Executive Summary
The Oberoi Group of hotels is a collection of heritage luxury hotels which was founded in India. The group is rooted deeply in the Indian culture of impeccable hospitality. This project aims at identifying the course of the luxury hospitality sector in the next 10 years, taking The Oberoi Groups as our benchmark, as it is currently the best in business. The key success factors in the present scenario are identified as per the benchmark for luxury hospitality, along with providing the best experience for our guests. The Oberoi group focuses on maintaining a relationship with their guest as well as its employees. The USP for Oberoi group, since the beginning of its inception, has been the locations in which they build their hotels & resorts. They believe in establishing in an already existing market, rather than creating a market for it later. The competition in the luxury hospitality sector is stiff, due to which the strategies that need to be implemented in maintaining the current position that the Oberoi group holds, needs to be elaborate and directed towards its target audience and expanding in new markets. Keeping this in mind, as three dimensional strategy has been creating, which focuses on expansion at three different locations, while providing three completely differently kind of experiences and targeting three different consumers.
Table Of Content 1. Company Overview
14. Target Consumer
2. The Oberoi Story
c) Personas
3. The Oberoi Galaxy
b) Lifestyle & Psychographics
4. Period Overview
c) Customer Behaviour
5. Company Mission
15. Goals & Objectives
6. SWOT
16. Strategy Overview
7. PRISM
17. Marketing Mix
8.Equity Pyramid
a) Product
9. Brand Strategy
b) Price
a) Rituals
c) Purpose
b) Belief
d) People
c) Unique Lexicon
e) Placement
10. Market Overview
f) Promotions
11. Growth Potential & Opportunities
18. Conclusion
12. Competitive Landscape
19. Works Cited
13. Key Success Factors
20. Appendix
Company Overview
The Oberoi Group is an Indian hospitality company that owns and operates over 35 luxury hotels and two river cruise ships in six countries, under its brands Oberoi Hotels & Resorts and Trident Hotels. With its headquarters in New Delhi, it is one of the oldest hotel chains in India and has earned an iconic status. It currently remains one of the most decorated hotel chains in the world, bagging many awards and accolades over the decades. In 2016, they won the World Travel Awards for being Middle East’s Leading Luxury City Hotel. Mr. Rai Bahadur Mohan Singh Oberoi started the company in 1934. He is acknowledged for putting the Indian hospitality sector on the global map, by successfully establishing the Oberoi Group. The Oberoi family currently owns 35.24% of the Oberoi Group, while the Indian Tobacco Company (ITC) has a 16.1% stake. Mukesh Ambani’s Reliance Industries Ltd. (RIL) owns a 14.12% stake in the company as well. The Oberoi Hotels and Resorts have established a reputation for redefining the paradigm of luxury and excellence in services amongst hotels in the world.
The Oberoi Story
M.S. Oberoi was born in Punjab (now Pakistan) in 1898. When he was six months old, his father died, leaving the family with limited resources. After passing school, he was unable to further pursue his studies due to lack of finances. In 1922, he started his hotel career as a front desk clerk at Shimla’s The Cecil (later renamed to The Carlton) for a low income of INR 50. Within two years, his hard work and determination paid off, when he was handed over the responsibility of managing the hotel. Within six months, Oberoi doubled the occupancy to 80%. Upon the owner, Mr. Earnest Clarke’s retirement in 1934, Oberoi gathered all family resources to purchase the hotel. Mr. Oberoi was elected as the President of the Federation of Hotel and Restaurant Associations of India in 1955. He is regarded as the ‘Father of the Indian Hotel industry.’
