch menu to cater to various individual tastes.
Special ambience by way of music or light entertainment, to provide a welcome break.
Helpful hostesses to welcome and escort guests.
Special effects for product launch like life size models of the product and the special
display boards.
Special effects for product launch like life size models of the product and the special

37
display boards.
Facilities to make banners and backdrops of your choice.
Special theme for parties, be it ethnic or western depending on your requirement.
Cookies, mint and chocolate platters on the table.
Personalised stationery, match boxes, pencils and pads.
Banquets
Telephone with local dialling facility.
Running tea/Coffee counter throughout.

CONFERENCE / SEMINAR FACILITIES

Podiums
Lecterns
Blackboards/Flip Chart Board/ White Board
Raised Platform
Conference Kits
Banner & Backdrops
Tent cards
Simultaneous Translation
Video Coverage / Audio Recording
Photographers
Reception Hostesses
Floral Decorations
Special Security

VISUAL AID

Overhead Projector
Slide Projector
Video Projection
Panaboard
Data Projector
LCD Projector
Direct Projector
Spot Lights on stand
TV/VCR
Computers

AUDIO EQUIPMENT

Cassette/ Tape Recorder

38
Amplifiers
Microphones
Cordless Microphones
Telephones

The Park Hotels have also organized various events as a source of entertainment for
their guests:

A confluence of cultures marked the millennium bash at the Park, Vizag. Calcutta's
swinging sensation, HIP POCKET, wowed the crowd, and tribal dancers from coastal
Andra pradesh performed a 'thapettigullu' dance. As the new millennium dawned, artists
performed 'mohana ragas' on flute and tabla in the amphitheater.

Magic and jugglery never fail to weave a spell. At the Atrium Cafe, Isabelle Feraud and
Scott Harrison's travelling circus kept the audience captive with an entertaining program
of power juggling, unicycling and doable magic. The Nashville Sprockets, as they are
called, have spent more than seven years travelling around the globe. The Atrium Cafe,
the Park, Calcutta was a stop midway through their world tour aboard their 1962 Bristol
Decca bus.

Provogue strode the fashion ramp in a bold new initiative at The Park, Calcutta. A bevy
of beautiful people from the fashion world enlivened the show, which was compared by
Rakshanda Khan. The star spangled banner of names included milind Soman, Dino
Morea, Gladrags winner John Abraham, Bipasha Basu, Rajlaxmi, Anupama Verma.

Bollywood beauty Sonali Bendre lit up Someplace Else at The Park, Calcutta on 3
December 1999. The girl with the dazzling smile and hour glass figure was the cynosure
of all eyes as she swayed to the pulsating rhythms through the night.

Dancing sensation Prabhudeva and actor Partihan were guests at The Park,
Vizag, during a shooting session in the city. Vizag hosted the Spirit of unity concert in
January 2000, and noted playback singers Udit Narayan and Alka Yagnik stayed at The
Park.

New actors on the block Hrithik Roshan and Ameesha Patel are the toast of Bollywood
following their hit Kaho Na Pyaar Hai. Hordes of eager autograph hunters besieged them
when they visited Tantra, the hot new nightspot at The Park, Calcutta on 6 January 2000.

The ad industry's first ever rock band comprising ad-men from Mumbai, 'Wanted
Yesterday' performed at The Park, Kensington Terrace, Bangalore, on Feb 20, 2000. The
event, organised by Channel V, featured Rajeev Raja, Creative Director, Bates Clarion on
the flute and Prabhakar Mundkar, MD, Euro RSCG on lead guitar. Hosted jointly by The
Park and Bacardi, the bash met with an enthusiastic response.

39
Michel Sanchez and Eric Monquet, the duo from the popular French group, deep Forest
enjoyed a harmonious stay at the Park, New Delhi when they visited the city this winter.
Combining ethnic and modern music and using technology to revive ancient and
forgotten sounds is what Deep Forest have set out to do. "Sweet lullaby", their biggest
hit, projected them onto the world stage.

