Marketing management on: Indian hotel industry

Service to customer is the key to survive in the hospitality industry. Hotel is one of the fastest growing businesses. Segmenting the hotel industry and making a detailed research about the segments, gives us as better understanding about the overall industry. A keen observation about the foot fall in the hotel, customer segments and there service requirement, along with revenue contribution to the respective segment of the business will aid us to have a strong footage into the business. Porters five force model will give a better understanding about the business. Indian hotel industry is viewed as a boon for hoteliers, due to its growing demand.Hotel business is entirely dependent on the customers. Customer’s loyalty on a hotel is a reward. For instance a customer will become loyal to a hotel if he/she is satisfied with the ambience, service, cleanliness, quality of food, drinks etc beings served in the hotel. The customer plays one of the most crucial roles in the success of the service organization. The customer has been regarded as a “KING” (Wilkerson, 2003).The Market segment research helps in developing new concepts and innovative ideas to have a competitive edge in the market. With the detailed research about the taste and preferences of customers more new themes can be introduced. For instance, if your hotel has more foot fall of international customers then you should cater Multi-Cuisine food. Then the hotel should be made very attractive which is in par with the international standard hotels (Akinnola, 2009). With in depth Market Research you can develop good concept which will be welcomed by the customers and with new concepts you can develop great products like new dishes, creative party hall, improved facilities and innovative themes i.e. like a theme restaurant with in the hotel. Segmenting the customers is the best way to make a detailed research about the business. This gives a great input for the development of the business and understanding about the various customers and the purpose of their visit. For example, ITC has various hotels under its umbrella. The four categories according to which the hotels have been segregated are ITC Luxury Hotels, WelcomHotel Sheraton, Fortune Hotels & WelcomHeritage Hotel (Wilkerson, 2003).In order to measure the levels of customer satisfaction, the number of visitors visiting the hotel should be kept in mind. If the visitor is termed to be a regular customer, then he/she is highly satisfied. For instance, if a customer conducts a regular business meet in your hotel then you can customize a tailor made package for him/her which reduces his cost and gives him more satisfaction (CCI, 2010).In order to get feedback from the customer along with the customer satisfaction index, every customer should be given a form to give their valuable feed backs and suggestions which will be reviewed then and there by a customer relationship executive. Any grievance should be addressed immediately. A proper database shall be prepared which would help to rectify the mistake & take corrective actions. This would help t enhance the overall productivity of the hotel (Wilkerson, 2003).Hence, it could be concluded that, in India the hotel & travelling industry is a boon. The tourism is encouraged by the Indian Government which helps to increase the demand for the hotels.  High levels of FDI would also increase the number of foreign visitors visiting the country & increase the levels of GDP (Akinnola, 2009). Thus, it could be concluded that starting a hotel in India with good marketing strategy will be termed as a profitable business.

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