1948 Established East India Hotels (EIH Ltd.), an associate company. First acquired the Grand Hotel in Calcutta 1934
1949
Founded the Oberoi Group. Started building additional hotels and expanding
Incorporated as a Public Limited Company. Started operating the Maharaja’s Palace in Srinagar as the Oberoi Palace Hotel
1973
1994
Expanded operations from five star deluxe segment to Trident branded hotels that targeted business and leisure customers seeking high-quality services at more affordable prices. Started a Hotel Management School
Oberoi’s GDRs (Global Depository Receipt) were listed on the London Stock Exchange 1986 Started airport services business. Entered into a 10 year contract with the International Airport’s Authority to operate all restaurants at the domestic and international terminals in Mumbai
1965 Opened Oberoi Intercontinental in Delhi, India’s first modern five-star, now called ‘The Oberoi’ 1956
1969
The company was first listed on the Bombay Stock Exchange
Entered the international arena with the purchase of the Kathmandu Hotel, Nepal
1997
2008
Opened the Oberoi Rajvilas, Jaipur the first premiere leisure hotel targeting the high-income international and domestic leisure traveller. The Oberoi Vanyavilas, Oberoi Amarvilas and Oberoi Udayvilas were opened in 2010
Ended the alliance with Hilton and renamed the ‘Trident Hilton’ to ‘Trident’. Terrorist attack at Trident and The Oberoi in Mumbai, resulting in the closure of both the businesses which later reopened in 2010
2004 Entered into a strategic arrangement with Hilton for the international marketing and handling of reservations of the “Trident” hotels
Period Overview
POLITICAL The 1930s was a very unstable time for India and the world. The freedom struggle in India had gained momentum with leaders like Mahatma Gandhi, Jawaharlal Nehru and Subhash Chandra Bose at the forefront. The campaign of Civil Disobedience had been suspended, and religious riots had commenced in Mumbai. Globally, Europe and Germany were moving towards revolutionary change, with the Word War Two starting in 1939. Expanding the Oberoi hotel base during this time was a risky option, however it paid off with good management and quick decision-making.
ECONOMIC The Great Depression lasted from 1929 until 1939, and was one of the worst economic downturn in the history of the world. The effects of this recession were felt across India as well, causing the Reserve Bank of India Act to be passed in 1934. The Act defined the manner in which business would be conducted in India, in the realm of finance.
SOCIAL The Nepal-Bihar earthquake of 1934 shook the Himalayan range, leaving approximately 10,700 people dead. The economic depression led to starvation and death, exhausting charity and resources. Starting a hotel business during these times was indeed very difficult, especially when humanity was suffering greatly.
TECHNOLOGICAL The Civil aviation industry started in India in the 1930s, making it easier for the elite to travel longer distances at a shorter period of time. The All India Radio was also founded, making it easier for Oberoi to advertise its hotels across the entire nation. The International Telecommunication Union was also established, and the emergence of phones in India made it easier for Oberoi’s to carry out Oberoi’s daily management and functions.
ART & LITERATURE The Japanese Company Fuji Photo Films was established in 1934, making photo films for commercial purposes. This helped Oberoi to advertise its hotels and services in newspapers. Rudyard Kipling (writer of Jungle Book) was awarded the Gothenburg Prize for Poetry. This put the focus on India, since his book was centered on a story based in the Indian subcontinent. In the late 1930s, the Bombay Progressive Artists Group was formed. They focused on showcasing India in a new light, helping increasing tourism.
The Oberoi Galaxy Oberoi Hotels Pvt. Ltd. (Parent Company)
East India Hotel Limited
Oberoi
(Luxury)
Hotels
• Heritage Hotels • Luxury Resorts & Spas
Trident & Maiden (5-star)
Aviation & Cruises
• Corporate Air Charters • 2 Luxury Cruises
Other Services
• Airline Catering • Airport Restaurants & Bars • Travel & Tour Services • Car Rentals • Project Management
Company Mission
OUR GUESTS We are committed to meeting and exceeding the expectations of our guests through our unremitting dedication to every aspect of service.
OUR PEOPLE We are committed to the growth, development and welfare of our people upon whom we rely to make this happen.
OUR DISTINCTIVENESS Together, we shall continue the Oberoi tradition of pioneering in the hospitality industry, striving for unsurpassed excellence in high-potential locations all the way from the Middle East to the Asia-Pacific.
OUR SHAREHOLDERS As a result, we will create extraordinary value for our shareholders.
SWOT
STRENGTHS: India’s rich history dates back to 7000 years ago, making it a culturally diverse country for Indian and international tourists. Oberoi Hotels and Resorts is a well-known brand among travellers, making this a strong leverage point for future bookings. They own the best palaces historical palaces in India, providing customers with authentic ambience and experiences. Their chartered plane services, personalized attention to detail and customized service ensure a loyal customer base. Additionally, Oberoi also runs a hotel management school, directly procuring young and bright talent for all their hotels from across the country.