MERGERS AND ACQUISITIONS

PARTNERSHIP BETWEEN PARK HOTELS AND CREDIT SUISSE

Apeejay Surrendra Park Hotels Ltd., owners of The Park Hotels has raised US$ 55
million for major expansion plans through a private equity deal with global financial
giant Credit Suisse.

The deal for this partnership was done so that the infusion of capital acts as a catalyst
enabling The Park Hotels to expand their footprint throughout the region.

In its Investment Banking business, Credit Suisse offers securities products and financial
advisory services to users and suppliers of capital around the world. Operating in 69
locations across 33 countries, Credit Suisse is active across the full spectrum of financial
services products including debt and equity underwriting, sales and trading, mergers and
acquisitions, investment research, and correspondent and prime brokerage services.

Credit Suisse actively invests in real estate and hospitality-related projects in global
emerging markets. It regards India as one of the most important growth markets for its
Asia Pacific business, and this partnership underlines Credit Suisse’s commitment to the
country.

ICICI Securities and Amarchand Mangaldas were the advisors for this transaction.

PARTNERSHIP BETWEEN JET AIRWAYS & THE PARK HOTELS

Jet Airways, India’s premier international airline and JetLite, Jet Airways’ all-economy
subsidiary have launched ‘Boarding Card Delights’, an initiative offering the airlines’
guests a range of special benefits and discounts against their boarding cards, at various
partners across India. This initiative, comes into effect on July 23 and is valid until
October 15, 2009.

‘Boarding Card Delights’ currently has 13 established brands as programme partners,

across four categories- Hotels, Dining/Restaurants, Car Rentals and Retail. The Park
Group of Hotels is one of the programme partner.

40
To avail of this attractive offer, guests need to present their Jet Airways/Jet Airways
Konnect or JetLite boarding cards, at the various partner establishments / outlets.
Boarding cards generated through the Web, SMS and Kiosk Check-in, are accepted along
with their respective photo identification.

Jet Airways’ guests can enjoy special rates, discounts on select services and
complimentary stay for their spouse at select properties of The Park Hotels.

Guest may avail of double JP Miles, complimentary room upgrades, 15% discount on
food and beverages and other services and more with The Park Hotels.

The Park also entered into an alliance with Infrastructure Leasing and Financial
Services in which the latter extended a finace of Rs. 1500 million to The Park Group of
Hotels.

The Park entered into an alliance with Mayer Brown JSM in which a HK$450.3 million
acquisition and renovation loan facility for the hotel was granted by HSBC to the Laws
group.

41
 SWOT ANALYSIS OF THE PARK

Every business with the global prospects in the multi dimensional, volatile atmosphere
has to introspect its strategies taking into consideration the strengths, weaknesses,
opportunities and threats. The hotel industry also tags along the line and has to undertake
smart and innovative moves to woo its clientele who expect best possible service at
competitive rates. It is estimated that approximately a lull of 2%-10% of the previous
year business in all categories of hotels. Park hotels had to face modernization at huge
costs especially in cyber city of Bangalore where technology up-gradation is swift and
the inflows of customers require multi dimensional facilities ranging from full-fledged
business center to high grade video conferencing.

The Park Group of Hotels utilize the latest marketing principles and information
technology updates to get a respectable position in the hospitality market. In the face the
worldwide economic recession, the guests have become more sensitive to price which
calls for effective formulation of the pricing strategy.

Strengths
Weaknesses
1.India's rich cultural heritage
1.Capital intensive
2. Demand far exceeds Supply
2.Lack of adequate Man power
3.Global economical turn-up
3.Long gestation period
4.Inclusion in Export Promotion Capital
4.Labour turnover
Goods scheme
5.New business opportunities
Opportunities Threats

1.Boom in tourism 1.Competition from other Asian countries whose official

2.Privatization of airlines currencies have fallen drastically
3.Tie ups with international hotel chains 2. High service & luxury taxes.
4.Increase in disposable incomes
5.Boost in tax concessions

Tourism is an important driving factor for The Park Hotels and fluctuations in tourist
arrivals affected the earnings of these hotels. Tourism is the third largest foreign

42
exchange earner of the country (earnings: $2.735 billion in 1999) and Park Hotels
contributed considerably to these earnings, since all foreigners were required to settle
their hotel bills in foreign exchange. Though India accounted for only 0.37 percent of the
world tourist arrivals and 0.60 percent of revenues, the average stay of a foreign tourist in
India was 30 days, as compared to three in Singapore and seven in Thailand. Due to the
heat during summer and heavy rains during the monsoon, most of the tourist arrivals in
The Park took place about the four months November to February. Calcutta was not
among the destinations of the average foreign tourist, who generally went around the
Delhi-Rajasthan circuit, with some extensions to Bombay and the South where The Park
has its hotels.

