INDEX

SR.NO 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

PARTICULARS History of Le-Meredien hotel Profile of Le-Meredien hotel Characteristics of hotel Service provided by hotel Marketing Mix (7ps) PEST Analysis Service Quality Market segmentation Growth of hotel Conclusion Bibliography

HISTORY OF LE-MEREDIEN HOTEL

Le Mridien is an international hotel brand with a European perspective, formerly headquartered in the United Kingdom, with 130 properties. It is owned by Starwood Hotels & Resorts Worldwide, and has a portfolio of more than 120 hotels in over 50 countries worldwide. The Le Mridien brand was established in 1972 by Air France "to provide a home away from home for its customers." The first Le Mridien property was a 1,000-room hotel in Paris Le Mridien Etoile. Within two years of operation, the group had 10 hotels in Europe and Africa. Within the first six years, the number of hotels had risen to 21 hotels in Europe, Africa, the French West Indies, Canada, South America, the Middle East and Mauritius. By 1991, the total number of Le Mridien properties had risen to 58. In late 1994, Le Mridien was acquired by UK hotel company Forte Group, which in turn was acquired by Granada PLC in 1996. Through a merger in the summer of 2000 between Granada Group and global contract caterer Compass Group and the subsequent de-merger of the two companies in February 2001 the ownership

of the Forte Hotels division and its three brands (Le Mridien, Heritage Hotels and Posthouse Forte) passed solely to Compass. In May 2001, Nomura Group announced the acquisition of Le Mridien Hotels & Resorts from Compass Group plc for 1.9 billion and Le Mridien was merged with Principal Hotels, which was acquired in February 2001. In December 2003, Lehman Brothers Holdings acquired the senior debt of Le Mridien. On November 24, 2005, the Le Mridien brand and management fee business was acquired by Starwood Hotels & Resorts. The leased and owned real estate assets were acquired in a separate deal by a joint venture formed by Lehman Brothers and Starwood Capital. In 2011, Le Mridien opened up its 100th hotel in Coimbatore, India. Situated in the heart of Pune, Le Mridien Pune immerses guests in the distinctive architecture of an Indian palace and the subtleties of contemporary charm. A vibrant cultural hub of India, Pune hosts a wide array of artistic events throughout the year, including the Sawaai Gandharva Music Festival and the ten-day, mythical Ganesha Festival. Were a perfect gateway to the contemporary marvels and historic charm of the destination. Ideally situated along the citys most beautiful tree-lined avenue, with direct connectivity to several major commercial offices and centers. The Lohegaon Airport is approximately 10 - 15 minutes away. Our 177 spacious, well-appointed rooms are havens of sophisticated comfort. Six distinct restaurants and bars offer a range of options to unwind, connect with friends and associates, or simply dine in style. pool, a four-floor health club, and a squash court.

PROFILE OF LE-MEREDIEN HOTEL

Neeti Vijay's Overview :-

Current

HR Manager at Le Meridien hotel

Past

Assistant Professor at Maharishi arvind international Institute of management Assistant Manager HR at Le Meridien Hotel, jaipur

Education

University of Pune University of Pune

Connections 116 connections

HR Manager Le Meridien hotel Privately Held; 201-500 employees; Hospitality industry September 2011 Present (1 year) Jaipur Area, India Assistant Professor Maharishi arvind international Institute of management December 2008 July 2011 (2 years 8 months) kota

CHARACTERISTICS OF LE-MEREDIEN HOTEL

INTANGIBLE :-

Services are tangible. A buyer of products, feels that buyer of goods have an opportunity to see, touch,hear,smell or taste them before they buy. But we do not find same thing in services. Service is an abstract phenomenon. In this respect, the buyer has no opportunity to see, touch or smell before he uses. While selling or promoting the sale of a service, we have to concentrate on the benefits and satisfaction, a buyer can get after buying that services. We cant emphasise the service itself.

PERISHABILITY:-

A service has a high degree of perishability. Services are also perishable like labour. Hence, the element assumes a significant position. If we do not use it today, it is lost for ever. If a labour stops work, it is a complete waste. It cannot be stored. The services cannot be stored. Unused or underused services are economic waste. An unoccupied building, an unemployed person, empty rooms in a five star hotel, vacant beds in a private hospital etc. are economic waste.

INSEPARABILITY:-

The services are created and supplied simultaneously. Like the dancers, musicians, dentists and other professionals create and offer services at the same time. Services and their providers are the same. Goods are produced, sold and then consumed whereas the services are sold and then produced and consumed. Thus inseparability is an important feature of services which creates challenges to the service marketers.

