tourism industry in india f

8/3/2019 Tourism Industry in India f

http://slidepdf.com/reader/full/tourism-industry-in-india-f 1/51

S U B M I T T E D B Y :

P A R U L T A N D O N ( 0 3 3 )

P I Y U S H G R O V E R ( 0 3 4 )

P R A T I S H T H A B H A L L A ( 0 3 5 )P R I Y A N K A S A R O H A ( 0 3 6 )

P U N E E T A R O R A ( 0 3 7 )

TOURISM INDUSTRY

IN INDIA



WHAT IS TOURISM?

Tourism is travel for recreational or leisure purposes as

well as for business purposes.

Tourism is the temporary, short-term movement of people to destination outside the places where they

normally live and work.

Tourism industry is all businesses that cater to the needs

of the traveling public.



third largest retail industry following automotive & food stores

nation’s largest service industry

one of the nation’s largest employers

Tourism Industry

Hospitality

Retail (Shopping)

Stores

Transportation

Services

Destination

(Activity) Sites

TOURISM INDUSTRY

LodgingOperation

Food & BeverageOperations

Tourism industry is

Segments in the Tourism Industry



INDIAN TRAVEL GUIDE

• Are travelling for business purposes.28.8%

• Attending a group conference or meeting.

25.3%• Are on vacation.24.6%• are traveling for other reasons (for example,

personal, family, or special event)21.8 %Source: Hotel Operations Management, Hayes/Ninemeier



KEY SERVICES TOURISM PLAYERS MUSTPROVIDE

Accommodation

facilities

Catering

services

Customerdemand-driven

packages

EconomicalHospitality Transportation

facilities



GOVERNMENT INITIATIVES

Government has taken many initiatives to promote

tourism in India. These include:

INCREDIBLE INDIA campaign

ATITHI DEVO BHAVA

Various infrastructure and building initiatives

Promotes Religious Tourism like Buddhist Accolades.



MAJOR PLAYERS

Make My Trip.com

SOTC (Kuoni Travel India Pvt. Ltd)

Cox and Kings India Limited

Yatra.com Thomas Cook

SkyLink Travels

Club Mahindra



MAKE MY TRIP



Customer Segments in IndianTravel Market

Indian Travel

Market

International

Travelers

Domestic

Travelers

Inbound Travelers

(Inbound Market)

Outbound Travelers

( more than 6 millions)

Holiday &Sightseeing

BusinessTravelers

Conferenceattendance

Visiting friends &Relatives (VFRs) Students



Marketing mix for services



makemytrip’s promotion

MMT offers travel insurance and Business Lounges in

India and overseas for all travelers

MMT provides valuable shopping discount booklets

MMT provides pick up and drop services for all airtravelers.

Promoting services with strategic alliances with brands

like Coke, Sify.com, Maruti Udyog and Nokia etc.



makemytrip’s people

An essential ingredient to any service provision is the use ofappropriate staff and people. Recruiting the right staff and training

them appropriately in the delivery of their service is essential if the

organization wants to obtain a form of competitive advantage.

Consumers make judgments and deliver perceptions of the service

based on the employees they interact with. MMT Staffs have theappropriate interpersonal skills, aptitude, and service knowledge to

provide the service that consumers are paying for.

Most trusted name in the industry, MakeMyTrip's spectacular success

is in no small part due to the unblinking vision of its senior

management team and the dedication of its employees. MakeMyTrip

employs over 700 “Trippers” from the travel, tourism, hospitality and

technology industries.



makemytrip’s process The process mix constitutes the overall procedure

involved in using the services offered by the MMT. Aprocess should be such that the customer is easily ableto understand and easy to follow.

The smaller and simpler the procedure, the better theprocess, and the customer will be more satisfied.

It Refers to the systems used to assist the organizationin delivering the service.

.



Customer

Real Time Airline

Booking

Hotel Reservation

System

Car Rental

interface

MMT Sales

(CSRs)

MMT

Ticketing Fed Ex

Customer

MMTOperation

Airlines

Consolidators

Hotels

Car Rental

MMT Sales

Web Site

Content

TourOperation

Net Carrots

Online Interface

With MMT

Offline (after sales) Interface

Makemytrip.comInterface

mmt’s Business model & operations



makemytrip’s physical

eveidence Physical evidence is the overall layout of the place i.e.

how the entire MMT office has been designed. Physical

evidence refers to all those factors that help make the

process much easier and smoother.