Occupants were not the only source of revenue to Park Hotels. Conferences and seminars
were an attractive source of income and served as an opportunity for revenue earning.
The seminars usually were accompanied by orders for food and beverages, and gave
some occupancy to hotels also, unless they were purely local conferences.

The second major source of revenue was the banquets and receptions, which gave
revenue for food and beverages department as well as the banquet balls. Casual diners at
restaurants also constituted an important source of revenue. Thus The Park had revenue
opportunities for individual departments. The hotels competed with one another to get
these segments. Food festivals and major events around festivals like Diwali, Durga
Pooja and Christmas were organized to attract the locals. The hotels also competed to
organize visits of important persons like actors, playwrights, painters and key business
persons to add prestige to the hotel. The Park organized many celebrity nights which
proved as one of its strengths.

Occupancy Rates: Since a very large portion of the expenses of a hotel is fixed, being (i)
financial costs for the property (ii) maintenance costs (iii) establishment costs and (iv)
day to day running costs, it was very important to get a good occupancy rate. Occupancy
rates tended to be higher in Park Hotels because of a good location, a good brand image
and a higher proportion of business and airline occupants. To enhance occupancy
through a build up of client loyalty, Park Hotels

started loyalty programmes like Preferred At The Park, whose members obtained
preferred hotel rooms, lower rates and other benefits.

Location: Location is considered important but the degree of its importance depends on
the target audience. For instance The Park, New Delhi is located in the official hub of the
city, Connaught Place where there are many offices, thus it tended to have business
clientele due to their proximity to probable places of business interactions.

Brand image: The image of a hotel in terms of service orientation, status commands,
expense category, overall ambience, customer types and progressiveness affects the
nature of customers and the demands made by them on the hotel. Park Hotels tended to
build this brand image through advertisements in TV, news papers, magazines (especially
in flight magazines and travel guides) and direct mailing to prospective clients and

43
corporate managers dealing with hotel bookings. The Park Hotels also tried to build
relationships with administrative staff of corporations through personal visits and
presentations. The idea was to create a pull from the occupants to prefer the hotel rather
than another.

Alliances: Forming alliances, with related activity or service providers, was another
instrument to drive business. Alliances with other companies provide mutual benefits.
The most common alliance was with Jet Airways, with the hotel giving a discount, or a
free extra night stay (especially over a weekend) on production of a boarding pass, and
the airline giving bonus points to its frequent fliers for staying at The Park Hotels.

Real Estate: Real estate costs constituted a very significant cost in the overall cost
structure of any hotel. This made these hotels highly capital intensive. The maze of land
regulations made expansion through green field projects very time consuming, and their
eventual outcome, highly uncertain. The costs, of course, vary a great deal depending on
location. Thus the posh locations of The Park Hotels added to their cost.

Competitors to The Park.

There are four five star/five star deluxe hotels that compete with The Park. These are
Hotel Airport Ashok, Hotel Oberoi Grand, Hotel Hindustan International and Hotel Taj
Bengal. The profiles of these hotels are given below.

Hotel Airport Ashok. This is one of the hotels under the Ashok chain, and is a State
Enterprise under ITDC. Located just near the airport, its prime targets are the transit
traveler and airline crew Its service quality is considered to be less satisfactory than the
other four hotels. It could attract PSU executives, government officials and transit
passengers.

