UK27 The Fern, Belagavi

CHAPTER – I
INTRODUCTION

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INDUSTRIAL INTRODUCTION

HOTEL INDUSTRY

A hotel is an establishment that provides paid lodging on a short-term basis. Facilities

provided may range from a modest-quality mattress in a small room to large suites with
bigger, higher-quality beds, a dresser, a refrigerator and other kitchen facilities, upholstered
chairs, a flat screen television, and en-suite bathrooms. Small, lower-priced hotels may offer
only the most basic guest services and facilities. Larger, higher-priced hotels may provide
additional guest facilities such as a swimming pool, business centre childcare, conference and
event facilities, tennis or basketball courts, gymnasium, restaurants, day spa, and social
function services. Hotel rooms are usually numbered to allow guests to identify their room.
Some boutique, high-end hotels have custom decorated rooms. Some hotels offer meals as
part of a room and board arrangement. In the United Kingdom, a hotel is required by law to
serve food and drinks to all guests within certain stated hours. In Japan, capsule
hotels provide a tiny room suitable only for sleeping and shared bathroom facilities.

Hotel operations vary in size, function, complexity, and cost. Most hotels and major
hospitality companies have set industry standards to classify hotel types. An upscale full-
service hotel facility offers luxury amenities, full service accommodations, an on-
site restaurant, and the highest level of personalized service, such as a concierge, room
service, and clothes pressing staff. Full service hotels often contain upscale full-service
facilities with many full-service accommodations, an on-site full-service restaurant, and a
variety of on-site amenities. Boutique hotels are smaller independent, non-branded hotels that
often contain upscale facilities. Small to medium-sized hotel establishments offer a limited
amount of on-site amenities.

HISTORY
Facilities offering hospitality to travelers have been a feature of the earliest civilizations.
In Greco-Roman culture and ancient Persia, hospitals for recuperation and rest were built
at thermal baths. Japan's Nishiyama Onsen Keiunkan, founded in 705 AD, was officially
recognized by the Guinness World Records as the oldest hotel in the world. During
the middle Ages, various religious orders at monasteries and abbeys would offer
accommodation for travelers on the road.

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Famous London examples of inns include the George and the Tabard. A typical layout of an

inn had an inner court with bedrooms on the two sides, with the kitchen and parlor at the
front and the stables at the back.

SECTOR ANALYSIS

 The tourism and hospitality sector is among the top 10 sectors in India to attract the
highest Foreign Direct Investment (FDI). According to the data released by the
department of Industrial Policy and Promoting (DIPP), the hotel and tourism sector
attracted around US$ 10.6 billion of FDI between April 2000 and September 2017.
 The Indian government has also taken several steps to make India a Global tourism
hub. The government has initiated “Project Mausam” under which it has proposed to
establish across cultural linkages and to revive historic maritime cultural and
economic ties with 39 Indian Ocean countries. Further, since April 2017, the e-tourist
visa facility has been made available to citizen 161 countries. The government has
introduced e-Tourist Visa (e-TV) for 161 countries as against the earlier coverage of
113 countries (source: Ministry of Tourism).
 The hotel industry in India thrives largely due to the growth in tourism and travel.
Due to the increase in tourism with rising foreign and domestic tourists, hotel sector is
bound to grow. There is an emergence of budget hotels in India to cater too much of
the population who seek affordable stay. Imbalance in increase in tourists both
domestic and foreign not been supported with equal number of rooms in a latent
source of opportunity for growth.
 As per world travel and tourism council (WTTC), India is one of the favorite tourist
destinations from the year 2009 and will continue to be one of the favorite till 2018.
Further, the Travel and Tourism Competitiveness Report by World Economic Forum,
has ranked India at the sixth place in tourism and hospitality.

GROWTH RATE
The Indian hospitality Industry has been instrumental in continuing nation’s economic
growth. This trend is expected to continue especially with the introduction of e-visa for
foreign tourist and with the domestic economic improving, there are clear signs of
increased domestic travel. The growth rate in room demand (about 6%) has been
consistently outpacing the supply (about 3%) growth in the past few years.

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CONCEPT HOSPITALITY

Concept Hospitality Pvt. Ltd. is India’s leading environmentally sensitive hotel chain and
amongst the fastest growing management companies in India, with 54 hotels & resorts and
2600+ rooms currently operational under management across 36 locations in India & abroad
under The Fem, The Fem Residency, Beacon Hotels and a selection of independently
branded hotels. Concept Hospitality is a professionally managed Hotel Company with
expertise in managing and operating environmentally friendly hotel properties, which are
certified by an external party -HVS International and carrying Ecotel Certification.

The company has substantial experience in consulting on the design, construction,

management and marketing of major hotel projects and resorts and currently has a presence
in the major cities of India namely Agra, Ahmadabad, Ajmer, Amritsar, Bangalore, Bhopal,
Chandigarh, Goa, Gurgaon, Hyderabad, Jaipur, Jodhpur, Kolkata, Mumbai, Pune, Udaipur,
Vadodara.

The company is a part of CG Hotels and Resorts which operates hotels, resorts, residerlces
and spas across Asia, Middle East and Africa. The various brands under the CG Hotels
hospitality portfolio are The Zinc, Zinc Journey and Zinc Living.

In a world where you require proactive, individualized service, The Fern Hotels & resorts
delivers much more. Luxury with elegance and personalized attention, and all the
contemporary facilities packaged together with minimal impact on the environment. We
believe in responsible hospitality and sustainable tourism, and offer the perfect blend of
luxury and coexistence with nature at all our hotels, winning us over 47 awards across
spectrum, for outstanding achievements in hotel management and environmental practices in
our short eight years of operation in the industry.

