SSM TAJ

8/11/2019 SSM TAJ

1/15

Introduction to service sector:

The service industry forms a backbone of social and economic development of a region. It

has emerged as the largest and fastest-growing sectors in the world economy, making higher

contributions to the global output and employment. Its growth rate has been higher than that

of agriculture and manufacturing sectors. It is a large and most dynamic part of the Indianeconomy both in terms of employment potential and contribution to national income. It

covers a wide range of activities, such as trading, transportation and communication,

financial, real estate and business services, as well as community, social and personal

services. In India, services sector, as a whole, contributed as much as 68.6 per cent of the

overall average growth in gross domestic product (GDP) between the years 2002-03 and

2006-07.

The era of economic liberalisation has ushered in a rapid change in the service industry. As a

result, over the years, India is witnessing a transition from agriculture-based economy to a

knowledge-based economy. The knowledge economy creates, disseminates, and usesknowledge to enhance its growth and development. One of the major functional pillars of this

economy is Information Technology (IT) and IT-enabled services (ITeS) industry. The

'Department of Information Technology' has been making continuous efforts to make India a

front-runner in the age of Information revolution. IT continues to be a dominating sector in

the overall growth of the Indian industry. A large number of Indian software companies have

acquired international quality certification. Several policies have also been framed on the key

issues of IT infrastructure, electronic governance as well as IT education.

Another major and upcoming service industry has been media and entertainment. It isbasically an intellectual property-driven sector with small to large players spread throughout

the country. It covers film, music, radio, broadcast, television and live entertainment. It plays

a significant role in creating people's awareness about national policies and programmes by

providing information and education to all. The 'Ministry of Information and Broadcasting' is

responsible for formulation and administration of the rules, regulations and laws relating to

media industry. Besides, retailing has been one of the fastest growing service sector both in

terms of turnover and employment. Many national and global players have been investing in

the retail segment and are making all efforts to further expand the sector. Out of the total

retail outlets in the country, most of them are related to food items.

However, to supplement the achievements and meet the shortfalls in all the sub-sectors of the

service industry, travel and tourism sector has to be developed in a sustainable manner. Being

one of the largest industry in terms of gross revenue and foreign exchange earnings, it

stimulates growth and expansion in other economic sectors like agriculture, horticulture,

poultry, handicrafts, transportation, construction, etc. as well as gives momentum to growth

of service exports. It is a major contributor to the national integration process of the country

as well as preserver of natural and cultural environments. The 'Ministry of Tourism' has been

undertaking several policy measures and incentives so as to boost the sector such as the

announcement of the National Tourism Policy.

8/11/2019 SSM TAJ

2/15

Growth of service sector in India:

The service sector now accounts for more than half of India's GDP: 51.16 per cent in1998-99. This sector has gained at the expense of both the agricultural and industrial

sectors through the 1990s. The rise in the service sector's share in GDP marks a structural

shift in the Indian economy and takes it closer to the fundamentals of a developedeconomy (in the developed economies, the industrial and service sectors contribute a

major share in GDP while agriculture accounts for a relatively lower share).

The service sector's share has grown from 43.69 per cent in 1990-91 to 51.16 per cent in

1998-99. In contrast, the industrial sector's share in GDP has declined from 25.38 per cent

to 22.01 per cent in 1990-91 and 1998-99 respectively. The agricultural sector's share has

fallen from 30.93 per cent to 26.83 per cent in the respective years.

Some economists caution that if the service sector bypasses the industrial sector, economicgrowth can be distorted. They say that service sector growth must be supported by

proportionate growth of the industrial sector, otherwise the service sector grown will not

be sustainable. It is true that, in India, the service sector's contribution in GDP has sharply

risen and that of industry has fallen (as shown above). But, it is equally true that the

industrial sector too has grown, and grown quite impressively through the 1990s (except in

1998-99). Three times between 1993-94 and 1998-99, industry surpassed the growth rate

of GDP. Thus, the service sector has grown at a higher rate than industry which too has

grown more or less in tandem. The rise of the service sector therefore does not distort the

economy.

Within the services sector, the share of trade, hotels and restaurants increased from 12.52

per cent in 1990-91 to 15.68 per cent in 1998-99. The share of transport, storage and

communications has grown from 5.26 per cent to 7.61 per cent in the years under

reference. The share of construction has remained nearly the same during the period while

that of financing, insurance, real estate and business services has risen from 10.22 per cent

to 11.44 per cent.