• Deep Kalra is thefound the make my trip.com as a Privateequity, with investmeof 0.4millionUSD.

• MMT operates as aTwo separate entitiesMake my trip India anMake my trip inc.

• USD 1.5 billion NRImarket world wideOutbound travelingincreased by 30 %

• In India Inbound andOutbound travel marketgrowing 20 % annually.

• Global giant

company’s in thisfield like Travelocity ,Orbit, Priceline andExpedia.

• Most of Airlinesencouraging direct

online purchasing

• NRI population in U.Sand U.K is increasing

• Consumer life ischanging

• People need service inless time.

• Indian people are

price sensitive• Corporate tie-up

Customer Competitors

CompanyContext

Situation Analysis of Travel

Market using 4C Framework



mmt’s marketing

Strategy

Customer focus with

operational efficiency

and customer

intimacy.

mmt’s target

Market

More than 14 million

NRI Population in

U.S., Europe and Asia.

More than 9 millionIndians customers

travel abroad.

International and

Domestic Holiday

packages increasing



mmt’s advertising

& Communication Strategy

MMT’s advertising and communication strategy on

three pillars---

1. Convenience of 24/7 service

2. Reliability

3. Competitive Pricing

Promoting services with strategic alliances with brands

like Coke, Sify.com, Maruti Udyog, Nokia etc.



mmt’s positioning

MMT position as a single portal for all travel and

accommodation needs. Its appeal reliable travel

booking with Excellency.

MMT aims to position itself total provider solution with

convenience as key drive its strategy to attain the costleadership which will help is to sustain growing

competition in the future.

Being the entrant and cost leader the company will

able to achieve sustainable advantage.



MAKEMYTRIP VALUES

MMT’s

Values

Respect

forPeople

Empowerment

Teamwork

Fun@Work Accountability

CustomerCentricity

Excellence

Innovation

Integrity

Passion

forWinning



Review and Control Strategy

All calls are recorded & periodically examine toimprove the quality output of customer care

executives.

Each web chatting and emails are saved in MMT’s

system for constant monitoring of the service qualitygive to the customer.

MMT from a dedicated set of executive to service

sophisticated corporate and general sales business.



mmt’s contingency strategy

MMT anticipates periodic analysis on customers

behavior and critical market strategy. It will to help

new marketing, sales and new products.

To improve the operational efficiency andtechnological advancement MMT has plan to invest

money.



SOTC (Kuoni Travel India Pvt

Ltd.)



ABOUT

Established in 1949 in Mumbai

By 1968, it became one of the top 10 travel agents in

Mumbai Breakthrough in 1981, when they published their

first ad in a newspaper

In 1996, it was acquired by Kuoni world travels



PRODUCT

Group tours for individuals

Indian tours

Special interest tours

World famous tours SOTC Sports tour

SOTC Trade fairs

SOTC Corporates



PRICE

Psychological pricing

Value for money

Perceived value pricing

Cost plus pricing No hidden clauses



PROMOTION

Conventional media channels: print media, tie ups with tourism boards, travel fairs

Holiday bazaars: Singapore bazaar and Malaysia

bazaar Special packages

Quarterly brochure: Lets go

Word of mouth, personal selling, telemarketing

Exhibitions/Trade Fairs



PLACE

Online

Holiday world outlets

Sales agents

Home delivery



PHYSICAL EVIDENCE

Brochures, photos

Pens, files, caps etc. Facilities like flat beds

Ambience of hotels

Experience



PEOPLE

FOR EMPLOYEES Employee value proposition

Management development programs for executives

Focuses on training

Potential development centers

FOR CUSTOMERS

Detailed and true itinerary

Contingency plan

Quick refund system Feedback form



PROCESS

Provision of travel information

Preparation of itinerates

liaisons with providers of services

Planning and costing tours Ticketing

Provision of currency and insurance



GAPS

In case of evening flights, they need lunch which isnotprovided

Inadequate response to customers No single tour guide

Difficulty in coordinating with channel members

Language barriers

Feedback is not lad focus upon



Cox and kings- and overview

Cox & Kings is the longest established travel company inthe world, established in 1758 by Richard Cox

"Cox & Kings" -Amongst the oldest travel brand Recognised both locally as well as globally One of India’s largest travel and tour operator Pan-India presence with 255 touch points in 164 locations A global player, with presence in 20 countries including

India spread across all continents "One Stop Shop" for all travel needs Leisure, Corporate, Forex and Visa processing services Proven growth track record both organically and

inorganically 4Y CAGR (FY06 –FY10) -Revenues~59%; EBIDTA ~88%

&PAT~74%



7 P’s ANALYSIS

FOX AND KINGS INDIA PRODUCT LINE



•Caters to both subsidiaries as well as other touroperators.• Renowned for tour specialties for Indian tours

• offer large no of destinations under “duniyadekho” ( group tours) and “flexihols” (FITtours) brand.

