Emerging Indian Hospitality Sector: A study of NCR hotels
Shiv Mohan Verma, Asst. Professor. HRCTGI
Ravi Kumar Singh, Asst. Professor. HRCTGI
Today, big name brands are embracing new technologies and adjusting their budgets in some surprising ways. Using mass production, network broadcasting, nationwide transport and chain retailing, marketers are driving consumption among the rapidly increasing population. The emerging trends in marketing have been caused by multiple factors like advent of MNC’s in India, changing industry structure or increasing media penetration to Indian homes. Marketers today acknowledge the value of knowing the customer and retaining customer ...view middle of the document...
India’s tourism and hospitality industry has emerged as one of the key sectors driving the country’s economy. It is expected to contribute around 6.1 per cent to the national GDP and provides employment to over 41 million people. According to government estimates, India needs about 80,000 rooms in all categories over the nest two to three years at an estimated cost of about $ 8 billion to $ 9 billion, out of which about 20 per cent should be in the premium segment. Tourism and Hospitality is for sure one of the key sunrise sectors in India.
As is evident from the above discussion, at the centre of this sunrise sector is the evolving consumer, his needs and preferences. Strategies in marketing have also changed enormously since the guerrilla concept was introduced more than two decades ago. Tactics that were considered radical then are almost main stream now. With so many messages bombarding the consumer in the marketplace today, it is now more difficult than ever to get your product noticed, so marketers have learned to be creative. This paper discusses these trends in marketing as employed by sunrise sectors.
Review of Literature
In the Indian Hotel Industry, the key emerging trends are
a) Value Chain.
b) B) Filling gaps in Price & Service value chain through:
• Service Apartments – A Home Away From Home
• Budget Hotels
Critical Success Factors in the Indian Hotel Industry are the following;
a) Site and Location:
b) Positioning and Guest Profile
d) Brand Recognition
e) Yield Management
f) Differential pricing
The Sunrise Sector was selected to study the recent trends in marketing. One common criterion on the basis of which the brands were chosen was – they all cater to the upper middle class segment.
The study was conducted in four phases:
• Phase one involved background research and reading on various trends. This information was gathered and then incorporated in to the review.
• Phase two involved collection of data from the companies.
• Phase three involved coalition of data collected in Phase I and Phase 2.
• Phase four involved analysis of data to arrive to a conclusion.
The main tools used for data collection were interviews:
• Face to face
The research is guided to study the following:
• Change in Market Research issues
• Customer satisfaction Measurement
• Loyalty Programmes
• Frequency of new product/service offering
• Branch Positioning
• Integrated Marketing Communication Tools Used
• Pricing Strategy.
|Sunrise Sector |Companies |