Professional Documents
Culture Documents
Dhiman
INDIAN
INSTITUTE
OF
MANAGEMENT(IIM),
SHILLONG
Introduction
Robert
Competed
with
hotels
with
Corporate
branding
and
individually
branded
unique
hotels.
Introduction Contd
Hotel Caroline
II. Create
new
genera]on
hotels
having
strong
brand
equity
in
the
property
itself.
Introduction Contd
Corporate
Branding
Employees
Guests
Agents
Compe]]on
External Competition
Agents Perception
Employees Perception
Guests Perception
Current Issues
Probable Solutions
This
type
of
program
had
been
successful
only
for
large
mul]
segment
operators
with
broad
geographic
distribu]on.
Loyalty
through
these
type
of
program
was
fostered
by
oerings
such
asexible
check
in,
check
out
]me,
personalized
services,
freedom
to
request
a
specic
room,
capacity
of
employees
to
solve
most
unusual
problem
etc
2003
2004
2005
2006
2007
2008
2009
317
640
966
1296
1628
1963
2299
364
731
1102
1475
1850
2226
2603
Collec]ve
experience
Consistent
service
in
all
aspects
Encourage
guests
to
use
more
than
one
property
BeUer
brand
recogni]on
High
customer
loyalty
As
per
the
survey,
Individual
brand
or
collec]on
hotels
had
5%
to
10%
cross
selling
rates
while
corporate
branded
hotels
enjoyed
10%
to
15%
cross
property
usage
rates
115000
115000
750
750
32%
32%
1.2
1.3
130
139
150
150
19169
46000
5750
11500
16.67%
40
386
407
138689580
146314155
Total Guest
115000
115000
New Guest
95831
69000
183070246
193134685
Parameters
Total no of unique guests
Av daily spend
Thanks