HETEROGENEITY:-

The quality of services cannot be homogeneous or standardized. Price paid for a service may be too high or too low. This is found in the case of entertainment and sports. The same type of services cant be sold to all the consumers even if they pay the same price. The consumers rate the services in different ways. This is due to the difference in perception of individuals at the levels of providers ans users. The heterogeneity factor makes it difficult to establish standard for the output of a service firm.

OWNERSHIP:-

Services are those separately identifiable, essentially intangible activities which provide want-satisfaction, and that are not necessarily tied to use sale of a product or another service. To produce, a service may or may not require the use of tangible goods. However, when such use is required, there is no transfer of permanent ownership to these tangible goods. In the case of services, we do not find the same thing. The users have only an access to the services. They simply use the services.

QUALITY MEASUREMENT:-

The quality of service requires another tool for measurement. We cant measure it in terms of service level. It is very difficult to rate or quantity the total purchase. We can quantify the food served in a hotel but the way a bearer serves it or overall environment or behaviour of other staff cant be ignored while rating the total process. Hence, we can determine the level of satisfaction at which users are satisfied.

SERVICES PROVIDED BY LE-MEREDIEN HOTEL

Regarded as an educational and cultural centre for decades, Pune has recently transformed itself into a significant hub for Manufacturing and IT. Consequently, Le Mridien Pune is a popular destination for both business and leisure travellers alike. Upon crossing the threshold into the visually striking marble lobby, guests enter a world of unmistakable grace and refinement. The spa and fitness centre Esprit was designed as an oasis for the body and spirit. Featuring a wide range of facilities, the health club encompasses a modern gym, outdoor swimming pool, a squash court and a games room. Equipped with the latest technology, guests may access all of the indispensable tools required for productive business activities including a full-service Business Centre and wireless High Speed Internet Access in public areas, alongside our concierge services and fleet of luxury cars and vans.

Esprit

Esprit, our state-of-the-art facility, is the ideal spot for fitness and rejuvenation during your stay in Pune. The gym on the 8th floor boasts an extensive range of the latest cardio and user-friendly weight training equipment, as well as a full range of free weights. A separate area is designated for aerobics and yoga classes, as well as guest lectures on all topics of wellness.The 7th floor houses a viewing gallery that overlooks Punes only squash court on the 6th floor. Finally, the 9th floor features our well-appointed locker facilities for ladies and gentlemen, as well as a steam room, sauna, Jacuzzi and private massage rooms.A team of highly experienced personal trainers is at hand to provide private instruction and create a fitness regimen exclusively suited to your needs and goals.Guests 16 years and older have full complimentary access to

all floors of the fitness facility. Local visitors will incur a fee of Rs 600+ 10.5% taxes per day.
Recreation Centre

Theres a little something for everyone in our Recreation Centre. Table tennis for the active crowd, a Carrom board for the whole family, a plush library lounge for a little luxurious solitude, plus wireless High Speed Internet Access throughout. The centre may also be reserved as crche for children. The Recreation Centre is pleased to welcome hotel guests of all ages on a complimentary basis.

Royal Club Lounge

The Royal Club Lounge is located in the stunning atrium of the hotela tribute to the grandeur of the hotels overall architectural style. A beautiful mural adorns the dome of the atrium, while natural light filters in from its base. Adjacent to the main lounge area, a private library invites guests to sit comfortably surrounded by four exquisite oil paintingseach depicting a different tale from the Peshwa dynasty. Exclusive to guests staying in rooms and suites on the hotels Club Floor, the Royal Club Lounge serves a variety of complimentary meals and snacks throughout the day. Each morning, enjoy the extravagant American breakfast buffet. From 3:30pm to 5:30pm daily, High Tea is served with all the traditional trimmings such as finger sandwiches, scones and cakes. In the

evenings, guests are invited to partake of cocktails and hors doeuvres from 6pm to 8pm. Additional benefits include an exclusive sit-down Champagne check-in, complimentary use of a meeting room for one hour per day (subject to availability), complimentary High Speed Internet Access and so much more.

Outdoor Pool

Located on the 10th floor rooftop of the hotel, our pristine swimming pooltiled in a vibrant blue mosaicis a private, comfortable and complimentary retreat for all of our guests. Settle into one of our reclining blue and white lounge chairs scattered around the periphery, order a refreshing drink and savoury snack from the poolside bar menu and while away the hours in total relaxation. As the sun begins to set, the waterfall feature lights up and lends a magical note to the idyllic setting, while the charming frog statues scattered about almost seem to come to life. Children under the age of 16 are not allowed into the pool area unless accompanied by a parent or guardian. Lifeguards are present during the day, and complimentary towel service is also provided.