The fact that the service sector now accounts for more than half the GDP probably marks a

watershed in the evolution of the Indian economy.

8/11/2019 SSM TAJ

3/15

Introduction to Hospitality Sector:

Hospitality is emerging as one of the biggest industries when it comes to employment. Today,

the term hospitality has gone beyond the borders of the hotel industry and has seeped into

almost every sector of business. Over the last few years the industry has undergone a

complete makeover and has become a crucial part of functioning of any company. If onelooks closely at sectors such as entertainment, education, and retail industries, hospitality

plays a major role in supporting these sectors.

Whether you are buying tickets for a latest movie, or booking seats for a flight, hospitality is

becoming the spine of business all across the globe. Being hospitable to clients is one of the

major areas where companies are focusing on. If one observes on a trip to restaurant, the

waiter comes over to ask if the food served was good and is open to feedback.

Another thing which is noticeable in India is that most of the hotels offer a tour of their

kitchen, which was never the case before. All these changes spell one thing---companies are

going one step further on being more people friendly. The industry has been changing and its

not just hotels and restaurants now. A lot of other industries such as transportation, real-

estate, hospitals, retail, banking, consultancy, education, theme parks and publishing houses

need to be hospitable. This is where the persons from the hospitality industry are being

required.

The hotel industry is a booming sector in India. It has apparently a shortage of over 0.125

million rooms across the country. The Economics Times reports that about 155 five star

hotels are under active development in various cities in the country, and this is expected to

bridge the huge gap. The figure does not include the economy hotels. Bangalore itself willsee 27 new hotels. 20 are coming up in Gurguaon.

Real estate from Uppal Group plans to develop seven luxury hotels. International hotel chain,

Marriott is planning to add 24 luxury hotels in the country. Panoramic Universal, a global

hospitality player, is going to launch for the hotels in India. Hotel chains like London based

Le Meridian, the Intercontinental group and Lemon Tree are keen to come to Hyderabad.

Coming to Kashmir, many new ventures of the hospitality sector are coming out. The Taj in

collaboration with the Saifco Cements is topping the list. Khyber Industries PVT Ltd is

coming up with its unique luxury hotel in World famous Gulmarg.

With a lot of hotels opening up in the country, India is being touted as the next destination for

the hospitality industry. According to figures from the World Travel and Tourism Council, by

2019, there would be 275 million jobs pertaining to the hospitality industry. Though there are

still opportunities in the west, a lot of jobs will be generated in countries which include

Brazil, Russia, India and China. The present and the future of the hospitality industry is in

these countries, says Mr. Mazurczak, Regional Admissions Director, Laureate Hospitality

Education Switzerland.

8/11/2019 SSM TAJ

4/15

Segmentation:

IHCL operate in the luxury, premium, mid-market and value segments of the market through

the following:

Luxury full-service hotels, resorts and palaces:

Taj is their flagship brand for the world's most discerning travellers seeking authentic

experiences given that luxury is a way of life to which they are accustomed. Spanning world-

renowned landmarks, modern business hotels, idyllic beach resorts, authentic Rajput palaces

and rustic safari lodges, each Taj hotel reinterprets the tradition of hospitality in a

refreshingly modern way to create unique experiences and lifelong memories.

Taj also encompasses a unique set of iconic properties rooted in history and tradition that

deliver truly unforgettable experiences. A collection of outstanding properties with strong

heritage as hotels or palaces which offer something more than great physical product and

exceptional service. This group is defined by the emotional and unique equity of its iconic

properties that are authentic, non- replicable with great potential to create memories and

stories.

Taj Exotica is their resort and spa brand found in the most exotic and relaxing locales of the

world. The properties are defined by the privacy and intimacy they provide. The hotels are

clearly differentiated by their product philosophy and service design. They are centered

around high end accommodation, intimacy and an environment that allows its guest

unrivalled comfort and privacy. They are defined by a sensibility of intimate design and by

their varied and eclectic culinary experiences, impeccable service and authentic Indian Spa

sanctuaries.

Taj Safaris are wildlife lodges that allow travellers to experience the unparalleled beauty of

the Indian jungle amidst luxurious surroundings. They offer India's first and only wildlife

luxury lodge circuit. Taj Safaris provide guests with the ultimate, interpretive, wild life

experience based on a proven sustainable ecotourism model.

