INDUSTRY PROFILE

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. The hospitality industry is a 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. It is indicated in return and repurchases behaviour and
favourable word of mouth. In online purchase behaviour, word-of-mouth can spread quickly.
On-line customers can use e-mail, often offered in the form of a link, to recommend their
favourite web site to friends and family.

The hospitality industry is generally referred to as businesses

that provide accommodation and food service. The hospitality industry is composed of several
smaller industries: lodging, foodservice, and travel-related recreation. Hotels, motels, resorts,
inns, and bed and breakfasts make up most of the lodging or accommodation industry. The
food service industry is diverse and is often classified into Quick Service, Casual, Full Service,
On-site Food service (contract), Private Clubs, Bars and Beverage Management, Catering, and
Event Management.

The hospitality industry is composed of many pieces in various structures and processes. The
industry is diverse in its history, with chronicles of many different key players. The hospitality
industry is composed of many small businesses as well as several large multinational
businesses. There are many independent hotels and restaurants with varying affiliations.
Acquisitions and mergers have been abundant in the hospitality industry, resulting in a small
number of large multinational companies.

The hospitality industry has several key components that set it apart from other industries.
Service is as much of the product as the tangible room or meal. As such, the customer is highly
woven into the product and service delivery. Inventory is highly perishable. While brands and
large company ownership are prevalent, the majority of the hospitality industry is still owned
and operated by individuals. While not unique to the hospitality industry, labour is a key
component.

COMPANY PROFILE

OYO Rooms is India’s fastest growing branded network of budget hotels founded by young
entrepreneur Mr.Ritesh Agarwal on 2013. Within a short span of time, OYO Rooms currently
operating in more than 500 Indian cities including Delhi, Gurgaon, Mumbai, Bangalore,
Hyderabad, Goa, Chennai, Kolkata are few to name. Similarly, OYO has been trying to be
present in major Metros, Regional hubs, leisure destinations and pilgrimage towns. OYO
Rooms provides standardized hotel rooms with features such as an air-conditioned room,
complimentary breakfast and Wi-Fi with 24x7 customer service support. Guests can use the
OYO Rooms App for booking rooms on the go. They can also order beverages and request
room service through the app. Hotel owners who partner with OYO Rooms are connected via
world’s first tablet based property management App and become part of the OYO brand. Oyo
Rooms, commonly known as Oyo, is an Indian hotel brand that owns and operates as well as
aggregates standardized hotel rooms. It currently operates in more than 500 Indian cities and
in Malaysia, China, Nepal, Sri Lanka, United Kingdom, United States, United Arab Emirates,
Saudi Arabia, Philippines, Indonesia, Vietnam and Japan.
Products and Services offered by OYO:

HOTEL BOOKING

A traveler can book a room online at Oyorooms.com and can choose to opt for online
payment or pay at the hotel.

Different categories of OYO Rooms

Oyo flagship

The partners used to book their own hotels when they used to see less prices on the Oyo’s
platform and this became malpractice benefiting the partners while burning holes in Oyo’s
pockets. To curb this, and to expand the business, Oyo Rooms has started leasing of hotels
and places where it has full control over the day-to-day operations of these establishments.

Other products

Organization structure
Competitors

2. ROLE HANDLED
Sales is one of the most important channel in OYO. A part of the revenue generated is
through travel agents and corporates. In the Chennai hub, the sales head decorates the top
position. There are 4 channels under him. Travel agents, corporates, hotel sales and
government channels. I was assigned in the Travel agents channel under an MMCEO named
Jenix Amal of the channel MM_CHN_8. My position was similar to the demand managers
who works under MMCEOs. Their works include finding new leads, booking the rooms as
per the request of the customers who are travel agents. As I was in the same channel, my
work included calling and meeting the travel agents. Instead of finding new leads, I was
given the task of calling the inactive, have not booked for 3 months, travel agents and finding
out the various reasons that resulted in them being inactive. I called the travel agents
according to the data I got and enquired about the reasons for their inactivity. The interested
customer details are recorded and transferred to my team. Accounts with negative responses
are also noted. The data I recorded will be transferred to the CRM weekly.
Problem Definition
Methodology

Over the time worked there, contacted a lot of clients and their responses are noted. They were
analysed and the following result is obtained:

From the analysis, it can be noted that the various reasons includes quality issues, service issues, offer
dissatisfaction, etc. As the number of issues is high it is important to find out the root cause of all
these issues. It is only after finding out about it, we can rectify it. So in order to find the root cause , a
fish bone diagram is drawn.
 5. Possible Solutions

• New brand for premium segment

Strategic • Modify the current organisational structure

• Proper training to the stakeholders

Tactical • Focus more on the premium franchices

• Advertisements which project the sub brand

Operational • Improve the quality in the premium hotels

Other problems
Problem Solution
Commission crediting issues Improve the technical support
Location issues Expand into remote areas
Property issues Identify and renovate in a faster manner
Offer dissatisfaction Give better offer to OYO VIP clients
6. Theory vs practical

Theory Practical
Differentiation: The differentiation between various products of
Product differentiation is the process of OYO is not done well. This resulted in
distinguishing a product or service from others, confusion among clients.
to make it more attractive to a particular target
market
E-mail marketing: E-mail marketing is done both as a proposal
E-mail marketing is the act of sending with company brochures and follow up
commercial message typically to a group of
people using E-mail
Customer relationship management: Frequently booking customers are recognized as
CRM is a strategy for managing organization’s OYO VIP customers to enhance relationship
relationships and interactions with customers
and potential customers
Market expansion: Wide expansion to developing countries like
The process of offering a product or service to a china, sri lanka, Philippines, Nepal, etc.
wider section of an existing market or into a
new demographic, psychographic or geographic
market
B2B Marketing: Focusing on corporates and travel agencies by
It involves sale of one company’s product or providing them rooms at a budgeted amount and
service to another company commissions
Incentive theory: Incentive is credited to MMCEOs and Demand
Behaviour is motivated by a desire for Managers according to the target they attained
reinforcement or incentives in a month
Lead generation: New potential clients will be identified and
Process of identifying and cultivating potential converted into the clients of OYO
customers for a business's products or services.
Performance appraisal: Performance appraisal is done quarterly for
A systematic, general and periodic process that individual and as well as for the team
assesses an individual employee's job
performance and productivity in relation to
certain pre-established criteria and
organizational objectives
Target setting: Target setting is carried out in relation with the
Target-setting is a strategic process to establish CTC and their experience
performance goals