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    ITC Welcome Group 1

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    Debashish Bagg
    This document provides an overview of ITC Limited's hospitality business strategies. ITC operates several hotel brands across different price segments, including luxury brands like ITC Hotels and WelcomHotels/Sheraton, mid-scale brands like Fortune Hotels, and heritage brands like WelcomHeritage. The document discusses ITC's product, place, price, and promotion strategies for each brand and highlights observations. It also performs a SWOT analysis, identifying strengths like leveraging Indian heritage, weaknesses like diversification, opportunities like growth in tourism, and threats like new entrants. An appendix provides more details on ITC's hotel brands and their history of growth.

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    ITC Welcome Group 1

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    Debashish Bagg
    560 views54 pages
    This document provides an overview of ITC Limited's hospitality business strategies. ITC operates several hotel brands across different price segments, including luxury brands like ITC Hotels and WelcomHotels/Sheraton, mid-scale brands like Fortune Hotels, and heritage brands like WelcomHeritage. The document discusses ITC's product, place, price, and promotion strategies for each brand and highlights observations. It also performs a SWOT analysis, identifying strengths like leveraging Indian heritage, weaknesses like diversification, opportunities like growth in tourism, and threats like new entrants. An appendix provides more details on ITC's hotel brands and their history of growth.

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    This document provides an overview of ITC Limited's hospitality business strategies. ITC operates several hotel brands across different price segments, including luxury brands like ITC Hotels and WelcomHotels/Sheraton, mid-scale brands like Fortune Hotels, and heritage brands like WelcomHeritage. The document discusses ITC's product, place, price, and promotion strategies for each brand and highlights observations. It also performs a SWOT analysis, identifying strengths like leveraging Indian heritage, weaknesses like diversification, opportunities like growth in tourism, and threats like new entrants. An appendix provides more details on ITC's hotel brands and their history of growth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF or read online from Scribd
    Download as pdf
    560 views54 pages

    ITC Welcome Group 1

    Uploaded by

    Debashish Bagg
    This document provides an overview of ITC Limited's hospitality business strategies. ITC operates several hotel brands across different price segments, including luxury brands like ITC Hotels and WelcomHotels/Sheraton, mid-scale brands like Fortune Hotels, and heritage brands like WelcomHeritage. The document discusses ITC's product, place, price, and promotion strategies for each brand and highlights observations. It also performs a SWOT analysis, identifying strengths like leveraging Indian heritage, weaknesses like diversification, opportunities like growth in tourism, and threats like new entrants. An appendix provides more details on ITC's hotel brands and their history of growth.

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    i

    IT W LCO GROUP TC WEL OMG OU

    Under Gu U uidance of f
    Prof P Rajeev K Kamble

    Marke M eting Manag M gemen II nt


    Te II erm I PGPM 2010M -12

    Group Me G embers
    Debashish Bag D gg Ratnashree Tr R ripathi Saket Rathi S Sarita Chowdh S hary Vaibhav Garg V g 2010 0298 2010 0174 2010 0197 2010 0296 2010 0272

    ii

    Table of Contents
    Table of Contents .......................................................................................................................................... ii Table of Tables ........................................................................................................................................ vi Introduction ................................................................................................................................................... 1 Vision and Mission of ITC ........................................................................................................................... 2 The vision of ITC Limited .................................................................................................................... 2 The mission of ITC Limited.................................................................................................................. 2 ITCs corporate strategies are: .............................................................................................................. 2 Introduction to Hospitality business: ............................................................................................................ 3 Product Strategy:........................................................................................................................................... 3 Accommodation: ....................................................................................................................................... 3 ITC Hotels - Luxury Collection ............................................................................................................ 4 WelcomHotels/ Sheraton: ..................................................................................................................... 4 Fortune Hotels ....................................................................................................................................... 4 WelcomHeritage ................................................................................................................................... 4 Branded Cuisine .................................................................................................................................. 5 Spa Kaya Kalp ............................................................................................................................... 5 Meetings and Conferences .................................................................................................................... 5 Observations on product strategy:............................................................................................................. 6 Place Strategy: .............................................................................................................................................. 6 ITC Hotel Luxury Collection ............................................................................................................. 6 ITC WelcomHotels / Sheraton .............................................................................................................. 6 ITC Fortune hotels ................................................................................................................................ 6 WelcomHeritage ................................................................................................................................... 6 Booking ..................................................................................................................................................... 7 ITC Hotel Luxury Collection and ITC WelcomHotels / Sheraton..................................................... 7 Fortune Hotels:...................................................................................................................................... 7 WelcomHeritage: .................................................................................................................................. 7 Observations on Place Strategy: ............................................................................................................... 7 Price Strategy: ............................................................................................................................................... 8 Accommodation: ................................................................................................................................... 8 Branded Cuisine .................................................................................................................................... 8

    iii Kaya Kalp: ............................................................................................................................................ 8 Meetings and Conferences: ................................................................................................................... 8 Observations on pricing Strategy: ............................................................................................................. 9 Promotion Strategy: ...................................................................................................................................... 9 1. 2. 3. 4. 5. 6. 7. 8. WelcomBreak LUXURY GETAWAYS packages .............................................................. 10 The WelcomDiva: ....................................................................................................................... 11 WelcomZest Lounge: .................................................................................................................. 11 Loyalty and Award Program: ...................................................................................................... 11 Experience Certificates ............................................................................................................... 13 Awards: ....................................................................................................................................... 13 World Leaders:............................................................................................................................ 13 Branded Accommodation: .......................................................................................................... 14

    Observations on promotion strategy: ...................................................................................................... 14 SWOT Analysis: ......................................................................................................................................... 15 Strengths: ................................................................................................................................................ 15 1. 2. En cashing on Indian Heritage: ................................................................................................... 15 Demand supply gap:.................................................................................................................... 15

    Weakness: ............................................................................................................................................... 15 1. Diversification of business: ......................................................................................................... 15

    Threats: ................................................................................................................................................... 16 1. 2. Entry of Starwood Preferred Guest: ............................................................................................ 16 Existing local brand: ................................................................................................................... 16

    Customer segment not addressed/ Opportunities: ................................................................................... 16 1. 2. 3. Growth in tourism: ...................................................................................................................... 16 Religious Tourism:...................................................................................................................... 16 Catering Indian Markets: ............................................................................................................ 16

    Summary ..................................................................................................................................................... 16 Appendix-1: ITC WelcomGroup History ................................................................................................... vii History [4]: ............................................................................................................................................... vii Distinct brands: ...................................................................................................................................... viii ITC Kaya Kalp: .................................................................................................................................... ix ITC WelcomCuisine: ........................................................................................................................... ix

    iv Promotion of Indias Cultural Heritage: .................................................................................................. ix WelcomEnviron ........................................................................................................................................ x Appendix-2: ITC WelcomGroup hotels surveyed ....................................................................................... xi Jaipur:....................................................................................................................................................... xi Product Description: ............................................................................................................................ xi 1. 2. 3. Sheraton Rajputana Hotel, Jaipur [8]............................................................................................. xi Fortune Select Metropolitan, Jaipur [9] ......................................................................................... xi Fortune Park Bella Casa, Jaipur [9] .............................................................................................. xii

    Place: About Jaipur ............................................................................................................................. xii Price: ................................................................................................................................................... xii 1. 2. 3. Published Tariff for Sheraton Rajputana Hotel, Jaipur [8] ........................................................... xii Published Tariff for Fortune Select Metropolitan, Jaipur [9] .......................................................xiii Published Tariff for Fortune Park Bella Casa, Jaipur [9] ..............................................................xiii

    Jodhpur: ..................................................................................................................................................xiv Product Description: ...........................................................................................................................xiv 1. 2. WelcomHeritage Balsamand Lake Palace, Jodhpur [10] ..............................................................xiv WelcomHeritage Balsamand Garden Retreat, Jodhpur [9]...........................................................xiv

    Place: About Jodhpur .......................................................................................................................... xv Price: ................................................................................................................................................... xv 1. 2. Published Tariff for WelcomHeritage Balsamand Lake Palace, Jodhpur [10] .............................. xv Published Tariff for WelcomHeritage Balsamand Garden Retreat, Jodhpur [10]......................... xv

    Hyderabad: ..............................................................................................................................................xvi Product Description: ...........................................................................................................................xvi 1. 2. 3. 4. ITC Hotel Kakatiya Sheraton, Hyderabad [7] ..............................................................................xvi Fortune Select Manohar, Hyderabad [9].......................................................................................xvi Fortune Park Vallabha, Hyderabad [9] .........................................................................................xvi WelcomHeritage Pragati Resorts, Hyderabad [10] ...................................................................... xvii

    Place: About Hyderabad .................................................................................................................... xvii Price: ................................................................................................................................................. xviii 1. 2. 3. Published Tariff for ITC Hotel Kakatiya Sheraton, Hyderabad [7]............................................ xviii Published Tariff for Fortune Select Manohar, Hyderabad [9] .................................................... xviii Published Tariff for Fortune Park Vallabha, Hyderabad [9] ...................................................... xviii

    v 4. Published Tariff for WelcomHeritage Pragati Resorts, Hyderabad [10] .......................................xix

    Visakhapatnam:.......................................................................................................................................xix Product Description: ...........................................................................................................................xix 1. 2. Group Grand Bay, Visakhapatnam [8] .........................................................................................xix Fortune Inn Sree Kanya, Visakhapatnam [9].................................................................................xx

    Place: About Visakhapatnam ...............................................................................................................xx Price: ...................................................................................................................................................xxi 1. 2. Published Tariff for Grand Bay, Visakhapatnam [7] ....................................................................xxi Published Tariff for Fortune Inn Sree Kanya, Visakhapatnam [9] ...............................................xxi

    Delhi: ......................................................................................................................................................xxi Product Description: ...........................................................................................................................xxi 1. 2. 3. 4. 5. ITC Maurya, New Delhi [7] .........................................................................................................xxi Sheraton New Delhi Hotel [8] ..................................................................................................... xxii Fortune Select Global, Gurgaon [9]............................................................................................. xxii Fortune Select Excalibur, Gurgaon [9] ....................................................................................... xxiii Fortune Inn Grazia, Noida [9] .................................................................................................... xxiii

    Place: About Delhi ............................................................................................................................ xxiv Price: ................................................................................................................................................. xxiv 1. 2. 3. 4. 5. Published Tariff for ITC Maurya, New Delhi [7] ....................................................................... xxiv Published Tariff for Fortune Sheraton New Delhi Hotel [7] ....................................................... xxv Published Tariff for Fortune Select Global, Gurgaon [9] ............................................................ xxv Published Tariff for Fortune Select Excalibur, Gurgaon [9] ....................................................... xxv Published Tariff for Fortune Inn Grazia, Noida [9] .................................................................... xxvi

    Mumbai: ................................................................................................................................................ xxvi Product Description: ......................................................................................................................... xxvi 1. 2. 3. 4. ITC Maratha, Mumbai [7] .......................................................................................................... xxvi ITC Grand Central, Mumbai [7] ................................................................................................. xxvi Fortune Select Exotica, Navi Mumbai [9] ................................................................................. xxvii Fortune Park LakeCity, Thane [9] ............................................................................................. xxvii

    Place: About Mumbai ..................................................................................................................... xxviii Price: ............................................................................................................................................... xxviii 1. Published Tariff for ITC Maratha, Mumbai [7] ........................................................................ xxviii

    vi 2. 3. 4. Published Tariff for ITC Grand Central, Mumbai [7] .............................................................. xxviii Published Tariff for Fortune Select Exotica, Navi Mumbai [9] ................................................. xxix Published Tariff for Fortune Park LakeCity, Thane [9] ............................................................. xxix