Vivanta by Taj Hotels & Resorts span options for the work-hard-play-hard traveller across

metropolitan cities, other commercially important centres as well as some of the best-loved

vacation spots. Stylish & sophisticated, Vivanta by Taj delivers premium hotel experiences

with imagination, energy & efficiency. It's the flavour of contemporary luxury, laced with

cool informality and the charming Taj hospitality. Created for the cosmopolitan global

traveller and bon vivant, Vivanta by Taj Hotels & Resorts create experiences that will amuse,

invigorate & inspire you. Vivanta revels in a spirit that presents the normal with an

unexpected twist. Experiences which make you pause & appreciate the hidden beauty in life!

It challenges your expectations of a hotel and unfolds multiple layers of delight. Innovative

cuisine concepts, the smart use of technology & the challenge to constantly engage, energize

and relax you all add up to make Vivanta by Taj the new signature in hospitality.

8/11/2019 SSM TAJ

5/15

Upscale/Mid-Market Full Service Hotels and Resorts:

The Gateway Hotel is a pan-India network of hotels and resorts that offers business and

leisure travellers a hotel designed, keeping the modern nomad in mind. At the Gateway

Hotel, they believe in keeping things simple. This is why, their hotels are divided into 7

simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and Explore.

As travel often means more hassle than harmony, more stress than satisfaction, modern

travellers are looking for smarter choices. Driven by their passion for perfection, they

welcome their customers to a refreshingly enjoyable and hassle-free experience, anytime,

everywhere. Offering the highest consistency in quality, service and style they set new

standards and take the unwanted surprises out of traveling. Their warm welcomes make their

guests feel at home, away from home and their crisp and courteous service empowers them to

get more done with greater effectiveness and control. And through their unrivalled network

they provide service that is effortless, simple, never overwhelming, always warm.

Economy Hotels:

Ginger is IHCL's revolutionary concept in hospitality for the value segment. Intelligently

designed facilities, consistency and affordability are hallmarks of this brand targeted at

travellers who value simplicity and self-service. Launched in June 2004, the Smart Basics

concept created a revolution in the world of Indian hospitality. A GenNext category of hotels,

they signify simplicity, convenience, informality, style, warmth, modernity and affordability.

The concept was developed in association with renowned corporate strategy thinker, Dr C. K.

Prahalad, and the hotels have been indigenously designed and developed by IHCL.

The Ginger Hotels are built around a unique concept that provides facilities to meet the key

needs of today's traveller, at surprisingly affordable rates. They have created a new category

in the domestic hospitality landscape, while giving a major fillip to Indian tourism and other

ancillary industries. The primary objective behind the launch of these hotels is to provide a

superior product offering and consistent experience to travellers, beyond the present offerings

in the industry.

8/11/2019 SSM TAJ

6/15

7 Ps of Taj Mahal Hotel:

Product Element:

This gracious turn-of-the century hotel is located 32 km from the airport and minutes away

from Mumbai's commercial, shopping and banking districts. The Taj Mahal Hotel has an old-

world Heritage Wing and a contemporary Tower Wing. The hotel's premium suites have been

used by royals and Heads of State.

Taj believes that their core product is space. This space is supplemented with the services

they provide like the restaurants, health club, banquets, discotheque, bar, business centers etc.

Their other supplementary products also include travel arrangements, ticketing, airport pick-

ups, sightseeing etc. The hotels various other departments like the house keeping, front

office, food and beverage, room service and maintenance, all provide the supplementary

services to the customer.

Tower Wing Rooms: With easy access to the Business Centre, these contemporary rooms

offer guest amenities like Internet connectivity, 2-line speaker phones with international

direct dial facility and voice mail. Mini bar, personal safe, channel music and television with

satellite programmes. A complimentary in-room fax can be provided on request. Guests have

a choice of rooms that overlook the city or face the Gateway of India and the Arabian Sea.

Heritage Wing Rooms: These rooms are renowned for their architecture and exude an aura

of old-world elegance. Each corridor in this Wing resembles an art gallery, and the design,

dcor and furnishing ensure that no two rooms are alike. Guests have a choice of rooms that

overlook the city or pool or face the Gateway of India and the Arabian Sea.