WEAKNESSES: Oberoi’s presence is limited to Asia, Africa and the Middle East. Additionally, they have no presence (no hotels or resorts) in the United States and in Europe. Poor foreign visitor arrivals can be attributed to the lack of infrastructure such as power shortages in several parts of the country, inadequate supply of water in most cities and poor hygiene in major tourist destinations.
OPPORTUNITY: The introduction of the e-tourist visa has been a welcome step in the Indian hospitality industry. It is also heartening to see the Government pursue policies to encourage direct foreign investment. These policies should result in increasing the number of business travellers visiting India, having a direct and positive impact on occupancies in metropolitan cities. The rise of the world’s middle-class population has changed the profile of the international traveller. Many first time travellers are now eager to come back for more. Additionally, low-cost carriers are encouraging middle-class tourists to travel and the increasing number of these travellers cannot be ignored by the hospitality industry. The positive outlook for the Indian economy, coupled with the favorable external environment and emphasis on Travel & Tourism, points towards a steady upswing in the Indian hospitality sector.
THREATS: The recent merger of Starwood with Marriott valued Starwood at over US$ 13 billion and will create the largest hotel company in the world with more than 1.1 million rooms. This would undoubtedly have an impact on the rates and occupancy levels in the hotel markets. Additionally, companies such as Airbnb are reportedly valued at around US$ 25 billion, largely diverting revenues from hotels to private homes. External risks from terrorism will also continue to have negative impacts on tourism. The recent terrorist attacks in Paris, Brussels and Orlando would have a significant impact on travellers’ sentiment.
Equity Pyramid
Prism
Brand Strategy Quest for being the ‘best rated’ hotel led to creation of world class hospitality brand ‘Oberoi’ by Late Rai Bahadur Mohan Singh Oberoi. MS Oberoi had two mantras: never accept second best & no effort is too big; no detail is too small. While other brands were expanding into budget hotels, MS Oberoi envisioned ‘Five Star’ culture. His son, Biki Oberoi travelled the world to gauche new trends and insights into Luxury hospitality. He believes that he is the ultimate luxury customer himself. When the world looked at west, he looked at east and changed the rules of hospitality. Oberoi hires international staff to maintain global standards and train local employees. The Oberoi hotels and resorts are not just great in terms of physical attributes but also the key to their success is ‘staff’. Oberoi pays attention to detail and people management. They are committed to employing the best environment and ecological practices in technology, equipment & operational process. They also run the Oberoi Hotel Management Scholl which was started in 1993. Continued growth and differentiation are the two goals the Oberois has set for themselves. They believe in doing the right thing, show that they care, aim higher, celebrate difference, work better together and do the best for their guests. The motif that encapsulates the initials O&H is inspired by the motifs seen in the wall decors of the Palaces that belonged to the Indian Maharajas. The walls of the palaces used to be made of gold, which speaks opulence. The Color black is mostly associated with elegance, sophistication & strength. The Oberoi Group believes in taking the strength of its employees together to provide a luxurious experience in an elegant setting for its sophisticated guests.
The Oberoi Dharma (Rituals) Conduct which is of the highest ethical standards - intellectual, financial and moral and reflects the highest levels of courtesy and consideration for others. Conduct which builds and maintains teamwork, with mutual trust as the basis of all working relationships. Conduct which puts the customer first, the Company second and the self last. Conduct, which exemplifies care for the customer through anticipation of need, attention to detail, excellence, aesthetics and style and respect for privacy, along with warmth and concern. Conduct which demonstrates a two-way communication, accepting constructive debate and dissent whilst acting fearlessly with conviction. Conduct which demonstrates that people are our key asset, through respect for every employee, and leading from the front regarding performance achievement as well as individual development. Conduct which at all times safeguards the safety, security, health and environment of guests, employees and the assets of the Company. Conduct which eschews the short-term quick fix for the long-term establishment of a healthy precedent.