    Kolkata: .................................................................................................................................................. xxx Product Description: .......................................................................................................................... xxx 1. 2. ITC Sonar, Kolkata [7] ................................................................................................................ xxx Fortune Park Panchwati, Kolkata [9]........................................................................................... xxx

    Place: About Kolkata ........................................................................................................................ xxxi Price: ................................................................................................................................................. xxxi 1. 2. Published Tariff for ITC Sonar, Kolkata [7] ............................................................................... xxxi Published Tariff for Fortune Park Panchwati, Kolkata [9] ......................................................... xxxi

    Appendix-3 ITC WelcomGroup Rooms and their price points .............................................................. xxxiii Appendix-4: Promotion strategies .......................................................................................................... xxxiv Appendix-5: References.......................................................................................................................... xxxvi

    Table of Tables
    Table 1: Hotel categories ITC WelcomGroup .............................................................................................. 3 Table 2: Match of hotel category to customer segment ................................................................................ 3 Table 3: Hotel category Fortune Hotels ..................................................................................................... 4 Table 4: Pricing strategy ............................................................................................................................... 9 Table 5: Different promotion strategy of ITC WelcomGroup [13.3] ............................................................. 10 Table 6: Loyalty Programmes of ITC WelcomGroup ................................................................................ 11 Table 7: Different award program designed by ITC WelcomGroup for its customers............................... 12 Table 8: Branded Accommodations............................................................................................................ 14 Table 9: Price points for rooms across ITC WelcomGroup .................................................................... xxxiii Table 10: Promotion strategies of ITC WelcomGroup ........................................................................... xxxiv

    Introduction
    ITC WelcomGroup is a part of a much diversified ITC Group of companies which ventured into hospitality business on 1975 with its first hotel at Chennai named ITC Welcomgroup Hotel Chola. ITC Welcomgroup Hotels, Palaces and Resorts, today stands as India's second largest hotel chain with over 100 hotels. Headquartered at the ITC Green Centre in Gurgaon, of New Delhi, ITC Welcomgroup is also the exclusive franchisee of The Luxury Collection brand of Starwood Hotels and Resorts in India. ITC Hotels is also regularly voted amongst the best employers in Asia in the hospitality sector. ITC Welcome group have always made it a point to create hotels on theme that gels with the most prominent dynasty that ruled that area. This is to keep up with the diversity of India, it has also has diversified into different hotel categories to satisfy and attract different customer base. The ITC WelcomHotels Luxury collection has orient itself to high profile travelers and luxury travelers so has established itself in all the major tier 1 cities and also provides its service at a price point that is more oriented to the same. Data attached in Appendix 2 shows that all the location of Luxury collection hotels are situated in vicinity of the domestic or international airport so as to cater to foreign tourists of high-end professional or personal fliers. The second category of hotels that is the ITC WelcomHotels \ Sheratons are directed to a lesser high profile customers, so are located in most promising Tier 2 cities like Visakhapatnam, Jaipur or where the brand of disposable income is more wider than that is served by the Luxury set of hotels. ITC Sheraton also starts addressing business opportunities like business meetings or trade fare etc. Third category i.e. ITC Fortune Group of hotel and resorts are more of an economic set of hotel that are mushroomed around more tier 2 cities or on the outskirts of the cities where the previous categories already exist and they cater to more economic set of corporate meetings and also for more economic set of travelling executives. These hotels also address the tourist of the same economic band. This group also has a set of Resorts that are to address location that are more tourism oriented. The last set of hotels is WelcomHeritage group that are more oriented towards tourism and also to domestic interstate travelers. This group has about 75 hotels in it making it first among the group in terms of numbers but the study shows that this is also the cheapest of the categories of hotels that ITC runs. These hotels are also mushrooms across all the historic tourism centers. The following report discusses the marketing strategy that is implemented by ITC WelcomGroup in the hospitality sector in terms of the product, price, place and promotion. It also tries to analyze the effectiveness of these strategies.

    Vision and Mission of ITC


    ITC WelcomGroup of hotels is a part of the larger ITC group which is a well-diversified company having interest in FMCG, Agri Business, Paperboards and Packaging, Hotels and Information Technology.

    The vision of ITC Limited


    Sustain ITC's position as one of Indias most valuable corporations through world class performance, creating growing value for the Indian economy and the Companys stakeholders"

    The mission of ITC Limited


    To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value ITC is a board-managed professional company, committed to creating enduring value for the shareholder and for the nation. It has a rich organizational culture rooted in its core values of respect for people and belief in empowerment. Its philosophy of all-round value creation is backed by strong corporate governance policies and systems.

    ITCs corporate strategies are:


    Create multiple drivers of growth by developing a portfolio of world class businesses that best matches organizational capability with opportunities in domestic and export markets. Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards & Packaging, Agri-Business and Information Technology. Benchmark the health of each business comprehensively across the criteria of Market Standing, Profitability and Internal Vitality. Ensure that each of its businesses is world class and internationally competitive. Enhance the competitive power of the portfolio through synergies derived by blending the diverse skills and capabilities residing in ITCs various businesses. Create distributed leadership within the organization by nurturing talented and focused top management teams for each of the businesses. Continuously strengthen and refine Corporate Governance processes and systems to catalyze the entrepreneurial energies of management by striking the golden balance between executive freedom and the need for effective control and accountability.

    As part of its expansion strategy, ITC Limited forayed into the hospitality sector by acquiring a hotel in Chennai and rechristened it ITC Welcomgroup Hotel Chola in 1975.

    Introduction to Hospitality business:


    The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. ITC Limited understood the requirements of the hospitality sector in general and the prospective customers in particular and identified various target groups among the customers. It has identified various offerings under which it operates: 1. 2. 3. 4. Accommodation Cuisine WelcomCuisine Spa Kaya Kalp Meetings & Events

    Product Strategy:
    Product is an offering that a business offers to satisfy the needs of the consumer. ITC WelcomGroup has designed various products to serve various target groups. The group has broadly divided its guests as business and leisure guests. It has designed its products keeping in mind the discreet demand of each type of traveler.Also it takes care of the in-city guests, corporate requirements etc.

    Accommodation:
    Accommodation is the most important offering of the ITC WelcomGroup. It offers various categories of accommodation and is able to serve various demand segments. The various properties of ITC WelcomGroup have been categorized into: Table 1: Hotel categories ITC WelcomGroup Brand ITC Hotel: Luxury Collection WelcomHotels/ Sheraton Fortune Hotels WelcomHeritage Category Luxury Upper Upscale Upscale midscale Heritage Positioning Mansions of Luxury Passion for Quality Promise of True Value Unique Experience

    Various customer segments addressed by each type of product offering: Table 2: Match of hotel category to customer segment Hotel Category ITC Hotels Luxury Collection Customer Segment addressed Luxuries break seeking customers, Also for frequent flyers on different

    4 airlines, sometimes to host annual meetings of companies etc. This are also centers for services like Kaya Kalp and Branded cuisines. This is similar to the luxury hotels but is at a lesser price point and also at more number of places than being concentrated at metros at in ITC Hotels Luxury Collections. Smaller breaks or annual, semiannual meeting of corporate bodies, also used for travelling professionals, has tie-ups with corporate bodies for the same History tourist so is targeted at historical places and monuments, also associated with different tourism related bodies.

    ITC WelcomHotels / Sheraton ITC Fortune hotels Welcome Heritage

    ITC Hotels - Luxury Collection is super deluxe and premium hotels located at strategic business and
    leisure locations. These sets of hotels are a result of collaboration among ITC-Welcomgroup and Starwood Hotels & Resorts in 1997.

    WelcomHotels/ Sheraton: Hotels have been aligned under the renowned Sheraton brand, offering
    warm, comforting services to the global traveler. The WelcomHotels are designed to cater to the discerning business and leisure traveler offering five-star hospitality.

    Fortune Hotels offer full service properties all over India, including smaller towns and cities, ideal for
    the budget traveler. Fortune Hotels operates mid-market to upscale properties in the first-class, fullservice business hotel segment all over India, in major metros, mini metros, state capitals and business towns, promising business and leisure travelers a wide choice of destinations and accommodation. Fortune hotels serve under various offerings i.e. Table 3: Hotel category Fortune Hotels Brand Fortune Select Fortune Park Fortune Inn Fortune Resort Category Upscale 4+ to 5 star Business Hotels 3 to 4 star Full Service Hotel Limited food and Beverage Upscale & Mid-market Location Key business locations in metros and non-metros & leisure locations Metros and non-metro cities Metros and non-metro cities Popular holiday locations and leisure

    WelcomHeritage brings together a chain of palaces, forts, havelis and resorts that offer a unique
    experience. WelcomHeritage endeavors to preserve ancient royal homes and the historical Indian grandeur and opulence for the future Indian generations. Refer to Appendix 1 for more details on history and distinct brands of ITC WelcomGroup.

    Branded Cuisine
    Cuisines are an integral part of hospitality business. Without quality and delicious cuisines, one cannot survive in the business. Apart from that it acts as a powerful medium to attract travelers to choose their stay. Also it helps to cater the in-city guests. ITC WelcomGroup endeavors to provide some of the finest cuisines of the land along with specialties of various countries and continents. Its offerings are made according to different cuisines, cultures and themes to provide specialties from the same tradition in one place. The various brands under its offering are 1. The Bukhara and Peshawari restaurants: The restaurant provides epicures the rugged, outdoor cuisine and the 1000 year culinary adventure of the Northwest Frontier Province. 2. The Dakshin: It brings together the highly evolved cuisines of the four southern statesAndhra Pradesh, Karnataka, Tamil Nadu and Kerala. 3. Dum Pukht: It is a unique restaurant dedicated to a 200-year old culinary tradition of slow cooking food, in sealed deghs. The fragrance of the meal becomes an invitation befitting royalty. 4. Kebab & Kurries: It is an exclusive Indian restaurant showcasing scrumptious and heritage cuisine. It captures the originality and evolution of multiple cooking styles in a comfortable and earthy ambience. 5. Pan Asian: It provides a gateway to the exquisite culinary experiences of the Far Eastern world. It is designed to invite interaction between the guests and our chefs. Its cheerful ambience includes live kitchens, beautifully dressed display counters, sushi and sashimi bars and table-top barbeque pits. It serves the finest of Chinese, Japanese, Korean, Thai, Malaysian and Mongolian cuisines. 6. West View: It brings careful selection of the most exquisite flavors from the Western world. A unique dining experience, it encourages one to design his/her own meal, paired of course, with the finest selection of wines and beverages. 7. Edo: A restaurant and bar based on the Japanese theme where they attempt to provide the distinct and vibrant Japanese after our culture. Apart from these, many properties offer regional cuisines which are particular to that region.

    Spa Kaya Kalp


    Kaya Kalp is a spa which provides Indian traditional treatment and western style therapies effectively integrated into an experience that is relaxing, rejuvenating and rebalancing to each person on a soul level. It also provides an array of hair and beauty services. It promises to deliver a journey of relaxation and rejuvenation through a world of regal luxury and pampering. A Spa is a special offering designed to enhance luxury quotient of the premium Luxury segment and upper upscale hotels. This facility is only available at The Luxury collection and WelcomGroup / Sheraton hotels Meetings and Conferences ITC WelcomGroup provides facilities for arranging meeting and conferences at all the major business hubs across the country on its properties. It allows one to concentrate upon on other things in ones business trip by arranging the conference in lines to the requirements that are mentioned. It is an integral and important offering in a business hotel.