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CHAPTER – II
COMPANY PROFILE

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ORGANIZATIONAL PROFILE

Fern Eco- friendly hotels, best business & leisure hotels in India. The Fern Hotels & Resorts
has a premium standard of amenities and service with a true passion for the environment. A
living thing, the Fern is a perennial Plant retaining a rare consistency and many of its best
characteristics over millions of years. The Fern delivers much more, luxury with elegance
and personalized service and all the contemporary facilities packaged together with minimal
impact on the environment. UK 27 The Fern is situated in Belagavi, Karnataka. The 5-star
Fern Hotel offers a luxurious experience with its comfortable 90 rooms and 3 dining Param
Kannampilly, founded Concept Hospitality Pvt. Ltd. in 1996. CHPL owns ‘The Fern’
&‘Beacon’ brands and also manages a selection of independent hotels.

FERN brand launched in India. 85 keys “The Fern Jaipur” opens to public as first Fern hotel
in India. As of March 2015 24 operational properties including 18 “FERN” branded
properties. Total operational keys under management - 1,335. As at October 2017 56
operational properties including 36 “FERN” branded properties. Internationally present in
Seychelles and Kathmandu.

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Nature of Business
With the baseline ‘Leading Environmentally sensitive hotels’. The Fern Hotels & Resorts is
amongst the fastest growing hotel brands in India. A living thing, the fern is a perennial plant,
retaining a rare consistency and many of its best characteristics over millions of years. It is an
epitome of pedigree flora and aptly represents us, The Fern Hotels & Resorts. We have a
vibrant pipeline of 25 years in various stages of development.
The Fern is a collection upscale hotels and resorts. This is a full – service experience with
premium accommodation and services. The Fern Residency is a mid – tiered experience of
hotels and resorts in the 3 and 4-star categories. We offer up market accommodation and
services ideally suited to the emerging traveler.

Services
The Fern, Belagavi is a smart, efficient business hotel with 90 rooms. The hotel offers the
finest of accommodations with 66 Executive rooms, 12 Studio rooms, 12 Suites. It has a
world cuisine restaurant, Rooftop Resto-bar and swimming Pool, State of the art Banquet
Halls and finely designed lobby lounge. 1 gym and the spa will be opening soon, 1 night club,
2 restaurants. Weddings, anniversaries, birthday parties, conferences, corporate award events
and dinner, dealers meet, training sessions, off sites, fashion shows, car promotion shows etc.
The Hotel combines all sorts of activities with supreme leisure so that nobody feels left out;
be it families, couples or young adults. The primary goal of ours is to make your stay as
memorable as you could have possibly imagined.

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COMPANY PROFILE
PROMOTERS
Mr. Umesh Katti
Mr. Umesh Katti is the chairman of UK 27 The Fern Hotel, Belagavi. Umesh Katti is a MLA
from Hukkeri of Karnataka and a Bhartiya Janata Party political activist and six term member
of the Karnataka Legislative Assembly.

Mr. Nikhil Katti

Mr. Nikhil Katti is the managing director of UK 27 The Fem, Belagavi Mr. Katti serves as
the managing director and director of Vishwaraj Sugar Industries Limited. He has an
experience in handling and managing the business especially the distillery unit. He is
involved in the marketing of the products of Vishwanath’s and is particularly interested in the
Positioning its Indian Made Foreign Liquor.

UK 27 THE FERN-AN ECOTEL HOTEL, BELAGAVI

The Fern, Belagavi is a smart, efficient business hotel with 90 rooms. The hotel offers the
accommodations with 66 deluxe rooms, 12 Studio rooms and 12 Suites. It has a world cuisine
restaurant, an authentic Indian Vegetarian restaurant, Rooftop Resto Bar and swimming pool,
state of the art Banquet Halls and finely designed lobby lounge. You can also go for a
relaxing stroll in the evening in the hotel’s lush green lawn. The hotel is situated at the heart
of the city with an easy access to the major sightseeing attractions in town and to public
transport. Weddings, anniversaries, birthday partied, conferences, corporate award events and
dinner, dealer’s meet, training sessions, off sites, fashion shows, car promotion shows; you
name it, we host it.

VISION
The Fern Hotels & Resort will be market leader in its segment, surpassing all boundaries by:
- Winning over loyalty of guests time & again
- Setting benchmark in environment friendly practices
- Meeting financial expectation of stakeholders

We will achieve this by continuous leading development and welfare of our team members,
involving the community and our guests through our systems and procedures.

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MISSION
The fern Hotel & Resort strive towards continuously and consistently delighting our guests
with a choice with an excellent hospitality products and services by creating pleasant
memories, while moving towards sustainability in the areas of water, waste and energy
management, strengthening our community relations, assuring good returns to owners &
stakeholders.

ABOUT THE FERN

With the baseline ‘Leading environmentally sensitive hotels', The Fern Hotels & Resorts is
amongst the fastest growing hotel brands in India. A living thing, the fern is a perennial plant,
retaining a rare consistency and many of its best characteristics over millions of years. It is an
epitome of pedigree flora and aptly represents us, The Fern Hotels & Resorts. We have a
vibrant pipeline of 25 projects in various stages of development. The Fern is a collection
upscale hotels and resorts. This is a full-service experience with premium accommodation
and services. The Fern Residency is a mid-tiered experience of hotels and resorts in the 3 and
4-star categories. We offer up market accommodation and services ideally suited to the
emerging traveler.

