Customer Preference in Online Advertising for Courtyard by Marriott

Customer Preference in Online Advertising
in Hospitality Industry
With Special Reference to
Courtyard by Marriott.
An Internship report submitted in partial fulfilment of requirements for
Masters of Business Administration (General Management)
Under guidance of
Mr. A.K Jain Submitted by:

Professor- MBA-GM Rishabh Singh
UPES 500069671
R151218022
Rishabh Singh Page 0

Student Declaration
I hereby declare that this submission is my own work and that, to the best of my knowledge
and belief, it contains no material previously published or written by another person nor
material which has been accepted for the award of any other degree or diploma of the
university or other institute of higher learning, except where due acknowledgment has been
made in the text.
Signature of the student

SAP id: 500069671
Enrollment Number: R151218022
MBA-GM
2018-2020
School Of Business
UPES.

ACKNOWLEDGEMENT
First and foremost, my heartfelt thanks to Ms. Divya Singh and Dr. A.K Jain for being my
guide (Industry and faculty mentor ) during the Internship . I owe enormous intellectual debt
towards them for the kind of learning and experience that I have gained from them in these
two months has been invaluable. The project undertakes to thank my mentors for giving me
the opportunity to conduct this project/research and offering support , and for incepting the
very idea of topic and all the respondents who provided valuable time to give required
responses.
It was really a wonderful opportunity. I will always be grateful to them for laying a great deal
of trust in my abilities and assigning me right where the action was.
I would like to express a deep sense of gratitude to University of Petroleum and Energy
Studies for giving us this opportunity to conduct research and undergo this internship during
my MBA program.
Last but not the least, I feel indebted to all those persons and organizations , my friends and
batch mates who have helped directly or indirectly in successful completion of this research.
The executives in different organisations who provided data and literature for the research.
This research helped us knowing a lot of things such as the various Hospitality and
operational policies and the performance strategy of the company . This project activated my
thought processes and generated a great deal of interest in dissertation.
Rishabh Singh
Sap Id – 500069671
MBA – GM
UPES

Index
Table of Content
Sno Particulars Page

no
1. Introduction 4
Hospitality Industry
6
Global scenario
10
Indian Scenario
2. About the Company ( Courtyard by Marriott) 16
Courtyard by Marriott, Bhopal 17
19
Competitors
20
Marriott Market segment Analysis
3. Aims and objective 23
4. Literature Review 24
5. Customer Retention in Indian Hospitality Sector 32
6. Customer lifecycle by Marriott 33
7. SWOT 34
8. Research Methodology 35
9. Analysis 37
10. Questionnaire 39
11. Graphs and Figure 42
12. Learning’s 44
13. Recommendations 47
14. Bibliography 49

INTRODUCTION
BACKGROUND INFORMATION OF THE STUDY
The hospitality industry has undergone a radical shift. Formerly, a product-oriented and
physical asset-intensive industry, it has now emerged as a customer-oriented and brand-
intensive industry. Its very aim, that is, maximisation of value for investors, owners and hotel
management, remains intact; however the means of accomplishing has changed. Earlier,
development of products and services desired by the customers, and the necessary channels to
sell them were the core activities that were emphasised in the traditional format of hospitality.
But, now the focus has shifted to the development and marketing of specific brand-products
as per the delicate tastes of a specifically targeted group of customers. Products or brands are
to be moulded so as to provide the customer an experience, which appeals on an emotional
level.
More customers and revenue can be generated if a hotel or brand is less considered as a
commodity. At the hotel site itself, loyalty implies that the guests are willing to do with a less
attractive or cosy location, a higher price, or a set of other handicaps, while still intending to
stay at the hotel. They are willing to pay more for the services that appeal to them. No doubt,
a hotel cannot provide all things to all its guests. A particular segment or group of customers
is the target here that will, under the desirable circumstances, remain loyal. The moment that
target group of customers is identified, and the hotel brand is moulded accordingly, it is a
must that feedback is unrelentingly sought so as to ascertain long-term customer loyalty.

The concept of loyalty, asserts that loyalty is rapidly and continuously becoming costlier. To
begin with, free nights and upgrades add to the revenue expenditure. . Anything is possible
now, i.e., personal shoppers to Porsche leases. Hotel customer-loyalty programmes are
gaining more and more personalised character. People want to win points and utilise them in
any way that provides them pleasure. The utilisation alternates are likely to multiply to match
the tastes and delicacies of each programme member as much as possible. Though the
hospitality industry is learn on the advantages of points loyalty development systems in
comparison to pure recognition programme, the benefit strength of the loyalty programmes
make them a hot concern in yield management spheres. Loyalty programmes are positive in
nature and create loyalty and repeat business.
The hospitality organisations have made it an objective to execute the strategies that facilitate
enhancement of customer satisfaction and loyalty. One of the strategies that can enhance
customer satisfaction and loyalty is to train both the associates and managers in techniques to
recognize guests’ faces and remember their names. According to a psychological research
finding, face recognition and name recollection can be made use of in hospitality situations,
in particular, to develop pretentious relationships with the guests and then to convert them
into real ones with dedicated customers. In the opinion of some of the industry experts,
training associates and managers in memory-enhancing techniques for name collection will
ultimately generate satisfied guests.
In a nutshell, the concept of customer loyalty has penetrated even the hospitality industry,
wherein the emphasis is being laid on customer satisfaction through desired products and
services. It is held that it is customer loyalty only, which sustains a hotel in the competitive
spheres in times of economic odds. But, now customer loyalty has become a costlier
proposition, for anything is being done for its sake. Point-based customer-loyalty systems
have proved effective. Names recollection and face recognition has become a strategy to
develop pseudo-relationships, which ultimately have to be developed into genuine
relationships.

Hospitality Industry - Global Scenario
Travel and tourism now account for more than one tenth of global GDP. Travel and tourism
is one of the world’s fastest-growing sectors, with bookings hitting close to $1.6 trillion in
2017. A strengthening global economy lies at the heart of industry growth. Each year, the
global traveller pool is flooded with millions of new consumers from both emerging and
developed markets, many with rising disposable incomes and a newfound ability to
experience the world.
The hotel industry continues a run of strong performance and is projected to sustain strong 5–
6 % growth throughout 2018. Throughout the year, hoteliers will be looking for an
opportunity in strategic places, including a revisit of the midscale experience, traveller-facing
tech, health and wellness, and loyalty.
GLOBAL HOSPITALITY SCENARIO

The hospitality industry being highly sensitive to economic and competitive market
conditions will need to address six important issues in couple of years, cost controlling,
branding, new expansion strategies, head count management, eco-friendly initiatives and
technological innovations / adaptations.
The important issues can be addressed by understanding and establishing strategy to address,
consumer trends, economic conditions, technology, competition and concerns for public
safety