    6 This is a prominent offering in the Fortune Hotels. Also halls, banquets and pool side space are made available in the Luxury collection, WelcomGroup / Sheraton and WelcomHeritage hotels for events.

    Observations on product strategy:


    In Hospitality business customer needs and past experience plays the most important part in selecting the service offering. ITC WelcomGroup has a very effective product width, line and depth to cater varied needs of the customers. It endeavors to capture the rising demand for rooms under the luxury and business segments. The company has been effectively down stretching through Fortune brand. It has been able to maintain points of parity and at the same time create point of difference through its services and product features. It emphasizes on the delivery of world class services and experience to its customers through branded cuisine, positioning of its various properties and customized stay. It thus is able to transform intangible services into concrete benefits and a well-defined experience. The group is able to provide excellent quality as it has its own management training institute where it trains its employees to world standards.

    Place Strategy:
    ITC WelcomGroup has identified various locations prominently travelled by different types of travelers and accordingly placed its properties in these places. Some locations are of significant importance in terms to both tourism and business while others are significant for either type. Tourism locations can be further divided into adventure, religious, natural, hill locations. ITC WelcomGroup operates different set of hotel to meet the requirements of different set of customers. The properties are significantly placed in these business and tourist locations and also in terms of proximity to railway stations, airports, key business locations, tourist spots etc. ITC Hotel Luxury Collection [7] specifically targets luxury segment. They are situated at strategic business locations and central tourist locations such as Mumbai, New Delhi, Bengaluru, Kolkata, Hyderabad and Agra. Also they are located in proximity to the most posh or key business locations but away from the hustle and disturbance of the city. For example ITC Maratha is located at Sahar. ITC WelcomHotels / Sheraton [8] are the set of hotels that are a sandwich between ITC Hotels- Luxury collection and ITC Fortune Hotel at the other end. They are mainly situated at major non metro strategic business or tourist location. They are situated at Jaipur, Chennai, New Delhi, Vadodara, Visakhapatnam, and Aurangabad. ITC Fortune hotels [9] are more oriented to serve business travelers and hosting business meeting and accordingly placed and promoted. It also serves to tourists. They are located in key locations at various metro and non-metro cities having proximity to business hubs. They are also at multiple locations in same city also. These are situated at Ahmedabad, Bengaluru, Chennai, Gurgaon, Jaipur, Hyderabad, Pune, Indore, Jammu, Kolkata, Ludhiana, Thane, Vapi, Visakhapatnam, Gandhinagar, Jamshedpur, Lavasa, Pune, Trivandrum, Vijayawada, Andaman, Darjeeling, Goa, Madurai, Mussoorrie, Ooty, and Tirupati. WelcomHeritage [10] as the name suggests, caters to tourism business and thus situated at tourist locations. It mainly caters to the history tourist. It also caters to religious tourism (Varanasi, Amritsar, Ropar) and Adventure tourism(SawaiMadhopur, Corbett National Park, Kanha, Bandhavgarh, etc.).Thus significant number of properties is located mainly at places of historical importance and in historical

    7 buildings (Jaipur, Balsamand(Jodhpur), Chiitorgarh, Udaipur, Bijaynagar, Phalodi, Khimsar, Nagaur, Mount Abu, Bikaner, Ranakpur, Hansi, Ramgarh,Palampur, ooty, Shimla, Nainital, Jorhat, Darjeeling, etc.)

    Booking
    The group follows different platforms to book various hotel brands. Those are: ITC Hotel Luxury Collection and ITC WelcomHotels / Sheraton: For accommodation only. 1. Online booking facility through its own website www.itcwelcomgroup.in and www.starwoodhotels.com, Email and WelcomNet ITC WelcomGroup Hotels Instant reservation system on telephone. 2. Through business partners (Program WelcomLink). Those who channelize bookings from the customers to the group and acts as a facilitator and middleman. These are generally tour operators, individuals, etc. 3. Through Travel partners (Travel agencies, booking agents) [17] on third party booking sites like HolidayIQ, ClearTrip, Hotels, Expedia, Booking, TravelGuru etc. 4. Through corporate accounts. This channel is specific for corporate bookings. Fortune Hotels: The facilities are for accommodation and Conference and Meetings. 1. Online booking facility through own website FortuneHotels, Email and ITC WelcomGroup Hotels Instant reservation system on telephone. 2. Through business partners (Program WelcomLink). Those who channelize bookings from the customers to the group and acts as a facilitator and middleman. These are generally tour operators, individuals, etc. 3. Through Travel partners (Travel agencies, booking agents) [9, 17] on Fortune Hotel website. Also various third party booking sites like HolidayIQ, Cleartrip, Hotels, Expedia, Booking, TravelGuru etc. 4. Through corporate accounts. This channel is specific for corporate bookings. WelcomHeritage: The facilities are for accommodation only. 1. Online booking facility through own website WelcomHeritage hotels, Email and ITC WelcomGroup Hotels Instant reservation system on telephone. 2. Through Travel partners (Travel agencies, booking agents, Tour planners) [10, 17] on Fortune Hotel website. Also various third party booking sites like HolidayIQ, Cleartrip, Hotels, Expedia, Booking, TravelGuru etc.

    Observations on Place Strategy:


    The various properties are rightly placed according to their positioning and their target customers. It has presence in all business destinations and majority of famous and important tourist destinations. For international representation it has partnered with with Sabre, Worldspan, Amadeus and Apollo/ Galilio. Most of the competitors though existing in the similar location ITC have been able to keep up with the competition around as most of the hotels seem to have a minimum of 30 days of booking time for availability. There is a considerable increase in religious tourism and medical tourism, so more properties may be acquired / managed in those locations under WelcomHeritage.

    8 The internet reservation system is primarily for the booking of the accommodations. This facility may be extended for the restaurants which serve branded cuisines and KayaKalp for all brands. Currently for these telephonic or in-person reservation is done.

    Price Strategy:
    Pricing is a very important strategy in hospitality business. On one hand price is a gauge by which customer takes an estimate of the level and quality of service to be provided in the luxury segment and on the other hand it acts as a differentiator for selection in the case of budget hotels. Also pricing at right price points is very important so that the product remain in consideration for the decision. In hospitality business pricing of different products fluctuates due to seasonal demand of the facilities. Broadly pricing is on the basis of peak time pricing (done during the season) and non-peak pricing (followed during off-season). Further pricing depends upon type of customer, like normal customers or for special customers (corporate, regular customers, business partners, etc.). Pricing also depends upon the type and level of services required by the customer. Pricing strategy is different for properties catering to different segments of customers. For example business hotels generally operate on the concept of BAR (best available rates/fares) which changes on the daily basis. Strategies used by ITC WelcomGroup for various offerings are: Accommodation: Different Peak and non Peak prices. 1. Differential Pricing: Pricing is based on the customers type, services required, availability of accommodation, and duration of stay. 2. Discounts on usage of other offerings: Discounts are offered on usage of branded cuisines, kayakalp etc. 3. Special pricing: Special prices are offered below the BAR rates to some specific type of customers like corporate accounts, travel partners, business partners, tour planners etc. 4. Off Season discounts and packages:Various discounts are offered in off season and special packages are made available on special prices (bundling) Branded Cuisine 1. Menu Price: Price charged on the basis of standard prices. 2. Discounts: Offered when usage or clubbed with certain schemes or the same is offered under accommodation package. 3. Special Pricing: Offered under packages (prices included in onetime payment). Kaya Kalp: 1. Menu Price: Price charged on the basis of standard prices. 2. Discounts: Offered when usage or clubbed with certain schemes or the same is offered under accommodation package. 3. Special Pricing: Offered under package or bundle (prices included in onetime payment). Meetings and Conferences: Priced on standard prices but adjustments made for corporates of regular service takers.

    9 Appendix-3 ITC WelcomGroup Rooms and their price points also details about the different hotels and the price at which different suits at the respective hotel are available. We find that there is a distinction in the rate charged depending on the type of hotel on the location and also on different promotion strategy that is operational in that particular location. The WelcomHeritage group of hotel seems to have a set of rooms that are specific to that location as we see that they vary from a garden room at an end and poolside room at the other end. Many of the rooms are also customized to a specific location like Mauryan to Delhi, Rajputana, Thikana to Jaipur etc. A more detailed data regarding the same is presented in Appendix-2: ITC WelcomGroup hotels surveyed. The main focus of the industry is to maintain the occupancy ratio and therefore special discounts are available on internet bookings, early bookings, and extended stay. A few of such offers by ITC WelcomGroup are tabulated: Table 4: Pricing strategy

    Your daily internet only rates: Fully prepaid - non-cancellable rate. Available only on the Internet Book 14 days in advance: Special prices for rooms starting from Rs 7000. Book 21 days in advance: Special prices for rooms starting from Rs 7000. Book 30 days in advance: Special prices for rooms starting from Rs 4500. Stay for 4-6 nights to enjoy a very special rate Stay for 7-15 nights to enjoy a very special rate: Both the above are available at rates greater than 7000.

    Observations on pricing Strategy:


    The pricing strategy is well formulated and as per industry practices. The strategy to not go beyond BAR sets a standard and anchors the image of the ITC WelcomGroup as a quality service provider. The differential pricing and peak and non-peak rates enable it to adjust to supply demand scenario. Bundling and special package pricing also enables to increase occupancy ratio and increase the usage of cuisines and spa. Due care has been taken to maintain product quality leadership, managing price quality inferences, and elasticity of demand of various facilities. It also takes care of the promotional pricing and offers special event pricing on special events like winter offers etc.

    Promotion Strategy:
    The promotion strategy of the ITC WelcomGroup revolves around to maximize the positive experience at its properties. It promotes itself as a provider of traditional Indian hospitality combined with

    10 globally benchmarked services to discerning traveler. It claims to provide the warmth of luxury as 'Nobody gives you India like we do'. For this it has introduced varied concepts such as 1. WelcomBreak LUXURY GETAWAYS packages, WelcomBreak LUXURY GETAWAYS packages wherein it arranges for short stay at its properties along with discounted usage of various cuisines and spa. Table 5: Different promotion strategy of ITC WelcomGroup [13.3]

    Mini Breaks: Be our guest in your own city - Book a night's stay over weekends to experience unraveled luxury. (1-2 day stay)

    Short Break: Take a Short Break to experience a world of warmth and comfort at ITC-Welcomgroup Hotels (2-3 days stay)

    Culinary Breaks: Reinforce the experience of dining in an unparalleled range of branded and specialty restaurants

    Kaya Kalp Spa Breaks Book Kaya Kalp Spa Breaks at ITC-Welcomgroup Hotels to treat yourself to exquisite pampering with our widest selection of services, invigorating Spa treatments and soothing therapies that delight you

    Moments of luxury with your loved one on a 2 night getaway as sparkling wine and flowers awaits ones arrival. Inclusions: Room & Breakfast(in room) for 2 adults, Sparkling wine & flowers on arrival

    11

    Sneak away to a Sheraton near you to discover a whole new world of comfort Inclusions: Daily breakfast, 3pm late checkout subject to availability.