ORIGIN
CHPL Concept Hospitality Private Ltd.
CHPL Group is the managing partner of the hotel. The group is a conception of a team of
hotel consultants and experts started in July 1996. They operate hotels, restaurants, clubs, and
resorts for different owners.

SCOPE
 There is a vast scope to tap potential customers.
 There is a vast scope for understanding customer needs and providing with tailor
made Services.
 There is vast scope for recruiting right candidates for the right job.
 There is a huge scope to introduce service of different aspect.

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The Fern Hotels and Resorts

 Hotels in Agra
 Hotels in Ahmadabad
 Hotels in Alibaug
 Hotels in Amritsar
 Hotels in Asansol
 Hotels in Belagavi (Belgaum)
 Hotels in Bengaluru
 Hotels in Bhavnagar
 Hotels in Bhimtal
 Hotels in Chandigarh
 Hotels in Dapoli
 Hotels in Dharampur (Kasauli)
 Hotels in Goa
 Hotels in Hyderabad
 Hotels in Jaipur
 Hotels in Jodhpur
 Hotels in Kathmandu
 Hotels in Kolkata
 Hotels in Madhavpur
 Hotels in Mount Abu
 Hotels in Mumbai
 Hotels in Mundra
 Hotels in Parbhani
 Hotels in Pune
 Hotels in Rajkot
 Hotels in SasanGir
 Hotels in Seychelles
 Hotels in Somnath
 Hotels in Udaipur
 Hotels in Udupi
 Hotels in Vadodara

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MARKETING & BRANDING

Marketing strategies in the hospitality industry have changed drastically over the past decade,
a decade back; the brand name of the hotel was a major driver. However, with the arrival of
well-educated and experienced travelers, hotel companies have had to change/realign their
marketing strategies. Today, hotel companies marketing strategies are differentiation,
consistency, customer satisfaction, delivery of brand promises, and customer retention,
Development and use of technology have also changed the way hotel companies operate,
creating the need for online marketing. Travelers increasingly conduct basic research on the
internet. Blogs, networking sites, and travel sites are therefore being used for making choices
and the information provided tends to-influence opinions and choices. Several travel portals
have emerged in recent times and travelers are increasingly using these portals to make hotel
reservation.

MARKET SIZE/GROWTH/SHARE
India is the most digitally-advanced traveler 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.
Foreign Tourist Arrivals (FTAs) increased to 5.97 million in January-July 20l8. Achieving a
growth rate of 7.3% year-on-year.

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
hound 47 per cent share in the Tourism & Hospitality sector of India by 2020 & 50 per cent
by 2022.

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PRODUCT & BRANDS

PRODUCTS/SERVICES OFFERED (ACCOMODATION)

WINTER GREEN
These rooms are a perfect blend of classic charm and contemporary luxury with 354sq.ft
rooms with option ranging from 21 kings 12 twin bedded rooms.

Room amenities
 Digital in room safe
 Complimentary in room tea & coffee facility
 In room dining
 Ample space to accommodate up to 3 guests
 City facing view
 Eco friendly bathrooms amenities

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WINTER GREEN PREMIUM

These rooms are ideal for both business and leisure travelers which are tastefully designed to
give a breathtaking view of the cityscape. All 33 king sized rooms are attached with
bathrooms with separate shower area.

Room amenities
 Wi-Fi
 Hair dryer
 24hrs room service
 Bathrobes
 Tea/coffee maker
 Electronic safe

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FERN CLUB STUDIO ROOM

These are the spacious of the lot with 490 sq.ft rooms which can easily accommodate 3
guests. All 6 rooms have twin beds with guest amenities on request.

Room amenities
 LED TV
 Study cabin
 In room dining
 24hr hot and cold water
 Digital in room safe
 Twin bed

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FERN CLUB PREMIUM STUDIO

For splendid isolation these rooms have made comfort to its best with simple furnishing to
enhance the rustic appeal. These 588 sq.ft rooms come with king beds and kitchenette
facility.

Room amenities
 LED TV
 Kitchenette facility
 Living room
 Bathtub
 Eco friendly lighting amenities
 Eco friendly bathroom amenities
 Tea/coffee maker

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HAZEL SUITE
The 6 hazel suites 896 sq.ft encompass a master bedroom, a living area, and an optional
dining table. The living room comes with a 55 led wall mounted television and furnished with
a delicate classic herringbone upholstered furniture writing desk.

Room amenities
 Multi pressure shower
 High speed internet
 Ironing board on request
 Italian marble bathroom with full length bathtub
 Daily newspaper
 Dining table
 Twin vanity Counter
 24 hours in room dining with butlers to serve

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FERN CLUB SUITE

This suite covers an area of about 924 sq.ft and include a king size master bedroom, a bright
living room, dining room, a pantry, & an Italian marble bathroom. The room comes with a
large picture window which fills the room with natural light and offers a breathtaking view of
the city.