Hotel Industry Trends In 2017
*Growth In Online Bookings

The primary catalyst in the growth of the market is of course the changing behaviour of the
travellers. But, if we follow the previous trends then we can say that the online booking s has
increased as they have given the guest the liability to book rooms from anywhere.
In Europe, 39% of bookings will be made online by 2017 and 44% in the US by 2017. Online
penetration is even bigger across the world and will become the major choice in the coming
years
*Mobile Bookings
As per the report, 8% of bookings are currently made on mobile devices. By 2018, that figure
will stand at 35% which ultimately means that it is very necessary to have a Mobile Friendly
Website to generate more revenues.
*Independent Or Chain Hotels

The popularity of the hotels totally depend on the surrounding area. You cannot predict
whether the Independent hotel or Hotel Chain will be successful in the area where Hotel is
situated.
They are growing three times quicker than independents in the four-year time period.
Again, the state side picture is different as independents and chain hotels remain steady at
ratio of 28:72.
*Global Distribution
As per the growing industry the range of choice has also increased for travellers such as
Online Travel Agencies, Hotel Websites. The tech savvy nature of Travellers has given a
boom to International Tourism as now they can book rooms from anywhere, which has
ultimately affected the Hotel Industry positively as well as brings new challenges.
Since booking is totally depend on the Travellers (customer) nature, so Hoteliers are going to
view a mix sale from Direct as well as Indirect bookings. It is very necessary for the Hoteliers
to have their own website as well as get listed on others Online Travel Agencies to boost their
Revenue and maximize their Profits.

Hospitality Industry Growth Projections
Overall, the hospitality industry had a solid 2017 with the 9th year of positive growth. Every
year, STR, a hospitality industry data company, predicts the industry’s growth in five
categories: supply, demand, occupancy, ADR, and RevPAR. We use their data as a general
benchmark for the industry.
Important performance measures for the hotel industry are the Average daily rate (ADR), the
revenue per available room (RevPAR), and the Occupancy rate of a hotel. In order to achieve
the most accurate performance indication, these benchmarks should be analysed together.
STR measures growth in seven segments, including independent properties. The independent
segment is expected to come out on top for ADR and RevPAR growth, +2.8% and +2.7%
respectively.
For 2018, STR expects to see nominal growth in every category except occupancy, which
will experience a minor decline. Much of the decline in occupancy is due to increased supply
in the market, rather than a decrease in the number of travellers.

According to the Deloitte Report:-
 Total retail value of the global hotel industry is set to cross USD 500 Billion in 2018.
 Total revenue of the hotel industry in the USA alone should touch $200 Billion in
2018
 Asia Pacific Region has witnessed the maximum Hotel room occupancy last year with
68.7% occupancy recorded in February 2017.
 Millennial is set to become the biggest consumer sectarian the coming years.
 Travel and tourism is now over 10% worth of the Global GDP and the Hotel Industry
accounts for half of that if clubbed with Food & Beverage industry and alternate
lodging.
 Corporate travel is expected to rise by 6.1% in 2018.
 Hotel Industry alone is expected to sustain by growing at 6-7% in 2018
 As per the hotel industry overview report of the Deloitte, the mid-scale segment will
gain the most in 2018.

Hospitality Industry – Indian Scenario
The hospitality industry consists of broad category of fields within the service industry that
includes lodging, restaurants, event planning, theme parks, transportation, cruise line, and
additional fields within the tourism industry. The hospitality industry is a several billion
dollar industry that mostly depends on the availability of leisure time and disposable income.
A hospitality unit such as a restaurant, hotel, or even an amusement park consists of multiple
groups such as facility maintenance, management, marketing and human resources.
The hospitality industry covers a wide range of organizations offering food service and
Accommodation . The industry is divided into sectors according to the skill-sets required for
the work involved.
The Indian tourism and hospitality industry has materialized as one of the key drivers of
growth among the services sectors in India. It contributes to 6.23 % to the National GDP and
8.78 % of the total employment . Constant transformation, functional growth and improving
standards have gained the hospitality industry of India approval all over the world.
The industry is broadly compartmentalized in two segments

Tourism: The tourism sector includes medical and healthcare tourism, adventure tourism,
heritage tourism, ecotourism, rural tourism, wildlife tourism and pilgrimage tourism.
Hotels: These include business hotels, suite hotels, resort hotels, airport hotels, extended stay
hotels, apartment hotels, resort hotels, timeshare hotels, casino hotels, convention centers and
conference .
Source: World Travel & Tourism Council’s Economic Impact 2017, Ministry of Tourism 12.

Market Size
India is the most digitally-advanced traveller nation in terms of digital tools being used for
planning, booking and experiencing a journey, India’s rising middle class and increasing
disposable incomes has continued to support the growth of domestic and outbound tourism.
Domestic Tourist Visits (DTVs) to the States/Union Territories (UTs) grew by 15.5 per cent
y-o-y to 1.65 billion (provisional) during 2016 with the top 10 States/UTs contributing about
84.2 per cent to the total number of DTVs, as per Ministry of Tourism.
The travel & tourism sector in India accounted for 8 per cent of the total employment
opportunities generated in the country in 2017, providing employment to around 41.6 million
people during the same year. The number is expected to rise by 2 per cent annum to 52.3
million jobs by 2028.
International hotel chains are increasing their presence in the country, as it will account for
around 47 per cent share in the Tourism & Hospitality sector of India by 2020 & 50 per cent
by 2022
Investments
India is a large market for travel and tourism. It offers a diverse portfolio of niche tourism
products - cruises, adventure, medical, wellness, sports, MICE, eco-tourism, film, rural and
religious tourism. India has been recognized as a destination for spiritual tourism for
domestic and international tourists.
Total contribution by travel and tourism sector to India’s GDP is expected to increase from
Rs 15.24 trillion (US$ 234.03 billion) in 2017 to Rs 32.05 trillion (US$ 492.21 billion) in
2028. India ranked 7th among 184 countries in terms of travel & tourism’s total contribution
to GDP in 2017. Travel and tourism is the third largest foreign exchange earner for India.
Between January-May 2018 FEEs from tourism increased 14.3 per cent year-on-year to US$
12.51 billion. The number of Foreign Tourist Arrivals (FTAs) increased 8.8 per cent year-on-
year to 4.48 million in the same period. Total employment in the sector is expected to rise to
52.3 million jobs by 2028. The Government of India has set a target of 20 million foreign
tourist arrivals (FTAs) by 2020 and double the foreign exchange earnings as well.

Factors Responsible for Growth
 Rising income in households

 Increase in niche tourism such as eco-tourism, luxury tourism and medical tourism
 Tourism and hospitality sector attracted second highest FDI i.e. US $3.2 billion in the
year 2013
 100 % FDI allowed through automatic route in hotel and tourism sector
 Diversity of the country attracts an ever increasing number of tourists every year
 Government initiatives in improvement of infrastructure like airports, highways, ports and
railways
 India is a labour intensive country
 India has been ranked as the fourth most preferred travel destination by Lonely Planet
selecting the country among the top five destinations from 167 countries.
Employment Opportunities
The hospitality industry is a labour intensive one and India has a large concentration of
English speaking individuals, which prove as a catalyst in advancement and prosperity of the
industry. Besides the regular jobs of a travel agent, tour guide, air hostess, chef, waiter and
managers other opportunities await those who are keen on taking up a job in the sector. The
new trends that have been emerging off late are as follows:
Cruise Ship Management
Club Management and Recreation and Healthcare Management
Airline Catering and Cabin Service
Hotel Tourism and Association
Fast Food Joint Management and Restaurant Management
Beverage, food and confectionery production
Institutional and Industrial Catering and
Government owned catering departments like armed forces mess, ministerial conventions and
railways services.