    2. The WelcomDiva: The group also promotes itself on the social media like Facebook, Twitter, FlickR and YouTube by The WelcomDiva online hostess which gives updates on the latest events, sweepstakes and exclusive offers and keeps the customers connected any time anywhere. 3. WelcomZest Lounge: To harness the power of internet it has started WelcomZest Lounge, an official blog site where new introductions, specialties and customers experiences are shared. Also it has portion where the head of ITC WelcomGroup, Mr. NakulAnand shares his vision and endeavors to deliver newer and excellent experience to customers on their stay at the properties. The group thrives itself to maintain benchmarks and earn accolades and prestigious awards for various services it provides. 4. Loyalty and Award Program: The group also has some loyalty programs which are aimed to get business from regular business providers and also regular customers and to increase brand loyalty. It is an incentive to the customer. It also runs some award programs which encourages the customers to use more offerings Table 6: Loyalty Programmes of ITC WelcomGroup The WelcomAward programme recognizes your needs as a business traveler and through its strategic alliances with travel partners, endeavors to build a rewarding relationship with you. As a WelcomAward member you earn 'Stars' on every aspect of your business trip. Partners: Air India, Jet Airlines, Fly Kingfisher, Hidesign, WLS Welcomlink, designed exclusively to recognize and reward our business partners who channelise bookings into ITC-Welcomgroup Hotels. As a WelcomLink Member, you can earn points for every materialised room night you book at participating hotels. These points can be redeemed for an array of exciting rewards from luxury getaways & fine dining to travel privileges, home furnishings, lifestyle apparel and much more, your choice is limitless.. Partners: Hidesign, Miss Players, John Players, WLS, Flora 2000, Sodexo, Lifestyle Culinary Plus One of the rewards of this membership is the pleasure of dining at ITCWelcomgroup hotels, a journey that encompasses a wide choice of cuisine from across the globe. As a member you enjoy attractive savings when you dine &

    12 entertain with the Culinary Plus Card. Partners: Bukhara, Peshawri, Dakshin, Dawn Pukht, Dublin, Pan Asian, My Humble House, Kebobs and Kurrys Table 7: Different award program designed by ITC WelcomGroup for its customers Bi- Monthly Promotion for Jet Privilege Members Every time a Jet Privilege member checks-in at a participating Fortune Hotels he/she earns double JP miles per eligible stay and a complimentary upgrade to Fortune Club Room. Offer valid till Nov'10 Boarding Cards Delight Promotion Entitles 15% discount on Food & Beverages at the participating Fortune Hotels on presenting Jet Airways/JetKonnect/JetLite boarding pass at the time of check-in. Offer valid till Nov'10 JetPrivilege Programme: Every time a JetPrivilege member stays at any of the participating Fortune hotels, he or she is eligible to earn 250 JP Miles in his or her account. WelcomAward has earned the distinction of being India's premier and most powerful frequent guest programme. The WelcomAward programme recognizes the needs of a business traveller and through its strategic alliances with travel partners, endeavors to build a rewarding relationship with them. A WelcomAward member earns 'Stars' on every aspect of his or her business trip. For details, log on to www.itcwelcomgroup.in/welcomaward WelcomLink, Indias most popular lifestyle rewards programme, designed exclusively to recognize and reward our business partners who channelize bookings into ITC-Welcomgroup Hotels. A WelcomLink Member can earn points for every materialized room night booked at the participating hotels. These points can be redeemed for an array of exciting rewards from luxury getaways & fine dining to travel privileges, home furnishings, and lifestyle apparel and much more, choice is limitless. For details, log on to www.itcwelcomgroup.in/welcomlink An exclusive offer for Culinary Plus members which entitles them to a 15% discount on food & soft beverages at Fortune Hotels. Executive Travel Value Plan (ETVP) is a comprehensive and value filled offering for organizations with multi-destination travel needs. Through this plan, company executives can enjoy special room rates at nearly 100 participating ITC-Welcomgroup hotels, while traveling on business or leisure. It also offers a host of unique benefits encompassing significant discounts on principal services such as Food & Beverages, Laundry, Telecommunications, Business Centre Services and more. Fortune Holidays: Fortubenefits at leisure destinations namely Darjeeling, Ooty, Port Blair, Tirupati, Jamne Summer & Winter holiday packages with discounted rates and other mu, Madurai, Jaipur, Kolkata, Lavasa ,Mussoorie& Goa.

    13

    King Club Programme: Every time a King Club member stays at any of the participating Fortune hotels, he or she is eligible to earn 250 King Miles in his or her account. An exclusive offer for the Club Wills members. The offer entitles Club Wills members to a 25% discount on rack rates at Fortune hotels. Offer valid till 30th September 2010. MasterCard SME Promotion: The Business Collections Programme with MasterCard entitles the Business/Corporate MasterCard Card members to 20% discount on rack rates at Fortune hotels. When they pay with their MasterCard card Offer is valid till 30th June 2010. Barclays Bank Weekend Offer: An exclusive offer for Barclays Bank Platinum Card members that entitles them to enjoy 50% discount on weekend stays and buffet lunch at participating Fortune Hotels. The offer is for up to 4 persons at a time and valid till 30th June 2010. Visa Commercial Offer: The offer entitles the Visa Commercial card holders a discount of 20% on rack rates and complimentary breakfast across all Fortune Hotels if they pay from their visa commercial card. Offer valid till February 2011.

    5. Experience Certificates ITC-Welcomgroup Experience Certificates can be utilized against a host of services at their Hotels for stay, fine dining experiences, Kaya Kalp Spa services to business center & telecommunication services. Experience Certificates can also be used for Corporate Gifting, recognition, rewarding or motivating employees. 6. Awards: The group thrives itself to maintain benchmarks and earn accolades and prestigious awards for various services it provides. For example:
    1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Kaya Kalp - The Royal Spa at ITC Mughal, Agra wins Best City Spa Award 2010 ITC Mughal , Agra wins Wild Asia Responsible Tourism Award - 2009 Hillary Clinton says ITC Green Centre is a Monument to the future, ITC Limited, July 19, 2009 BUKHARA - Best Indian Restaurant in the World - 2007 & Best Restaurant in Asia 2007 British Safety Councils Sword of Honour Thrice ISO 14001 certification for its Environment Management Systems Golden Peacock Environment Management Award for 2001 Best Luxury Hotel of the Year 2002 Aga Khan Award for Architecture International Golden Fork Award. 11. Superbrand

    7. World Leaders:

    14 The group also gets promoted by hosting many world leaders, state heads and business tycoons. It not only promotes the group on the parameters of service excellence but also on the safety needs of the travelers. 8. Branded Accommodation: ITC-Welcomgroup has pioneered the concept of "Branded Accommodation" in the hospitality industry. Branding led to the creation of separate categories of rooms, each with a different service design, aimed at different target segments. The different room categories were branded Executive Club, The Towers and lately, ITC One. It introduced the concept of a hotel within a hotel. Table 8: Branded Accommodations Category Corporate Hospitality Corporate Hospitality Corporate Hospitality Single Lady Traveler Brand ITC One Towers Executive Club EVA Positioning Power of Personal Space Hotel within a Hotel The Business Traveler Celebrating the Lady Business Traveler

    5. WelcomTheatre: The ITC WelcomGroup promotes itself by promotion of Indias cultural heritage. It operates WelcomTheatre, which provides quality entertainment and theatrical experience by displaying Indias art, culture and tradition. Each hotel has its own vast collection of art and art objects and it brand all its art activities under the banner WelcomArt. Through the Srishti Art Galleries located at Welcomgroup hotels, the best of Indian contemporary art finds a focus. 6. WelcomEnviron: The group by its initiative WelcomEnviron demonstrates its active commitment to the environment. It also showcases to the society itself as a concerned corporate citizen. Apart from these it promotes itself by advertisements on various travel magazines, travel sites, introducing special packages and having theme hotels like Palaces, resorts, homes, forts, mansions and jungle safari. 7. Apart from these it promotes itself by advertisements on various travel magazines, travel sites, introducing special packages and having theme hotels like Palaces, resorts, homes, forts, mansions and jungle safari. Above all these programs it also has winter promotions [13] for certain hotels.

    Observations on promotion strategy:


    The promotion strategy is well designed around the luxury segment and middle upscale segment. It does very well in managing positive image among the customers. It does not promote itself to the leisure tourists particularly the WelcomHeritage. It offers special packages in this segment but no specific promotion scheme is built to cater this. There are many promotional schemes that been provided by ITC Welcomgroup to attract their customer base. Classifying the customers to existing and new customers: 1. The old customers are offered Experience certificates and special rates on continuation programs. Thought there is no specific mention of special ITC cards or such which is being favored by some of the competitors ITCs promotion with partnership with Jet Airways, VISA, MasterCard have done enough to make its customers to stick to this brand.

    15 2. ITCs timely move into social networking and promotion segment that consists of facebook, twitter and other are useful to promote daily happenings at ITC from a new celebrity guest to a Christmas celebration. 3. Facebook by ITC WelcomGroup is basically used to promote its daily events so that they are able to promote the lifestyle as a whole package. The group has also being promotion on YouTube by uploading its rating videos by different TVs like NDTV etc. 4. There are different winter and summer promotional programs separately for different hotels and different location that are updated on the website. 5. There are also price reduction and promotion through internet and phone booking. Its also says the availability of respective rooms. 6. The group also gives out awards, culinary plus for the existing package to increase sales. 7. The group also helps in arrangement of the meetings and business on giving the basic required entries of the customers are able to concentrate on other works. 8. It also operates WelcomArt, WelcomTheatre and WelcomEnviron to promote the group. 9. The group also has been going green and also appointing physically challenged people at comparable position displaying its corporate and social responsibility thus promoting the brand value.

    SWOT Analysis:
    Strengths:
    1. En cashing on Indian Heritage: ITC WelcomGroup has been en-cashing mainly on the Indian heritage and modeling every possible thing of the hotel in accordance to the dynasty that has most ruled that particular area. Also Indian tourism growing at an exponential rate this could be a great strength. 2. Demand supply gap: Indian hotel industry is currently facing a mismatch between the demand and supply of rooms leading to higher room rates and occupancy levels.With 95,000 odd rooms in the country, the size of the hotel industry represents an abysmal figure for India' s size and growth prospects. Though new capacities are expected to come in the next five years demand will outpace supply in the short to medium term.

    Weakness:
    1. Diversification of business: ITC WelcomGroup and its parent group are both diversified and managing a more diversified is always a problem when compared to a group under a single banner. It is also a fact that most of the hotels owned by ITC Welcome group are in collaboration with domestic or international players and in terms of collaboration expansion and other strategies cannot be taken soon.

    16

    Threats:
    1. Entry of Starwood Preferred Guest: With Starwood Preferred Guest entering Indian market with all its variants (Hotel line) starting from La Meridian, Fi Loft, Westin, Four points, Elements , St Regies and W hotels existence and growth of ITC welcome group would be a question. 2. Existing local brand: Local players that used to do to run nonprofit hotel individually are expanding and are turning themselves into low cost players of the hospitality business. They have links to the local vehicle association for pickup and drop as required. Being established at the local level they are more dynamic and accommodating. When ITC needs us to book hotel rooms in advance of 30 to 45 days these local players provide such facilities on the stop and are normally empty also they being in conscience with the local transport systems are eating into market share of Heritage group.

    Customer segment not addressed/ Opportunities:


    1. Growth in tourism: Growth in the tourism sector is expanding to a demand of 50,000 rooms in every two to three years. His growth rate is being sustained by ITC be expanding its properties in the areas that is available. Plans of expansion at Mumbai and Delhi is also declared in a press release this year. [] 2. Religious Tourism: Religious tourism forms a large part of interstate tourism and it happens in surges depending on the time of year and location in consideration. ITC dont address this segment where as many of the local players encash. There seems to be one or no hotels or resort that has been aligned this cause. Many of the location like Tirupathi, Visakhapatnam have a few hotels that are not oriented to this cause and at other location like Shiridi, Sabarimalai donot even have a resort that can cater to this tourism. Where as many nonprofit organization like Bharat Sevashram Sangha caters to this tourism. 3. Catering Indian Markets: India being a developing country the amount of people that fly is much smaller portion of people that travel by road and train. ITC has partnerships [17] with Sabre, Worldspan, Amadeus and Apollo/ Galilio but is not a partner of Indian Railways nor are they partners with the local tourism like state tourism board of central tourism board to promote their possible sales. Though it has to be taken into consideration that these travelers may budget to that equal to that of Heritage group only.