Room amenities
 Jacuzzi
 Kitchenette area with equipped utensils
 Powder room
 Dining table
 Living room
 Partition for the bedroom

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DINING
MELANGE
The multi cuisine restaurant meaning “diversity” offers finest dining experience, with its
breathtaking Mediterranean décor, it offers Indian, continental, oriental & Mexican food to
the guest.
Timings- 7.00pm to 11.30pm

SPICES
An authentic Vegetarian restaurant, which offers diversified Indian vegetarian cuisine to their
guest which serves 56 covers.
Timing-12.00pm to 3.00pm
7.00pm to 11.30pm

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UK27 LOUNGE
The lounge is a chic haven based in the heart of the Belagavi which offers its customers not
only the best selection of alcohol but also a variety of cocktails and mocktails. It serves the
best multi cuisine menu to its customers.
Timing- 6.00pm to 11.30pm
Weekend- 3.00pm to 11.30p.m

DELI
The lounge is an ideal hangout destination for a piping hot cup of tea, a freshly brewed mug
of coffee &mouth watering café menu.
Timing -11.00am – 11.00pm

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OTHER SERVICES
 GYM

 SWIMMING POOL

 MULTIPLE BANUQUET HALL

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 LARGE LAWN

 RECEPTION

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ROOM TYPE AREA(sq.ft) RATES

Single Double
Winter green 354 4500 5000
Winter green premium 397 5500 6000
Fern club studio 430 6000 6500
Fern club premium 588 7000 7500
studio
Hazel suite 894 10000 11000
Fern club suite 924 12000 14000

COMPETITOR
 Fairfield by Marriott

It is a 4 Star hotel adjacent to Pune-Bengaluru National highway Belgaum and has

scenic view and resort style amenities with 114 rooms.

 EEFA
It is a 3 Star luxury business hotel located at Club road, Belagavi.

 Native by Chancery
It is 3 star hotel located near 3rd railway gate, Khanapur road, Belagavi.

 Regenta Resort by Royal Orchid Hotels Pvt ltd.

It is a 4 Star hotel located near Kinaye Village of Goa – Belagum state highway.

MAJOR CUSTOMERS/SEGMENT
 Corporate clients
 Young crowd for Lounge
 Walk In
 Free individual Traveler

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USP
 The USP of UK 27 The Fem is its Enormous Size of the rooms. It has the largest
rooms when compared to others in the City.
 It has a large variety of delicious dishes when compared to others in the city.

ORGANIZATION DEVELOPMENT
Organizing, the process of structuring human and physical resources in order to accomplish
organizational objectives, involves dividing tasks into jobs, specifying the appropriate
department for each job, deter-mining the optimum number of jobs in each department, and
delegating authority within and among department. One of the most critical challenges facing
lodging manager today is the development of a responsive organizational structure that is
committed to quality.
1. The framework of jobs and department that make up any organization must be
directed towards achieving the organizations objectives. In other words, the structure
of a lodging business must be consistent with its strategy.
2. Managers give structure to a hotel and lodging through job specialization,
organization, and establishment of patterns of authority and span of control.

WORK FLOW
Different Departments in Hotel Industry
FRONT OFFICE DEPARTMENT
Every day is different with the arrival of new personalities from different walks of life. The
Front Office Department is often referred as the nerve center of the hotel as it is in constant
Contact with our guests, and has the most diverse operating exposure. Our team is passionate
about guest service and look at every possible opportunity to make our guests comfortable
during their stay. Our front office associates have a keen intuition that allows them to
anticipate our guest’s needs and exceed them. With its excellent communication skills, it is
not unusual for our staff to multi task and work diligently in order to resolve any issues that
may arise.
F & B PRODUCTION
Food production deals with the preparations of food items. It basically engaged in preparing
those dish, which are ordered by the Guest and afterwards is catered by the F&B department.
Cuisine like Indian, Continental, Thai, Italian, Konkani (Coastal Sea Food), South Indian,
Chinese, Mexican, etc. Different Chefs are appointed for the specialty cuisine. Marketing 21

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celebrity chef as a primary component of a hotel may yield a competitive advantage among
that specific hotel’s competitive set.

F & B SERVICE
F &B service plays a vital role in the hotel industry. F & B Department (product and service)
is treated as the back bone of the industry. It is the duty of the F & B service staff to do the
necessary preparations before the start of the operation in the service area. Keeping service
related items ready like wipes/prepare the necessary containers, missing plates, napkins, tray,
cutleries, and other supplies. Refill salt and pepper shakers and other condiment is the duty of
F & B service staff. They are responsible to check and restock service station and see to it
that the par stock is maintained. And also setup the table and install required facilities.
Studies the menu and familiarizes him with the outlets specialties. There are other duties like
placing Orders to the kitchen and pick up orders.
To assisting, welcoming the guest, presenting food bill, receiving payments and remitting the
same to the cashier is the part of their duty.

ACCOUNTING DEPARTMENT
Accounting departments typically handle a variety of important tasks. Such tasks often
include invoicing customers, accounts receivable monitoring and collections, account
reconciliations, payable processing, consolidation of multiple entities under common
ownership, budgeting, periodic financial reporting as well as financial analysis. Also common
are setting up adequate internal controls for all business processes (to prevent
theft/misappropriation of assets), handling external audits and dealing with banks in order to
obtain financing. Taxes are sometime handled by accounting departments in house, but this
work is often contracted to outside tax accountants.

SECURITY DEPARTMENT
Literally to protect the guests and staff of the hotel, including all of their property.
Secondarily the security departments’ role in a hotel is to secure the actual premises, and the
property of the Hotel itself. The security depts. usually use preventative tasks such as
patrolling, Monitoring CCTV, and investigating.

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HOUSEKEEPING DEPARTMENT
The Housekeeping Department is responsible for the immaculate care and upkeep of all guest
moms and public spaces. Individuals who excel in our Housekeeping Departments have an
eye for detail and a commitment to the training, development and motivation of a diverse
group of talented employees. In a competitive hotel market, it is service and cleanliness that
really make an impact on our guests and determine whether they will return.

ENGINEERING AND MAINTAINANCE DEPARTMENT

Running an effective hotel requires careful planning and hard work. Equipment does break
down; meaning repairs and regular preventive maintenance are required around the hotel. The
Maintenance Team performs a wide range of essential tasks to help ensure a smooth
Operation resulting in happy guests.