Taj Club: Located on the top floors of the Heritage Wing, Taj Club is designed for the

discerning business traveler. Guest amenities and services include complimentary airport

limousine transfers, private check-in at the Club desk, in-room fax, personal safe, a

complimentary bottle of wine, valet service and complimentary deluxe Continental breakfast.

Taj Club guests can also enjoy complimentary tea/coffee throughout the day and cocktails

during the Cocktail Hour at the Club Lounge. Taj Club also offers guests exclusive Meeting

Rooms and a Business Service Unit on the Club Floor.

Suites: Choose from elegantly appointed Junior Suites, Executive Suites, tastefully decorated

Large Suites, newly renovated Luxury Suites or spacious, plush Grand Luxe Suites. The

finest suites at The Taj Mahal are the luxuriously appointed Presidential Suites. Each of these

suites is decorated with original paintings and antiques that transport guests into a world of

regal luxury and grandeur. Grand Luxe and Presidential Suite guests can also avail of a

personal Valet Service.

Broadband wireless Internet access at select Taj hotels:Now when you stay at select Taj

hotels in Mumbai (including The Taj Mahal Hotel), New Delhi, Kolkata, Chennai, Bangalore

and Hyderabad, you no longer need to be in your room or at the Business Centre to use the

Internet. Multiple 'hot spots' located across the hotels lets you get onto the Internet fromalmost any place in the hotel - quickly and without plugging in! What's more, there is a Cyber

Butler on call, should you need any assistance with getting connected.

8/11/2019 SSM TAJ

7/15

Facilities and Services: Swimming pool, fitness centre and spa, beauty parlour, barber shop,

travel desk, car rental, pastry shop, book shop, shopping arcade, currency exchange, doctor-

on-call and babysitting. Complimentary use of steam, Jacuzzi and gymnasium at the fitness

centre for all guests. Arrangements for golf, badminton, squash, billiards, tennis and table

tennis on request. 24-hour room service and laundry service

Place and Time:

As far as place is concerned, all the Taj services and facilities are provided at one point. To

ensure timely delivery of their services, they have set processes in place and in case of failure

or delay of service, they have built in contingencies and trained their staff to communicate the

delay to the customer in the right manner.

One of the incidents that Mr. Vivek Sah, the Training Manager at Taj provided us with to

explain this concept further is of the implementation of the contingency plan during the

breakdown of the elevator. In case of breakdown of the elevator, the Room Service makes

use of the elevator in the other wing to ensure timely delivery to the customer.

They also have complaint management systems where they encourage customer feedback.

Each of their feedback form is numbered and hence if any feedback form is missing, the staff

is held liable for it. This is to ensure that the management views every feedback form.

To ensure standadization in their services, they have Standard Operating Procedures (SOP),

e.g the food that is served in the restaurant will be of the same quality and taste at any given

day and time.

Process:

In order to ensure that the core product and the supplementary product is developed and

delivered in the right manner and at the right time, the hotel has formed certain set processes.

When the room is being prepared for customer check-in , the house-keeping department make

sure that all the room amenities are provided as per the check list. For e.g. certain room

amenities like 3 embroidered laundry bags, 2 closed slippers with logo, 2 shoe bags, etc. are

provided by The Taj Mahal Hotel.

Infact the processes are so specifically laid down that hotel staff are even advised on what to

say and what words to use while talking to a customer. The following example will illustratethis better. When a customer asks for something to be done instead of saying no problem,

the staff is taught to say most certainly.

The Taj Blueprint:

When the service provider comes in contact with the customer, he needs to surpass the

customers expectations, for which a blue print is made and followed by theservice provider,

in this case the Taj Mahal Hotel.

8/11/2019 SSM TAJ

8/15

Dinner Service Sequence

Procedure

1 Greet Guests Entrance Host(ess) / Manager

2 Smile using appropriatesalutation,correct posture,eye-

contact and guest name where

possible.

Entrance Host(ess) / Manager

3 Smoking/Non-smoking

preference to be confirmed.

Entrance Host(ess) / Manager

4 Assist guests to their seats. Restaurant Host(ess) / Manager

5 Unfold the napkins, ladies first Restaurant Captain

6 Suggest the Dinner buffet, and

describe the buffet highlights -

specials etc.

Table Captain / Manager

7 Present the food menu along

with the beverage list/ wine

menu, if A La Carte is desired

by the guest. Suggest daily

specials and advice non

availability`s, prior to food

orders.

