INDEX

S.No Contents Page No. 1. Acknowledgement 2 2. Industry Details 3-5 3. Company Specifications 6-9 4. Vision 10 5. Mission 11 6. Ethics & Corporate Social Responsibility 12-15 7. History & Milestone 16-21 8. Strategic Business Units 22-32 9. Management Team 33-35 10 Products 36-39 11 Mergers & Acquisitions 40-41 12 SWOT Analysis 42-46 13 Recommendations & Suggestions 47 14 Bibliography 48 ACKNOWLEDGEMENT

It is with the feeling of satisfaction and sense of achievement that I am drafting this acknowledgement note.

I am really thankful to my mentor Mr. Siddharth Kaul who has supported me in this project. I would also like to thank the management department of my college which gave me the opportunity to get an overview of the hospitality sector and enabled me to gain knowledge about The Park Group of .

Last but not the least I am thankful to my family and friends for their valuable suggestions and support.

…..Romana

2 HOSPITALITY SECTOR- INDUSTRY DETAILS

Indian and hospitality sector has reached new heights today. Travelers are taking new interests in the country which leads to the upgrading of the hospitality sector. Even an increase in business has driven the hospitality sector to serve their guests better. Visiting foreigners has reached a record 3.92 million and consequently receipts have also reached a height of US$ 5.7 billion. is closely linked with travel and tourism industries. is experiencing huge footfalls as a favorite destination of foreigners and natives and the hospitality industry is going into a tizzy working towards improving itself. Fierce competition and fight to rank on the number one position is leading the leaders of this industry to contemplate on ideas and innovate successful hospitality products and services every day.

India has emerged as an attractive tourist destination with an increasing number of multi- national hospitality companies investing in India. There has been a steep increase in occupancy levels, with the industry expected to grow at 15% per year. To sustain its growth and continue to attract overseas travelers to India, the industry is exploring the latest customer-centric next generation technologies. According to sources, India’s hotel pipeline is the second largest in the Asia-Pacific region and the industry is set to be the second largest employer in the world by 2019. It is also estimated that the hospitality industry in India will contribute US $187.3 billion to the GDP by 2019. Today’s guests arrive at a hotel with a high level of expectations - a hotel room needs to be their home away from home, and offer new services. The industry’s biggest challenge currently is maintaining a balance of achieving a healthy bottom line while enhancing the guest experience, creating guest loyalty and attracting new guests. The key to creating the new guest-centric environment is to integrate the right technologies in the right way to create a ubiquitous and efficient network that can support guest services and hotel operations.

The hospitality industry is composed of a variety of sectors. As stated in earlier sessions there is the food and beverage sector, the accommodation sector, the entertainment sector, etc. At this point it is also important to note that the hospitality industry is divided into two categories. These are the commercial category and the non-commercial category. To put it simply the commercial category includes establishments that operate for profit. The non-commercial category comprises establishments that operate on a not for profit bases. The non-commercial establishments are usually subsidised by governments and in many cases supported by private enterprise. An example of a non-commercial organisation is the Salvation Army.

Examples of the commercial category Hotels

3 Takeaway / fast food shops Bistros

Examples of the non-commercial category Hospitals (food services) Relief agencies e.g. The Salvation Army (food services) The Armed Forces (the army, the navy and the air force) School canteens Prison canteens