SALES & MARKETING CREATIVE SELLING

The Sales Team works hard to promote the brand and the amenities of the hotel. The Sales
Department is in charge of negotiating and prospecting large business and leisure groups,
tours operators and individual travelers. The Marketing Department is the analytical
backbone of Sales as well as being responsible for increasing exposure for the hotel through
various advertising opportunities both in Print and on the Web. Be sure to engage with us on
our various social media in platforms such as, Instagram, Facebook, Twitter, and Google.

TECHONLOGY
The software used at UK 27 The Fern is Inn key PMS cloud based software. Inn key PMS is
the complete software application which covers total needs of yours business lifecycle. It is
single software with single database covering entire business operations like sales, stock, cost
control, payroll and Finance.

Banquet Management

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Complete Banquet management right from advance reservation, function prospects, billing
and account receivable.
Customer loyalty

Provide loyalty card to your customers and provide them with preferential pricing and
discount.
Point Of Sale

Industry standard touch enabled billing module with single screen billing process with all
basic functionalists.
Store & Inventory

Integrated material management system to track every movement of central store, kitchen &
bar and manage stock on hand.
Cost of Operation

Gives food cost percentage and profit and loss account considering fixed and variable cost
per outlet.
Restaurant & Café

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At a glance, waiters can see who is sitting at which table, the order status of each table and
the dining duration.
Remote KOT Printing
Customer Loyalty Program
Automatic happy Hours Discount
Account Receivable
Food Costing
Bar & night Club

Daily stock taking and variance

System provides facility to take periodical stock to generate variance report and also allows
passing journal entry to adjust the stock level for next periodical variance.
 Frequent Buyer
 Age Verification
 Payment Accountability
 TOT count

Quick Service

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Single Button Tendering Gives you the tools to efficiently service customer while at the
same time sending accurate information to the food prep staff. Systems up- selling the
customer and easily processing coupons put the “quick” in your business Operation.
Self Service Token
Mix & Match Combo Offer
Pre-Paid Swipe card
Modifier/Topping

Banquet & Catering

Advance Booking and function Sheet

Central Kitchen and Distribution
Control Purchase and Inventory control
Raw-Material Requisition
Event Costing and Profitability
System generates profit and loss account for every event/function based on total issue from
central store, fixed and variable costs.

QUALITY SYSTEM
 CDS Program
 Career development

COMPETITIONS
 Every month there is an In-house competition for the employees which known as
Ubharte Sitaroki Khoja

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 Ever month the employees get chance to watch a movie in the mini theatre this is
located in the hotel.
 Every month there will be a Town Hall meeting.
 The employees are promoted every month by awarding them with certificates:

 Winner of the Heart of Front office

 Runner’s Up of the Heart of Front office
 Winner of heart of Back office
 Runner’s Up of heart of Back office

CSR ACTIVITIES
 Health and sanitation program was conducted.
 Skilling and vocational training was conducted.
 Solid waste recycling.
 A forestation program was conducted.
 Making of paper bag program was conducted.
 A donation was made from the employees for the Kerala Fund Relief.

Unique Practices, Achievements & Awards Etc

Unique Practices:
 Unique practices like Reduce; Reuse & Recycle is followed by the organization.
 It is an Eco-friendly hotel and here Eco-friendly practices are followed.

Awards:
 2nd on Trip Advisor

SWOT ANALYSIS
STRENGTHS

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 It’s the first Five Star rated Hotel in Belagavi.

 It’s situated in the Heart Of the city with easy access to the major sightseeing
attraction in the town and the public transport.
 It offers the finest of accommodation with luxurious spacious rooms.
 They are environment sensitive hotels.
 It has around 9000 sq.ft Lawn.
 It has well equipped conference and banquet facility.
 It has a variety of dining options.
 Brand image.

WEAKNESS
 The tariff is higher compared to other hotels.
 Spa facilities still not available.
 Languages barriers exist as most of the workers come from different states.

OPPORTUNTIES
 They can attract young generation as it has clubbing facility.
 It can attract more people as it is situated in the heart of the city.
 Change in consumer nature for spending free time.
 Can tie up with many corporate companies.

THREATS
 Other hotels provide huge discounts, lower cost competitors.
 Changing consumer needs.
 Competition from Marriot

ORGANISATIONAL CHART

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CHAPTER – III
THEORETICAL BACKGROUND

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THEORETICAL BACKGROUND
What Is Customer Relationship Management?
“Customer relationship management (CRM) is a business strategy to select and manage the
most valuable customer relationships. CRM requires a customer-centric business philosophy
and culture to support effective marketing, sales, and service processes. CRM applications
can enable effective customer relationship management, provided that an enterprise has the
right leadership, strategy, and culture.” Basically everything is said within this statement.
Customer loyalty decreases due to a multitude of channels and increasing transparency of the
market. This is mainly due to the rapid growth of the Internet, economic globalization and
comparable quality. Especially in the hotel industry, the basic product (hotel room) is very
similar, when comparing the same quality level. The customers’ focus is more on the soft
factors, like personal treatment and attention. It is identified that most failures to achieve
CRM benefits are due to a lack of internal strategy. Customer Relationship Management must
not only focus on the existing and frequent customer base; it needs to manage all customers
of the organization. Return on CRM investment will fall in place automatically after the base
is set properly. Main drivers are increased customer satisfaction, an increased number of
referrals and a decrease in marketing costs. Customer Relationship Management, particularly
on hotel chain level, is very challenging but also very important, as the hospitality industry
deals with perishable goods and needs to manage supply and demand with a sure instinct.