Market Overview and Size Travel and Tourism is a key sector for economic development and job creation throughout the world. In 2016, it directly contributed US$2.3 trillion and 109 million jobs worldwide. This was equal to 10.2% of the world’s GDP, as per the annual report by the World Travel & Tourism Council (WTTC). Travel & Tourism’s impact includes people traveling for both leisure and business, domestically and internationally. In 2016, 76.8% of all travel spend was a result of leisure travel, compared to 23.2% for business travel. One key trend driving the future of luxury travel is the shift in values from materialistic to experiential – rather than saving up to buy luxurious possessions, people are choosing to spend their money on experiences. People became more aware of remote destinations of the world, where they could experience things that they haven’t before. This can be seen in trending hashtags such as #traveldiaries, #travelgram, and #wanderlust on social media sites the most by “experience” hungry millennials. Additionally, according to Ian Yeoman, a Travel Futurologist, “As consumers become older, and as markets mature, materialism is less important, while time and enrichment are key.” Luxury customers will resist travel they consider to be pre-packaged and inauthentic – exclusive, one-off experiences are what they seek. The Asia-Pacific luxury travel market will see faster overall growth than Europe from 2011-2025. Over the next 10 years, the growth rate in outbound luxury trips is projected at 6.2%, almost a third greater than overall travel (4.8%). From 2016 until 2025, the number of luxury trips from Brazil, Russia, India and China (BRIC) will increase. India’s luxury market’s CAGR of 12.8% is higher than any of the other BRIC nations. India’s booming middle class presents great potential for luxury travel investment over the coming decade. Driven by India’s impressive luxury market growth, South Asia’s luxury travel market will expand at a faster rate than any other region explored. Luxury travel has given birth to luxury hotels that are characterized by a high-end experience at a premium price. Moreover, highest of professional and personalized service, luxury hotels have become the epicenter of revenues earned by the overall hospitality industry. In 2016, the luxury hospitality industry saw an increase of 4%, while luxury cruises increased by 5%, benefiting from the growth in luxury travel (Bain, 2017). Increasing trends of western lifestyles in global scenario accelerated the demand for the luxury hotel market during holidays and business meetings. The global luxury hotels market was valued at approximately USD 153.82 billion in 2015 and is expected to reach approximately US$ 194.63 billion by 2021, growing at a CAGR (Compound Annual Growth Rate) of around 3.5% between 2016 and 2021.
Growth Potential & Opportunity The Indian Travel and Tourism Industry is a significant source of foreign exchange and employment. In the year 2015, the contribution of the Travel and Tourism Industry to India’s GDP was 6.3% of India’s GDP. As per WTTC’s forecast, by 2026, India’s Travel and Tourism Industry will increase to 7.2% of GDP.
Some of the major luxury hospitality trends for the future have been listed here.
GLAMPING: This fusion of glamor and camping is currently catching fire globally, offering outdoor enthusiasts an upgraded recreational camping experience. When you’re glamping, there’s no tent to pitch, no sleeping bag to unroll, no fire to build. Whether in a tent, yurt, airstream, pod, igloo, hut, villa, cabin, cube, teepee or treehouse, glamping is a way to experience the great outdoors without sacrificing luxury.
LOCAL AND AUTHENTIC: Today’s travelers want to be with locals, immersing themselves in a destination. Instead of guides who know a lot of facts, they want insiders who can really give them the lowdown. Or they want a nightlife host who can take them to the coolest bars and nightspots and tell them stories from their own perspective. In the hospitality industry, it is going to be all about immersing in the true sense of the place.
MEDICAL HOSPITALITY: Luxury hoteliers have a great opportunity for growth with this sector, as many medical tourists may want to combine traveling for a procedure with a vacation. Concierge programs will be provided to help ease the traveller and patient’s burden. Some of the services that could be provided to patients are 24-hour assistance, transport, physiotherapy and customized menus.
SUSTAINABILITY: Hotels already focus on sustainability and being eco-friendly but in future every hotel will be fully sustainable. They’ll excel in energy efficiency, buy & sell off the Renewable Energy Grid, use safe & clean products only, use the latest solar and geothermal technology and have a carbon neutral footprint. EcoHotels will be socially aware, with products & workers all producing a positive social impact.
LONGEVITY SPAS: The hotel spa of the future is based on DNA analysis & promoting living longer. Customers will receive personalized prevention treatments, prediction & health enhancement programs designed to refresh your health, your fitness and understand your future health risks. These will use the latest genetic medicine treatment, mind refreshing drugs, brain fitness & prevent diseases.
