Академический Документы
Профессиональный Документы
Культура Документы
Service sector industry is growing in India and it contributes 57 % of total GDP (Central
Statistical Organization, India). Hospitality is one of the service sector industries which are
booming.
Presently, in all category of hotels in India around 1, 10,000 rooms are available which is
expected to increase by 100 percent by year 2015 (HVS, 2007). All global players had planned to
tap Indian market and big player like Starwood, Hilton Group, Westin and Accor had already
either directly invested in India or they made collaboration with any Indian company. Also IT &
ITES2 and low cost domestic airline fueled hotel industry in India.
Hospitality is all about offering warmth to someone who looks for help at a strange or
unfriendly 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.
Economic liberalization has given a new impetus to the hospitality industry. The current gap
between supply and demand expected to widen further as the economy opens and grows
(DATAMONITOR, 2009). The country is ranked fourth among the world’s must see countries
(HVS, 2007).
The financial year 2008/09 was an unforgettable one for the Indian tourism industry with the
Mumbai terror attacks and the global economic downturn affecting the industry’s performance.
The hotel industry, too, observed an overall decline in occupancy and Revenue per Available
room (RevPAR) in most cities in India. Indian Hotels industry has successfully passed the
downturn. The recovery started in the latter half ofFY'10 (October 2009) with steady increase in
the foreign tourist arrivals better than expected and completely recover in by the end peak
season (March 2010). Foreign Tourist Arrivals (FTAs) to India has grown 1.7% to 3.54 lakh for
the month of April 2010 over 3.48 lakh in April 2009.Foreign exchange earnings (FEE) during
April 2010 recorded impressive 11.3%% rise in Indian rupee terms to Rs 4518 crore from Rs
3773 crore in April 2009. World Travel and Tourism Council, India, data says, India ranks 18th in
business travel and will be among the top 5 in this decade. The hotel and tourism industry’s
contribution to the Indian economy by way of foreign direct investments (FDI) inflows were
pegged at US$ 2.1 billion from April 2000 to March 2010, according to the Department of
Industrial Policy and Promotion (DIPP). According to industry data, India is expected to double
the number of branded hotel rooms from 100,000 now in just three years.
Type of Hotel:
Classification of Hotel industry in India: source Ministry of Tourism
As per the Travel and Tourism Competitiveness Report 2009 by the World Economic Forum,
India is ranked 11th in the Asia Pacific region and 62nd overall, moving up three places on the
list of the world's attractive destinations. It is ranked the 14th best tourist destination for its
natural resources and 24th for its cultural resources, with many World Heritage sites, both
natural and cultural, rich fauna, and strong creative industries in the country. India also bagged
37th rank for its air transport network. The India travel and tourism industry ranked 5th in the
long-term (10-year) growth and is expected to be the second largest employer in the world by
2019.
Strengths:
Variety of Hotels in India
International players in the market such as Taj and Oberoi & International Chains
Cheap manpower cost
A readymade tourist destination with the resources
Natural and cultural diversity
Government support
Weaknesses:
The cost of land in India is high at 50% of total project cost as against 15% abroad.
High tax structure in the industry makes the industry worse off than it’s international.
SUPPLY GAP- Only 97,000 hotel rooms are available in India today.
Limited value added services
Poor support infrastructure
Susceptible to political events
Opportunities:
Demand between the national and the inbound tourists can be easily managed due
to difference in the period of holidays.
In the long-term the hotel industry in India has latent potential for growth.
Unique experience in heritage hotels.
Rising income level of domestic and international tourist.
Globalization and Liberalization of business houses that increase business tourism in
India.
Common Wealth Games.
Software services sector pushing the Indian economy skywards, more and more IT
professionals are flocking to Indian metro cities.
Hotels in India' has a shortage of 150,000 rooms fueling hotel room rates across India.
Banking on the government’s initiative of upgrading and expanding the country’s
infrastructure like airports, national highways etc, and the tourism and
hospitality industry is bound to get a bounce in its growth.
Threats:
Guest houses replace the hotels.
Political turbulence in the area reduces tourist traffic and thus the business of the
hotels.
Changing trends in the west demand similar changes in India.
The economic conditions of a country have a direct impact on the earnings in hotel
industry.
Lack of training man power in the hotel industry.
Fluctuations in international tourist arrivals.
Increasing competition among international tourism destination.
Global economic slowdown.
Terrorist attacks at Mumbai.
Swine flu.
Volcanic eruption in Iceland.
In India, Opportunity of hotel industry is very huge. It calls for right marketing strategy and
Govt. support India, as tourist destination, is very popular.
The hotel industry is dependent on tourism and travel industries, and together they constitute
the hospitality industry. The demand variation in the hotel industry depends on various factors
like the economy, socio-political conditions, government regulations, business cycle, weather
and seasonal changes, festivals etc. The hotel service is a perishable service with a fixed or
limited supply. It is characterized by high investment and low variable costs.
Pricing, promotion, place, process, people and physical evidence, all have to be handled with
discretion and innovativeness. The recent trends in the hotel industry owing to the
technological developments and the changing demographics have had a major impact on the
way hoteliers conduct their business. The Indian hotel industry has also come of age and is
ready to set new standards in customer service.
The above chart shows you the possible marketing mix for a hotel Industry. To meet the global
standards and customer expectations, service providers in the hotel industry have to adopt
technological developments. They also have to be customer-oriented in their approach if they
have to withstand the competition in the market, which has further increased with the entry of
global players. Marketers have to adopt the marketing mix elements to suit their marketing
needs. For example, the product should carry more augmented services to differentiate itself
from other service packages in the market.