Sectors within the Hospitality Industry Food and beverage services, e.g. restaurants, cafes, bistros, clubs etc Accommodation, e.g. hotels, motels, , etc Entertainment, e.g. theatre, musicals, live band shows etc Functions and event management, e.g. corporate functions, expos etc Recreation services, e.g. health and fitness centres, golf clubs etc Gaming facilities, e.g. casino type hotels, casino type resorts etc The Indian hospitality industry is likely to see strong demand and continued growth in the coming years as key players like Indian Hotels and EIH, and international brands such as Carlson and Marriott have outlined bullish future plans. "Hospitality in India is uniquely positioned to benefit from the India growth story," Pankaj Karna Managing Director Maple Capital Advisors said, adding that "the sector is expected to see strong demand and continued growth." Giving details about the future plans of some of the key players of the industry, the report by Maple Capital Advisors in association with Tourism Finance Corporation of India said that Indian Hotels, which runs the Taj Group of hotels is planning to construct 50 budget hotels under the Ginger brand over the next four years. EIH, which runs of hotels, would develop 750 additional hotel rooms under the Trident brand over the next two-and-a-half years. Meanwhile, the international hotel brand Carlson is planning to increase its presence in India to 78 hotels by 2012, from 28 in 2009 with an investment of USD 35 million. Besides, Marriott has plans to open 30 hotels in India over the next three years. Some of the other mid market and budget segment hotels have also outlined bullish future plans like Hotels is planning to develop 2,909 hotel rooms by 2012, Sarovar Hotels (3,014 rooms by 2012), Keys Hotels (3,000 rooms by 2013), Lemon Tree Hotels (3,492 rooms by 2013) and Peppermint Hotels (1,500 rooms by 2013), the report said. "Both domestic and international players have planned large-scale investments in the hospitality industry thus the demand supply gap is expected to be bridged significantly even though this may not be pan India and evenly distributed," the report added. The market will see a good mix of Indian and international hotel chains and is expected to become even more organised across categories in the coming years, the report added. The travel and tourism market in India reached USD 91.7 billion in 2009, registering a compound annual growth rate (CAGR) of 16.4 per cent over the past five years. The market is expected to touch approximately USD 266.1 billion by 2019 on the back of continued economic growth.

4 Earlier India was a third world country, then it became emerging market and now it has become the growth market, and with there are many opportunities laying for tremendous growth and hotel industry is one of those industries which is able to in cash these opportunities. Hotel industry is thriving along with tourism and airline industry. Major players are o Asian Hotels Limited o Indian Hotels Company Limited o Eih Limited o India Tourism Development Corporation o Hotel Leela Venture o Ltd o Taj Gvk Hotels And Resorts Limited o Jaypee Hotels Ltd o ITC Hotels Limited These players are giving a new façade to Indian hotel industry and making brand of India in global market as well. But recent bomb blast and terrorist attack is need to pay heed. If Indian hotels can not give assurance of safety to the consumers they will be in mess. Implement security system in the hotels must be the first priority of hotels.

Hospitality is all about offering warmth to someone who looks for help at a strange or unfriendly place. It refers to the process of receiving and entertaining a guest with goodwill. Hospitality in the commercial context refers to the activity of hotels, restaurants, catering, , resorts or clubs who make a vocation of treating tourists.

Helped With unique efforts by government and all other stakeholders, including hotel owners, managers, tour and travel operators and employees who work in the sector, Indian hospitality industry has gained a level of acceptance world over. It has yet to go miles for recognition as a world leader of hospitality. Many take Indian hospitality service not for its quality of service but India being a cheap destination for leisure tourism.

With unlimited tourism and untapped business prospects, in the coming years Indian hospitality is seeing green pastures of growth. Availability of qualified human resources and untapped geographical resources give great prospects to the hospitality industry. The number of tourists coming to India is growing year after year. Likewise, internal tourism is another area with great potentials.

5 PARK HOTELS- COMPANY SPECIFICATIONS

The Park Hotels are operated and owned by Apeejay Surrendra Group. Designed around business and leisure travelers, The Park New is located in the heart of the city center, with easy access to Government and commercial districts. At the Park, attention to detail and contemporary touches to the 224 rooms and suites bring out the best in luxury, style and comfort. The Residence, deluxe floor, is gorgeous with the latest amenities and a display of classy artworks. Renowned for the multi-cultural restaurants, delicacies to suit all palates are provided. The Business Services are ideal to host successful banquets and conferences.

Hotel Specifications

The Park, offers an array of elegant designer Superior Rooms with a pleasant ambience. The Residence is their deluxe floor comprising rooms and suites that come along with the latest technology and flawless aesthetics.

Superior Room

The 188 luxurious rooms are decked up with art and provide recycled paper in writing bureaus, electronic safes, mini-bars, Internet, voicemail and Cable TV. A subtle interplay of colors is blended with rich wood. Every room is designed with care, so as to fuse sophistication with all the comforts and conveniences of a modern lifestyle. Indulgences like herbal toiletries further add to the lavishness.

Residence

Divided into rooms and luxuriant suites, which are meticulously furnished, The Residence is symbolic of luxury and repose elegance. All the rooms come along with contemporary business necessities, in-room fax machines, dual-line-hands, free telephones and the Internet.

