Taj Group Of Hotels

Presented ByHarpreet Sethi

Imran
David
Akshat
Jaideep

INTRODUCTION OF TAJ HOTELS

The Indian Hotels Company (IHC) is the parent company
of Taj Hotels Resorts and Palaces.
It was founded by Jamshetji N. Tata on December16,
1903.
Currently the Taj Hotels Resorts and Palaces comprises
76 hotels, 7 palaces at 52 locations in 12 countries and
employ over 13000 people.
Additional 18 hotels are also being operated around the
globe.
During fiscal year 2010, the total number of hotels
owned or managed by the Company was 76.
The Taj hotels are categorized as luxury, leisure and
business hotels.
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Cont.
The Taj Luxury Hotels offer a wide range of
luxurious suites with modern fitness
centers, rejuvenating spas, and wellequipped banquet and meeting facilities.
The Taj Leisure Hotels offer a complete
holiday package that can be enjoyed with
the whole family.
It provides exciting activities ranging from
sports, culture, environment, adventure,
music, and entertainment.
The Taj Business Hotels provide the finest
standards of hospitality, which helps the 4

SWOT ANALYSIS
Strengths

Weakness

64 rank in fortune 500

Complex ownership
structure(Hindrance from
property owners)
Brand dilution

Understanding different
customer needs

Confused customer perception

High brand salience or image

Only NRI s knw about it

Celebrity status

Non users positioning was not

clear

Iconic Stature

Brand abuse

Early expansion

Losing emotional appeal

107 yr old established brand

Strategic location
First mover advantage
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Opportunities

Threats

Untapped potential

Terrorist attack- rebuilding

customer confidence in the
brand

41% middle affluent class

New brands are launching at the

same timeat the time of
attack

Luxury market to expand in

INDIA

Liberalisationforeign
competitors entering the
market

Liberalisation expanding into

international markets

37 brands coming to india

Increase in tourist

Recession

Gateway to fill middle segment

vaccuum
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Competitors
1. ITC Group Of Hotels
2. The Oberoi Hotels and Resorts
3. The Leela
4. Le Meridian

CRM

Stations Of Experience

Pre-Arrival
Reservations: During the reservation a preference sheet is mailed to capture the details and to
enhance the stay experience.
Airport pick-up: An airport representative is sent along with a chauffeur holding a placard

Arrival
Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire.
Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan
of Elephants, camels , horses along with a professional band is called for the reception of
the group.
ATG( Aarti, Tiki and Garlanding):
Welcome Drinks upon arrival

Check-in
Escorting
Welcome Letter
Room Orientation
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Cont

Experience during stay

Heritage walk
Special Occasion Celebration
City tour by vintage car
Cultural music and dance
Unique dinner experience
Grand Wedding
Other Facilities

Check Out
Feedback Form at time of Turn Down
Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the
customers as a souvenir.

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SERVICE TRIANGLE
Company

Internal Marketing

Vertical Communications
Horizontal Communications

External
Marketing
Communication
Advertising
Sales Promotion
Public Relations
Direct Marketing

Employees

Interactive Marketing

Customers

Personal Selling
Customer Service Center
Service Encounters
Servicescapes

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External Marketing-Advertisement
T.V channels
like STAR
NEWS,CNN and
CNBC.
Magazines like
THE OUT LOOK
TRAVELAR,GO
NOW and
TRAVEL.
Business news
paper(E.T,
Financial
Express,
Bombay Times)

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Internal Marketing
Taj Management Training Programme (TMTP)
Hotel Operations Management Trainee
(HOMT) Program
Taj Management Training Programme (TMTP)
- Operations/ Food Production
Affiliation with Indian Institute of Hotel
Management, Aurangabad
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Interactive Marketing

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CRM used in Taj Palace

At
the
time
of
the
reservation a preference
Hotel
1. Guest Preference
2.
Handling
This
is another important
sheet is sent across to the
Sheet
guest along
with the
reservation conformation
mail
This is primarily to capture
the various preferences of
the customer such as food
habits (Diabetic/ Low fat
etc.), special needs etc. It
also asks if the customer is
coming
on
a
special
occasion
or
not
and
arrangements are made
accordingly made on the
visit
e.g. If the guest is coming
on
a
honeymoon
or

tool in improving the

Complaints

service of the hotel and to

capture guest complaints.
If a complaint is registered
by a customer it is updated
on the software.
Gradually as the time
lapses the status displayed
turn from green to yellow
and ultimately red. This
status can be seen by any
of the managers as the
software is connected to
the central server. A daily
Action Taken Report is
generated which is signed15

management system used

by Indian Hotels Company
Limited. Although it is used
for various functions but it
also plays an important
role in the CRM processes
of the hotel.

3. Fidelo

It is used for saving the

profile, preferences and
special
information
(Anniversary,
Birthday,
allergies etc.) related to
the guest on a central
server.

