brand positioning options for hotels in goa

Positioning Options for Hotels in Goa

www.mastersungroup.com

POSITIONING"an organized system for finding a window in the mind of the target consumer”

Profile of Foreign Traveler in Goa

Goa Traveler 2/3rd of them Male

Majority belong to US, UK , Europe (esp. France & Germany) & Australia

Long stay, usually a fortnight. Usually not taken a package

Is not a backpacker but a luxury traveler, stays in a starred hotel, spending at an average of Rs. 21,000

Profile of Foreign Traveler in Goa

India Traveler Has come for sight seeing, participating in cultural events, ecotourism or shopping

Beaches & churches of Goa, a big draw for traveler from UK & Australia

Middle aged segment big & growing

66% :Repeat visitors, 66% Spends > USD 2500; 65% Stay in 4 Star & above

India Traveler from UK, US , Australia & Europe Usually accompanied by a spouse/significant other

Except for Australians, Often accompanied by friends or family members

UK traveler accompanied by small kids, US traveler accompanied by other family members

Key associations with India : Artifacts & heritage, Palaces and royal retreats, yoga/spirituality/meditation

Profile of Domestic Traveler to Goa

Out of the 25 lakh people that come to Goa, 85% are domestic Primarily male Majority of them from Maharashtra, West Bengal, Karnataka,

Gujarat, Kerala A weekend to a weeklong stay

Short stays from visitors in neighboring states

Most of them not on a package tour Business men, professional or private service 10% or say 2.5 Lacs falls in high income bracket , likely to stay in

a starred hotel

Goa : What Does it Stand For

Goa Associations Foreign Traveler :Tropical Beach

Primarily : Sand, Sun and Beaches

TROPICAL BEACH LOCATION

Tropical Environment, Greenery

Goa Associations for Foreign Traveler: Goan Experience

PEOPLE

Happy-Go-Lucky PeopleChurches , Architecture, Local Cuisine etc.

INDO -PORTUGUESE CULTURE

INDIA’S SPILL OVER

Spa, Yoga and Meditation

Goa Foreign Traveler Associations : Summary Tropical Beach Location

Sun & Sand Tropical Environment & Greenery

Goan Experience Indo-Portuguese Culture Happy-Go-Lucky People India’s Spill Over : Spa, Meditation & Relaxation

“Those want a standard experience who want to have as little to deal with India/Goa as possible. But then: why come to India/Goa at all - you might as well choose Caribbean - or Canary islands.”

Feedback at Trip Advisor

Goa Domestic Traveler Associations : Summary

Beach & Beach Activities Privacy of Beach : Seclusion or Less Congestion

Beach Fun & Activities : Water Sports, Boating, Catching Rains

Goan Experience Joy de Vivre of Goa

Goan Cuisine, Goan Love of Wine / Feni etc.

Partying & Having Fun : Night life, Casino, Good Crowd (Foreigners ) etc.

Domestic & Foreigner : Positioning Possibilities Dimensions of Positioning common between Domestic & Foreigner

Beach Location

Goan Experience

Way the dimensions manifests itself is different Natural Beach Location

For a Foreigner the beach is primarily about sun , sand and tropical environment

For Indian , it is about the variety of beaches and activities around the beach

Goan Experience For the Foreigner it is about Indo- Portuguese culture, architecture, churches, happy-

go-lucky people and Indian flavour of spa & yoga

For the Indian traveler it is about the joy de vivre of Goa and having fun

Positioning Option: The Goan Experience

Goan Experience No property has tried to single mindedly own the Goan experience. Presents

opportunity for significant differentiation No property has either imbibed or communicated the Goan experience.

Hotels have done isolated things to imbibe the flavour . Radisson & Mariott have facilitated activities to savour the Goan experience .Taj has used the Goan cuisine.

Positioning Task for Hotel X: Foreigner Positioning Task for Hotel X: Foreigner

The product needs to be enhanced and deliver tangibly on the foreigner’s expectations pertaining to

Ownership of Indo-Portuguese Theme : Heritage, Culture, Artifacts & Curios & Cuisine

Build on the warmth of its staff to deliver the happy-go-lucky image

Strongly deliver on the Indian spillover : Spa , Yoga & Meditation

Hotel X’s Communication Has to revive the Indo-Portuguese discourse : mythology, heritage & folklore

Demonstrate & illustrate the rich & vibrant Goan experience of Hotel X

Positioning Task for Hotel X: Indian Positioning Task for Hotel X: Indian

However for the Indian, while the privacy and access is welcome, the product needs to strongly deliver on activities around the beach

To appropriate ‘the Goan experience’ dimension , the product needs to deliver or facilitate the Indian’s expectations pertaining to Joy de vivre of Goa

Emphasis on Goan Food & Drinks

Opportunities for Partying & Having Fun

Communication to focus on Beach Fun & Activities

Joy de Vivre of Goans

Visit us at www.mastersungroup.comSarvajeet Chandra

+91 9920803060, [email protected], [email protected]

Sarvajeet Chandra

+91 9920803060, [email protected], [email protected]