GAP Analysis in the Hospitality Industry

TAJ Hotels has not yet entered the more economic (lower midscale) and budgeted hotels unlike its one
of the major competitors Radisson Hotels which has established itself well through the brand Country
Inn Suites throughout the country.
The major revenue share of this industry comes through the middle-income segment which prefers low
expenditure on hospitality. TAJ and Radisson lose a huge market share, therefore. Though both the
groups have numerous brands according to varying affordability of the consumers but companies like
OYO and others have driven the customers (who could have paid for the 5-star luxury) away from these
companies by providing the cheapest hotel experiences in Tier-1,2 & 3 cities as well.
One of the reasons why TAJ and Radisson Hotel Groups do not lower the affordability further is that
they distinguish their brand personality from other players and uphold the premium brand recall.
There is a lot of influence of the USPs of each of companies on their offered services. For example,

USP TAJ Hotels

Extravagant Indian Interiors

Radisson Hotels

“Yes I Can!” Service philosophy, aims at 100% guest satisfaction

Lemon Tree Hotels

It is India’s first, largest and finest chain of Youthful, spirited, efficient and

growing upscale hotels and resorts.

Carlson Rezilor

Innovation in services offered

TAJ Hotels
Taj Hotels is a part of Tata Group and is one of India’s largest business companies. Jamshedji
Nusserwanji Tata, the founder of Tata group-built India’s first luxury hotels in the year 1903 when
Indians were not allowed to stay in luxurious hotels. But recently a lot of new and luxurious hotels
have established and are catering to all types of customer expectations.

EXPECTATIONS OF CUSTOMERS
Radisson Hotels
Recently there have been some major changes in the expectation of the customers and services
catered by hotels. The customers now-a-days expect modern services in their hotels. The consumer
today wants a unique experience i.e.  different from the standardised hotels, which they can showcase
on their social media and envy their friends. The travelers including old brand loyalists always look
forward to feeling special and not to be taken for granted during their stay.

DIFFERENCE BETWEEN SERVICES OFFERED BY TAJ AND ITS COMPETITORS

The top competitors of Taj are Hyatt, Four Seasons, Ritz-Carlton, Marriott, Mandarin Oriental,
Oberoi, and The Peninsula Hotels.
 These modern hotels try to provide modern infrastructure with technology driven services.
For Example, Hyatt attracts its customers by making them feel the quality of the products
and services like, showing them the details and offering what is latest or like Oberoi hotels
focus on economic, political, Socio-cultural, and technological factors to attract their
customers.
 What makes Taj hotel different is the 112-year-old grand dame of Indian hospitality. Taj hotel
holds essence of Indian culture in its infrastructure and its services called TAJNESS, (the
overarching strategy for the hotel brand, that more than 110 years back, wrote the rules of
hospitality in India).
 "TAJNESS will help us redefine our brand standards and also impact anything that a
guest can see, smell, feel, taste and touch"
At Radisson Hotel Group, they have engineered their global portfolio of brands to meet the needs of
the changing travel sector. Their seven distinctive hotel brands have a clear brand segmentation with
Although, after looking at the recent changes in the tastes of the customers, Taj as a brand has
no
 overlapping
Radisson and are
RED investing
presents in their
a playful brands
twist and hotels tohotel
onitsconventional createstays,
moreoffering
value for owners with
hangouts and offer
adapted to the evolving scenario by revamping image through technology and loyalty programs. a
exciting new opportunities for future investors.
casual
1) feel, buzzing
Everything from asocial scenes
seamless and in-
check bold design
check outpersonality.
experience, to a set of rituals through the stay
- arrival, wake-up, afternoon tea, sunset and the sleep ritual.
From Radisson Collection™ to Country Inn & Suites, the Radisson Hotel Group is proud to offer hotel
 2) It includes
Park
brands thatPlaza is new attire,brand
an range
fit a wide upper fragrance, and music
that prioritizes
of travelers and budgets.
in public spaces.
authenticity All these
in its service and have moved
captures the the story
essence
of each locale, creating elegant and contemporary spaces where guests enjoy meaningfulan
from hardware to things which are more intangible and have helped the brand build
emotionalwith
interactions connection.
the team members.HOTEL Located GROUPin capital cities and key business and leisure
PRODUCT PORTFOLIO RADISSON
3) Plans are also afoot to build upon the mobile
destinations, the elegantly appointed hotels act as focal pointsplatform with theforintroduction of an app as
the local community to well
better
engage with loyalty members and new customers.
The asmain
guests, offering genuine
competitors experiences
of Radisson Groupinarea vibrant social atmosphere.
Shangri-La Hotels & Resorts, Starwood Hotels &
 but always focused on the Tajness because that is what makes it different from other hotels.
Resorts, Hilton, Wyndham Worldwide, and Intercontinental Hotels.
But
 Taj has always
Radisson tried toisretain
Collection its Tajness
a unique because
assortment of that is what
iconic makesWhile
properties. it different from its of each
the character
competitors.
DIFFERENCE BETWEEN
hotel feels authentic to its SERVICES OFFERED
locality, all offer BY template
the ultimate RADISSON HOTELS AND
for contemporary living:ITS
COMPETITORS
united by bespoke design and a collection of exceptional experiences across dining, fitness,
wellness, and sustainability.
 Country Inn Suites by Radisson provides heartfelt experience through inviting design,
products, and services so that all guests feel like they are welcome and that they matter.