The Future of Hospitality
The Indian economy is opening up its horizons as it continues to integrate with the world
economy. Therefore, the advantages of conducting business with and in India are many. This
has led to the manoeuvring of variety of jobs to the shores of India, bringing in its wake
transit travellers, business travellers, business meets and holiday seekers.
Government Initiative
The Government of India and the Ministry of Tourism have contributed significantly to the
growth and development of the industry by providing various policy measures, tax incentives
and infrastructural support such as
 Promotion of rural tourism by Ministry of Tourism in collaboration with the United

Nations Development Programme
 Availability of Medical Visa for tourists
 100 %FDI allowed through automatic route in hotel and tourism sector
 Insurance of visa on arrival for tourists from select countries like Finland, Japan and New
Zealand
 Capital subsidy programmes for budget hotels
 Elimination of customs duty for import of raw materials, equipment, liquor etc.
 Five-year income tax holidays for 2-4 star hotels established in specified districts having
UNESCO-declared 'World Heritage Sites'
Further, the tourism policy of the government aims at development of integrated tourism
circuits, speedy implementation of tourism projects, special capacity building in the
hospitality sector and new marketing strategies.

Courtyard by Marriott is a brand of hotels owned by Marriott International. They are a
mid-priced range of hotels designed for business travellers but also accommodates families.
Its rooms have desks, couches, and free Internet access. The majority of locations have a
bistro which sell fresh cooked and prepared breakfast (not complimentary), appetizers,
sandwiches and more. All have 24-hour "mini-marts".
History
In the early 1980s Marriott was having trouble finding locations suitable for their parent
brand Marriott. The company decided to create a new brand to attract customers who were
not satisfied with their current selection. Courtyard was created to target frequent business
travellers and pleasure travellers. The brand focused on smaller properties in lower demand
areas. The chain grew from three test sites in 1983 to over 90 hotels in 1987.
The first location was built in 1983 in Atlanta and was Marriott's first sister brand. The brand
was always meant to target business travellers. However, over the years, it has come to cater
to the leisure traveller, too. Most now have a swimming pool or fitness centre, microwaves
and mini-fridges for rent, and family rates. Many properties have a mini-fridge in every room
and usually have a complimentary guest microwave in The Market. Usually, microwaves are
found in suite rooms.
Marriott International spent $2 billion in the mid-1980s on building out the Courtyard by
Marriott chain in order to target Holiday Inn's clientele.
In 2007, Marriott started its Refreshing Business Initiative to renovate the Courtyard
properties to better target business travellers based on consumers needs. Renovations
included a redesigned lobby, a bar with longer service hours allowing guests to be more
social, and an increased revenue.
Until the end of December 2017, there are 1,199 Courtyard Marriott Hotels worldwide with
178,438 rooms.

In 2017, a Courtyard Marriott Hotel became the first American chain hotel to open on the
Island of Bonaire, and through a partnership with local dive shop chain, Dive Friends
Bonaire, became the first Courtyard hotel in the world to have an onsite scuba diving shop.
Mission of the company -
“Passion Moves Us Forward”
Courtyard by Marriott, Bhopal

TREAT YOURSELF TO 5-STAR LUXURY ACCOMMODATIONS IN BHOPAL
Discover a combination of quiet luxury and city convenience at Courtyard Bhopal in India.
Situated in the up-and-coming Maharana Pratap Nagar (MP Nagar) neighborhood, our well-
placed 5-star hotel is quickly securing its status for the future with exciting growth in the city.
Enjoy just a short walk to top city attractions, the DB City Mall, Bhopal Junction and the
green gardens of Chinar Park. After a busy day in the city, take the time to explore our hotel's
deluxe amenities, including a refreshing rooftop pool, a fully-equipped fitness center and
several delicious onsite restaurants with International cuisine. In the evening, retreat to
oversized accommodations with stylish decor, sleek marble bathrooms and free high-speed
Wi-Fi. If visiting for event planning purposes, take advantage of our hotel's business facilities
with 26,307 square feet of venue space and modern audiovisual technology. Whatever your
reason for visiting our luxury hotel in India, we look forward to welcoming you at Courtyard
Bhopal.
KEY AMENITIES
 Free high-speed internet
 Fitness center
 Pool
 Airport shuttle

Dining at Courtyard by Marriott, Bhopal.
MoMo Café
Satisfy your cravings at MoMo Café with International buffets and delicious a la carte dishes
in an inviting atmosphere. This delightful all-day dining restaurant is well-known as one of
Bhopal's top choices for flavorful cuisine and tasty beverages.
Éclair - The Lounge

Start your morning in Bhopal with freshly-baked breads, specialty cakes and other tempting
desserts at Éclair - The Lounge. In the evening, treat yourself to specialty cocktails and
enticing cuisine in this trendy café's eclectic, appealing atmosphere.
Bay Leaf - Fine Dining

Savor the authentic taste of freshly-prepared International cuisine in our sophisticated
restaurant at Bay Leaf - Fine Dining. Enjoy a range of enticing flavorful dishes and an
extensively curated wine list at this charismatic location in Bhopal.
MoMo 2 You
Experience the convenience of ordering thoughtfully-prepared International dishes from our
well-rated 24-hour room service in Bhopal. Momo 2 You is the perfect dining choice for
relaxing evenings in the privacy of your hotel accommodations.

The Corner- A Lifestyle Bar
Connect with family and friends over signature cocktails and appetizing lite bites at The
Corner- A Lifestyle Bar. This welcoming bar and restaurant features an ideal place to unwind
after a busy day of work or long sightseeing excursions in Bhopal.

Courtyard’s main Competitor - Wingate By Wyndham
Wingate By Wyndham (formerly known as Wingate Inn) is a brand of independently

owned hotels that targets business travellers. Wingate opened its first hotel in July 1996.
Since then, over 100 new Wingate by Wyndhams have been opened. It competes with chains
like Hilton Garden Inn, Courtyard by Marriott, and Hyatt Place. Wingate by Wyndham is a
part of Wyndham Hotels & Resorts, formerly part of Cendant. In late 2007, Wingate Inn
officially changed its name to Wingate by Wyndham. As of December 31, 2018, it has 164
properties with 14,858 rooms.
The typical Wingate by Wyndham property offers a free hot breakfast, free high-speed
Internet access, upscale bedding, and workrooms. Most properties have a 24-hour snack bar
or mini-mart, but unlike its previously mentioned competitors, it usually does not have full-
service restaurants.
Courtyard’s main Competitor- Hilton Garden Inn
Hilton Garden Inn is a brand of mid-priced, focused service hotels owned by Hilton
Worldwide. As of December 31, 2018, it has 815 properties with 118,675 rooms, including
77 that are managed with 14,538 rooms and 738 that are franchised with 104,137 rooms.
The Hilton Garden Inn brand began in the late 1980s under the name CrestHill by Hilton.
Due to a slow real estate phase, only four of 25 proposed hotels were built. Of these four
original hotels, three are still part of the chain today. They are located in Lancaster,
Pennsylvania, Southfield, Michigan, and Valencia, California. The other hotel, located
in Buffalo Grove, Illinois is now a Four Points. The brand was reintroduced in 1990 as Hilton
Garden Inn and has grown from four hotels to more than 720 properties in about 25 years.
In 2012, the first Hilton Garden Inn outside of North America was opened in Netherlands—
the Hilton Garden Inn Leiden. It is located on the Old Rhine River, featuring 173 guestrooms
and providing all of the brand's signature features