Business Centre

Located on the fifth floor of the hotel, the Business Centre offers both wired and wireless High Speed Internet Access for your convenience, as well as two private work stations with updated PCs. A separate meeting area is also available for groups of up to four people.
Spa

Indulge in expertly applied Asian reflexology, fragrant aromatherapy oils, deep tissue Swedish massage or an intoxicating blend of all three. Each treatment is customised to serve your needs perfectly, helping you reach a blissful state of harmony and peace. The separate locker rooms for ladies and gentlemencomplete with showers, vanities and a host of welcome amenities--are located directly adjacent to the private sauna, steam room and Jacuzzi areas. Individual treatments range in length from 20 to 60 minutes, and in price from INR 500 to 1800. Combination packages for a half or full day at the spa range in price from INR11000 to 18000 respectively.

MARKETING MIX (7PS)

PRODUCT MIX:While formulating the product mix for the hotel services, it is essential that catering management, restaurant and cafeteria management, management of bedrooms, halls are given due weightage.The boarding services are considered to be an important part of product mix. In addition, the lodging services also become significant. Here it is essential that facilities like light, water, electricity, ventilation, entertainment, sanitation arrangement of bed, etc are available to the guests. We cant deny the fact that as and when we talk about the services of hotel industry, our focus is on the tourism industry because from there we get profitable business. The information regarding the facilities available in the hotel would be related to both such as ares producing revenue and ares not generating profitable financial returns.The information regarding the details of competition are also to be collected regarding the various facilities made available in a hotel including the prices, profile of potential customers, such as age-bracket, sex etc. Type of group, place of employment, place of residence, mode of transport, room popularity, new guest, first choice, any complaints and who made the booking. The accommodation facilities available and the housekeeping draw our attention to improve the quality of services. A sound product strategy is found a prerequisite for establishing a fair or positive image. Image is the way in which a hotel portrays itself. The factors like atmosphere, brand name, the status, type of people and corporate instituitions patronizing a hotel would be instrumental in building up a fair image.

PRODUCT LEVEL:-

The fundamental level is the core benefits: the services or benefit the customer is really buying. A hotel guest is buying rest and sleep. At the second level, the marketer has to turn the core benefit into a basic product. Thus a hotel room includes a bed, bathroom, towels desl, dresser and closet. At the third level, the marketer prepares an expected product, a set of attributes and conditions buyers normally expect when they purchase this product. Hotel guests expect a clean bed, fresh towels, working lamps, and relative degree of quietness. At the fourth level, the marketer prepares an augumented product that exceeds customer expectations.In developed countries, brand positioning and competition take place at this level. In developing countries and emerging markets such as china and India, however, competition takes place mostly at the expected product level. At the fifth level, stands the potential product, which encompasses all the augumentations and transformation the product or offering might undergo in the future.Here is where companies search for new ways to satisfy customers and distinguish their off.

PRICE:-

The pricing decisions are with many problems. No doubt in it that fixing the hotel tarrifs is just like pricing other goods and services. At the same time, it is also right to mention that the hotel professionals need more excellence while fixing the hotel tariffs since the services are found of perishable nature. Managing relatively volatile demand around a relatively fixed capacity of highly perishable product supply is identified as one of the principal characteristics of hotel business.

We accept the fact that pricing menu and drinks in hotel food and beverage ares to obtain maximum sales and profits is a very complex subject. While formulating the pricing strategy, the hotel professionals are required to take into account a number of factors, specially the diverse nature and character of dishes, involvement of costs and spending power of the customers.

Seasonal discounts: Found applicable in the hotel industry. Customary to charge lower prices, specially during the off season. Trade discounts: Found applicable in the hotel industry as tour operations and travel agents are offered discounts. Special discounts: In the hotel industry, we find special function room rates for overnight convention.

Pricing decisions are found important in both strategic and tactical senses.In the tactical sense, it plays an outstanding role.This is due to the inseparability and perishability of the hotel products.