Dining at Hotel The Park New Delhi

Latino

The Latino Bar, lively, colorful and cozy comes with the choicest of beverages and cuisines of lands afar. It is located at the lobby level of the hotel and one can go easy on

6 his/her wallet when they spend time here with guests amid an informal ambience and loads of comfort. The sheer vibrancy of the bar and the evergreen friendly staff is definitely relaxing and adds to enjoyment and fun. Showcased at the Latino Bar are leading international brands of - Premium Scotch, Single Malts & liqueurs especially flown from the best regions of France, South Africa, Chile, Australia & Italy. The best of Champagne from Champagne, the Best of Red and white wine from Boreaux, From Burgundy they have the world rarest wine, Gevery Chambrtin. There are Picks, Platters and Desserts to compliment every pajate, drink and mood. The Latino Bar also specializes in truly international "tapa' referred to as 'Picks'. The USP of the bar lies in its EQC philosophy, which stands for Eye for details, Quality and Consistency. Do drop in for a quick drink or a leisurely meal.

Portico

Everything a coffee shop should be, Open all night, various and versatile, casual and easy. .

There are a variety of menus like Italian, tandoori, oriental, continental. There is a cooking station of eggs-as-you -please-when-you-please, plus the delicacy of the day. Rich coffees blended from all around the world is a special feature of Portico. It is one of their irresistible feature of The Park.

Someplace Else Pub - - nightclub

It’s a disc pub where one can dance all night. Call it by any name, Pub or restaurant, nightclub or disco, den or even a ' lunch - in - minutes ' getaway, its one of the most enjoyable feature of The Park.

Its highly cosmopolitan & international and enables one to enter into a borderless space. Alabama Slammer, Singapore Sling, Moscow Mule, Tequila Sunrise, Hummus (a vegetable Shashlik), pasta, Turkish kabab are some of the delicacies of this restaurant.

The VJs, the tempo and the music are the specialities of Someone Else Pub.

Conference and Banquet Facilities

If you are planning to host a function, a theme party, an elegant poolside dinner or a fashion-show you cannot find a better venue than The Park, New Delhi. We have an awesome range of halls of different dimensions to suit your requirements. Besides, our round the clock Business Center offers professional expertise for corporate events. The Park, New Delhi is centrally located with Government Offices, International Exhibition Grounds like Pragati Maidan and Connaught Place at a stone's throw. While your stay with us, you will feel as if the city's main business district is at your doorstep. So, get ready for your next party at The Park.

7 Recreation

A world within the world. In The Park we offer it all. You can relax, unwind and pep yourself up at our health club, The Spa, with the most sophisticated computer. And of course, exercise machines are available here to give you all the energy and fitness required to tone up. Pamper yourself with our exclusive Sauna and massage facilities or just relax by the Aquapark, our azure swimming pool. Keep up with style in our Salon with specialised hare care and beauty treatments by Shahnaz Hussain. At The Park Delhi, we also offer you in-house entertainment, films, music, and boardroom games among other services. And don't forget to drop by at our eco-friendly store and take a peep at the exclusive St. Dupont Kiosk.

Basic Data Country India City New Delhi Location Parliament Street, New Delhi 18 kms. from I.G.I. Airport; 2 kms from New Delhi Railway Station; 10 kms. from I.S.B.T. Rooms 224 Rooms

Park Hotel offers the following modern facilities:

>> 224 elegantly furnished centrally air-conditioned rooms >> The state-of-the-art Conference Facilities >> Modern Business Centre, Specialty Restaurants >> Health Club >> Swimming pools

>> Authentic Shahnaz Beauty Parlour >> Pavilion café >> Multi-cuisine Restaurant >> Room service is available round the clock >> Dedicated staff to provide you best services and comforts.

Special Services / Facilities:

 Business Center

 Continental Breakfast

 24 Hour Front Desk

8  Handicap Facilities

 Express Check In

 Express Check Out

 FAX

 Small Pets Allowed

 Pool

 Outdoor Pool

 Parking

 Wake-up Service

On-Site Services

* Handicap Services * Laundry/Valet * Canned or Bottled mineral water * 24- hr Room Service * Safe Deposit Box * Telephone Calls, STD/ISD Access * Valet Parking * Wake-Up Calls

Business Services

* Audio-Visual Equipment * Catering * Computer Modem Hookups * Copy Center * Copy Service * Fax Machine * Fax Service.