Table Captain / Manager

8 Suggest bottled water and

offer wine by glass.

Table Captain

9 For wine service, appropriate

glassware to be present on the

table.

Table Captain / Server

10 For all orders, serve ladiesfirst


11 Clear plates accordingly

before guests return after

second helping from buffet.


12 For A La Carte orders, plates

to be cleared only after all

complete their meal.


13 Replenish the cuttlery Table Captain / Server

8/11/2019 SSM TAJ

9/15

accordingly.

14 Napkins to be folded neatly in

half and placed on the left

arm-chair, when guests leave

for second helping.


15 For A La Carte orders, offer

dessert menu and describle

items.


16 Offer tea / coffee after entre

and side plates are cleared.


17 Always maintain table top

clean, before resetting the

table


18 Place bill folder with cheque

on table for signature, as per

guest convinience


19 Thank all guests using their

names respectively.

Table Captain / Server / Host(ess) /

Manager

20 Bid farewell. Restaurant Captain / Server / Host(ess) /

Manager

21 Upon guest departure, clear

table immediately.


8/11/2019 SSM TAJ

10/15

People:

People here mean the customers, employees, management and the society. It is the final

customer who is to be satisfied and this can be done only with the help of the employees, who

are directed and guided by the management. In the end the final motive of Taj is to provide

consistently and relentlessly an Indian experience of warmth and hospitality by anticipating

and exceeding guest expectations. They also provide various customer services such as The

Taj Inner Circle Group, Taj Advantage and Taj Epicure.

In order to ensure the productivity of their employees they provide them with various

facilities such as medical help, consultation, traveling facilities, perks and bonuses. The

employers here each have their own lockers in which they keep their uniforms and other

belongings, they also have bunkers with small beds so that the employees working in shifts

can catch some sleep if need be.

In spite of the fact that human resources management is such an integral part of the service

industry of which hotels form a major part, its role has begun to be acknowledged only

recently. The Taj Group of Hotels is probably one of the first Indian hotel chains to have

recognised and respected the significance of HR in the hospitality industry. Says K S

Srinivasan, GM-corporate human resources, The Taj Mahal Hotel, Mumbai, Functions like

sales, marketing and HR are not hotel-specific, unlike those of chefs, housekeepers,

bartenders, stewards and the like. They are, in fact, common to all businesses.

He asserts that HR, as a function, is like a partner in the business in any organisation and not

a stand-alone function. It is the key to effective utilisation of the manpower that the hotel

industry is so dependent on. And the Indian hotel industry is among the most labour intensivesince the number of people serving guests is the maximum here. It is precisely for this reason

that the significance of HR requires to be appreciated.

It is not merely monetary rewards that employees seek today; the intriguing aspect is the

learning experience that the job promises. It is precisely with this very thought in mind that

the Taj Group of Hotels, a Tata enterprise and one of the oldest hotel chains in the country,

decided on a training programme for the operations trainees, explains Srinivasan.

Interactive sessions between the Taj management and the director of the Tata Institute of

Social Sciences (TISS), a Tata educational and research institution, led to an interesting and

comprehensive tailor-made course curriculum being chalked out. Thus was born the Taj

TISS HR Associate Programme, a one-year course comprising four modules that are

designed to give equal importance to and impart balanced knowledge of both the theoretical

and the practical aspects of all HR-related functions of the hotel industry.

After finalising the course details, the Taj made announcements about the course, offering

interested trainees with two to three years of work experience an opportunity to apply. The

response was encouraging and five trainees were shortlisted for the first batch of the training

programme.

8/11/2019 SSM TAJ

11/15

Promotion and Education:

They carry out their promotions by the means of calendars, monthly letter to their Inner

Circle Customers, informing them about their upcoming events and offers. Taj has television

advertisements on popular channels like CNBC, and print ads in magazines and newspapers.

Taj takes part in exhibitions like wherein they promote their holiday packages. They also

have special offers during the off-season etc. Also The Taj is the only hotel chain to

personify itself and in promotion campaigns and advertisements the Taj is often referred to as

She.

Physical Evidence:

The Taj Mahal Hotel was built in 1903. The architect was Sitaram Vaidya. It had a very

ethnic look to it, which kept up their image of providing an Indian experience of warmth and

hospitality. They realized that modernization is the name of the game and had The Taj

redesigned by Mr. Chambers, Mr. Wilkes and Mr. Bernard from Singapore.