All these changes have made today’s producer shift from traditional marketing to modern
marketing. Modern marketing calls for more than developing a product, pricing it, promoting
it and making it accessible to target customer. It demands building trust, a binding force and
value added relationship with the customers. The process of developing a cooperative and
collaborative relationship between the buyer and seller is called customer relationship
management shortly called CRM, the idea of CRM is to know the individual customer
intimately, so that the company has a customized product ready for him even before he asks
for it
 

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Types of Customer Relationship Management :

The three major types of customer relationship management systems,

namely Operational CRM, Analytical CRM and Collaborative CRM are being used in
many organizations.

Operational CRM

It provides support to front-office business processes that involve direct interaction with
customers through any communication channel, such as phone, fax, e-mail, etc. The details of
every interaction with customers, including their requirements, preferences, topics of
discussion etc. are stored in the customers’ contact history and can be retrieved by the
organization’s staff whenever required. Thus, it presents a unified view of customers across
the organization and across all communication channels.

Analytical CRM

It enables to analyze customer data generated by operational CRM applications, understand

the customers’ behavior, and derive their true value to the organization. This helps to
approach the customers with pertinent information and proposals that satisfy their needs. The
analytical customer relationship management applications use analytical marketing tools like
data mining to extract meaningful information like the buying patterns of the customers,
target market, profitable and unprofitable customers, etc., that help to improve performance
of the business.

Collaborative CRM

It allows easier collaboration with customers, suppliers, and business partners and, thus,
enhances sales and customer services across all the marketing channels. The major goal of
collaborative customer relationship management applications is to improve the quality of
services provided to the customers, thereby increasing the customer’s loyalty. Examples of
collaborative CRM applications are partner relationship management (PRM), customer self-
service and feedback, etc.

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Purpose of CRM
The CRM is a new technique in marketing where the marketer tries to develop long term
relationship with the customers to develop them as life time customers. CRM aims to make
the customer climb up the ladder of loyalty. The company first tries to determine who are
likely prospects i.e. the people who have a strong potential interest in the product and ability
to pay for it. The company hopes to convert many of its qualified prospect into first time
customers and then to convert those first time customers into repeat customers. Then the
company tries to convert these repeat customers into clients – they are those people who buy
only from the company in the relevant product categories. The next challenge for the
company is to convert these clients into advocates. Advocates are those clients who praise the
company and encourage others to buy from it. The ultimate challenge is to convert these
advocates into partners where the customers and the clients work actively together to
discover ways of getting mutual benefits. Thus in CRM the key performance figure is not just
current market share but share of life time value by converting customers into partners. In
CRM the company tries to identify that small percentage (20%) of key account holders who’s
contribution to the company revenues is high (80%). So from this point of view, CRM is also
known as KEY ACCOUNT MANAGEMENT.

Customer Service in the Hotel Industry

It is not just the core customer services like pricing, quality, and delivery that matter; it is also
the friendly approach, the prompt problem-solving, and the flexibility in options that make a
big difference. It is this extended customer service that gives a company an edge over others
as it increases the customer’s perceived value towards its services.CRM is essential in the
hotel industry as it helps a company exceed its customers’ expectations by enhancing the
aesthetic value of its services and providing the opportunity to build effective interpersonal
relations.

Why – customer relationship management

 A satisfied customer in 10 years will bring 100 more customers to the company.
 It costs 7 times more to attract a new customer than to serve an old one.
 20% of the company’s loyal customers account for 80% of its revenues.
 The chances of selling to an existing customer are one in two, the chances of selling
to a new customer are one in 16.

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How to introduce CRM in the company?

There are four key steps for putting one to one marketing program to work

Step 1: Identify your customers

To launch a one to one initiative the company must be able to locate and contact a fair
number of customers or at least a substantial portion of its valuable customers. It is crucial to
know the customer details as much as possible, not just their names or address, but their
habits, preferences and so forth.

Step 2: Differentiating your customers

Customers are different in two principal ways; they represent different levels of value and
have different needs. Once the company identifies its customers differentiating them will help
the company to focus its efforts to gain the most advantage with the most valuable customers.

Step 3: Interacting with the customer

Interaction is also a crucial component of a successful CRM initiative. It is important to
remember that interaction just not occur through marketing and sales channels, customer
interact in many different ways with many different areas of the organization so to foster
relationship all the areas of the organization must be accessible to the customer.

Step 4: Customize your enterprise’s behavior

Ultimately to lock a customer into a relationship a company must adapt some aspect of its
behavior to meet customer’s individually expressed needs this might mean mass customizing
a manufactured product or it might involve tailoring some aspect of the service surrounding
the product.

The Need of CRM in Hotel Industry

The Need of CRM in Hotel Industry if not more is as important as CRM’s need in any
customer-driven industry. Customer satisfaction plays an extremely important role in any
business. It is the customer’s feedback about a product or service that determines its success
and translates into profit for the company. This is especially true for service-based industries
like hotels, tourism or transport industries.
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All successful businesses in the world today thrive on customer relations rather than the
quality of their products alone. It is crucial to identify, create and maintain a dedicated
customer base in today’s competitive market. Customer Relationship Management (CRM)
not only builds a comprehensive database containing all information pertaining to the
customers, but it also facilitates the company’s long term growth by forging strong ties with
the customers.
 CRM is a business approach that can support the sales, marketing, and service processes
within an industry and maximize its profit margins. It functions by associating with selected
customers and providing them with an unparalleled experience both in terms of the quality as
well as the manner in which their needs are addressed. This customer-centric approach is of
pioneer importance in the hotel industry as it attempts to retain customers and build a long
partnership with them.