Other attractions of The Park include dining areas like Agni, Mist & Fire.

Tariff

Room Category INR Luxury Room - Single Occupancy 12,000 Luxury Room - Double Occupancy 14,000 Luxury Premium Room - Single Occupancy 14,000 Luxury Premium Room - Double Occupancy 16,000 The Residence ~ Single Occupancy 18,000 The Residence - Double Occupancy 20,000 Deluxe Suite 30,000 Presidential Suite 50,000 Extra Bed/Third Person 2,000

9 VISION OF THE APEEJAY SURRENDRA GROUP, FOUNDERS OF THE PARK.

The Apeejay Surrendra Group was established in 1910, with its foundation in steel. Today, Apeejay Surrendra Group employs close to 42000 people in rapidly expanding operations in Tea, Hospitality, Shipping, Real Estate & Retail and Financial Services.

They have pioneered the concept of contemporary luxury boutique hospitality in India. From their first hotel on ’s prime Park Street in 1967, to their 10th hotel in scheduled to open in 2011 – their signature style, innovative design and passionate service continues to make Apeejay Surrendra Park Hotels a destination of choice for international corporate and leisure travelers.

Positioned in the heart of India’s buzzing metros, their hotels distil global trends and infuse local inspiration to create new definitions in boutique luxury. They continuously differentiate themselves – be it through the technology-enabled living and work spaces; original dining and entertainment concepts; eclectic collection of contemporary art, furniture and accessories; or rejuvenating spas that draw on new and traditional treatments.

Unparalleled guest attentiveness distinguishes their unique brand of hospitality. A highly customized software technology enables their staff to meticulously record guest history, share it across locations and thereby, delight customers with individualized service, delivered with effortless agility. From business to pleasure, they create new experiences and pique customer curiosity by anticipating opportunities and sensitizing themselves to the needs of their guests. They believe, continuous innovation has enabled them to not only enhance customer value at every visit but also create new benchmarks in global standards of hospitality and service excellence. They aim to consolidate their position as a leading, world class business through the launch of new hotels across India.

Their reputation for creative detail in almost every area invites their discerning clientele to stay inspired.

Their vision is leadership through differentiation.

10 MISSION OF THE PARK

The Park Hotels aim at setting exemplary standards in aesthetics and design, and each of their properties is imbued with a distinct character. They defy categorization and have created identities for themselves. The Park, New Delhi evokes with elan the energetic spirit of the capital.

The Park aims at looking beyond manuals and magazines, sometimes disregarding accepted tenets, adding a touch of irreverence. They aim to bring to the space that element of the creative, that dash of whimsy, a certain flair, moving it out of the realm of the non descript. They aim to banish preconceived notions of what a space ought to look like and instead endow it with elements of freshness and originality. They strive to make each guest’s experience a unique one, something that goes beyond the ordinary comforts of bed & board. It is the effort on all fronts- from design to services, to go that extra mile, that makes a stay in this hotel something to remember.

From meticulous attention to detail, they aim to evolve the mark of individuality. To the discerning guest, this is evident in seemingly small things like the choice of elegant accessories and furnishings that combine to create a mood or set a theme.

The Park Group will operate a collection of premium boutique hotels and restaurants, establishing global standards of product quality and service excellence.

They will make customer satisfaction the purpose of every action they take and every job do.

They believe their strength is their people and they will encourage their development. They respect them as individuals and believe that teamwork, commitment and integrity are values that lead them to success.

They will ensure the profitability and growth of the company for the long-term benefit of their shareholders, their customers and their employees.

The Park’s basic aim is to create a niche through differentiation and innovation.

11 ETHICS AND CORPORATE SOCIAL RESPONSIBILITY

The Park Hotels believe that reconnecting with a healthy, meaningful and productive quality of life is the way to a more holistic sustainability, in a more holistic future.

The new idea is that if we look at humans as a part of nature, rather than separate from it or in conflict with it, and if our goal becomes to improve the lives of people, then health, engaging with the natural world and protecting eco-systems follows as a logical consequence. As does building community values, sustaining historical learnings, connecting with local arts and crafts and traditional medicines.