 Park Inn by Radisson delivers stress-free experiences, good food and upbeat environments and
they positively lift guests’ moods for a happy stay – with clever use of color, inspired,
contemporary design, and friendly, personalized service with surprising, feel-good extras.
IMMEDIATE COMPETITORS

Lemon
The Tree Hotels
main competitors of Lemon Tree Hotels are Ista, Vivanta, Westin, and Sarovar Premier hotels.

DIFFERENCE BETWEEN SERVICES OFFERED BY LEMON TREE HOTELS AND ITS

COMPETITORS

 The Lemon Tree Hotel Group provides 20+ hotels starting from mid-market to upscale hotels.
Brands under Lemon Tree Hotels according to different economic segments in the country.
 Unlike other players, Lemon Tree Hotels works more in the budgeted segment and cheaper
pricing strategy. The chain has entered Tier-II cities with the cheapest staying options compared
to the other players of the segment.
Brands Segment
 LemonAurika
Tree Group has not
Hotels & Resortsyet entered in the luxury segment completely
Upscale as it is newer in the
market and the top
Lemon Treeplayers have already solidified their position
Premier in that
Upper segment. Also, the perks
Midscale
that a customer gets in the hotels of Lemon Tree are limited. Unlike the annual incentives and no
Lemon Tree Hotels Midscale
payment option until complete satisfaction provided by Radisson & TAJ group are not worked
Red Fox Hotels Economy
upon by Lemon Tree Hotels.
Keys Prima Upper Midscale
Keys Select Midscale
 The lower midscale section of the consumers is more attracted to the Online booking giants like
Keys Lite Economy
OYO etc. As a result, Lemon Tree has a small customer base to work upon unless it expands the
prospects in the upscale or lower midscale segments.
Carlson Rezidor Hotel Group
 Lemon Tree Hotels is not present in two major metropolitan cities Mumbai and Kolkata.
The Carlson Rezidor Hotel Group is one of the world largest and most dynamic hotel companies. It has a
fantastic portfolio of 1,319 hotels in operation and under development, a global footprint covering 81
countries and territories and a powerful set of global brands: Radisson Blu, Radisson, Park Plaza, Park
Inn by Radisson, Country Inns & Suites by Carlson, and Hotel Missoni.

With its long, successful history in global hospitality, the Carlson Rezidor Hotel Group has a rich
expertise across all key segments, all business models, plus a strong and expanding revenue generation
capability. Its 80,000 inspiring people collectively deliver system-wide revenues of USD 7 billion. The
Carlson aspire to be the number one hospitality company to work for and invest with. And it intends to
grow the number of hotels in operation by at least 50 percent—reaching more than 1,500 hotels in
operation by 2015.

IMMEDIATE COMPETITORS

The main competitors of Carlson Rezidor Hotel Group are Radisson Hotel Group, Wyndham
Destinations , Marriott International, Best Western Hotels, Hyatt Hotels, IFB Industries, IHG
Hotels & Resorts.

DIFFERENCE BETWEEN SERVICES OFFERED BY CARLSON REZIDOR HOTEL GROUP

AND ITS COMPETITORS