Marriott Market Segment Analysis.
Market Segment Analysis

Lodging in the US is made up of four major
end user markets:
Domestic Leisure Travellers
International Leisure Travellers
Business Travellers
Meeting, events, and incentive travellers.
up 50% of hotel and motel

spending.
Business travel accounts for 30.5%

of
growth with the rise of
millennials entering the
workforce.
Market Segment Analysis
Four major markets for the lodging industry in the US includes domestic leisure
travellers, business travellers, international leisure travellers, and meetings, events,
and incentive travellers.35 According to IBISWorld, domestic leisure travellers
comprise 50% of tourist accommodations spending. This market segment’s
discretionary spending depends on broad economic trends, such as fuel prices and the
state of the economy. Business-related travel makes up 30% of hotel and motel
spending in the US.36 Approximately one-third of business spending is for meeting,
events, and conferences. 20% of visitor expenditure comes from international
travellers for leisure and business purposes.37 Major countries for international
travellers include United Kingdom, Japan, Germany, Canada, and Mexico. Top five
high-growth travel markets include China, India, Argentina, South Korea, and
Taiwan.38 According to IBISWorld, Business travellers spend more than leisure

travellers per night. This makes Business travellers the most important market for
business and leisure hotel Courtyard Marriott. This segment is expected to grow with
the anticipated growth of millennials entering the workforce in the next few year.

The Courtyard by Marriott belongs to the mid-market hotel category and this sub-
category of the hotel segment is a $84.97 Billion industry in 2017 with 21,288 units
in terms of volume
KPIs of Courtyard by Marriott as of 2017

Outlets - 950
Rooms (in ‘000s) - 132.7 Rooms per Outlet - 139.7
Sales per Outlet (in Million local currency) - 5.3
Average Revenue/room (in local currency) - 37,725.6
Technologies in Courtyard By Marriott.
Seamless travel and stay experience
Mobile app and online booking98

Online & integrated loyalty program
revenue and property

management
WEAKNESSES:
Bulk of the bookings still from offline
channel99
Source: Mobile App - Courtyard Marriott (n.d.). Retrieved October 23, 2017, from
http://mobileapp.marriott.com/
Technologies
Strengths - Courtyard by Marriott strives to integrate online and offline channels to
offer a seamless stay experience for all customers. Marriott is also one of the few
hospitality service brands that uses sophisticated technology for revenue
management, reservation management and property management. Courtyard by
Marriott has a strong online presence and is active on social media; the brand uses
social media listening effectively to hear and resolve consumer needs and complaints.

Courtyard by Marriott offers online booking and reservation management facilities
for all consumers, the brand aso has an exclusive mobile app. Perhaps one of the most
effective ways in which Courtyard by Marriott has harnessed the power of technology
is through its online loyalty program that lets users collect, view, and redeem loyalty
points online.
Weaknesses - For Courtyard Marriott, a major part of their booking comes from the
offline channel. In 2017, the company focussed its efforts on developing an user
friendly mobile app and growing online bookings. But, considering online bookings
Courtyard Marriott is competing with the likes of booking.com and AirBnB for space
hence they have to grow aggressively.
There is also a lack of personalization that creeps in when online and offline service
channels are integrated. Especially because Courtyard by Marriott operates in a service
space, consumers have set expectations in mind and it is a huge challenge for Courtyard
by Marriott to integrate technology while fulfilling service expectations.

AIMS AND OBJECTIVES
Aims
The present research intends to investigate “Customer Preference in Online Advertising in

Indian Hospitality Industry”.
Objectives
The research was carried out keeping in view the objectives mentioned below:
 Identification and evaluation of the customer loyalty and retention programs practiced
in Hotel.
 Understanding the visiting customers’ satisfaction and feedback to the loyalty and
retention programs
 Software used in Courtyard by Marriott, Bhopal for Managing hotel’s website and
online ad’s report for Customer retention.

Literature Review
INTRODUCTION
This chapter deals with the authenticated collection of literature concerning the research
carried out on customer loyalty.
Customer Loyalty: As a problem;
Customer Satisfaction and Programs on Loyalty;
Customer Retention
Customer Retention and Service Quality,
CUSTOMER LOYALTY: AS A PROBLEM
The term ‘loyalty’, though universally popular since time immemorial, it has not have been
possible for the common man and the intelligentsia to define it in universally acceptable
terms. It has been even more difficult to base it on some theoretical foundation keeping in
view the changes surrounding customer satisfaction and service quality, the two ingredients
of customer loyalty. It would not be out of order to assert that now it is easier to provide
loyalty some rational definition. Whether or not loyalty is an attitudinal or behavioural
concept is the real problem for the estimation or assessment of the significance of customer
loyalty. The term ‘loyalty’ takes up various notions of affection, fidelity or commitment”.
According to the essence of the definition, the use of customer satisfaction is the proxy or
authoritative measure, because it is held that satisfaction affects the purchase motive
favourably. The research showed that it is too easy to think that dissatisfaction will repel the
customers, while satisfaction wins customer loyalty. Reichheld, believes that even satisfied or
over-satisfied customers may show loyalty least as expected. The Oglivy Loyalty Center in
the UK observed that of the 85 percent of the satisfied automotive customers only 40 percent
showed interest in repurchase; and according to McKenzie 66 percent of the customers of
packaged goods purchased other brands than their recognised one. Choice, price, income, and
convenience are the other factors, which can determine the purchase behaviour of customers
other than satisfaction. The above observation evokes two inferences: First, perceptional
determinants of satisfaction may be poor or weak indicators of customer buying behaviour,
and secondly, the concept of 100 percent customer loyalty seems to be a mirage. Dowling
opine that customers do not show cent percent loyalty to a particular brand, they consider

