3. INTRODUCTION OF TAJ HOTELS
•The Indian Hotels Company (IHC) is the parent
company of Taj Hotels Resorts and Palaces.
•It was founded by Jamshetji N. Tata on
December16, 1903.
• Currently the Taj Hotels Resorts and Palaces
comprises 76 hotels, 7 palaces at 52 locations in
12 countries and employ over 13000 people.
•Additional 18 hotels are also being operated
around the globe.
•During fiscal year 2010, the total number of hotels
owned or managed by the Company was 76.
•The Taj hotels are categorized as luxury, leisure 3
4. Cont….
• The Taj Luxury Hotels offer a wide range of
luxurious suites with modern fitness centers,
rejuvenating spas, and well-equipped banquet
and meeting facilities.
• The Taj Leisure Hotels offer a complete holiday
package that can be enjoyed with the whole
family.
• It provides exciting activities ranging from
sports, culture, environment, adventure, music,
and entertainment.
• The Taj Business Hotels provide the finest
standards of hospitality, which helps the
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5. Competitors
1. ITC Group Of Hotels
2. The Oberoi Hotels and Resorts
3. The Leela
4. Le Meridian
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7. Stations Of Experience
• Pre-Arrival
Reservations: During the reservation a preference sheet is mailed to capture the details and
to enhance the stay experience.
Airport pick-up: An airport representative is sent along with a chauffeur holding a placard
• Arrival
– Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire.
– Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan
of Elephants, camels , horses along with a professional band is called for the reception of
the group.
– ATG( Aarti, Tiki and Garlanding):
– Welcome Drinks upon arrival
• Check-in
– Escorting
– Welcome Letter
– Room Orientation
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8. Cont…
• Experience during stay
–
–
–
–
–
–
–
Heritage walk
Special Occasion Celebration
City tour by vintage car
Cultural music and dance
Unique dinner experience
Grand Wedding
Other Facilities
Check Out
– Feedback Form at time of Turn Down
– Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the
customers as a souvenir.
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9. SERVICE TRIANGLE
Company
Internal Marketing
Vertical Communications
Horizontal Communications
Employees
Interactive Marketing Personal
External Marketing
Communication
Advertising
Sales Promotion
Public Relations
Marketing
Direct
Customers
Selling
Customer Service
Center Service Encounters
Servicescapes
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10. External Marketing-Advertisement
T.V channels like
STAR NEWS,CNN
and CNBC.
Magazines like THE
OUT LOOK
TRAVELAR,GO
NOW and TRAVEL.
Business news
paper(E.T, Financial
Express, Bombay
Times)
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11. Internal Marketing
• Taj Management Training Programme (TMTP)
• Hotel Operations Management Trainee (HOMT)
Program
• Taj Management Training Programme (TMTP) Operations/ Food Production
• Affiliation with Indian Institute of Hotel Management,
Aurangabad
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13. CRM used in Taj Palace Hotel
• At the time of the reservation a
preference sheet is sent
across to the guest along with
the reservation conformation
mail
• This is primarily to capture the
various preferences of the
customer such as food habits
(Diabetic/ Low fat etc.), special
needs etc. It also asks if the
customer is coming on a
special occasion or not and
arrangements
are
made
accordingly made on the visit
• This is another important tool
in improving the service of the
hotel and to capture guest
complaints. If a complaint is
registered by a customer it is
updated on the software.
• Gradually as the time lapses
the status displayed turn from
green to yellow and ultimately
red. This status can be seen
by any of the managers as the
software is connected to the
central server. A daily Action
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Taken Report is generated
14. • Fidelio
is
the
property
management system used by
Indian
Hotels
Company
Limited. Although it is used for
various functions but it also
plays an important role in the
CRM processes of the hotel.
•
It is used for saving the profile,
preferences
and
special
information
(Anniversary,
Birthday, allergies etc.) related
to the guest on a central
server.
• This information is accessible
to all the Taj properties;
• This is a special instrument
used by personal butlers for
recording guest preferences &
other important information
related to the guest.