PLACE:-

The hotels and hotel companies have been found annovating their service mix but they also bear the responsibility of making it sure that the promised services reach to the ultimate users in a right fashion. It is against this background that we focus on the place mix of hotelcompanies. The front-line-staff, receptionists, enquires, complaints and grievances redressal cell, the waiters, the poters, the doormen, the travel agents found involved in the process. This makes it essential that we assign due weightage to the processing of services. As and when the bookings are made of a bedroom or a function room or of a restaurant, the confirmation is found essential. The transmission of information related to cancellation is also found important. A number of factors are found influencing the distribution process, such as location, point-of-sale the cost of

distribution, effectiveness of marketing resources, image of hotels and hotel companies. For accomplishing the organizational goals or for bridging over the gap between the services promised and services offered we need to innovate the distribution processes, helping us substantially in purchasing the hotel bedrooms, function rooms in restaurants, essentially through the chain of distribution. The choice of location i9s, of course, the most important business decision, specially for proprietor-owned restaurants, guest houses and small tourist attractions. The selection of tour operators and travel agents is an important decision making area for hotel. The tour operators are called the producers of services.

PROMOTION:-

For successful marketing, it is not only sufficient that we concentrate on the quality of services but it is also impact generating that we promote our business in such a way that our prospects come to know about the quality to be offerd to them as hotel customers. This focuses our attention on innovative promotional measures. It is against this background that we talk about the promotional measures. There are no. of components for promoting the business and it is hoped that a professionally sound employee would blend the different constituents in such a way that effects are proactive but the process of persuasion is cost-effective. The components like advertisements, publicity,sales promotion, personal selling, word-of-mouth promotion and telemarketing need due attention of hotel professionals. The success rate of a hotel is virtually coiled in the essence of transforming the occasional visitors into the habitual visitors because this helps substantially the process of increasing the occupancy ratio.

PEOPLE:-

This phrase is meaningful not only for the technologies but even for the people who mange them. It is against this background that the marketing experts the world over have been found making a strong advocacy in favour of an ongoing training programme for the personnel servicing the hotel companies. The receptionists, the porters, the house keepers, the waiters and even the doormen play an incremental role in promoting the business. The sales executives, the markting managers, the senior executives bear the responsibility of managing the front-line personnel in such a way that the promised services reach to the ultimate users without making any distortion. This makes it essential that hotel personnel are made available an ongoing training facility efficacious in enriching their professional excellence. The cases of menu fatigue, power interruption, mismanaged bedrooms, functions rooms and restaurants, indecent behaviour of doormen, poor information to the receptionists and enquires can be minimized considerably if we assign due weightage to performance- orientation.

PHYSICAL EVIDENCE :-

Location of the hotel Hotel building Hotel bedrooms and other amenities Hotel function rooms Logo,website,brochures, etc.

PEST ANAYLSIS
POLTICAL:-

The federal government has limited involvement with the private relationships between hotels and guests,but there is still some regulation. First, the hotel fire safety Act 1990 requires that places of public accommodation are equipped with hard-wired, single station smoke detectors in each guestroom in accordance with the National Fire Protection Association standard 74. many rules and regulations that hotels must follo are state laws. For hotels, this may mean that it must modify its policies or procedures, eliminate eligibility criteria, provide auxiliary aids and services and take steps to remove structural communication barriers in existing facilities.

ECONOMICAL :-

During the past several the united stateseconomy has experienced sluggish growth. There are several contributing factors for this such as the war in iraq and attacks on quarter. This was reported as being the worst countryhas seen in past 3years. The condition of the countrys economy is a determining factor in the success of companies in the hotel industry. This would be just a continuation of growth which the hotel industry has experienced with last year revenue per available room the highest it has been in last 20 years at 8.4%.

SOCIAL:-

The hotel industry is expected to see growth in th future as the lifestyles of averages are changing. While it is expected that the frequency of business travel will reduce, as companies are increasingly searching for ways to do businesswith traveling through teleconferencing and internet usage. Thus hotels have been offering high-speed wireless internet access, check-in-kiosks, flat screen t.v., more comfortable beds and higher quality furnishings. It has been reported that hotels are expected to spend $5 billion in 2006 on upgrades such as these. This is being done in efforts to gain a competitive edge in the market. Thus, companies in the hotel industry have been implementing more branding items into their operations.

TECHNOLOGICAL :-

The use of Internet has influnced the hotel industry in many ways. Through the Internet, customers get information about hotels and make reservations easily and rationally. Also, it gives hotel companies several benefits. The use of internet helps the companies to carry out efficient electronic customer relationship management. In addition, the internet provides companies with the ability to have another effective promotion tool. Companies send e-mails to their customers to advertise their new events and services by doing online advertisings, such as banner and popups. Developed computer systems create change for hotel companies management in several ways. Hotels have adapted computer reservation system which help manage customers reservations effectively. Also, the hotel are able to update their customers information immediately.