more than one brand in a particular category of goods. In other words they possess
polygamous loyalty.
The use of some typical measures of direct marketing, such as frequency and price is on the
rise after the limitations of satisfaction as a proxy determinant has been realised. These
measures are representative of a brand’s success, purchase possibilities, and help in the
development of cost-effective promotions. Progress in the fields of database and information
has facilitated greater or maximum use of behavioural determinants. Assael argues that
“loyalty implies a commitment to a brand that may not be reflected by measuring continuous
behaviour”, it has now become possible to identify where and how customers are purchasing.
According to Dick and Basu , behavioural measures are not of much avail in detecting the
factors deciding repurchase. Dick and Basu further write, “Behavioural measures are
insufficient to explain how and why brand loyalty is developed and/or modified high repeat
purchase may reflect situational constraints, such as brands stocked by retailers, whereas low
repeat purchase may simply indicate different usage situations, variety seeking, or lack of
brand preferences within a buying unit.” Although behavioural measures can be used to
overcome some of the constraints of using satisfaction as a proxy measure for loyalty, it is
quite obvious that behaviour is not sufficiently used to store or brand loyalty, argues
McGoldrick and Andre, and Solomon. Hence, the limit to which behavioural measures are
advantageous in the development of long-term loyalty strategies is not fully dependable.
To conclude, neither attitudinal nor behavioural measures can be fully trusted to define or
discuss loyalty. It is, thus, not advisable for the managers to develop strategies on the
capacity of attitudinal on behavioural measures, as these measures can, quite often, be
deceitful or not fully trustworthy. Assael feels, “The very term ‘loyalty’ implies commitment
rather than just repetitive behaviour, which suggests that there is a need for a cognitive as
well as a behavioural view”.

Understanding Customer Loyalty
For many years’ hospitality firms, which are hotels, airlines, cruise lines, hospitals and other
hospitality related institute have believed that the goal of marketing is to create new
customers as many as possible. Some of the experts claims that loyalty is like a likelihood of
a customers returning to a hotel and that persons willingness to behave as a partner to the
organization (e.g., spend more while on property, not serve on advisory panels, and tell
management when problem occurs).
As Javalgi and Moberg noted, “loyalty” is a complex construct. Altogether traditional
attempts to measure loyalty have focused on the behavioural aspects of repeat purchase; this
approach has been somewhat problematic. For instance, it does not differentiate between
customers who continue to purchase a given brand out of habit or through being unaware of
alternative brands, from a customer who deliberately chooses to stay with one brand of good
or service because of a variety of positive attitudes such as satisfaction with a service
experience. Backman and Crompton and Dick and Basu proposed that customer loyalty
contains both behavioural and an attitudinal measure, and, as such, customers can be
classified along 2*2 matrix depending on the extent of their repeat patronage (high vs. low)
and the relative attitudinal attachment toward the service organization (high vs. low). The
positive of a customer in the resultant matrix (see below) ultimately describes the nature of
their loyalty to the organization, ranging from (true) Loyalty, Latent Loyalty, Spurious
Loyalty, to No Loyalty.
High Low
Relative
Attitude True Loyalty Latent Loyalty
High
Low Spurious Loyalty No Loyalty
Source: Adapted from Dick and Basu.

Customers who are classified as Latent Loyal still possess a wide range of positive attitudes
toward the service provider; however their frequency of purchase is not so high because of
limited use of service question.
Spurious Loyal, on the other hand, regularly frequent the service provider but often do so
more out of habit than through any real sense of preference for the brand.
In conclusion of the above matrix it can easily detected that the nature of customer loyalty
cannot be accurately assessed by relying on behavioural measures in isolation from the
attitudinal aspects of loyalty. That is to determine the nature of guest loyalty to hotels,
measures of both frequency of use and attitudes toward the hotels in question must be
obtained.
Customers who are truly loyal will show strong degrees of commitment to a brand,
involvement with the selection of that brand, and deliberation on their post purchase
evaluation of the product or service. Altogether customers who are defines as Spuriously
Loyal (i.e., frequent users but with no strong attitudinal commitment to the brand) provide the
basic benefits of repeat purchase to the service organization, they are less likely to bring
many of the other benefits of loyalty such as an aversion to brand switching or willingness to
accept price increases by the company.
CUSTOMER SATISFACTION AND PROGRAMS ON LOYALTY
For a market-focused organisation, customer satisfaction is the most significant result of all
marketing activities. As Barsky realizes, grabbing a larger market share, expansion of
business, and acquisition of repeat and referral business are the prime motives behind a firm’s
providing customer’s satisfaction.
The relationships between lodging, satisfaction and their combined effects decide whether or
not the earlier customers would recommend the new or potential, customers the brand.
According to Getty and Thompson findings, the customers desire to recommend the lodging
their conclusions suggest that customer’ motives to recommend are a function of their
realization of both their satisfaction and service quality with the lodging experience.
Therefore, it can be inferred without hesitation that there is a positive relationship between
customer satisfaction and customer loyalty.

Loyalty Programs
In the present context, the concept of customer loyalty has attracted universal concern as a
significant component of marketing management. Hence, the need to develop customer
loyalty programs is easy to realise in the light of the suggestions made through the researches
that customer loyalty is more advantageous to retain existing customers, than looking for the
substitutions for those who did not turn up the second time, explain Hamilton and Howcroft.
O’Malley opines, emergence of customer loyalty programs has revealed that the debate about
the meaning has been intensified with the repetitive behaviour, quite frequently, being
misunderstood for an inherent sense of loyalty by customers to a specific seller. A customer
loyalty development program has been associated with the reward conferred by the firm’s
incorporation to customers’ expenditure with them. A reduction in the information processing
cost has facilitated incentives, which can be changed as per the needs, and motivations of
individual customers, with the result that many loyalty programs appear to perform similar
functions to traditional sales promotion techniques. Customer loyalty programs cover
grounds speedily. Such a loyalty program enjoys competitive advantage for some time before
the rivals copy it and then it begins to lose its edge. In the later phase of the development
program, when loyalty program become a normal activity in the domain, their aggregate
advantage is low. It is true beyond doubt that the loyalty based on sentimental visions cannot
be copied in a true sense. With the purpose to have an idea of the requisites of a loyalty
program and probable strategy to be used, an insight into the process of loyalty program is a
must, which can be sought by classifying the sub-sectors of service industries. Any strategy
used in a segment of hospitability sector, may not possibly be reused in another segment.

CUSTOMER RETENTION
Organisation of Customer Retention Management (CRM)
Service marketing, industrial marketing, and general marketing are the three distinctive
domains of CRM that decide the creation of theoretical position. From the service-marketing
point of view, improvement in the customer service quality and satisfaction is the key to
customer retention, explain Berry and Parasuraman and Zeithaml and Bitner, Ennew and
Binks, through a research, try to establish a relationship between customer retention/defection
and service quality in the view of relationships between the banks and their small scale-
businessman customers in the UK. Their drawings seem to converge the idea that customer
retention is influenced by service quality, in the same of both functional and technical, and
customer relationships. They also conclude that the trust in customer-bank relationships
greatly influences the potential defection, followed by general product features. Their
research did not indicate the financial effects, which customer retention cast on the bank’s
profits, and it is branch-oriented banking where customer expectations on relationships are
likely to be greater than telephone or Internet banking.
Customer Retention marketing is a tactically driven approach