SMART HOTELS: More on-demand technologies will find their ways into hotels in the future. Hotels will continue to make large investments in beacon technologies, messaging, streaming in-room entertainment, and other smart hotel concepts. Robo-butlers and 3D Makers in every room will grab the attention of guests and make them feel special. Understanding their likes/dislikes and their wants and needs can leave a lasting impression.
Competitive Landscape
The competitive landscape for The Oberoi Group is divided into two different markets, leisure travel and business travel. Therefore, it is essential to analyze world-renowned hotel chains that cater to either one, or both aspects of the hospitality sector. Within the global context, Marriott International, Aman Resorts and Shangri-La Hotels and Resorts are direct competitors of The Oberoi Group in terms of luxury and business travel with comparable pricing in both sectors. Marriott International owns Ritz-Carlton and JW Marriott, brands synonymous with high luxury and heritage. In the Indian context, The Taj Hotels, Resorts and Palaces, and The Leela Palaces, Hotels and Resorts compete with the Oberoi Group with comparable services and experiences offered. All brands offer customers the opportunity to live in royal palaces situated across the Indian subcontinent, with unique services, cuisines, interiors and experiences. Over the last 30 years, the competitive landscape for the Oberoi Group has not changed significantly, both nationally and internationally. For the next 10 years, we foresee the possibility of acquisitions, mergers and expansions for many of Oberoi’s competitive hotel chains. However despite these changes, the competitive landscape will remain similar to the one we see currently.
Brand
recognition
customer experience
Key Success Factors
Target Consumer
DEMOGRAPHICS Age: 25 to 55 years Gender: Male and females, special emphasis on couples and families Income: Salary of over $400,000 per annum Education Status: Post graduate degree Spending: Consumers grew up in a globalized world and have a strong desire for globalized
luxury. However, they appreciate localization of experiences and retail, for which they are willing to pay more.
NAME: Oliver and Cynthia Thompson AGE: 55 years LOCATION: England PROFESSION: Doctors INCOME: Money machine WEALTH: Financially free TIME: Semi-retired LEVEL OF KNOWLEDGE: Luxury explorer PERSONAL PREFERENCE: Understated
NAME: Dan and Becca Miller AGE: 33 years LOCATION: Seattle, United States PROFESSION: Marketer and Party Planner INCOME: Middle Income WEALTH: Financially secure TIME: Work Obsessed LEVEL OF KNOWLEDGE: Luxury tourist PERSONAL PREFERENCE: Superstar
NAME: The Raichand family AGE: Gen X with family LOCATION: India PROFESSION: Family jewelry business INCOME: Money machine WEALTH: King TIME: Leisure class LEVEL OF KNOWLEDGE: Luxury Native PERSONAL PREFERENCE: Opulent
NAME: Amir and Raina Said AGE: 32 years LOCATION: Abu Dhabi, United Arab Emirates PROFESSION: Business INCOME: Money machine WEALTH: King TIME: Balanced LEVEL OF KNOWLEDGE: Luxury native PERSONAL PREFERENCE: Opulent
Lifestyle & Psychographics GEOGRAPHY
Our customers live in urban areas, specifically First and Second tier cities all across the world. The cities they currently live in have a substantial global and cultural influence. In 2027, Oberoi’s international customers will come from diverse locations and walks of life.
WORK
Our customers are high-level professionals who have worked their way to top-level management and executive positions. They are hard workers, with a practical and functional approach towards work and life.
LEISURE
Leisure time is rare, and they prefer quality leisure. Since our customers are generally bound time-wise, they prefer relaxation and experience oriented travel.
INTERESTS
Our customers are social and enjoy staying connected. Travel is high on their preference list, for business and pleasure. They display a strong desire for a holiday that balances activity, experience and relaxation. While they prefer to explore exotic locations, they are not ready to give up personal comforts for the sake of new experiences.
BELIEFS
Customers are highly oriented towards self-improvement and achieving career goals. They prefer having long-term partners, while advancing in their careers and experiencing adult life. They wait longer to get married and start a family, wanting to settle only for the best.
