The Grand kakatiya; ITC Hotels LTD

Abstract

The ITC - Welcomgroup is opening a new hotel in Hyderabad. The Five Star Deluxe "The Grand Kakatiya" is a 191 room property, in a city which already boasts of major Five Star hotel chains (namely, the Oberois, the Taj and the Holiday Inn). This study is aimed, therefore, to probe into the Supply -Demand dynamics of: the Hospitality Industry in Hyderabad. Designed to be an Exploratory Survey, the project sampled FBTs from Madras and Bangalore (the feeder markets), in one phase and the Food & Beverage oriented respondents, of Hyderabad, in the other. The objectives of the project were to find - A qualitative assessment of the potential of travel into Hyderabad. - The factors /attributes rated important by FBTs while choosing hotels, and the strength and weaknesses of the current hotel properties in Hyderabad on these factors. - Probe a ‘positioning gap' in the hotel industry of Hyderabad, and derive a ‘Positioning statement’ for the Grand Kakatiya. At the end of two months and 88 total responses, we found - The travel potential to Hyd is not very high currently. From a majority of companies ( almost 75% ) in Madras and Bangalore there are just 2 or 3 travellers per month and stay in Hyderabad (in 75% cases) for less than 3 days. Bombay and Delhi are the major feeder markets. The perception for the city growing as an industrial/ commercial centre is very strong. - Service (defined as 'the total experience’ ), people and personalisation are the factors mainly considered by a guest in rating a ‘hotel. House -keeping and hygiene being a close second. - While the Oberoi Krishna is considered to be a very impressive property’, most people still find it ' Dull and’ Dead'. Taj is the friendly but a second rung hotel. Holiday Inn Krishna is a big disappointment. The Green Park and the Viceroy are good, functionally efficient, 'value for money’ properties. What lacks in them still is a focus on 'service'. The people in Hyderabad are having a very dull and boring existence. Socialising is limited to visiting each others houses. ‘Prohibition’ has hit clubs and friendly gatherings. Hyderabadys miss a restaurant of good ambience and visit non Five Star restaurants for their quality of food, So, The Grand Kakatiya can move in to fill that place. In a city starved for amusement, it can provide ‘activity’ and ‘fun’. Our association with the reputed Welcomgroup promises ‘the Class of a Five Star’ comparable to reputed properties in other metros. With a focus on training its people on personalised service delivery, it can differentiate itself as the caring, friendly, fun-oriented, exciting hotel. ‘The exotic name “The Kakatiya' has a certain intrigue value. Though people do not associate the Kakatiyas with anything distinct and are not much aware of it. They look forward to how the hotel is going to substantiate the cultural bent. In essence, our success will depend on giving the city of Hyderabad ‘something to do’. A cuisine led, speciality restaurants, food festivals, good ambience, music, cultural events, entertainment events hotel with a friendly, courteous, all eager to make your day - staff with the Kakatiya Tehjeeb is what we should now focus on.