based on customer behaviour.
From the viewpoint of industrial marketing, the key to customer retention is to develop
multidimensional bonds comprising financial, societal and structural bonds. The potential
advantages of protecting profitable customer relationships, through not merely social, but
also structural bonds in view of industrial marketing. According to Turnbull and Wilson,
social bonds imply positive interpersonal relationships between the customer and marketer.
Albeit they do not come up with the exact definition of structural bonds they talk of, through
instances, that structural bonds refer to relationships that are based on associative
investments, which can not be achieved when the relationships comes to a halt. This may be
on account of the complexity of the relationships and the cost of switching over to another
seller. From the training of technician’s point of view, for instance, change to another design
of machine would imply total retention of their trained technicians. It therefore, can be

concluded that the structural bonds had helped to create value for the customers by saving the
cost of retention or making a new investment with a new seller.
SERVICE QUALITY: A KEY TO CUSTOMER RETENTION
Service quality is the key to success for firms dealing in customer services. The service
quality has become the prime marketing tool due to its perceptional as well as empirical
relationship with customer satisfaction, not only that, it has also become the topic for most of
the researches on service marketing. In the opinion of Fornell, service quality is positive,
related with profitability. However, Zeithaml et al. argue that this relationship is not
straightforward. The contribution of service quality to profitability can be understood through
two integral processes. Firstly, service quality act as a means of service differentiation and
competitive advantage, which welcomes new customers and contributes to market share.
Secondly, service quality is also deemed as an agency of customer retention.
It is an accepted notion that service excellence facilitates customers’ intention to purchase

again, to purchase more, to purchase other services too, to become less price conscious, and
to share their positive experiences.
This notion is upheld by the findings of several researches that detect a positive or favourable
impact of service quality on customer behavioural motives. Service quality favourably
influences customers’ repurchase desires and intention to prescribe or recommend the
company to others, this conclude that service quality affects different intentions, such as
doing more business, intentions to pay more, and forwarding recommendations.
Long-term customer relationships and long-term customer retention yield a number of good
results. Exchange efficiencies can be created between the parties and effectiveness can be
increased over time. To put it in simpler terms, improved or better quality can be provided at
lower transaction costs. The relationship model as occupied space in the literature on service
marketing. It is argued that service quality not only influences subsequent service deals, but
also favourably affects the building and maintenance of long-term customer relationships,.
When the customer realises that they are being provided better service quality for their
money, they conclude that they are receiving good value, which makes them loyal to the
service provider. Yet, not much ground has been covered in the direction to study the effects
of service quality on the maintenance of long-term relationships.

In the other extreme, in case of business-to-business (B2B) marketing, there have been
extensive studies on the development and maintenance of long-term customer relationships
for a considerable time. These studies make it amply clear that relationships are not
momentary, but dynamic, in nature, and the perspective and antecedents are significant
variable for the future of relationships. It has been demonstrated that service quality
determines the initiations of a relationship, i.e., it has a positive impact on customers’
repurchase intentions (loyalty), which ultimately leads to more interactions and/or
transactions. Whether or not these transactions culminate into long-term relationships still
remains the focus of investigations.

CUSTOMER RETENTION IN INDIAN HOSPITABILITY SECTOR
Customer Relationship
In India, customer relationship concept is being adopted in a grand manner by almost all big
hotels chains. Today, every established hotel chain in India is investing in sophisticated
systems that store complete information regarding the customers. When a customer happens
to check in, he is supposed to fill in a farm indicating his preferences, if he is regular guest,
the hotel is already aware of his delicate tastes and preferences and hence serves him
accordingly.
Wireless Technologies
The major hotels, as one of the examples of the use of wireless technologies in the hotel
industry, are betting on wireless services as a new lure for business travellers, who depend on
high-speed Internet connectivity and wireless services to carry out day-to-day business.
Another area where there is significant use of technology is wireless-equipped hand held
phones, called digitally developed cordless phones, which serve the purpose of searching a
person anywhere in the hotel premises. This phone is especially useful for more mobile
personnel, who can attend to a customer complaint immediately it is received.
Online Reservation System
Today, in the dot.com era, hotels are attracted to the Web and are expecting greater revenues
to come through online reservations. But, as is the case with other sectors, hotels are not in a
favourable position. Now, websites of most hotels are not too much in enjoyable position.
Now, websites of most hotels act only as information wends, and almost negligible booking
takes place through the web.
The evident reason behind this is security, which causes customers not to disclose their credit
details on the Web. “Proper security systems are a must to avoid fraud in non-face-to-face
transactions. Though most hotel chain offer customers a secure way of transmitting data, it
will be a long time before customers accept this”.

Customer Lifecycle by Marriott.
Acquisition or successful reservation of a room via hotel website or travel portals. At

this point, the customer shares all the necessary information like date of check-in,
type of room, additional services, etc.
 Welcome/ On-Boarding along with Pre-Arrival engagement during which the

customer is kept occupied to build relationship and loyalty.
 Check-in and During Stay when the customer is at the peak of engaging with the
hotel services. If he/she is happy and satisfied with the stay, then he/she might be
receptive to the upsell and/or cross-sell offers.
 Check-out and Post-Departure engagement which, based on the customer’s

overall experience, he/she will share the feedback which will either highlight the
USPs or the loopholes of the hotel.
 Retention and Loyalty/Rewards in form of membership and loyalty program,

special discounts on the next stay, upgraded services etc.

SWOT analysis of Courtyard by Marriott.
Strengths Weaknesses
● Starwood acquisition significantly ● Lack of experiential benefits for
increases the number of properties adventurous millennial customers.
under Marriott and its loyal ● Low awareness of digital platforms
customer base. - Marriott online and mobile
● Strong demand for limited service hotels bookings account for 28% of all
in the US
● Strong mobile and online services both bookings
for booking and during the stay ● Positioning - Courtyard by
● Technology to improve stay experience Marriott is positioned as a mid-
● Number of rooms and properties across segment luxury lodging for
the US in varying price points business travelers
Opportunities Threats
● Growth in midscale and economy ● Geopolitical instability and frequent
lodging change of legal regulations due to
● Millennial attraction - Courtyard by recent change in the political climate
Marriott is in a strong position to in US
attract millennial consumers looking ● Boom in shared economy
for mid-priced luxury stay ● Industry disruptors like third-party
● Growth in experiential luxury travel aggregators and AirBnB
● Linking Starwood loyalty program ● Consolidation of players in the
base to boost retention rates lodging & hotels industry (similar
● Expansion of properties
to Marriott - Starwood acquisition)