Significance of the study

The CRM (customer relationship management) is an integrated effort to strengthen the
network of relationship for the mutual benefit of both the parties. The biggest management
challenge in the new millennium of liberalization and globalization  for a business is to
maintain good relationship with the king – the customer. This study is of great significance
because 
 5% increase in the customer retention will increase the profit up to 125%
 It costs seven times more to attract a new customer than to serve an old one.
 20% of the company’s loyal customers account for the 80% of its revenues.

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IMPORTANCE OF THE STUDY

On average it takes up to three years for a customer to become loyal to service. Once
loyalty has been earned, it’s important not to slack off because these clients that can give
insights for improvement.

1. To create and retain customers though online stores

2. To understand the factors influencing Consumer’s buying Behavior.
3. To increase the knowledge of sales person influence consumer to buy product
4. Promotes customer retention
5. Customer satisfaction is a gateway to earning loyalty: Measuring customer
satisfaction and loyalty are like comparing apples to oranges because the former is a
function of attitude while the latter goes much deeper.
6. To keep customer satisfied to maintain their loyalty. There is a strong correlation
between satisfaction and repeat business. Keeping new customers happy will increase
the likelihood of them buying again while poor customer service then lowers the
chances of them coming back.
7. Keeps ahead of competitors
8. Improves customer lifetime value: The longer a customer remains satisfied with the
product, the longer they‘ll stay, which in turn increases the chances of getting a return
for the amount of time and money it took to acquire customer.
9. Disgruntles customers will spread the word about business
10. Acquiring new customers is more expensive than keeping the ones already have

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TITLE OF THE STUDY

A Study On Customer Relationship Management at UK27 The Fern, Belagavi.

OBJECTIVE OF THE STUDY:

 To investigate how UK27 The Fern Hotel could keep retaining their current
customer Relationship and loyalty and simultaneously gain new customers to
further improve their profit margins.
 To study about various CRM technologies in UK27 The Fern Hotel.
 To evaluate the effectiveness of CRM by focusing on customer satisfaction
 To determine the level of customer satisfaction and challenges faced by their
customers in order to establish strategies to enhance customer satisfaction
 To deepen the understanding of CRM practices within the hotel industry and
provide solutions on how to further help (the department) improve this important
practice to sustain the current customers’ loyalty and gain new customers. In this
way, the organization’s profits would be significantly improved

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CHAPTER – IV
RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
During the project work at UK27 THE FERN, I followed some methodology to find out the
facts and figures of the company.
 PRIMARY DATA
Primary data is the data that is observed or collected by the research from firsthand
experience. This is in comparison to secondary data which the researcher obtained
from publisher data is called primary data.
 Questionnaire
 Observation

Questionnaire
The questionnaire framed for the research study is a structured questionnaire in which
all the questions are predetermined for conducting the survey.

 SECONDARY DATA
Secondary data is the data collected by someone other than the user. The published
data and the data collected in the past or other parties are called secondary data.
Secondary data is collected from literature, company, documents, internet,
newspapers etc.
 Company Website.

SAMPLING SIZE
A sample design is a definite plan for obtaining a sample from the taken population. It is the
procedure used to collect the require data.
Sample Size: 50
Population: Within the UK 27 The Fern Belagavi.
Sampling Method: Random Sampling

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CHAPTER – V
DATA INTEREPRATION AND
ANALYSIS

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DATA INTEREPRATION AND ANALYSIS

1. Kindly indicate your age?

20 – 25 years 26 – 35 years 36 – 45 years 46 – 55 years 55 years &

above

40% 20% 20% 10% 10%

10%

10%

40% 20 - 25 years
26 - 35 years
36 - 45 years
46 - 55 years
20% 55 and above

20%

INTREPRETATION: From the above pie chart, Out of 30 responses 40% people are in 20 –
25 years of age, 20% people are in 26 – 35 years of age, 20% people are in 36 – 45 years of
age, 10% people are in 46 – 55 years of age, 10% people are in 55 & above years of age that
visit the hotel on regular basis.

2. What were the main reasons to visit the hotel?

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Rest & Relaxation Business meet Restaurant Weekend parties

10% 17% 30% 43%

10%

17% Rest & Relaxation

Business meet
43%
Restaurant
Weekend parties

30%

INTREPRETATION: From the above pie chart, we come to know that 43% customer visit
the property for weekend parties where as the other 30% visit for restaurant, 17% for business
meets and 10% visit for rest and relaxation.

3. How quick was the check in process?

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Extremely quick 27%

Moderate quick 67%

Not at all quick 6%

Extremely quick Moderate

6% quick Not at all quick

27%

67%

INTREPRETATION: From the above pie chart we come to know that the check-in
process was moderately quick i.e. 67% and 27% says that the process was extremely
quick.

4. How did you come to know about UK27 The Ferns?

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Friends Family Social media None above all

27% 45% 23% 5%

Friends Family Social Media None above all

5%

27%
23%

45%

INTREPRETATION: From the above pie chart we come to know that the 45% of the
people came to know about UK27 The Ferns through Family.

5. Overall, how friendly was the hotel staff?

Extremely friendly 67%

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Moderate friendly 27%

Not at all friendly 6%

Extremely Friendly Moderate Friendly Not at all Friendly

6%

27%

67%

INTREPRETATION: From the above pie chart we can say that the hotel staff was quite
friendly as 27% were moderate friendly and 67% were extremely friendly.

6. How pleased were you with the quality of food offered at the hotel?

Extremely pleased 76%

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Moderate pleased 18%

Not at all pleased 6%

Extremely Pleased Moderate Pleased Not at all Pleased

6%

18%

76%

INTREPRETATION: From the above pie chart we come to know that the 76% of the people
are Extremely Pleased with the quality of the food provided in the hotel.