    Summary
    To summaries ITC WelcomGroup which is a part of ITC Group of companies ventured into hospitality business on 1975 with its first hotel at Chennai named ITC Welcomgroup Hotel Chola. ITC Welcome group have always made it a point to create hotels on theme that gels with the most prominent dynasty that ruled that area. This is to keep up with the diversity of India, it has also has diversified into different hotel categories to satisfy and attract different customer base.

    17 The ITC WelcomHotels Luxury collection has orient itself to high profile travelers and luxury travelers so has established itself in all the major tier 1 cities and also provides its service at a price point that is more oriented to the same. The second category of hotels that is the ITC WelcomHotels \ Sheratons are directed to a lesser high profile customers, so are located in most promising Tier 2 cities like Visakhapatnam, Jaipur or where the brand of disposable income is more wider than that is served by the Luxury set of hotels. ITC Sheraton also starts addressing business opportunities like business meetings or trade fare etc. Third category i.e. ITC Fortune Group of hotel and resorts are more of a economic set of hotel that are mushroomed around more tier 2 cities or on the outskirts of the cities where the previous categories already exist and they cater to more economic set of corporate meetings and also for more economic set of travelling executives. These hotels also address the tourist of the same economic band. This group also has a set of Resorts that are to address location that are more tourism oriented. The last set of hotels is WelcomHeritage group that are more oriented towards tourism and also to domestic interstate travelers. This group has about 75 hotels in it making it first among the group in terms of numbers but the study shows that this is also the cheapest of the categories of hotels that ITC runs. These hotels are also mushrooms across all the historic tourism centers. ITC has also made it a point to keep price and place strategy complement its product and promotion strategy is formulated and dynamically monitored and altered to suit the demands of the customer and their preferences. Facebook, twitters are social networking sites where ITC has made its presence to as to get its customers to know their day to day changes in promotional offers and their lifestyle in the hotels.

    vii

    Appendix-1: ITC WelcomGroup History


    ITC Welcomgroup Hotels, Palaces and Resorts is India's second largest hotel chain with over 100 hotels [1]. Based out of Hotels Division Headquarters at the ITC Green Centre in Gurgaon, of New Delhi, ITC Welcome group is also the exclusive franchisee of The Luxury Collection brand of Starwood Hotels and Resorts in India.ITC Hotels is regularly voted amongst the best employers in Asia in the hospitality sector [2].

    History [4]:
    ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. As the Company's ownership progressively Indianised, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'. The Companys beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company. ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house. In October 18, 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then the ITC-Welcomgroup brand has become synonymous with Indian hospitality. With over 100 hotels in more than 80 destinations, ITC-Welcomgroup has set new standards of excellence in the hotel industry in Accommodation, Cuisine, Environment and Guest Safety.[1],[5] A leader in the premium hospitality segment, ITC-Welcomgroup Hotels have had the privilege of hosting world leaders, Heads of State and discerning guests from across the world and within.[3],[5] As one of India's most dynamic hospitality chains, ITC-Welcomgroup has set standards for excellence in the hotel industry by pioneering the concept of branded accommodation. The chain has developed three brands of accommodation ITC One', 'Towers' and the 'Executive Club' to differentiate between the needs of various travelers and provide high levels of service.

    viii First to introduce branded cuisine, its restaurants Bukhara, Dakshin and DumPukht are renowned for their delicious and authentic Indian cuisines from the different regions of India. ITC-Welcomgroup also showcases international cuisine in its specialty restaurants West View and Pan Asian. ITC-Welcomgroup has strategically customized its hotels and appropriately categorized them to fulfill the service and budgetary needs of travelers. With its exclusive strategic tie up with Starwood for its top of the line premium brand the 'Luxury Collection', the group is strengthening its international marketing stance. ITC-Welcomgroup was also instrumental in bringing the 'Sheraton' brand to India, with which it enjoyed a three-decade exclusive partnership.

    Distinct brands:
    Perhaps in the topmost rung of Indias hospitality business, ITC-Welcomgroups properties are classified under four distinct brands.
    1.

    ITC Hotels - Luxury Collection:

    In 2007, ITC-Welcomgroup entered a new phase in its collaboration with Starwood Hotels & Resorts. ITC-Welcomgroup now has an exclusive tie-up with Starwood in bringing its premium brand, the 'Luxury Collection', to India. These are super deluxe and premium hotels located at strategic business and leisure locations. The seven hotels which are part of this collection are: ITC Maurya in Delhi, ITC Maratha in Mumbai, ITC Sonar in Kolkata, ITC Grand Central in Mumbai, ITC Windsor & ITC Royal Gardenia in Bengaluru, ITC Kakatiya in Hyderabad and ITC Mughal in Agra.
    2.

    WelcomHotels | Sheraton:

    Four of our Hotels have been aligned under the renowned Sheraton brand, offering warm, comforting services to the global traveler. Three WelcomHotels are designed to cater to the discerning business and leisure traveler offering five-star hospitality. WelcomHotels offer five-star hospitality for the discerning business and leisure traveler. Currently there are three hotels under this brand namely, WelcomHotel Rama International Aurangabad, WelcomHotel Vadodara and WelcomHotel Grand Bay Vishakhapatnam. Four other ITC-Welcomgroup Sheraton Hotels Sheraton Rajputana Hotel Jaipur, Sheraton Chola Hotel Chennai, Sheraton Park Hotel and Towers, Chennai and Sheraton New Delhi offer warm, comforting services to the global traveler and a chance to connect.
    3.

    Fortune Hotels:

    Fortune Hotels operates mid-market to upscale properties in the first-class, full-service business hotel segment all over India, in major metros, mini metros, state capitals and business towns, promising business and leisure travelers a wide choice of destinations and accommodation. Fortune Hotels currently has hotels operating in Ahmedabad, Chennai, Darjeeling, Gurgaon, Indore, Jaipur, Jammu, Jamshedpur, Kolkata, Ludhiana, Madurai, Navi Mumbai, Ooty, Port Blair, Pune, Tirupati, Trivandrum, Vapi, Vijayawada, Vishakhapatnam, Hyderabad, Lavasa, Noida, Manipal, Bengaluru, Mussoorie, Goa, Thane & Gandhinagar, while several more hotels are expected to be commissioned soon in other key locations in India.
    4.

    WelcomHeritage

    WelcomHeritage brings together a chain of palaces, forts, havelis and resorts that offer a unique experience. WelcomHeritage endeavors to preserve ancient royal homes and the historical Indian

    ix grandeur and opulence for the future Indian generations. WelcomHeritage provides a fine range of hotel services inside these architectural legacies present in Rajasthan, Madhya Pradesh, Uttarakhand, Himachal Pradesh, Jammu & Kashmir, West Bengal, Karnataka, Tamil Nadu, Punjab, Haryana, Assam, Sikkim, Meghalaya, Arunachal Pradesh, Uttar Pradesh, Maharastra, Kerala, Andhra Pradesh and Puducherry.

    ITC Kaya Kalp:


    Kaya Kalp a Sanskrit word meaning Rejuvenation of mind, body and soul. Indias culture lies at the heart of the Indian experience. Journey through this majestic land of ancient customs and rituals, and recapture the spiritual and medicinal legacies that have been handed down through the centuries. Indias rich cultural, spiritual and ancient traditions are intertwined throughout our treatment menu with healing stones, soothing music and the healing hands of the therapists that will be effectively integrated into an experience that is relaxing, rejuvenating and rebalancing to each person on a soul level. Kaya Kalp [11] also offers western style therapies using luxurious products that are natural but deliver the desired effects, and an array of hair and beauty services. The spas luxurious interior designs will start your sensory journey as soon as you enter with a delightful aroma and relaxing surroundings, you will walk into a haven of peace, tranquility with unparallel luxury. A visit promises to deliver a journey of relaxation and rejuvenation through a world of regal luxury and pampering

    ITC WelcomCuisine:
    The cuisine [12] has been inspired by the essence of North West frontier (Afghanistan, and the Northwest part of pre independence India) tradition, of camaraderie around the warm glow of a campfire succulent tandoori fare, low on oil and high on authenticity. The food is cooked in clay ovens or tandoor in the traditional style of the Indian North-West Frontier region. A unique concept, the restaurant offers a sophisticated yet totally ethnic experience where the kitchen is part of the restaurant. The decor comprises stonewalls and flooring, hung with Bukhara carpets. Roughhewn trestle tables and wooden stools complete the rugged look. Copper pots and urns are suspended from the ceiling and pillars; the crockery is earthenware in an earthy ochre color, while the menu is painted on a block of wood. The haunt of every celebrity passing through, the restaurants have played host to Crowned heads, Heads of State and famous personalities from all over the world. Reveling in the most delicious kababs found anywhere in the world

    Promotion of Indias Cultural Heritage:


    WelcomTheatre was launched eight years ago, to provide guests with a complete experience through entertainment. Acknowledging theatre and art as integral to a countrys culture and tradition, Welcomgroup offers Quality entertainment & theatrical experiences through WelcomTheatre. While each hotel has its own vast collection of art and art objects, the group decided to brand all art activities, under the banner WelcomArt. Through the Srishti Art Galleries located at Welcomgroup hotels, the best of Indian contemporary art finds a focus. WelcomJawan In re-deploying ex-servicemen it assists the national effort by offering a platform for their rehabilitation into productive civilian life.

    x WelcomEnviron WelcomEnviron defines Welcomgroups active commitment to the environment. The need for maintaining an ecological balance and working towards that goal as a concerned "Corporate Citizen" is a high priority at Welcomgroup. Each hotel thus operates in harmony with nature. "Reduce, Re-use and Recycle" is the Environmental message sent out by every ITC-Welcomgroup hotel.

    WelcomEnviron
    ITC- Welcomgroup is actively committed to the environment.[6] As responsible corporate citizens, we recognize our commitment towards maintaining a greener and healthier environment. WelcomEnviron is our vision for a green world. Its a multi-faceted programme started in order to propagate environmental causes in the cities where ITC-Welomgroups hotels are located. The guiding principle is Reduce, Reuse and Recycle. Each hotel has its own programme, encompassing local participation, creating awareness among employees and internal conservation through energy-saving gadgets and environment-friendly material. Our guests are also encouraged to be a part of our campaign, Give back as much as you take from the environment.

    xi

    Appendix-2: ITC WelcomGroup hotels surveyed


    Jaipur:
    Product Description:

    1. Sheraton Rajputana Hotel, Jaipur [8]


    Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: Sheraton Rajputana Hotel, Jaipur ITC WelcomHotels / Sheraton Near Railway station Business and Leisure Hotel Palace Road, Jaipur 302006, Rajasthan, India, Tel : (91)(141) 5100100 Fax : (91)(141) 5102102 216 Rooms Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): Railway station: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: 1 kms. starts from INR 14,500 Fortune Select Metropolitan, Jaipur ITC Fortune Hotels Near Railway station Business Hotel Near Nehru Sahkar Bhawan, C- scheme, Bais Godam Circle, Jaipur-302001, Tel: 91-141-3988442 / 3099020Fax: 91-141-3099099. 90 well appointed rooms which include 49 Standard Rooms, 35 Fortune Club Rooms and 6 Suites. Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): Railway station: City Centre: Price: 1 kms. starts from INR 4,500 10 kms. 2 kms. 14 kms. 5 kms.