RESEARCH METHODOLOGY
RESEARCH METHODS
Research methods can be qualitative, quantitative or both. The selection of the particular
research method depends on the kind of information required. Qualitative method collects,
analyses, and interprets data that cannot be meaningfully quantified, that is, summarised in
the form of numbers. For this reason, qualitative method is sometimes referred to as soft
study method. Any study using non-structured questioning or observation techniques can be
labelled qualitative study. Qualitative method typically studies relatively few respondents or
units. In other words, a study of a large, representative sample would normally not be called
qualitative study method even if it used some non-structured questions or observations. The
non-structured and small-sample features of qualitative study techniques have an important
implication. They are intended to provide initial insights, ideas, or understanding about a
problem, not to recommend a final course of action. Therefore, qualitative study techniques
are most appropriate in situations calling for exploratory study. Quantitative study method, in
contrast, is characterized by more structure and larger, more representative respondent
samples. Consequently, the logical place for quantitative study techniques (usually in the
form of large-scale questionnaire surveys or structured observations) is in conclusive studies.
A primary role of qualitative study method is to generate hunches or hypotheses. In contrast,
each of the situations under quantitative study calls for very specific data, capable of
suggesting a final course of action.
DATA COLLECTION
Research data can be collected either in the form of secondary or primary or both. In this
research both primary and secondary data were collected considering the aims and objectives
of the research.
Secondary Data
Secondary Data can be obtained through data that has already been collected from other
sources and is readily available from those sources. The definition and characteristics of
secondary data presented above suggest that secondary data are data that have already been
collected for purposes other than the problem in hand. Before detailing as how and what

secondary data were collected in this research, it would be worth to examine the advantages
and disadvantages of such data.
Primary Data
Primary data is collected for the specific purpose of addressing the problem at hand. The
collection of primary data involves various steps. Thus obtaining primary data can be
expensive and time consuming. These suggest that primary data are those data that are
collected for the particular purpose of study in hand. The disadvantage of collecting primary
data is that it is lengthy and resource and time consuming process (in comparison to
secondary data), but the advantage of primary data is that they are first hand information and
comparatively more reliable (than secondary data).
Primary data can be collected from various sources and methods that are case studies,
observation, questionnaire survey and interview. In this study questionnaire survey method
was applied in order to collect primary data.
Designing questionnaires may appear to be simple, especially to those who have not designed
one before. After all, you may think, once you have a clear notion of the information desired,
it should be easy to formulate appropriate questions and arrange them in the form of an
instrument. In the present study questionnaire was designed considering the study aims and
objectives of the research. As the research objectives required straightforward information
therefore only structured questions were designed for the survey (questions with multiple
options). The survey was conducted on two levels (on hotels managerial level and customers’
level), therefore, two questionnaires were designed for conducting the survey.

FINDINGS & ANALYSIS USING SPSS.
Customer Level Findings.
1. How frequently you would prefer to visit the hotel you have visited…?
Factors No. of Response in Cumulative

Respondents percentage percentage
Frequently 18 36% 36%
Occasionally 29 58% 94%
Never 3 6% 100%
2. What is your first preference while visiting a hotel…?

Product and service variety 8 16% 16%
Quality product and service 19 38% 54%
Cost effectiveness 16 32% 86%
Others 7 14% 100%
3. How do you rate the service of the current hotel in relation to your first preference…?
Factors No. of Respondents Response in Cumulative

percentage percentage
Highly satisfactory 14 28% 28%
Satisfactory 28 56% 84%
Not satisfactory 8 16% 100%
4. You became aware about hotel products and services (of your preferences) from?

Advertisements 15 30% 30%
Friends and other related people 24 48% 78%
Visiting hotels 7 14% 92%
Others 4 8% 100%

5. To what extent do you agree that service quality is an attribute that most attracts you
towards a particular hotel?

To great extent 32 64% 64%
To some extent 18 36% 100%
Not at all - - 100%
6. Hotel’s service quality for you primarily means…?

Global standard service 7 14% 14%
Maintaining good relationship 6 12% 26%
Attractive package 16 32% 58%
Expected service on low price 18 36% 94%
Others 3 6% 100%
7. How do you rate the service quality of the current hotel you have visited?

Highly satisfactory 15 30% 30%
Satisfactory 28 56% 86%
Not satisfactory 7 14% 100%
8. How preferable is an online reservation system for you in relation to hotel

reservations?

Highly preferable 18 36% 36%
Preferable 22 44% 80%
Not preferable 10 20% 100%

Questionnaire
1. How frequently you would prefer to visit the hotel you have visited…?
□ Frequently
□ Occasionally
□ Never
2. What is your first preference while visiting a hotel…?
□ Product and service variety
□ Quality product and service
□ Cost effectiveness
□ others
3. How do you rate the service of the current hotel in relation to your first preference…?
□ Highly satisfactory
□ Satisfactory
□ Not satisfactory

4. You became aware about hotel products and services (of your preferences) from?
□ Advertisement
□ Friends
□ Visiting Hotels
□ Others
5. To what extent do you agree that service quality is an attribute that most attracts you
towards a particular hotel?
□ To great extent
□ To some extent
□ None
6. Hotel’s service quality for you primarily means…?
□ Global standard service
□ Maintaining relations
□ Attractive package
□ Expected service on low price
□ Others
7. How do you rate the service quality of the current hotel you have visited?
□ Highly satisfactory
□ Satisfactory
□ Not satisfactory

8. How preferable is an online reservation system for you in relation to hotel reservations?
□ Highly preferable
□ Preferable
□ Not preferable
Sample Size
Sampled approximately 480 people who are staying in Hotel .we sampled approximately 350
corporate people staying in Hotel and others who are visiting with their families. The sample
size is collected for two months in Dehradun from three different properties.
The full implementation of the Survey data collection began from 10th June,2019 and ended
on 8th July, 2019.
Sample Design
When the sampling units are human beings, the main methods of collecting information are:
 face-to-face
interviewing
postal surveys
 telephone surveys
 Direct observation.
Sample Area
The survey was conducted in Courtyard Bhopal. The survey was done at the property.

Have You Heard Of Courtyrad by Marriott?
Yes
No
100

How you booked your room online?
10%
11% Marriott.com
Make my trip
TripAdvisor
19% 60%
Goibibo
What the best thing you like about Courtyard

Bhopal?
35% 35% Budget

Family Envirnoment
Availability
40% Complimentary Breakfast
50%
Facilities
20%

Learning’s with Courtyard by Marriott, Bhopal
OBJECTIVE
To enhance and improve the overall standard of the property with the specific objective of
increasing guest satisfaction and delight. To study the work towards planning for and
implementation of all the elements that delivers the Marriott’s Experience. We think
ourselves as the person who will make a hotel property worthy of delivering the Marriot’s
Experience. The role will call for inspection of properties, resource planning and
implementation of our Standards at our properties
During my time at Courtyard, I learned a lot about customer experience. Before my
internship, I had no idea that the hardest person to please is not your boss, but the customer.
The companies that learn to deliver on the customer’s expectations shine. And, that is exactly
what Marriot is doing.
At time of my internship I first learnt about the property that I have to showcase online, and
discovered these things about Courtyard by Marriott, Bhopal.
 Property have 160 rooms among them 152 were rooms and 8 Suites.
 Further rooms were divided into different categories.
 56 Club Rooms.
 38 City View Rooms.
 58 Deluxe Rooms/General Rooms
 2 Courtyard Suite
 3 Junior Suite
 2 Executive Suite
 1 Presidential Suite.
After this my work was to promote the hotel online, improve its visibility online and to
manage images and content on website.
To improve guest online experience, Sales and marketing team works with their full
determination and dedication.

Few things to I learnt to improve Courtyard’s online presence were, Software used to manage
and engage traffic to website and online travel agencies.
MGS: Marriott Global Services.