This
information
is
accessible to all the Taj
properties;
therefore,
whenever there is a repeat
customer the hotel staff
already
has
all
the

is a special
instrument
4.This
Wow
Card

used by personal butlers

for
recording
guest
preferences
&
other
important
information
related to the guest.

This is a small booklet

which is carried by the
staff at all times and
whenever they get any
information which can be
useful in the future to
please the customer, they
simple record it here.

This information is further

uploaded on the PMS
making it accessible to all.

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Once the guest is in the

hotel
and
stayed
for
(a daycall
or two) a
5.sometime
GRE Courtesy
courtesy call is made by
the
guest
relationship
executive
during
the
evening hours.

6. GSTS (Guest Satisfaction Tracking

system):

This is just to know about

the guests experience and
how can it be improved in
case
there
is
some
difficulty being faced by
him/her.

In case there is a
complaint it is uploaded on
the CRM software and
further
processes
are
followed
as
mentioned
above.

Post departure an
automated mail from the
central server is sent to
the guest requesting to fill
up a feedback form. There
are various heads covering
the various stations of
experiences which are
scored on a Likert Scale.
This information is
quantified to highlight the
areas of concern. This
score is also used as a
measure of performance of
a hotel unit.
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Customer
Acquisition/Retention/Defection

STP ANALYSIS

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THE TAJ GROUP OF HOTELS

SEGMENTATION

TAJ LUXURY
HOTELS

TAJ BUSINESS
HOTELS:

TAJ LEISURE
HOTELS:

TAJ PALACE,
TAJ MAHAL,
TAJ BENGAL,
TAJ WEST END

TAJ PRESIDENT,
TAJ RESIDENCY,
TAJ CONNEMARA,
TAJ BLUE
DIAMOND

TAJ BEACH
RESORT,
TAJ CULTURAL
CENTRE,
TAJ GARDEN
RETREATS

OFFER FINEST
STANDARD OF
HOSPITALITY &
SERVICE

OFFER
MULTI CUISINE
RESTAURANTS &
BEST BUSINESS
FASCILITIES

LOCATED AT
BEACH RESORTS,
PALACES, PILGRIM
CENTRES ETC.
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Customer Loyalty Programs

( Retention)
Taj Inner Circle
Taj Epicure Plan
Benefits That Customers Enjoy As A Silver & Gold Member
Customers will be greeted with flowers & fruits in their room
Check-in & departure formalities will be easier, faster & flexible
Receive special discount on rooms at Taj leisure hotels
Avail of double occupancy at no extra cost
Entitled to a priority wait-list

Points Redemption
Taj Club
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Program for Employees

Employee loyalty program called STARS, the
'Special Thanks and Recognition System - was an
initiative aimed at motivating employees through
acknowledgements and rewards.
The STAR system also led to global recognition
when the group bagged the 'Hermes Award' for
'Best Innovation in Human Resources' in the
global hospitality industry.
Taj Group developed the 'Taj People Philosophy'
(TPP) which helped the company boost the
morale of its employees and improve service

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Steps In E-CRM

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Information system in Taj Hotels

Seranata Intraware
Connects all 75 hotel of Taj and have centralized
software
The scenario or the problem
Problem of fragmented distributed information
Problem of delicacy and missing of data
Scalability Issues: incorporating new hotels in
the chain involved consuming and time
processing process

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Online Presence

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Reservations Booking Portal

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Difference between CRM &

E-CRM

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Network of E-CRM

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What Creates Customer

Delight
24-hour room service

Travel assistance

Free safe deposit lockers

Car hire service

Express laundry/ dry

24-hour Coffee Shop

cleaning

Purified water supply

6 Restaurants & Bars

Doctor-on-call

Night Club

Full-equipped Business Centre

8 luxurious Banquet Rooms

24-hour fax/ telex facilities.

Shopping arcade

3 Meeting rooms
Laptops on hire
Currency Exchange

Fitness Centre
Beauty shop
Arrangements made for golf and
tennis
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Details
John Abraham likes rasgullas in supper.
Nana Patekar is fond of tawa fish fry.
Esha Deol prefers her room ash tray to be
cleaned twice a day.
Anjelina Joli likes her beef steaks medium
done.
Miss Chanda Kochhar (MD ICICI Bank) prefers
sandwiches with sides.
Besides a host of benefits guest earns points
when they stay or stop by for a meal at one
of the restaurants of taj
1 Point for every Rs 100 they spend on food
and beverage
Each point is worth Rs 10.

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33

Customer Feedback System

Room Feedback form: During the evening
service/ Turn- down service a feedback form is
placed on the bed to know about the customer
experiences.

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Conclusion &
Recommendation
Strict compliance to the SOPs
Improvement in knowledge & skill set of
employees
Customer centric vis--vis profit centric approach
Stopping unethical practices especially in seasons
Treat all the customers equally
Taking feedback not only from external customers
but also the internal customers i.e., the
employees.
Proper check on the hotel staffs and processes
efficiency by the management, say by employing
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Mystery Customers.

Thank you
VISIT
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