    2. Fortune Select Metropolitan, Jaipur [9]

    xii

    3. Fortune Park Bella Casa, Jaipur [9]


    Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: Fortune Park Bella Casa, Jaipur ITC Fortune Resort Near Airport Business Hotel Cityplex 1, Ashram Marg, Tonk Road, Jaipur - 302018 Tel: 0141-2720532, 3988444, Fax: 0141-2720533. Standard Rooms and Fortune Club Rooms. Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): Railway station: City Centre: Price: .5 kms. starts from INR 9,000 5 minutes. 15 minutes.

    Place: About Jaipur Surrounded by rugged hills, crowned with numerous forts and encircled by embattled walls, the charming city of Jaipur lures tourists from all over the world. With the stunning backdrop of majestic forts and monuments, Jaipur is a city that never fails to amaze its tourists. The colourful city of Jaipur is popularly known as the Pink City and derives its name from the name of its founder, Maharaja Jai Singh II. Jaipur is a treasure trove of magnificent palaces, forts, and temples testimony to the royal grandeur. Its forts and monuments narrate stories of gallantry of Rajput rulers of the bygone era. Some of the must behold places are Hawa Mahal, City Palace, Jantar Mantar, Central Museum, Nahargarh, Jaigarh, Amber, Maota Lake, Jaipur Museum, Albert Museum, Sisodia Rani Park, Lakshmi Narain Temple, Birla Mandir Planetarium, Kanak Vrindavan, The Rajmahal Palace etc. Besides, Jaipur doesnt fail to delight the tourists on their shopping spree. Enjoy a royal and memorable holiday in Jaipur, the memories of which you will cherish throughout your life. Price:

    1. Published Tariff for Sheraton Rajputana Hotel, Jaipur [8]


    Room Type Executive Club Rajputana Chambers* Rajputana Royale* Thikana Suite* INR Single 14,500 16,500 20,000 30,000 Double 15,500 17,500 21,000

    xiii Presidential Suite* Note: 1. 10% Luxury Tax on Published FIT Tariff. 2. Rates are subject to change without notice. 3. Taxes and service charges applicable extra. 4. Above rates are valid until further advice. *Inclusive of Buffet Breakfast & Club Hours. 80,000

    2. Published Tariff for Fortune Select Metropolitan, Jaipur [9]


    Room Type Standard Room* Fortune Club * Fortune Club Superior * Suite Note: 1. 2. 3. 4. INR Single/Double 4,500 (5,499) 5,500 (6,499) 7,000 10,000

    Rates in the bracket are the actual rates and that outside are best available rates Rates are subject to change without notice. Taxes and service charges applicable extra. Above rates are valid until further advice.

    *Inclusive of Buffet Breakfast & Club Hours.

    3. Published Tariff for Fortune Park Bella Casa, Jaipur [9]


    Room Type Standard Room Fortune Club INR Single/ Double 9,000 10,000

    Note: 1. Rates are subject to change without notice.


    2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.

    xiv

    Jodhpur:
    Product Description:

    1. WelcomHeritage Balsamand Lake Palace, Jodhpur [10]


    Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: WelcomHeritage Balsamand Lake Palace WelcomHeritage Near Railway station Leisure Hotel Mandore Road, Jodhpur, Rajasthan, India,Tel: (91) (291) 2572321-27, Fax: (91) (291) 2571240 10 luxurious and charming Palace suites Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): Railway station: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: 6 kms. starts from INR 17,000 WelcomHeritage Balsamand Garden Retreat, Jaipur WelcomHeritage Near Railway station Leisure Hotel Mandore Road, Jodhpur, Rajasthan, India, Tel: (91) (291) 2572321-27, Fax: (91) (291) 2571240. 26 Garden Rooms. Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): Railway station: City Centre: Price: 6 kms. starts from INR 6,200 11 kms. 8 kms. 11 kms. 8 kms.

    2. WelcomHeritage Balsamand Garden Retreat, Jodhpur [9]

    xv Place: About Jodhpur Jodhpur, erstwhile capital of the kingdom of Marwar, had a chequered history replete with tales of valour and strife, romance and culture. The city was founded by Rao Jodha, Chief of the Rathore clan of the Rajputs in 1459 who shifted there from Mandore. He built the first structure of the majestic Mehrangarh Fort, towering over the city from atop a 150m cliff, which several generations added to, making the Fort a sprawling edifice that grew in size and stature over time. Rao Jodha also fortified the old city which is surrounded by a 10 km high stone wall along with eight gates. In the early 16th century, Rao Jodha's descendant, Rao Ganga Singh and Rana Sangha, the great warrior king of Marwar were enjoined in a battle against the invading Mughal Emperor Babar. While this and many other battles and skirmishes continued over successive years, a tentative truce was called during the reign of Babur's grandson Akbar. While its location in the trade routes made it a major trading centre in the 16th century, present-day Jodhpur is best known for the skills it honed and retained in its textile, crafts and furniture traditions. Price:

    1. Published Tariff for WelcomHeritage Balsamand Lake Palace, Jodhpur [10]


    Room Type Regal Suite * Note: 1. 5 - 8 % Luxury Tax on Published FIT Tariff. 2. Rates are subject to change without notice. 3. Taxes and service charges applicable extra. 4. Above rates are valid until further advice. *Inclusive of Buffet Breakfast & Club Hours. INR Single 17,000 Double

    2. Published Tariff for WelcomHeritage Balsamand Garden Retreat, Jodhpur [10]


    Room Type Garden Rooms* Note: 1. 5 - 8 % Luxury Tax on Published FIT Tariff. 2. Rates are subject to change without notice. 3. Taxes and service charges applicable extra. *Inclusive of Buffet Breakfast. INR Single 6,200 Double 7,000

    xvi

    Hyderabad:
    Product Description:

    1. ITC Hotel Kakatiya Sheraton, Hyderabad [7]


    Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: ITC Hotel Kakatiya Sheraton, Hyderabad ITC Hotels luxury collection Near Airport Business and Leisure Hotel 6-3-1187, Begumpet, Hyderabad-500016, India. 190 Rooms Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): Railway station: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: 2 kms. starts from INR 14,000 Fortune Select Manohar, Hyderabad ITC Fortune Hotels Near Railway station Business Hotel Begumpet Airport exit road, Begumpet, Hyderabad - 500016, Andhra Pradesh. 76 Standard Rooms, 31 Fortune Club rooms, 8 Fortune Club Superior rooms, 6 Deluxe Suite and 3 Luxury Suites. Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): Railway station: City Centre: Price: Name: Category: 1 kms. starts from INR 4,250 Fortune Park Vallabha, Hyderabad ITC Fortune Hotels 35 kms. 3 kms. 1 kms. 7 kms.

    2. Fortune Select Manohar, Hyderabad [9]

    3. Fortune Park Vallabha, Hyderabad [9]

    xvii Location: Type: Hotel Address: Total Rooms: Features: Accessibility: Near Railway station Business Hotel Plot 515, road no. 12, Banjara Hills - 500034, Hyderabad, Andhra Pradesh. 68 rooms including 34 Standard Rooms, 30 Fortune Club Rooms, and 4 Suites. Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): 35 kms.

    Railway station Secendrabad: 13 kms. Railway station Hyderabad: City Centre: Price: Name: Category: Location: Type: Hotel Address: 6 kms. starts from INR 5,000 WelcomHeritage Pragati Resorts, Hyder abad WelcomHeritage Near Railway station Herbal Resort Chilkur Balaji Temple Road, Produttur Village, Shankarpalli Mandal, R. R. Dist, Hyderabad, Andhra Pradesh, India. Tel: (91) (8417) 224111 to 13, Fax: (91) (8417) 224127. Cottages - 34, Executive Room - 40, Executive Suite - 8. Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): 43 kms. 06 kms.

    4. WelcomHeritage Pragati Resorts, Hyderabad [10]

    Total Rooms: Features: Accessibility:

    Railway station Secendrabad: 52 kms. Railway station Hyderabad: City Centre: Price: 45 kms. starts from INR 3,000 41 kms.

    Place: About Hyderabad Hyderabad is a city that has now become an Information Technology hub. Hyderabad is known for its rich history of the Nizams rule. The city has more than 400 years of history preserved in its heritage monuments, mosques, minarets and museums. The city offers some of the most enigmatic places for the tourists. These are the Charminar, Golconda fort and Buddha Statue. Besides this is the Hussain Sagar

    xviii Lake pulls people all the year round. The city is famous also because many adorable places are situated around the city. Some of them are Osman and Shilparamam which comprise of stunning sites. Handloom Fabrics, Hyderabadi Lacquered Bangles, Lambadi Mirror-work, Handicrafts, Kondapalli toys bidri metal craft, gun metal craft, stone carvings, wood carvings, brassware, Pembarthi sheet metal art, Nirmal art are some of the things the city is famous for. Hyderabad is well wired with the rest of the country as it has both well developed airport and railhead. Price:

    1. Published Tariff for ITC Hotel Kakatiya Sheraton, Hyderabad [7]


    Room Type ITC One* The Towers* Executive Club Luxury Suite* Presidential Suite* Note: 2. 5% Luxury Tax on Published FIT Tariff. 3. Rates are subject to change without notice. 4. Taxes and service charges applicable extra. 8. Above rates are valid until further advice. *Inclusive of Buffet Breakfast & Club Hours. INR Single 26,000 19,000 14,000 45,000 70,000 Double 27,500 20,500 15,500

    2. Published Tariff for Fortune Select Manohar, Hyderabad [9]


    Room Type Standard Room* Fortune Club + Airport pickup* Suit + Airport Transports Note: 5. Rates are subject to change without notice. 6. Taxes and service charges applicable extra. 7. Above rates are valid until further advice. *Inclusive of Buffet Breakfast & Club Hours. INR Single/Double 4,250 6,500 8,000

    3. Published Tariff for Fortune Park Vallabha, Hyderabad [9]


    Room Type INR

    xix Single/ Double Standard Room Fortune Club Suite* 5,000 6,500 10,000

    Note: 5. Rates are subject to change without notice. 6. Taxes and service charges applicable extra. 7. Above rates are valid till further notice. 8. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast. 4. Published Tariff for WelcomHeritage Pragati Resorts, Hyderabad [10]
    Room Type Standard Cottage Deluxe Cottage Executive Room Executive Suite Poolside Suite INR Single 3,000 3,500 4,500 8,000 5,500 Double 3,500 4,000 5,000 9,000 6,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.

    Visakhapatnam:
    Product Description:

    1. Group Grand Bay, Visakhapatnam [8]


    Name: Category: Location: Group Grand Bay, Visakhapatnam ITC WelcomHotels / Sheraton City Center

    xx Type: Hotel Address: Total Rooms: Features: Accessibility: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Business and Leisure Hotel Beach Road, Vishakapatnam 530002, Andhra Pradesh, India Tel : (91) (891) 2560101 Fax : (91) (891) 2550691 99 Rooms Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): 2.5 kms. starts from INR 6,000 Fortune Inn Sree Kanya, Visakhapatnam ITC Fortune Hotels 5 Km from City Center Business Hotel 47-10-34 & 35, Dwarkanagar, Diamond Park, Sreekanya Road, Visakhapatnam 530016. Tel: 0891-3988444, 0891-2747711, Fax: 0891-3011844 68 rooms, including 45 Standard Rooms, 20 Fortune Club Rooms and 3 Suites Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Online planning for Conference Accessibility: Airport (Domestic): Railway: City Centre: Price: 5 kms. starts from INR 3,400 11 kms 2.5 kms. 15 kms.