OUTBOUND

• caters to both subsidiaries as well as other tour operators.• Renowned for tour specialties for Indian tours

INBOUND

• marketing products under brand “ bharat dekho”

• Exclusive products religious pilgrimage tours,education tours, activity holidays, spa holidays, train vacations

DOMESTIC

• Offers customized solutions for corporate clients.• Continued relationship with corporate clientele helps to cross sell

BUSINESS

TRAVEL

• One of the first travel companies to be licensed as the AuthorisedDealer

FOREX

FOX AND KINGS INDIA- PRODUCT LINE



PLACE• Presence in 20 countries globally including India• Subsidiaries in UK, Australia, New Zealand, Japan, US, UAE, Hong Kong, Greece,Germany and Singapore• Branch offices in Moscow (Russia),Maldives and Tahiti•

Representative offices in Spain, Sweden, Germany, Italy, France, Taiwan, South America and South Africa.•IN INDIA One of India’s largest travel and tour operator Pan-India presence with 255 touch points in 164 locations



Promotion

• Frequent advertisement on television

•Banners and hoardings

• Sponsoring various events

• Advertisement on leadingnewspapers

• Flyers ,Roadside promotional

Activities.•Release Travel guides

•Release Year calendars



price

Targeting lower middleclass to high class

Flexi pricing options

Psychological pricing Regular discount offers

Seasonal pricing



People

Highly qualified

Interpersonal skills

Service knowledge people

Industry experience

It focuses on training as an internalprocess of the knowledge sharing.

Potential development centers



Physical Evidence

Brochures, photos,calendars

Pens, files, caps, gifts etc.

Facilities like flat beds,conferencing facilities

Ambience of hotels



Process

Online booking(www.coxandkings.co.in)

Tele- booking (toll free no

18002090400) Cox and kings outlets



COMPARISON



Despite having so many similarities in terms of theservices offered, promotional and pricing strategies,employee training and development etc, the threecompanies also have some points of differences

which will be discussed in the following slides.



Make My Trip SOTC Cox & Kings

The youngest amongstthe three, was founded inthe year 2000.

Founded in 1949, wasacquired by the KuoniTravel group in 1996.

The oldest travelcompany, was founded in1758.

It has over 20 officesacross India while 2offices outside India.

It has a wide distributionnetwork of 130 salesoutlets(also includes thefranchisees) and 3500travel agents across India

It has 12 fully ownedoffices in India with astrong global presence inall major countries.

Market Leader in India interms of the market share which is around 49%.

The Kuoni group has been the most preferredtravel company globally for the past many years with it also winningnumerous prestigiousglobal awards insuccessions.

Is a well known andreputed travel brand withgreat global presence.



Make My Trip SOTC Cox & Kings

Has the highest growthrate in terms of revenue

and popularity and hasalso been forecasted togrow at a phenomenalgrowth rate in the nextcouple of years

Limited growth rate inthe Indian context. The

forecasts indicate a bettergrowth rate in the nextcouple of years in termsof the revenue.

An avg growth rate in theIndian market and the

forecasts seem toindicate similar growthrate.

Leads the Indian online

travel booking market.

Is the world leader interms of the revenues and

quality of its services worldwide.

Has strong global as wellas Indian presence and

brand awareness.



POSITIVE IMPACTS OF TOURISM

Improvement in local life through better infrastructureleading to better healthcare, education, sports and

entertainment facilities.

Generates revenue for the tourist spot. Brings in employment as tourism increases at a

particular place.

Helps in conservation of historical sites.

Gives good chance for leisure and entertainment in this

busy, work-driven world.



NEGATIVE IMPACTS OF TOURISM

Local industries might be hindered due to excessiveimported goods being brought.

Tourism may bring in anti social and illegal activitiesin the local areas.

There may be language barriers making it very difficult for foreigners to communicate efficiently.

The employment so brought may be seasonal.

Excessive rush of tourists may cause environmentalhazards to the flora and fauna.



THANK YOU

tourism industry in india f

Documents