Hotel Oberoi Grand. This belongs to the Oberoi chain of hotels, reputed for its
professionalism and quality of service. The group has its hotels in major business and
tourist places of India. It also has set up hotels in other countries. The group has
pioneered the introduction of unique services like room service. Hotel Oberoi Grand,
located near the business district, was established in 1933 as Eastern India Hotel. It has
an image of exclusivity, and commands high brand loyalty. Its property is classified as
'heritage property' and has an old world atmosphere about it. However, it is considered to
be rigid in the policies and rules, and the service was considered by the younger
executives to be staid and slow. It has just renovated its rooms and is attempting to
project itself as a modern, dynamic hotel. It pursued quite different pricing policies
during the lean and peak seasons. It gave steep discounts during off-seasons as well as to
corporate clients, especially executives from State Enterprises, but was quite flexible in
its target marketing. Its competitive strategy in future, according to the executives of The
Park, would be through upgrading of its facilities and service.

Hotel Taj Bengal . This is a relatively a new comer, starting in 1988. This hotel belongs
to the Taj Group, which has an excellent reputation for the quality of service. It has its

44
hotels in all the major cities in India and has a reputation for consistency of service
among all the units. It has an excellent brand equity abroad and is frequently chosen by
foreign tourists. Its reservation system, both in India and abroad is considered excellent.
Recently it launched a major campaign stressing its competence, professionalism, a
“caring” attitude and quality of service. Though Taj Bengal is located about 9 kilometres
away from the business district, many private sector executives have Taj Bengal as their
first choice, and so does pilots. To reinforce the premium image, it provided Mercedes
cars for airport transfers for its deluxe clients. It is considered the first choice for
prestigious marriage parties and, till recently, it had the largest banquet hall capacity.
Thus its targeting is very broad: international tourists, top business executives and
prestigious marriages. However, it is also believed to give sizeable discounts to its clients
and has in fact started price wars. Its likely strategy, according to The Park executives,
would be tocapitalise on its image by capturing international travellers and conferences,
high-end marriages and airline crew, especially of foreign airlines.

Hotel Hindustan International. This hotel was established in 1975. This was struggling to
keep itself afloat, and is believed to offer the steepest discounts to fill the rooms. It does
not have a clear image in any segment, and nor does it have any particular reputation for
quality of its service. It had essentially targeted relatively low budget clients. Recently, it
is attempting a turn around by upgrading of its services and modernization of its
facilities.

ITC Welcom Group. This group has highly reputed hotels in all major cities. The
headquarters of ITC Ltd, the promoting company of ITC Welcome Group is in Kolkata.

The Hyatt Group. Hyatt is an international chain reputed for its high quality of service.
The Hyatt Group is also a tough competitor of The Park.

Each of the properties in the Park chain has its own clientele, its own tariffs, and its own
décor. The décor and even the general appearance of each property, and even of different
floors in the same property, are strikingly different which is one of the major strengths of
The Park. Each property is managed largely independently, although certain activities
and policies have been made uniform across the chain. There is no corporate headquarters
for the chain as such, but Ms. Priya Paul, a member of the Paul family, who is managing
the hotel business, coordinates across the properties. Manuals and operating procedures
are formulated for various departments such as human resources, housekeeping, food &
beverage service and adopted and implemented by all hotels. Exchange of ideas and
information among different hotels of the chain take place through periodical meetings
among the executives of the different properties. Within broad parameters, there is
considerable freedom for each property to introduce changes and practices.

Boutique hotels are hotels that are different, offering a richer, more classy and more
intimate experience. According to Mr. Vijay Dewan, Vice President of The Park,
Calcutta, who also acted as the CEO of the property, the boutique hotels are “those
providing a distinctively different and more personalised service, amenities and style”.
Style is the essence. Nothing was laid down as such, but each item: lobby, rooms, the

45
restaurants and so on reflect the distinctiveness and the style. This concept of boutique
hotels differentiates The Park from other hotels.

A boutique hotel is also a trendy, designer and niche hotel, where things are
“happening”.Service will not be formal, but customer friendly, close to the customer.
Each of the properties have a root of its own. The Park, Calcutta is art oriented. Delhi is
more architecture oriented. Rooms at Delhi and Calcutta are quite different. Even rooms
of different floors are different. The designs of The Residence (the executive floor) rooms
and the suites are different.