Some of the recent renovations that have been carried out at the Taj are:

The exterior has been given a new and modern look while still retaining the old world charm

of the building.

The entrance has splendidly carved bronze and glass doors Soaring onyx columns stretch to a

luminous alabaster ceiling; while underfoot, rich hand-woven carpets set off a magnificent

floor painstakingly inlaid with semi-precious stones. The eclectic mix of western

contemporary style and traditional Indian motifs creates a veritable feast for thesense.

The city's most exclusive restaurant, The Zodaic Grill provides a graceful setting for an

intimate dining experience. Under a magnificent trompe l'oeil dome, they serve the finest

gourmet cuisine complemented by an extensive wine list, as a classically trained pianist

entertains patrons.

Price and Other User Costs:

Taj realizes that their prices are high and not affordable by all, but this is due to various

overheads that it incurs and the superior quality that it offers. For e.g. a roadside sandwich

seller sells his sandwich for Rs.10 as he has no overheads and has no quality standards tomaintain, like the quality of the bread and the vegetables. But at The Taj, they serve the best

quality and also incur overhead expenses.

Also the target audience that the Taj caters to are the ones who come to the Taj for its

ambience and world class standards, therefore they say that their prices are justified as they

help The Taj retain the exclusivity that it stands for.

8/11/2019 SSM TAJ

12/15

Dimensions of Quality:

Tangibles-

Appearance of physical facilities, equipment, personnel, and communication materials the

structure of Taj Hotels says all about it tangibility, its existence. The Taj Hotels has a various

combination of hotels around the world which speaks for themselves. The hotels are clearly

differentiated by their product philosophy and service design It has heritage structures which

have been converted into hotel which encompasses a unique set of iconic properties rooted in

history and tradition that deliver truly unforgettable experiences. A collection of outstanding

properties with strong heritage as hotels or palaces which offer something more than great

physical product and exceptional service.

The Taj as a hotel does not compare itself to only Indian hotels, but even with the hotels

internationally as it claims to have World Class Quality. In order to ensure that its inputs

are transformed into desired outputs, they provide extensive training to their employeesirrespective of the field they come from.

The Taj Mahal hotel has various quality tools to enhance quality. This involves every

department, as they have to make sure that the raw material as well as the finished product is

of top quality. At The Taj, it is the responsibility of the purchase department to make sure

that the raw materials are purchased at the Right Time, Right Place, Right Cost and from the

Right Source, in order to avoid any hindrances in their productivity and quality.

Taj has developed enormous credibility in terms of trustworthiness being the oldest brand of

hotels, with the reputation of being World class and honest service provider. Security,

Communication and understanding the customer psychology are special assets the Taj

management has mastered with time.

Responsiveness:

Willingness to help customers and provide prompt service

Taj gives a perfect example of responsiveness to any situation that arises. The 26/11 Attack

on the Taj president, Mumbai by terrorist shows how Taj is capable enough to handle various

situation. The way the whole staff of the Hotel worked as a team and the way they responded

immediately i.e. willing and spontaneously without have a second thought on their life which

itself was endangered, to the unforeseen or unexpected situation that arose and they helped

out their guest who were lodged in the hotel during the attack. The brave and courageous act

in order to guide and protect its guest and bring them to a place of safety without fearing for

their life shows how they much valued the life and safety of their valued guest.

8/11/2019 SSM TAJ

13/15

Assurance:

Knowledge and courtesy of employees and their ability to convey trust and confidence

The Management of Taj creates such a scenario and environment, which makes the guest feel

homely and quite comfortable during their stay.

the security at the hotel which assures their safety, the friendly attitude of the staff towards

their guest, the greetings from the doorman at the main gate, the warming welcome at the

reception with the approachable staff at your disposal whenever required. The helpful bell

boy who comes and greets you and take the responsibility of your baggage to be transfers the

same to your room. All this adds up to a sense of responsibility and assurity of the hotel

towards it guest.

The hotel has a room service facility, intercom system for any query, medical facility, also

suggestion form and feedback in order to improve their overall service performance. Thus, by

this they increase their trust and confidence of their guest.

Reliability:This is a measure of the degree of probability of the product delivering what has been

promised. This service should be performed with dependability, and as per its promise.