    2. Fortune Inn Sree Kanya, Visakhapatnam [9]

    Place: About Visakhapatnam Vishakhapatnam or Vizag is a dream destination for any tourist. It has everything from beaches to caves to hill ranges to awesome temples. The city owns both an airport and a railway station which makes it accessible from all the major cities of the country. Once a small fishing village, Vishakhapatnam formed part of the Kalinga Empire, under Ashoka in 260 B.C., ruled successively by the Andhra kings of Vengi to the Pallavas, Cholas and Gangas. It was in the 15th century, that Visakhapatnam became part of the Vijayanagar Empire. The city was transformed into a port town under the British rule. Today, Vishakhapatnam is a bustling industrial and commercial city with the country's largest ship building yard.

    xxi Price:

    1. Published Tariff for Grand Bay, Visakhapatnam [7]


    Room Type Deluxe Room Executive Club Deluxe Suite* Superior Suite * INR Single 6,000 8,000 11,000 14,000 Double 7,000 9,000 11,000

    Note: 1. 5% Luxury Tax on published FIT tariff. 2. Rates are subject to change without notice. 3. Taxes and service charges applicable extra. 4. Above rates are valid till further notice. 5. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast. 2. Published Tariff for Fortune Inn Sree Kanya, Visakhapatnam [9]
    Room Type Standard Room Fortune Club Suite* INR Single/ Double 3,400 4,500 6,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.

    Delhi:
    Product Description:

    1. ITC Maurya, New Delhi [7]


    Name: ITC Maurya, New Delhi

    xxii Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: ITC Hotel - Luxury Collection City Center Business and Leisure Hotel Diplomatic Enclave, Sardar Patel Marg, New Delhi 110 021, India, Tel: (91) (11) 26112233 Fax: (91) (11) 26113333 440 Rooms Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): 5 kms.

    starts from INR 18,000 Sheraton New Delhi Hotel ITC WelcomHotels / Sheraton City Center Business and Leisure Hotel District Centre, Saket, New Delhi 110 017, India, Tel: (91)(11)42661122 Fax : 42662112 220 Rooms Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic): 30 minutes. starts from INR 12,000 Fortune Select Global, Gurgaon ITC Fortune Hotels 5 Km from City Center Business Hotel Global Arcade, M. G. Road, Gurgaon - 122002. Tel: 0124-4196666, Fax: 01244062388 107 rooms, Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM 20 minutes.

    2. Sheraton New Delhi Hotel [8]

    3. Fortune Select Global, Gurgaon [9]

    xxiii Online planning for Conference Accessibility: Airport (International): Airport (Domestic): City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: 5 kms. starts from INR 8,500 Fortune Select Excalibur, Gurgaon ITC Fortune Hotels 5 Km from City Center Business Hotel Main Sohna Road, Sector - 49, Gurngaon - 122018, Haryana 135 rooms, Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Online planning for Conference Accessibility: Airport (Domestic): Railway: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: 10 minutes. starts from INR 10,000 Fortune Inn Grazia, Noida ITC Fortune Hotels 5 Km from City Center Business Hotel Plot No. 1A, Block I, Sector -27, Noida - 201301, U. P. Tel: 91-0120-3988444, Fax: 91-0120-3380144 42 rooms including 30 Standard Rooms and 12 Fortune Club Rooms Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Online planning for Conference Accessibility: Airport (Domestic): Railway: 11 kms 2.5 kms. 30 minutes 20 minutes. 18 kms 14 kms.

    4. Fortune Select Excalibur, Gurgaon [9]

    5. Fortune Inn Grazia, Noida [9]

    xxiv City Centre: Price: 5 kms. starts from INR 10,000

    Place: About Delhi Delhi, an amalgamation of Old and New Delhi, is presumed to have been named after Raja Dhilu, a king who reigned in the 1st century BC. This ever evolving and enigmatic city has excellent places to visit. Today millions of tourists are attracted every year because of the ancient heritage and modern charm the city possesses. The city is divided into Old Delhi and New Delhi. The Old Delhi takes one back to the unforgettable charm and elegance of the Mughal era. Some of the places that one should never miss are the majestic Red Fort, the historical Chandni Chowk, Raj Ghat and Shanti Vana. The national capital, New Delhi a modern and spacious city that houses many government buildings and embassies, apart from places of historical interest. Notable attractions in New Delhi include the Rashtrapati Bhawan, the India Gate, the Laxminarayan Temple, the Humayun's Tomb, the Purana Quila, Tughlaqabad, Qutab Minar, and the lotus-shaped Bahai Temple. Price:

    1. Published Tariff for ITC Maurya, New Delhi [7]


    Room Type Executive Club The Towers* Mauryan Chamber* ITC One* Deluxe Suite* Luxury Suite* Presidential Suite* Grand Presidential Suite* INR Single 18,000 21,000 25,000 28,000 Double 19,500 22,500 26,500 29,500 45,000 90,000 2,00,000 4,00,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.

    xxv

    2. Published Tariff for Fortune Sheraton New Delhi Hotel [7]


    Room Type Deluxe Room Executive Club Executive Club Exclusive* Executive Suite* Presidential Suite* INR Single 12,000 16,000 19,000 Double 13,500 17,500 20,500

    25,000 35,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast. 3. Published Tariff for Fortune Select Global, Gurgaon [9]
    Room Type Standard Room Fortune Club Suite* INR Single/ Double 8,500 10,500 20,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast. 4. Published Tariff for Fortune Select Excalibur, Gurgaon [9]
    Room Type Standard Single INR Single 10,000 Double 11,500

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra.

    xxvi

    3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast. 5. Published Tariff for Fortune Inn Grazia, Noida [9]
    Room Type Standard Room Fortune Club INR Single/ Double 10,000 11,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.

    Mumbai:
    Product Description:

    1. ITC Maratha, Mumbai [7]


    Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: ITC Maratha, Mumbai ITC Hotel Luxury Collection Airport Business and Leisure Hotel Sahar, Mumbai-400099, India. 386 Rooms 24 Hours Check-in / Check-Out Airport (Domestic): Airport (International): City Centre: Price: Name: 2.5 kms. starts from INR 22,000 ITC Grand Central, Mumbai 5 kms. 2 kms.

    2. ITC Grand Central, Mumbai [7]

    xxvii Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: ITC Hotel Luxury Collection City Center Business and Leisure Hotel 287, Dr Babasaheb Ambedkar Road, Parel, Mumbai - 400 012, Tel : (91) (22) 24101010 Fax : (91) (22) 24101111 242 Rooms 24 Hours Check-in / Check-Out Airport (International): 2.5 kms. starts from INR 30,000 Fortune Select Exotica, Navi Mumbai ITC Fortune Hotels Navi Mumbai Business Hotel Plot No 16, Sector 19 - D, Vashi, Navi Mumbai - 400 507, Tel: 022-39884444, Fax: 022-30958555 84 rooms, including 52 Standard Rooms, 16 Fortune Club Rooms, 9 Fortune Club Exotica Rooms and 7 Suites Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Online planning for Conference Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: starts from INR 7,500 Fortune Park LakeCity, Thane ITC Fortune Hotels Thane Business Hotel Jupiter Hospital Campus, Eastern Express Highway, Thane (W) 400 601,Maharashtra, Tel: 91-022-3988-4422, Fax: 91-022-3090-9192 58 rooms include 24 Standard Rooms, 16 Fortune Club Rooms and 15 Suites Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM 45minutes.

    3. Fortune Select Exotica, Navi Mumbai [9]

    4. Fortune Park LakeCity, Thane [9]

    xxviii Online planning for Conference Price: starts from INR 4,500

    Place: About Mumbai Mumbai is the commercial capital of the country and attracts people from all walks of life. It is said about Mumbai that, it is a city that never sleeps. If you want to feel fresh young and rejuvenated then Mumbai is for you. Previously known as Bombay, the city offers a plethora of places of tourist interest like splendid temples, lavish monuments, amazing museums, mesmerizing beaches and great places for shoppers. The various temples in the city are Mahalaxmi temple, Mumba Devi temple, Shri Siddhi Vinayak temple, Powai ashram and Babul Nath temple. The Prince of Wales Museum is one of its kind and is famous all over the country. Besides these, one can stroll along the Juhu beach and Chowpatty beach, both of which are the best place to hangout. Borivali National Park is the right place for the people in love with wildlife and nature. Pune 196 km away, Nashik 185 km away, Surat 248 km away, Mahabaleshwar 290 km away and Aurangabad 388 km away are the important neighbouring cities of Mumbai. There are some alluring places around Mumbai like Matheran, Bassein and Elephanta caves. Price: 1. Published Tariff for ITC Maratha, Mumbai
    [7]

    Room Type ITC One* The Towers* Executive Club Executive Suite* Deluxe Suite* Luxury Suite* Presidential Suite* Note: 1. Rates are exclusive of taxes. 2. Above rates are valid until further advise. 3. Rates are subject to change without notice. *Inclusive of Buffet Breakfast.

    INR Single 30,000 26,000 22,000 28,000 50,000 1,00,000 2,00,000 Double 31,500 27,500 23,500

    2. Published Tariff for ITC Grand Central, Mumbai Room Type

    [7]

    INR

    xxix

    Single Executive Club The Towers* ITC One* Queen Suite* Presidential Suite* Note: 1. Rates are exclusive of taxes. 2. Total Tax (Luxury + VAT) applicable on applied tariff is 10.125 %. 3. Above rates are valid until further advise. 4. Rates are subject to change without notice. *Inclusive of Buffet Breakfast. 3. Published Tariff for Fortune Select Exotica, Navi Mumbai Room Type Standard Room Fortune Club Suite* INR Single/ Double 7,500 9,000 15,000
    [9]

    Double 23,500 27,500 31,500 1,00,000 2,00,000

    22,000 26,000 30,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.
    4. Published Tariff for Fortune Park LakeCity, Thane Room Type Standard Room Fortune Club Executive Suite* Deluxe Suite* INR Single/ Double 4,500 6,800 16,500 18,500
    [9]

    Note:

    xxx

    1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.

    Kolkata:
    Product Description:

    1. ITC Sonar, Kolkata [7]


    Name: Category: Location: Type: Hotel Address: Total Rooms: Features: Accessibility: City Centre: Price: Name: Category: Location: Type: Hotel Address: Total Rooms: Features: ITC Sonar, Kolkata ITC Hotel - Luxury Collection City Center Business and Leisure Hotel JBS Haldane Avenue (Opp Science City) Kolkata - 700046 India. Tel: (91) (33) 23454545 Fax: (91) (33) 23454455 239 Rooms Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Airport (Domestic/ International): 3 kms. starts from INR 20,000 Fortune Park Panchwati, Kolkata ITC Fortune Hotels 20 minutes from City Center Business Hotel 47-10-34 & 35, Dwarkanagar, Diamond Park, Sreekanya Road, Visakhapatnam 530016. Tel: 0891-3988444, 0891-2747711, Fax: 0891-3011844 72 Rooms including 40 Standard Rooms, 19 Fortune Club Rooms, 12 Executive Suites and 1 Presidential Suit Check-in Time is: 12:00 AM / Check-Out Time is: 12:00 AM Online planning for Conference Price: starts from INR 3,400 16 kms.

