LEMON TREE HOTELS

LEMON TREE HOTELSPatanjali (Patu) G Keswani

1INTRODUCTIONLaunched in 2002 in Gurgaon

Founder :

Mr. Patanajali Keswani B.Tech IIT Delhi,PGDBM(MBA) IIM Kolkata

15 Years Experience Taj Group Hotels.STRATEGY

The Lemon Tree Hotel Company is Indias largest and finest chain of moderately priced, upscale, full service hotels. The company designs, develops, finances, owns, and operates all its hotels under its own brand

Key Clients:Corporate and Leisure travellers (Domestic and Foreign)3ACHIEVEMENTSIn the 8 years since its inception, Lemon Tree Hotels has grown to 1,485 rooms, in 14 hotels across 11 cities which translates to a YoY inventory growth of 60%Awarded SATTE 2010, Hotelier for Best Mid Market Developer Awarded the NCPEDP Shell Helen Keller Award, 2010Bottomline:EBITDA `150 Cr, PAT `80 Cr, FY124VISION

By December 2012, there will be 20 hotels and 2,800 rooms with 2,900 employees across 15 major Indian cities (Delhi, Mumbai, Bengaluru, Hyderabad, Chennai, Ahmedabad, Gurgaon, Ghaziabad, Pune, Indore, Aurangabad, Chandigarh, Goa, Shimla, and Alleppey). Targets to own over 2% of all hotel rooms in the country.

By 2020, the companys vision is to be present across 54 locations pan India and own more than 8,000 roomsanalysisEconomic ApproachMicro LevelThey understood the demands of target sector. Implemented ways of marketing. Keswani was inspired by the prevalent huge white space between 5-star deluxe and guest house accommodation choices in India. Even today he feels that there is a huge shortage of hotel rooms in IndiaMeso Level Keswani purchased land in Gurgaon with his savings and built the first Lemon Tree HotelMacro LevelIn a market driven by management contracts and franchisees, Lemon Tree opted to design, build, and operate all its hotels on its own. This resulted in an efficient project construction and cost-effective operating costs, a consistent customer experience, and superior returns for their shareholders. Psychological ApproachMicro LevelMr. Keswani chose to start his own company with minimum capital.Meso LevelBeing Part of Hospitality Industry for 15 years he had a fair idea about the Industry.Macro LevelHe wanted to capitalise on the travellers for whom value for money is the most important part.