Taj gave a very good example of reliability during the 26/11 attack. A dozen staff which

could have escaped through the back exit during the attack stayed behind and tried to move

all the guests out of the hotel to a safe place. Some of the staffs selfless service even cost

their life. They felt a sense of loyalty to the hotel and as well as a sense of responsibility to

the guests too. Even the general manager who had lost his wife and children stayed behind to

help these guests.

Empathy:Caring, individualized attention the firm provides its customers Complimentary services

provided to their guest on their special occasion like providing cakes, champion, or wine

during occasion like birthdays, anniversary etc. Taking special care of its honeymoon special

couple, by providing additional facility with better rooms with great view and additional

service for them. Airport pick up for their guest. Providing special assistance to its guest to

organize private tour, providing car service.

8/11/2019 SSM TAJ

14/15

Case Study:

Introduction:

A number of factors contribute to the importance of environmental strategy and

management in hospitality industry. First, it represents a foremost part of the hospitality

and tourism industry, one of the largest global industries. Second, with the growth of

national and international tourism, the hospitality sector is assuming a higher public

profile and may increasingly attract the attention and scrutiny of community groups,

environmentalists and regulators. Third, more affluent consumers may increasingly

demand 'green' accommodation, and regulation may intensify for better waste disposal,

and improved water and energy conservation. The heightened interest in environmental

accountability will become the challenge of not only developing corporate environmental

objectives and strategies but also achieving effective implementation. One key to

effective implementation lies in the linkages between environmental strategies, corporate

accounting and management control functions. The study is an attempt to critically

review these linkages and find out the future possibilities. It elaborates on the eco-activities of The Orchid Mumbai and also specifies means of scaling up in future.

The Orchid: The First Ecotel in Asia:

Study shows that the Orchid commits towards Environmental Management so as to remain

leaders by-

Optimizing the use of resources such as energy, perishable food products, water, paintand paper.

Enhancing the practice of waste management, which is to reduce, reuse and recycle.

Implementing environmental awareness of suppliers, team members, guests and the local

community.

The Orchid, with an effort to stand out from the crowd has heightened its level by various

innovative eco-friendly inclusions-

The hotel is flanked by drip-irrigated greenery on either side, which reduces water use by

50%. The building is designed with rooms facing the atrium and not directly exposed to the

external elements thus reducing the heat load. The swimming pool is located on the rooftop

acting as an insulator from the heat. The cement used is Portland Pozzalana containing 15-

20% fly ash, as compared to Ordinary Portland Cement. Internal partitions are made from

fertilizer waste. All taps contain special aerators, which increase the water's force and reduce

outflow, saving water. Using these aerators, water is saved up to 50%. The Geberit concealed

cistern is used. Wastewater is recycled, treated and reused in areas like air- conditioning and

gardening. Energy efficient lamps are used. Attached to the air- conditioning system is the

tank to store cold energy during off-peak hours, which is then used during the peak hours

reducing compressor overloading and cutting power consumption. The heat generated from

the air conditioners provides hot water to the guestrooms, laundry, toilets and kitchen. Withinthe room the guest can participate in the energy conservation by pressing the eco-button on

the master control panel. Steps have been taken to reduce air pollution by installing air

8/11/2019 SSM TAJ

15/15

scrubbers in the boiler outlet connected with the chimney. The Orchid in its endeavor to

become a 'zero garbage' hotel has undertaken vermiculture composting on the hotel site.

Kitchen garbage is diverted to 9 bins built for the process. All paper products at The Orchid

contain at least 50% recycled content. Incoming packaging material has been reduced by

about 30%. Suppliers are regularly screened to ensure they fulfill the hotel's stringent

environmental criteria. Employees undergo a thorough environmental induction programmeto ensure their conduct conforms to the eco-sensitive culture of the hotel.

Conclusion:

To conclude, it could be said that the design and operation of a hotel facility can never

eliminate environmental impacts. Thus, the adoption of environmental values would require

a continual search for improvements on existing practices. The adoption of environmental

strategies as new trend or paradigm would offer opportunities for those early adopters and

those who seek to leverage it to their advantage. Thus, there would be an environmental

operation that would educate the surrounding community and achieve greater environmental

success through cooperation and increased market share.

SSM TAJ

Documents

Transcript of SSM TAJ