Customer Behaviour TECHNOLOGY USAGE
Our customers are smartphone users, addicted to staying connected and updated with the world. They generally always carry a laptop, smartphone and tablet that are used for work and pleasure purposes. They value innovation and convenience while purchasing technology.
MEDIA CONSUMED
Customers want regular updates on local, national and international news and events via newspapers and online articles, blogs, videos and social media. They frequently read The Guardian, The New York Times, The Times of India, along with Vogue, Vanity Fair and GQ for cultural insights. These channels of information influence their views on business, politics, and personal preferences.
TRAVEL PATTERNS
Frequently travel for work and pleasure, domestically and internationally. Travel for them is not just a luxury experience; it is also a status symbol. They are value conscious and strive to get the best experience at a good rate. They also prefer being a part of loyalty programs, to get good rates and the latest offers.
Goals & Objectives
Oberoi Hotels and Resorts is committed to achieving all-round excellence and unparalleled levels of services. • We believe in creating and delivering an unforgettably luxurious experience for our customers. • We aim for Oberoi Hotels and Resorts to become synonymous with providing the right blend of efficient and personalized services in the hospitality sector. • The goal of this proposed brand extension is to increase Oberoi’s market share globally. • To selectively expand the brand in terms of geographical location and unique experiences. • To provide an elevated and holistic approach towards health by providing medical and wellness services. • Additionally, the company will continue towards its mission to provide the ultimate holiday for our guests.
Strategy Overview
Oberoi Hotels and Resorts expansion plan is centered on offering our guests diverse experiences in the lap of luxury. According to the upcoming future trends in the luxury hospitality industry, the experience will be the main key attraction for target customers. Our expansion plan will be focused in three key geographical locations, each providing a unique experience. The framework for the strategy is three dimensional, which has been developed keeping in mind the 10year growth potential of the Oberoi Group. This approach of a three-dimensional strategy that addresses to encapsulate the three thresholds of human life. The first, a wildlife safari in Masai Mara will be focused on providing the ultimate glamping adventure to families and friends. The Oberoi Lakshadweep Resorts is a specially curated experience for you to enjoy an intimate paradise with your partner. The Oberoi Wellness Retreat aims to offer relaxing services that amalgamate top medical healing treatments, health care, and spiritual wellness. We will provide limited offerings in each resort in order to maintain exclusivity.
Unique Selling Proposition
Our resorts aim to redefine curated luxury experiences by providing access to unexplored locations, unique experiences and personalised services, creating cherished memories in the hearts of our guests forever.
Marketing Mix
The Oberoi Mara Safari
In recent times, the demand for luxury tents in the soft-adventure hospitality market has risen drastically. Giving a new connotation to glamping, these oversized lavish tents are pitched at ecotourism sites. Kenya’s most famous national reserve, Masai Mara is a land of breathtaking vistas, abundant wildlife and the Great Migration. Oberoi’s Masai Mara Resort will be a true home for an authentic safari centred upon the astounding wildlife of Africa. The resort will combine theatrical design and the opulence of natural beauty with the comforts of luxury living. Among the royals in the old days, a huge caravan of staff went ahead of you. By the time you reached the camp, they would have pitched the tents, started a fire, and baked scones. They would create a little circle of civilization, in the pool of light cast by a paraffin lamp. The Oberoi Masai Mara Resort aims to impart the same royal experience to our customers. Highlights: • • • • • •
Luxury temperature controlled tents Opportunity to see wildlife in their natural habitat, rich in indigenous plants and birds. Guided walk with our in-house wildlife expert and horticulturist to learn about our biodiversity. Session to feed the in-house white-tailed deers, zebras, gazelles, scarlet macaws and flamingoes. Balloon safari to admire the panoramic view while sipping champagne during a beautiful sunset. Traditional bonfires while enjoying the authentic cuisine made from locally sourced ingredients.