This is the gateway for other online software to edit and manage the contents.
MDAM: Marriott digital asset Management.

This software was used to design property collaterals and photos. That means all the physical
logos and images of courtyard Marriott was designed using MDAM.
Brandworks:
This is used to change digital collaterals like photos, logos and digital services. That means
all the things you see on official website of Marriott photos and videos are managed through
Brandworks.
EPIC: Enterprise Property Information Centre.

This is used to change the text content on the official website of Marriott. All the text you
see on Marriott official website is created or changed through EPIC.
MRDW: Marriott reservation data warehouse.

This is used for the digital services reports, like the performance of the online campaigns, or
the reports of the advertising ads that are running online.
Different types of MRDW reports.
 ECM 1: It tell from where we are getting traffic like from which demographic region
we are getting how much traffic.
 ECM 3: It tells the source of traffic, like what is the source of traffic weather
bookings are coming from online travel agents like MMT, Goibo, or directly from
our official wwebsite.
 SRC 8: It tells the metasearch report. Metasearch is the online travel agents who
shows our hotels on their sites.
 TBMP: It is transaction based paid media, how much we are paying other media to
get bookings for the hotel.

Guest interaction
Interaction with guests and collecting their feedback is most important in daily operations of
hotel as it keeps us informed about the areas of improvement.
For the client the important points are: security, stability, range of services, their availability
and promptness of delivery, the behaviour of staff. Hotel and restaurant should be not only a
place to stay and food preparation, but also a "home away from home", where they will rest
and comfort. Guest must feel: he is not a solicitor services, and the master of the situation.
Hospitality - secret weapon maintenance.
The human factor in the hospitality industry plays a leading role, is an important
resource of the company. During the service defines the relationship between worker and
client. In the preparation and selection of personnel in contact with customers, especially
important for the professional use of technology in business communication. On this, as well
as the study of social psychology, ethics, business etiquette with extensive use of business
games and tests should be based training hotel and restaurant staff.
Here it is necessary to examine the concept of "service culture". Under the service culture
refers to the level of ethical knowledge, moral principles, moral skills, as reflected in the
activities of the employees of the service in customer service. Service culture focused on
customer service through the development of specific rules, procedures, practical skills and
abilities.
Today a common understanding of service culture as a set of rules of politeness (ethics).

However, this concept should be viewed much more broadly in all aspects of its components.
The main component of the culture of service are:
• safety and environmental friendliness in service;
• the aesthetics of the interior and the creation of comfortable conditions of service;
• knowledge of the psychological characteristics of a person and the service process;
• knowledge and observance of ethical standards of service;
• knowledge and observance of the rules establishing the order and sequence of service
features;
• the availability of sufficient equipment to provide services, etc

RECOMMENDATIONS
After having read different books, journals, papers and many more source of information
conclusion can be derived that mostly all the hotels have described how important customer
loyalty or retention is to them. But apart from this it is vital to acknowledge that the practises,
which they are writing down in their sites, do they really preach them or they just mention, is
to attract the cliental. Let’s take the example of Radisson hotels; their company’s philosophy
is to provide 100% guest satisfaction. If you think it broadly, it is very difficult for a
company to follow such a strategy of giving each and every guest 100% satisfaction.
Therefore when it comes to writing of the companies mission statement, strategies, they are
the first one to write in fancy language all the positive aspects about the hotels. But here the
question arises are these big companies actually practising what they preach.
Loyalty programs are extremely popular in the travel and tourism industry- almost every
travel business has one kind of frequent guest program or another. For redeemable points to
gift certificates to partnership with hotels and car rentals, guest loyalty programs have seen
every transformation possible. And, now, as technology advances these programs can be
excellent source for client information.
 While designing customer loyalty programs, Indian hotel organisations need to
apply relational and social bonds.
 Indian hotel organisations should concentrate on quality products & services and
good price if they wish to attain utmost customer loyalty and retention.
 Indian hotel organisations should promote their products and services through
direct marketing and Digital advertising.
 Indian hotel organisations should offer quality service in the forms of attractive
packages and expected service at a low price.
 Indian hotel organisations need to concentrate on and develop their online

reservation system.

Recommendation to Courtyard by Marriott, Bhopal:
 Must focus on the guest reviews given to them face to face as well as
reviews given to them online at different websites.
 Market segmentation and target – Create Awareness among other age

groups too.
 Tie up with airlines and can add a tab on their official website to book
hotel and flight from the same platform , as most people book hotel from
their official website and flight from other website this can make more
conversions.
 Incentives for staff.
 Housekeeping staff should be more into action and do the rooms and
cleaning on time.
 No extra cost should be hidden with the guests.
 Washrooms in the hotels should be well maintained, not just room’s

washrooms but the common floor washroom should be cleaned regularly.
 TV Connections should be checked before guest check-in.
 Air conditioned/Heater should be properly checked before allotting room

or banquet hall to the guests.
 Food quality should be good with variety.

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REFRENCES / ONLINE SOURCES.
“Hospitality industry gets technically fit”.
http://www.expresscomputeronline.com
“FHRAI Study on Trends in Business Travel In India”.
http://www.fhrai.com/mag-news/magTrendsBusinessTravel.asp
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www.crmsupersite.com
www.Grokdotcom.com
https://www.worldhotels.com/industry-news/customer-retention-marketing-tips
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https://shodhganga.inflibnet.ac.in/bitstream/10603/92730/8/08_chapter%201.pdf

Customer Preference in Online Advertising for Courtyard by Marriott

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Customer Preference in Online Advertising for Courtyard by Marriott

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Customer Preference in Online Advertising

Mr. A.K Jain Submitted by:

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Signature of the student

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Sno Particulars Page

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BACKGROUND INFORMATION OF THE STUDY

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GLOBAL HOSPITALITY SCENARIO

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*Growth In Online Bookings

*Independent Or Chain Hotels

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The industry is broadly compartmentalized in two segments

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 Rising income in households

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 Promotion of rural tourism by Ministry of Tourism in collaboration with the United

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Mission of the company -

“Passion Moves Us Forward”

Courtyard by Marriott, Bhopal

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Éclair - The Lounge

Bay Leaf - Fine Dining

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Wingate By Wyndham (formerly known as Wingate Inn) is a brand of independently

Courtyard’s main Competitor- Hilton Garden Inn

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Market Segment Analysis

up 50% of hotel and motel

Business travel accounts for 30.5%

Market Segment Analysis

Taiwan.38 According to IBISWorld, Business travellers spend more than leisure

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KPIs of Courtyard by Marriott as of 2017

Technologies in Courtyard By Marriott.

Seamless travel and stay experience

Mobile app and online booking98

revenue and property

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The present research intends to investigate “Customer Preference in Online Advertising in

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CUSTOMER LOYALTY: AS A PROBLEM

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Low Spurious Loyalty No Loyalty

Source: Adapted from Dick and Basu.

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CUSTOMER SATISFACTION AND PROGRAMS ON LOYALTY

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Organisation of Customer Retention Management (CRM)