7. Overall, how would you rate the event management at UK27?

Excellent Very Good Good Fair Poor

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10% 25% 40% 20% 05%

Excellent Very Good Good Fair Poor

5%
10%

20%

25%

40%

INTREPRETATION: From the above pie chart we come to know that the 40% of the people
rate the event management of UK27 as Good.

8. How do you feel about the staff responsiveness towards you when you enter the
hotel?

Cooperative 57%

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Responsive 37%

Non Cooperative 6%

Cooperative Responsive Non Cooperative

6%

37%

57%

INTREPRETATION: From the above pie chart we come to know that the 57% of the people
feel that staff is Cooperative towards them.

9. Will you suggest UK27 The Fern hotel to your family and friends?

Yes 83%

No 16%

Maybe 1%

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Yes No Maybe
1%

16%

83%

INTREPRETATION: From the above pie chart we come to know that the 83% of the people
will suggest UK27 The Ferns to their family and friends.

10. Does the staff of UK27 The Ferns entertain queries in a proper manner?

Yes 91%

No 09%

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Yes No

9%

91%

INTREPRETATION: From the above pie chart we come to know that the 91% of the people
feel that the staff of UK27 entertains queries in a proper manner.

11. How would you rate the overall service provided at UK27 The Ferns, Belagavi in the
following scales?

Excellent Very Good Good Need Bad

Improvement
In Service
Overall

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19% 47% 32% 1% 1%

Sales
Excellent Very Good
Good Need improvement in service overall
Bad
1%1%

19%

32%

47%

INTREPRETATION: From the above pie chart we come to know that overall response rate
for the hotel is positive

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CHAPTER – VI
FINDINGS, SUGGESTIONS AND
CONCLUSIONS

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FINDINGS

1. 91% of the people feel that the staff of UK27 entertains queries in a proper
manner.
2. 57% Customers find that the staff is cooperative towards them.
3. Through this survey we come to know that 43% people visit our hotel for
weekend parties where as 30% people visit for restaurant, 17% people visit for
business meets and 10% people visit for rest and relaxation.
4. Majority of people i.e. 67% people say that check-in was moderately quick.
5. The quality of food offered at our hotel was extremely pleased i.e. around 76%
and moderately pleased i.e. around 18%.
6. Majority of people i.e. 83% people prefer to recommend UK27 the Fern hotel and
its services to their friends and colleagues.
7. Through this survey we come to know that overall response rate for the hotel is
positive

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SUGGESTIONS:

Based on the survey done modification are recommended:

1. There should be improvement in overall co-ordination among the inner departments
of the hotel.
2. 37% of the people feel that staff is responsive towards them should be improved.
3. The quality of guests in the Resto-Bar should be filtered.
4. The UK27 The fern should analyze the competitive market and strive to gain an upper
hand over the contenders like, Copper Chimney (The Marriott), Barbeque nation, The
Apatite (EEFA) and etc.
5. Look forward for improvement in digital marketing as there are fewer followers on
social sites such as Facebook, Instagram.
6. They should advertise about their Hotel Ads and offers in the News Paper to let its
customers know what are their future plans.

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CONCLUSION

Through this study I understood that Tourism and Hospitality is a phenomenon, which has
now become powerful in its own right. It has now become a vital pan in any country‘s
economy. This is by virtue of being the highest foreign exchange earner and an employment
in time industry.

 At present UK27 THE FERN is on number 1 on Trip advisor.

Study at UK27 The Fern for a period of 30 days provided a good learning experience. All
though it helped to gain a lot of practical knowledge also and understand the working of an
organization. The Study also provided the opportunity to be a part of the organization and
understand the working.

This project on – customer relationship management was helpful to know about customer
retention strategies. The study inferred that most of the guests were satisfied with the service
provided by the UK27 The Fern.

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BIBLIOGRAPHY

 www.fernhotels.com
 Principles of Marketing by Philip Kotler.
 Tourism and Hospitality Management by Rajat Gupta.

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CHAPTER – VII
ANNEXURE

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QUESTIONNAIRE
1. Kindly indicate your age?
a. 20- 25 years
b. 25-35 years
c. 36-45 years
d. 46-55 years
e. Above 56 years

2. What were the main reasons to visit the hotel?

a. Rest and Relaxation
b. Business meet
c. Restaurant
d. Weekend Parties

3. How quick was the check-in process?

a. Extremely quick
b. Moderate quick
c. Not at all quick

4. How did you come to know about UK27 The Ferns?

a. Friends
b. Family
c. Social Media
d. None above all

5. Overall, how friendly was the hotel staff?

a. Extremely friendly
b. Moderate friendly
c. Not at all friendly

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6. How pleased were you with the quality of food offered at our hotel?
a. Extremely pleased
b. Moderate pleased
c. Not at all pleased

7. Overall, how would you rate the event management at UK27?

a. Excellent
b. Very good
c. Good
d. Fair
e. Poor

8. How do you feel about the staff responsiveness towards you when you enter the hotel?
a. Cooperative
b. Responsive
c. Non Cooperative

9. Will you suggest UK27 The Fern hotel to your family and friends?
a. Yes
b. No
c. Maybe

10. Do the Staff of UK27 The Ferns entertain queries in a proper manner?
a. Yes
b. No

11. How would you rate the overall service provided at UK27 The Fern, Belagavi in the
following scales?
a. Excellent
b. Very good
c. Good
d. Need improvement in service overall
e. Bad

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