The Oberoi Lakshadweep Resorts Oberoi welcomes you to a remote new hideaway, embedded in the glorious islands of Lakshadweep. Offering solitude and seclusion, The Oberoi Lakshadweep Resorts offers five secluded two story tree-house suites. Each tree-house features floor-to-ceiling bedroom windows for panoramic canopy views, a log fireplace in the living room, a private deck, a jacuzzi and an infinity-edge pool. Spectacular service coupled with an innovative food and beverage experience ensures a holiday that will provide memories to last a lifetime. Nestled in the canopy of luxury and comfort, enjoy a surreal view of the horizon where virgin sand meets turquoise waters. It is the perfect place to linger, as you listen to the waves and stargaze to your heart’s content. Let the sun, sand and surf cast a spell on you. Highlights: • Arrive at the alluring islands via a helicopter or private yacht. • Lakshadweep offers a plethora of options for water sport lovers such as scuba diving, snorkelling and many others to revel in the island’s languorous beauty. • Visit the unexplored coral reef that emerge from their underwater abode at low tide, and frolic in the warm waters of the Arabian Sea. • Swim alongside stately turtles, curious schools of colourful fish and the occasional manta ray in the lagoons. It is the best way to get a closer look at the island’s rich marine life. • Renew your wedding vows and rekindle your love on your private beach. • At night, watch blooms of bioluminescent plankton wash ashore on the coral sands, transforming them into a mirror of the starlit sky.
The Oberoi Wellness and Medi Retreat The medical tourism hospitality sector has seen an incredible boost over the last few years. Each year, over seven million people travel the world in search for the best medical services, fueling a 20 billion dollar global industry. Around 500,000 patients travel to India each year, making it one of the top five most coveted medical tourism destinations. Additionally, wellness tourism accounts for approximately 14 percent ($438.6 billion) of all international tourism expenditures and is projected to grow nearly twice the rate of global tourism. Traveling for medical services is surely a taxing experience. The Oberoi Wellness Retreat in Chennai provides a stress relieving package that amalgamates top medical healing treatments, health care, and spiritual wellness. At the crossroads of city and rural life, nature and urbanity, medical recovery and health, we strive to achieve the ultimate harmony between the physical, emotional and the mental realms of an individual. Highlights: • Pamper yourself with the ultimate soul soothing spa experience. Our Spa Boat is a unique floating paradise where you can enjoy a massage or a beauty treatment aboard a ceremonial barge. • Inspired by the Indian philosophy of wellness, we integrate traditional Ayurveda, Yoga and Vedanta to focus on healing, illness and burnout prevention, improving memory and physical endurance. • Personalised therapy designed to meet individual needs and health goals such as de-stress, detoxification and cleansing, deep relaxation and anti-ageing. • As part of our medical wellness program we also provide 24 -hour nurses to aid patients during their recovery period. • All appetites will delight in the exceptional assortment of fresh, organic and healthy culinary options created to restore balance and harmonize energy. • A team of qualified nutritionists, Western & Ayurvedic physicians, spa therapists, Yoga and Fitness experts, physiotherapists, sleep specialists and psychologists gently guide our customers towards a better lifestyle.
Price Accommodation inclusive of all Safari experiences $7000 per person
THE OBEROI MARA SAFARI
Balloon Flight in Masai Mara Including Landing Fees & Champagne breakfast upon landing $700 per person
Luxurious treehouse, inclusive of breakfast, jet-ski and other amenities $25,000 per treehouse per night
THE OBEROI LAKSHADWEEP RESORTS
The wedding vow renewal package $3000 Water adventure/sporting activities $700-- per person & above
Holistic package $30,000+ for 3 days/4 nights per person
THE OBEROI WELLNESS AND MEDI RETREAT
The Medi Package, inclusive of an aid & all the benefits of the holistic package $12,000 per night per person
Purpose
The purpose for The Oberoi group of hotels is to be able to maintain the promise of providing excellent services for all the guests while innovating the service offerings and introducing the guests to exquisite and unique locations under the brand portfolio. The group also thrives at making Oberoi, a name synonymous with luxury hospitality. “We are loyal to the royals within you.� This statement will add value to our purpose and will become our motto.
People
People, in true sense are the assets for Oberoi Hotels. From the guests coming at our exquisite locations to make memories, to our employees that help our guests create those tailor-made memories, everyone becomes a part of the successful Oberoi family. The way we are able to resonate with our esteemed guests is by giving them a sense of power and prestige and making them feel as our property is theirs for as long as they’d like. The manifestation of power for our guests can be seen through the level of customization we offer to them. For us, the customer is literally the king. Prestige is associated simply by the fact that they are a part of the Oberoi family, which elevates the sense of their accomplishments & achievements. We believe that our guests own the property as much as we do, which lets them freely enjoy their time in the world of Oberoi created exclusively for them. Our employees believe in creating authentic and local experiences for guests, which draw its inspiration from our authentic culture rooted in India, that believes in the phrase “A guest is an equivalent to God”. This also helps us in maintaining a high level of “human” content, at every step of the process, as our employees, love to pamper our guests.