• This is a small booklet which is
carried by the staff at all times
and whenever they get any
information which can be
useful in the future to please
the customer, they simple
record it here.
• This information is further
uploaded on the PMS making
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15. • Once the guest is in the hotel
and stayed for sometime (a
day or two) a courtesy call is
made by the guest relationship
executive during the evening
hours.
• This is just to know about the
guest’s experience and how
can it be improved in case
there is some difficulty being
faced by him/her.
•
In case there is a complaint it
is uploaded on the CRM
software and further processes
are followed as mentioned
• Post departure an automated
mail from the central server is
sent to the guest requesting to
fill up a feedback form. There
are various heads covering the
various stations of experiences
which are scored on a Likert
Scale.
• This information is quantified to
highlight the areas of concern.
This score is also used as a
measure of performance of a
hotel unit.
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17. THE TAJ GROUP OF HOTELS
SEGMENTATION
TAJ LUXURY
HOTELS –
TAJ BUSINESS
HOTELS:
TAJ LEISURE
HOTELS:
TAJ PALACE,
TAJ MAHAL,
TAJ BENGAL,
TAJ WEST END
TAJ PRESIDENT,
TAJ RESIDENCY,
TAJ CONNEMARA,
TAJ BLUE
DIAMOND
TAJ BEACH
RESORT,
TAJ CULTURAL
CENTRE,
TAJ GARDEN
RETREATS
OFFER FINEST
STANDARD OF
HOSPITALITY &
SERVICE
OFFER
MULTI – CUISINE
RESTAURANTS &
BEST BUSINESS
FASCILITIES
LOCATED AT
BEACH RESORTS,
PALACES, PILGRIM
CENTRES ETC.
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18. Positioning
• Through print
media
• Electronic media
• Magazines
• Online
advertising
Targeting
• Targeting is a
group of people
who have
common need,
and behavior.
• Business class
• Upper class
• Tourists
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19. Customer Loyalty Programs ( Retention)
• Taj Inner Circle
• Taj Epicure Plan
• Benefits That Customers Enjoy As A Silver & Gold
Member
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–
•
Customers will be greeted with flowers & fruits in their room
Check-in & departure formalities will be easier, faster & flexible
Receive special discount on rooms at Taj leisure hotels
Avail of double occupancy at no extra cost
Entitled to a priority wait-list
Points Redemption
• Taj Club
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20. Program for Employees
• Employee loyalty program called STARS, the 'Special
Thanks and Recognition System‘ - was an initiative
aimed at motivating employees through
acknowledgements and rewards.
• The STAR system also led to global recognition when
the group bagged the 'Hermes Award' for 'Best
Innovation in Human Resources' in the global hospitality
industry.
• Taj Group developed the 'Taj People Philosophy' (TPP)
which helped the company boost the morale of its
employees and improve service standards
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22. Information system in Taj Hotels
Seranata Intraware
• Connects all 75 hotel of Taj and have centralized
software
• The scenario or the problem
– Problem of fragmented distributed information
– Problem of delicacy and missing of data
– Scalability Issues: incorporating new hotels in the
chain involved consuming and time processing
process
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25. What Creates Customer Delight
24-hour room service
Travel assistance
Free safe deposit lockers
Car hire service
Express laundry/ dry
24-hour Coffee Shop
cleaning
Purified water supply
Doctor-on-call
Full-equipped Business Centre
24-hour fax/ telex facilities.
3 Meeting rooms
Laptops on hire
Currency Exchange
6 Restaurants & Bars
Night Club
8 luxurious Banquet Rooms
Shopping arcade
Fitness Centre
Beauty shop
Arrangements made for golf and
tennis
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26. Conclusion & Recommendation
•
•
•
•
•
•
Strict compliance to the SOPs
Improvement in knowledge & skill set of employees
Customer centric vis-à-vis profit centric approach
Stopping unethical practices especially in seasons
Treat all the customers equally
Taking feedback not only from external customers but
also the internal customers i.e., the employees.
• Proper check on the hotel staff’s and processes’
efficiency by the management, say by employing
Mystery Customers.
• Keeping regular track of the sales data for further leads
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