    2. Fortune Park Panchwati, Kolkata [9]

    xxxi Place: About Kolkata Kolkata is the city of enchanting monuments, interesting museums, lavish mansions and friendly people. The city is adorned with places that captivate tourists from across the globe. There are some of the most ancient and alluring temples and churches in the city. These are the St. Paul's Cathedral Church, the Jain Temple, the Dakshineswar Temple and the Kali Temple. There are some of the monuments which speak volumes about the colonial era and rope in visitors to Kolkata. The New Secretariat, the High Court, the Legislative Assembly and Victoria Memorial are a few to mention. Every tourist must capture the glimpses of magnetising places like the Race Course and the Eden Gardens. Other important tourist spots are the Birla Planetarium, Howrah Bridge, Writers Building, Indian Museum, The Botanical Gardens of Calcutta, Nicco Park and Science City.There is no dearth of places around the city. Belurmath at a distance of 10 km, Diamond Harbour which lies at a distance of 48 km, Hooghly Point 55 km away all draw tourists towards them. Bengali sarees, sweets like sadesh and "rosogolla", and most exquisite handicraft items can be purchased in bulk sizes. Calcutta airport and Howrah and Sealdah railway station keep the city well connected to all the parts of the country. Price:

    1. Published Tariff for ITC Sonar, Kolkata [7]


    INR Single 30,000 25,000 20,000 40,000 65,000 1,00,000 Double 31,500 26,500 21,500

    Room Type ITC One* The Towers* Executive Club Princess Suite* Queen Suite* Presidential Suite*

    Note: 1. 10% Luxury Tax on published FIT tariff. 2. Rates are subject to change without notice. 3. Taxes and service charges applicable extra. 4. Above rates are valid till further notice. 5. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast and in room Breakfast. 2. Published Tariff for Fortune Park Panchwati, Kolkata [9]
    Room Type INR Single/ Double

    xxxii Standard Room Fortune Club Suite* 6,000 7,500 9,000

    Note: 1. Rates are subject to change without notice. 2. Taxes and service charges applicable extra. 3. Above rates are valid till further notice. 4. Check-In and Check-Out time at the Hotel is 12 Noon. *Inclusive of Buffet Breakfast.

    xxxiii

    Appendix-3 ITC WelcomGroup Rooms and their price points


    Table 9: Price points for rooms across ITC WelcomGroup INR (Minimum) Single Double ITC Hotels - Luxury Collection 19,000 20,500 The Towers 14,000 15,500 Executive Club 25,000 26,500 Mauryan Chamber 26,000 27,500 ITC One 28,000 Executive Suite 45,000 Deluxe Suite 40,000 Princess Suite 65,000 Queen Suite 45,000 Luxury suite 70,000 Presidential Suite Grand Presidential Suite ITC WelcomHotels / Sheraton 6,000 7,000 Deluxe Room 8,000 9,000 Executive Club 16,500 17,500 Rajputana Chambers 19,000 20,500 Executive Club Exclusive 20,000 21,000 Rajputana Royale 26,000 27,500 ITC One 11,000 Deluxe Suite 14,000 Superior Suite 25,000 Executive Suite 30,000 Thikana Suite 45,000 Luxury suite 35,000 Presidential Suite ITC Fortune Hotels 3,400 Standard Room 4,500 Fortune Club 7,000 Fortune Club Superior 6,000 Suite 16,500 Executive Suite 18,500 Deluxe Suite WelcomHeritage 3,000 3,500 Standard Cottage 3,500 4,000 Deluxe Cottage 4,500 5,500 Executive Room Room Type INR (Maximum) Single Double 26,000 22,000 26,500 23,500

    30,000 31,500 28,000 50,000 40,000 100,000 100,000 200,000 400,000 12,000 14,500 13,500 15,500

    80,000 10,000 11,000 10,000 16,500 18,500

    xxxiv Executive Suite Poolside Suite Garden Room Regal Suite 8,000 9,000 5,500 6,000 6,200 7,000 17,000

    Appendix-4: Promotion strategies


    Table 10: Promotion strategies of ITC WelcomGroup Mini Breaks Escape the routine by booking a one night stay over weekends with our Mini Break package Inclusions: Room & Breakfast for 2 adults & up to 2 children (under 12 yrs), 20% discount on Food & Beverage, Spa & Beauty Parlour services (where available) and one buffet lunch for up to 2 adults & 2 children (under 12 yrs). 3rd night free offer valid through the week: Capture a lifetime of great memories on a 3 night getaway to enjoy an unforgettable experience. Inclusions: Room and breakfast for 2 adults and upto 2 children (under 12 years), 20% discount on Food and Beverages, Spa & Beauty Parlor services (where available). 2 night Short Breaks - Weekends Only: Capture a lifetime of great memories on a 2 night getaway to enjoy an unforgettable experience. Inclusions: Room & Breakfast for 2 adults and upto 2 children (under 12 years), 20% discount on Food & Beverages, Spa & Salon services (where available) 2 night Short Breaks - Valid through the week: Capture a lifetime of great memories on a 2 night getaway to enjoy an unforgettable experience. Inclusions: Room & Breakfast for 2 adults and upto 2 children (under 12 years), 20% discount on Food & Beverages, Spa & Salon services (where available) Culinary Breaks Reinforce the experience of dining in an unparalleled range of branded and specialty restaurants at ITC-Welcomgroup hotels. Savor a variety of cuisines with our special Culinary Breaks. 3rd night free offer valid through the week: Experience culinary wonders par excellence on a 3 night culinary safari. Inclusions: Room & Breakfast for 2 adults & up to 2 children (under 12 yrs), 20% discount on Food & Beverage, Spa & Salon services (where available), 2 major meals at any restaurant for up to 2 adults & 2 children (under 12 yrs), 1 glass of house wine/soft beverage per person with meal, Chef's special amenity, Kitchens of India hamper

    xxxv 2 night offer valid through the week: Experience culinary wonders par excellence on a 2 night Culinary Break. Inclusions: Room & Breakfast for 2 adults & up to 2 children (under 12 years), 20% discount on Food & Beverages, Spa & Salon services (where available), 2 major meals at any restaurant for up to 2 adults & 2 children (under 12 years), 1 glass of house wine/soft beverage per person with meal, Chefs special amenity & Kitchens of India Hamper

    Kaya Kalp Spa Breaks


    Book Kaya Kalp Spa Breaks at ITC-Welcomgroup Hotels to treat yourself to exquisite pampering with our widest selection of services, invigorating Spa treatments and soothing therapies that delight you 3rd night free offer valid through the week: Emerge rejuvenated through exotic spa treatments and therapies when you reserve a 3 night Kaya Kalp Spa Break. Inclusions: Room & Breakfast for 2 adults, 20% Discount on Food & Beverage, Spa & Salon services (where available), One 40 min Hand & Nail Care Treatment OR Hair & Scalp Care Treatment, per person, One 40 min Revitalising Body Treatment, per person & One 60 min Kaya Kalp Signature Massage, per person 2 night offer valid through the week: Emerge rejuvenated through exotic spa treatments and therapies when you reserve a 2 night Kaya Kalp Spa Break. Inclusions: Room & Breakfast for 2 adults, 20% discount on Food & Beverages, Spa & Salon services (where available), One 40 minute Hand & Nail Care Treatment OR Hair & Scalp Care Treatment, One 40 minute Revitalising Body Treatment & One 60 minute Kaya Kalp Signature Massage. Spend Moments of luxury with your loved one on a 2 night getaway as sparkling wine and flowers await ones arrival. Inclusions: Room & Breakfast(in room) for 2 adults, Sparkling wine & flowers on arrival Sneak away to a nearby Sheraton to discover a whole new world of comfort Inclusions: Daily breakfast, 3pm late checkout subject to availability. The WelcomAwardprogrammeis aimed towards business traveler and is executed through strategic alliances with travel partners like Air India, Kingfisher, Jet airways etc. As a WelcomAward member one earns 'Stars' on every aspect of business trip which can be redeemed in future for free / discounted stay and usage of other facilities. Experience Certificates ITC-Welcomgroup Experience Certificates can be utilized against a host of services at their Hotels for stay, fine dining experiences, Kaya Kalp Spa services to business center & telecommunication services. Experience Certificates can also be used for Corporate Gifting, recognition, rewarding or motivating employees.

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    Appendix-5: References
    1. "ITC-Welcomgroup India Selects MICROS as Next Generation Technology Partner". PR Newswire Association LLC.. 2009-06-25. Retrieved 2009-06-26. 2. "Welcomgroup tops Hewitt best employer". The Hindu (Chennai). Apr 15, 2009. 3. About us, ITC Welcomgroup website, http://www.itcwelcomgroup.in/Others/OthersABT.aspx 4. History and Evolution of ITC, http://www.itcportal.com/about-itc/itc-profile/history-andevolution.aspx. 5. ITC Hotels, http://www.itcportal.com/itc-business/hotels.aspx. 6. WelcomEnviron, http://www.itcwelcomgroup.in/welcomenviron/ 7. ITC Hotel Luxury Collection, http://www.itcwelcomgroup.in/welcomenviron/ http://www.itcwelcomgroup.in/OurBrands/OurBrandsITCHotel-LuxuryCollection.aspx 8. ITC WelcomHotels / Sheratons, http://www.itcwelcomgroup.in/OurBrands/OurBrandsWelcomHotel-Sheraton.aspx 9. Fortune Hotels from ITC Welcomgroup, http://www.fortunehotels.in 10. WelcomHeritage Hotels, http://www.welcomheritagehotels.com 11. Kaya Kalp, http://www.itcwelcomgroup.in/OurBrands/kayakalp.aspx 12. Welcome Cuisine, http://www.itcwelcomgroup.in/welcomcuisine/bukhara/cuisine_origin_brief.html 13. Winter package, ITC Welcomgroup, 1. ITC Fortune Hotels, http://www.fortunehotels.in/specialoffers.aspx 2. ITC WelcomHeritage, http://www.welcomheritagehotels.com/special-offers 3. ITC WelcomBreak, http://www.welcombreak.com/ 1. Kaya Kalp: http://www.welcombreak.com/hotel-packages/kaya-kalp-spa-breaks/ 2. Mini Braks: http://www.welcombreak.com/hotel-packages/mini-breaks/ 3. Short Breaks: http://www.welcombreak.com/hotel-packages/short-breaks/ 4. Culinary Breaks: http://www.welcombreak.com/hotel-packages/culinary-breaks/ 5. Luxury romance: http://www.welcombreak.com/hotel-packages/luxury-romance/ 6. Sheraton Sneakaways: http://www.welcombreak.com/hotel-packages/sheratonsneakaways/ 14. Indian Hotels Directory, http://www.india-hotels-directory.com 15. Special rates: 1. Internet Rates: http://www.welcombreak.com/hotel-packages/internet-only-rate/ 2. Early Bird Offer: http://www.welcombreak.com/hotel-packages/early-bird-offer/ 3. Extended stays: http://www.welcombreak.com/hotel-packages/extended-stays/ 16. Loyalty programs:

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    1. WelcomAward: http://www.itcwelcomgroup.in/Loyalty/WelcomWardLogin.aspx 2. Culinary Plus: http://www.itcwelcomgroup.in/Loyalty/CulinaryPlusIndex.aspx 3. Welcomlink: http://www.itcwelcomgroup.in/Loyalty/WelcomLinkLogin.aspx 17. Travel partners 1. Amadus Global travel distribution system: http://www.amadeus.net 2. Worldspan: http://www.worldspan.com 3. Sabre Holdings: http://www.sabre.com 4. Holiday IQ: http://www.holidayiq.com 5. Trip Advisor: http://www.tripadvisor.in 6. Clear Trip: http://www.cleartrip.com 7. Hotel : http://www.hotels.com 8. Expedia: http://www.expedia.co.in 9. Holiday IQ: http://www.holidayiq.com 10. Travelguru: http://travelguru.com. 18. ITC sees expansion in hotels: http://www.livemint.com/2010/07/23183844/ITC-sees-expansionin-hotels.html

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