Placement
Oberoi hotel has been very well placed currently. Looking at the future prospects, we will continue to use the current placement strategy, which includes booking through third-party travel agents like Abercrombie & Kent and JetSetters. In the future, we would include third-part travel agents who specialize in providing luxury wellness travel packages, such as Absolute Travel and Health & Fitness travel. This will help us to reach the guests that are particularly looking for wellness and medical related care.
Promotion Keeping in mind the technological advancements expected in the next 10 years, The Oberoi Group will continue to convey beautiful stories through their communications and promotions. All digital platforms will be explored through the medium of Augmented Reality, each taking our potential guests on ‘virtual walks’ of various properties that they might like to experience in the future. Although the AR trend for hotels is still in its early stages, it will not be long before cutting-edge virtual environments will include the feel of ocean breezes or the scent of cooking food become mainstream. A gateway into the luxurious Universe of Oberoi, our potential guest will “virtually” walk through one of our luxury suites, exploring all the amenities and even taking in the sweeping view from the window. This will be highly apt for promoting our three new resorts, each providing a different environment, namely, a jungle safari, a private beach and the relaxing ambience of a wellness spa. In the future, AR technology will allow potential guests to explore rooms before they book. Travelers will be right there inside the room to see exactly what different sizes and floor plans are available. Potential guests may be persuaded to upgrade to a suite by seeing the additional amenities, incredible views and how spacious it is. They will also be able to customise their bedding, ambience, bar and snack counter products, toiletries, etc so that they feel at “home” when they get to our resorts. We will also embed AR content on our restaurant menus, enabling non-native guests to read it in their own language. Taking this a step further, a guest sitting in a hotel restaurant and will be able to get suggested drink pairings, read customer reviews and watch how the chef prepares the dish they’re considering ordering. In addition, opportunities for us to advertise other services will grow the longer a guest spends interacting with their app. Print Media Promotion. As per the trends, 10years down the line print media will still be very much prevalent. So we wanted to take this and add a sense of technology to it. Hence, we will be placing a small chip on a paper in the magazine and as the reader flips through the pages, the chip which is a 3D holographic one, will pop-up the advertisement of the location in a 3D experience.
Conclusion
We would like to conclude by saying, The Oberoi group should expand in the world’s most exclusive and untouched locations and keep-up with their strategy of being pan-Asian. As per the use of technology, we would suggest a concealed use in rooms and it should be used a promotional tool, for them to make their product easily accessible to their target market, as no technology would be able to replace human-to-human interaction.
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Appendix
International Luxury Hotels, Spas and Cruises
Heritage Hotels in India
INDONESIA •The Oberoi, Bali •The Oberoi, Lombok MAURITIUS •The Oberoi, Mauritius
•The Oberoi Rajvillas, Jaipur •The Oberoi Udayvillas, Udaipur •The Oberoi Amarvillas, Agra •The Oberoi Vanyavilas, Ranthambore •The Oberoi Sukhvilas Resort & Spa, New Chandigarh •The Oberoi Motor Vessel Vrinda, Backwaters, Kerala
SAUDI ARABIA •The Oberoi, Madina
Luxury Hotels and Spas in India
EGYPT •The Oberoi, Red Sea •The Oberoi Zahra, Luxury Nile Cruiser •The Oberoi Philae, Luxury Nile Cruiser UNITE D ARAB EMIRATES •The Oberoi Beach Resort, Al Zorah •The Oberoi, Dubai
•The Oberoi, Delhi •The Oberoi, Gurgaon •The Oberoi, Mumbai •The Oberoi Grand, Calcutta •The Oberoi Cecil, Shimla •Wildflower Hall, Shimla in the Himalayas
730 - Marketing of Luxury Goods Professor Alessandro Cannata Heta Patel, Sania Lakhani, Radhika Chopra