SERVICE QUALITY OF LE-MEREDIEN

The rooms are well maintained and the location is good. Try to get a room away from the railway station side as it can get noisy. Restaurants serve good food. The rooftop restaurant is excellent. Internet connection is adequately fast. Hotel room is large and service is excellent. Security is also fine. Staff wearing traditional indian costumes. The first thing that hits you in this hotel is the hospitality. As soon as you enter the hotel, there would be someone to help you with the check in process while you are given a welcome drink. This hotel is luxurious as well as affordable and great value for money. Food quality is good and they have a good menu to suit all types of tastes. A vibrant cultural hub of India, Pune hosts a wide array of artistic events throughout the year, including the Sawaai Gandharva Music Festival and the ten-day, mythical Ganesha Festival. Discover majestic Rajasthani style coupled with traditional European influences at the opulent Le Meridien Pune Hotel.Perfect for events of all kinds, Le Meridien Pune Hotel offers six sophisticated meeting rooms, exceptional technology, and unparalleled professional planning for any occasion. Experience the epitome of relaxation as guests receive a soothing massage, or lounge beside the sparkling waters of the luxurious rooftop pool. Energize at the unique, four-floor health club, featuring the city's first squash court. Retire to the guest room after a long day, and enjoy warm earth tones, an inviting ambiance, and smartly appointed surroundings. Just a short distance from the various attractions in the city, subtle indulgences, unparalleled comfort, and unforgettable memories await guests at Le Meridien Pune Hotel.

The first of its kind in Pune, Seasons Service Apartments Hotel Pune offers elegantly furnished apartments with all the comforts required for modern day living. For the corporate traveller or a long staying guest, a group of friends or family, Seasons Service Apartments Hotel Pune offers the comfort of a hotel at very affordable prices. The apartment offers one and two bedroom apartments, which are fully furnished and equipped with the essential comforts of a home, including a fully equipped kitchen, ample work space and a dining area. Seasons Service Apartments Hotel Pune is conveniently located in Pune's posh residential area, Koregaon Park, about 10 minutes away from the railway station and around 15 minutes away from the airport. To unwind from the pressure of everyday life, plunge into the inviting swimming pool. For the health conscious, there is also a gymnasium. Seasons Service Apartments Hotel Pune aims at providing corporate travellers, in-transit executives and families who wish to stay for longer duration, the freedom, privacy and space of home, with the comforts and conveniences of a hotel.

MARKET SEGMENTATION
BUSINESS SEGMENT:- It includes corporate professionals, traders and businessmen traveling on business purposes, each category having different preferences.

PLEASURE SEGMENT:- People from different walks of lifeleisure and entertainment.

DEMOGRAPHIC SEGMENT:-Based on income, occupation, age, gender, education.

SOCIAL CLASS SEGMENT:- Refers to different income groups.

BENEFITS SOUGHT SEGMENT:-Different people seeking particular benefit such as location, accommodation, types of meals, etc.

GEOGRAPHIC SEGMENT:- Based on geographic location of hotels

FREQUENCY SEGMENT:- Such as light, medium and heavy users

GROWTH OF HOTEL
According to a report, Hotel Industry in India currently has supply of 10,000 rooms and there is a shortage of 150,000 roomsfuelling hotel room rates across India. According to estimates demand is going to exceed supply by at least 100% over the next 2 years. Five-star hotels in metrocities allot same room, more than once a day to different guests, receiving almost24-hour rates from both guests against 6-8 hours usage. With demand-supplydisparity, hotel rates in India are likely to rise by 25% annually and occupancy by 80%, over the next two years. This will affect the competitiveness of India as a costeffective tourist destination. To overcome, this shortage Indian hotel industry is adding about 60,000 quality rooms, currently in different stages of planning and development, which should be ready by 2012. Hotel Industry in India is also set to get a fillip with Delhi hosting 2010 Commonwealth Games. The future scenario of Indian hotel industry looks extremely rosy. It is expected that the budget and mid-market hotel segment will witness huge growth and expansion whilethe luxury segment will continue to perform extremely well over the next few years. The hotel industry in India is going through an interesting phase. One of the major reasons for the increase in demand for hotel rooms in the country is the boom in the overall economy and high growth in sectors like information technology, telecom, retail and real estate. The upgrading of national highway connecting various parts of India has opened new avenues for the development of budget hotels here. The Government of Indias Incredible India destination campaign and the Atithi Devo Bhavah campaign have also helped the growth of domestic and international tourism and consequently the hotel industry.

CONCLUSION

In the hotel industry customer centric approach is followed wherein customer is of prime importance and other factors are based on the decisions made by the customers. A paramount importance is given to the human resources as they constitute a major part of the industry. Also quality is never compromised and they provide various facilities to their customers.