Primary research for hotels in Delhi aerocity

• Delhi International AirportInfrastructures Ltd. Limited (DIAL) is a consortium led by GMR • Land was allotted to the developers in 2007 and construction began in 2008 via a competitive bidding process. • Hotel opentngs have been delayed due to security related approvals being withheld by Delhi Police; leading to most hotels making changes to meet government criterion. • 4 hotels have opened with partial inventory: • JW Marriott- 324 out of 521 • Lemon Tree Premier- 145 out of 280 • Red Fox- 191 out of 207 • Holiday Inn - 110 out of 265 • Total anticipated hotel rooms inventory in Delhi Aerocity = 4,150 • Accor inventory= 1,134 (27%) • Delhi International Infrastructures Ltd. Airport Limited (DIAL) is a consortium led by GMR • Land was allotted to the developers in 2007 and construction began in 2008 via a competitive bidding process. • Hotel openings have been delayed due to security related approvals being withheld by Delhi Police; leading to most hotels making changes to meet government criterion. • 4 hotels have opened with partial inventory: • JW Marriott- 324 out of 521 • Lemon Tree Premier- 145 out of 280 • Red Fox- 191 out of 207 • Holiday Inn- 110 out of 265 • Total anticipated hotel rooms inventory in Delhi Aerocity = 4,150 • Accor inventory= 1,134 {27%) .· • How many number of hotels are there in the Delhi Aerocity 16 hotels with approximately 51 00 rooms. MAKING MORE ROOM Aerocitywill create CNer 5,000hotel rooms Hotel • Rooms Ibis 400 Lemon Tree Premier Red Fox JWMarriott Hoi iclay Inn 280 207 NOJOtel Pullman 520 256 400 270 Pride 38 7 Dusit 02 Aloft HyattAndaz Nikko Conrad Hyatt Place MGMGrand lntertontinental 250 200 Comptetion aate 2013 2013 2013 2013 2014 2014 2014 2015 2015 2015 500 2016 162 200 150 On hold On hold On hold Broke ground On hold 525 400 How do you differentiate yourself amongst your competitors ( in terms of pricing, services and F&B) Pullman and Novotel New Delhi Aerocity is an iconic combo offering with 670 rooms and suites with one of largest convention facility in the city. Its large room inventory and unique convention set up places it in top league of hotels. Pullman and Novotel c aters to both upmarket and mid segment clientele respectively, offering the guest much awaited solution for their large convention requirements. State of the art & modern conferencing facilities offered by the hotels compliments well to the needs of both corporate and leisure travellers. To top it up, innovative cuisines and bespoke food and beverage options makes it most preferred choice in Delhi/ NCR. • How many number of licenses do you require to start a hotel in Delhi Aero city 72 licenses are required to commence any hotel operations in New Delhi Aerocity. ( Please reconfirm this the no I remember over an internal conversation , I did check with lndranil he'll count let you""now) • If a competing hotel comes up with a marketing exercise would you be compelled to do the same Within Aerocity, in event of any innovative marketing initiative undertaken by a competitor hotel it is imperative for us to take a wholesome view of the same to analyse its positives. Before deciding to adopt the same, it is imperative to understand how the initiative shall impact the business and services offered and how the end experience of the guest can be improved further by improvising on the idea to create an edge over the competitor. By implementing an improved version, we can stay ahead of our competition by offering a better value proposition to our guest. • What would compel you to lower your room rates and would this practice be followed by a competitor in the market Price is largely influenced by demand and supply gap prevalent in the marketplace. In scenario when the supply exceeds the demand, price is adjusted to spur the demand in the short term. However, price policies adopted should take into account hotel positioning and branding. It is recommended, to have an optimum level dependence of each business segment and a robust business pipeline to prevent any last minute price corrections. Also, correct business forecast projections project the business gaps in advance to implement corrective measures well in time. Any initiation of price cut is based on current business levels and its assessment of future demand trends with a very marginal influence of any price cut initiated by a competitor due its own unique business scenario. • Are you aware of the prices charged by your competitors? Market intelligence forms the core of any market strategy adopted by the hotel within Aerocity. The know-how of our competitors will help shaping market strategies & business solutions which shall influence the outcome in our favour positively. Since price is an integral part of buying behaviour, all hotels must be aware of price policies adopted by their competition to offer best possible value proposition to their guest. • Does knowledge of your competitors pricing strategy influence your prices? ( If yes explain how ) The know-how of our competitors and their pricing strategy plays an integral part in deciding price dynamics in the marketplace. Pricing strategy adopted by each competitor is relative to capabilities of their distribution, sales setup, operations and market perception. If we are in a position to offer a superior product and offerings relative to the need of the customer, we may choose to offer an incremental price still driving value to our customers. • When prompting your hotel what features of it do you emphasise? (Service, Location, Efficiency, Pricing, Brand reputation and Other) 1) Pullman & Novotel New Delhi Aerocity - Combo offering with price band advantage to accommodate both upmarket and mid segment cleintele 2) Unique convention facilitias 3) One of the largest ballroom in Delhi/NCR 4) Bespoke F & B choices 5) International branding advantage 6) Most strategic location in Delhi/NCR 7) One stop solution for large convention I city events due to proximity of hotels. 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