One of the difficulties faced by The Park Hotels is that different hotels in the Apeejay
chain are being managed independently, and hence there is no commonality of strategies.
However Ms. Paul recognized the issue and initiated efforts to co-ordinate across the
hotels. Manuals are shared and wherever possible, made common across the different
properties. Frequent meetings were arranged to enable the executives to meet and share
their ideas, and the steps taken at improvement. The hotel group is in the process of
introducing an integrated reservation system.

Use of Information Technology is one of the strengths of The Park. One of the planks of
The Park’s boutique strategy is to achieve a superior and a distinctive level of customer
service. For this, it has employed Information Technology (IT) in a big way. A software
package covering purchase, accounts, and staff data base and front line operations has
been introduced. The most important among these, from the point of view of customer
service, is the data base built for the front line operations. Each guest, at the time of
registering, is put on the database, and during his stay, all his/her orders (room service)
and preferences are recorded. When the guest booked a room the next time, the front
desk, house keeping and room service are alerted about his/her past history through an
“expected arrival report”, so that the right questions could be asked confirming his/her
preferences, as for example, for rooms. This quite often pleasantly surprises the guests.
The housemen are also informed about the preferences.

All complaints and requests are registered in the computer and then passed on to the
appropriate branch (e.g., electrical). These would indicate the time of booking of the
complaint as well as the time it was attended to; subsequent delays if any; and the time it
is finally set right. The house-keeping manager reviewes these data every morning and all
cases of undue delays were investigated.

Though the Hotel has turned around and is in fact profitable the top management is still
concerned about the strategic direction of the Hotel. The following are the key concerns:

• Is the concept of a boutique hotel sustainable? Is it enough to differentiate it from its

competitors?
• If the answer to above is "Yes", what would be the implications for further action?
• If the answer to first question is "No", what new direction should the hotel define for
itself?

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 RECOMMENDATIONS & SUGGESTIONS

1. As far as The Park, New Delhi is concerned, the hotel is located in the middle of
everything. It is located in the official hub of the city where there are many offices
and it is right in the centre of the hustle bustle of the city. Thus many guests of
The Park have a problem with the location of the hotel.

2. The restaurant of The Park is quite expensive and out of the range of many
people. One of the guests from Houston, Texas complained that the food looked
good on the buffet but was around $20-$30. Thus it would be advisable that the
hotel brought down its restaurant rates.

3. Internet is expensive and slow for downloading $100 for one week. Thus it is
suggested that The Park reduces its internet rates.

4. A guest from Atlanta, Georgia complained that the music from the pool combined
with the music from the nightclub filled with the younger crowd got to be a bit too
much at 1am. Thus it would be advisable that the hotel relocates its nightclub and
the pool a bit further from its rooms so as not to disturb its guests, and at same
time carrying on its night life.

5. The food of The Park is said to be average so the hotel should upgrade its food so
as to appeal to its guests.

6. One of the guests complained that in Park, Chennai there is nothing to remind
them that they are in India. Thus The Park should incorporate an Indian element
in their design and refrain from keeping their interiors totally western.

7. The service at The Park is said to be erratic. Thus the hotel staff should be more
vigilant and careful regarding their service. The service should be made more
prompt to add to customer satisfaction.

8. One of the guests complained that the pool at The Park, Chennai could not be
used after 8 pm. Thus the hotel should consider extending its timings of the pool a
bit further to enable its guests to avail the swimming pool facilities for a longer
time.

9. The hotel shops should also remain open within their operating time, and there

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 should be people in the shops to attend to customers. One of the guests
complained that the hotel shop in Park, Chennai was never open and they had to
ask the staff to open the shop.

10. One of the guests at The Park complained that the hotel corridors had damp
smelling carpets. Thus it is suggested that the hotel alongwith its rooms also pays
attention to its corridors and ensures that everything is perfect.

BIBLIOGRAPHY

• www.google.com

• www.theparkhotels.com

• www.inhabit.com

• www.tripadvisor.com

• www.indianmba.com

• www.financialexpress.com

• www.yahoo.com

• www.apeejaygroup.com

• www.hotelassociationofindia.com

• www.wikipedia.org

• The Park Manual.

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