The Park Hotels have embraced this humanistic definition of sustainability. They give the future real thought and engage in activities that work towards a greener environment as well as sustaining the overall quality of people’s lives. The new Hotel in is designed as a path-breaking, iconic landmark that will alter the city’s skyline, yet is being wholly constructed according to LEED (Leadership in Energy and Environmental Design)standards. Lending credence to the idea that good design does not get compromised by involving the principles of green architecture. As a policy, all hotels undertake eco-activities in everyday operations like recycling, conservation of energy and chemical-free food offerings. There is great impetus given to local crafts in the design of the hotels and the items sold at The Box, the boutique store at The Park Hotels. The vibrant cultural energy created at the hotels through book readings, performances and art promotion, and the associations with tradition and history – like the upkeep of the Jantar Mantar in Delhi, reflect perfectly an essential thinking. That reconnecting with a healthy, meaningful and productive quality of life for humans now is the way to a more holistic sustainability, in a more abundant future.

Building Communities

The Park Hotels believe that to sustain life is to sustain our community. Following a vision of social accountability and growth, they channel resources into partnerships with several NGOs serving social responsibility in the area of disability, children, youth, women, health, crafts, art, heritage, observation, and development. Education programmes with orphanages and youth reach drives like anti drug campaigns involving employee volunteers sustain future generations. Initiatives with hospitals, blood donation camps and the urban poor generation solutions for health and societal challenges are also undertaken. The Park Hotels strive towards serving the community which is the hallmark of a good corporate citizen.

12 Evolving Green Processes

The Park Hotels work towards sustaining resources, and providing a more productive environment for the well being of guests and employees, through innovative processes like: ISO 14000 for environmental management, no chemical pesticides, energy saving key cards for rooms, eco friendly cleaning agents, stack emission to prevent air pollution, Effluent treatment plans to remove water pollution, high wattage halogens replaced with low wattage and high illuminating lamps, bamboo wood at 601, waste treatment plants, solar heating, rain water harvesting to recharge ground water, variable frequency operated lifts, sound proof windows and glass for hotel facades, skylights and ventilators to utilize natural light, sewage treatment plants, reusing treated water in cooling towers, flushing systems and for landscaping, energy efficient grills, fryers and heating systems in kitchen, staff trained in judicious water and energy usage, organic ingredients like grains, masalas and oils and traditional processes, excess food distributed to food banks, leftovers given to animal shelters, lubricants converted into industrial use, kitchen garbage segregated.

We see sustainability not only in terms of materials and recycling, but also in terms of artistic traditions and artisanal skills. Along the way, re-inventing traditional skills in the service of fine contemporary bookmaking has led to the book itself being redefined as a cultural object.

Waste is Best

All the books in Park Hotels use handmade paper specially manufactured at the Aurobindo Handmade Paper Unit in Pondicherry or by traditional papermakers in Sanganer, Rajasthan. The paper is tree-free paper, usually made from a mixture of cotton cloth wastes, bark, rice husks, or grass. They have recently begun to use non-toxic screen printing inks and there are no machines involved in the making of our handmade books. They have also tried to use innovative methods of recycling. For instance, the boards used to bind their hardback editions are taken from other books on their way to being pulped or recycled (usually remaindered books from abroad which are put up for sale on a weight basis on the junk market). So the backing board for one of our handmade editions could well once have been the backing for The Illustrated Guide to the Central Nervous System. At other times, accidents and mistakes lead to a new line of products. For example, they discovered that the waste sheets and test papers on our bookmaking workshop floor looked really beautiful, overlaid as they were with a series of images and test prints. Artists who visited their workshop always asked if they could take some of the sheets to use in their work. That led us to think that we could find a use for the sheets, and a new line of stationery called ‘flukebooks’ was born. This is a range of notebooks and diaries bound in one of our test sheets. Every cover is stamped “Edition 1 of 1” and it’s true – one can never find one flukebook exactly like another. They’re random by design!

13 Use of Ingredients

At Fire, one of the dining areas of The Park, organic ingredients are used because they are thinking of soil, environment and health. They’ve changed all lentils to organic, bread, rice and vegetables are available as an option to patrons who ask for them. They have an organic vegetable and daal of the day depending upon supply.

They buy grains from Navdanya, an organic produce NGO started by Vandana Shiva. Although organic ingredients are expensive, Park Hotles don’t charge customers more because they want to promote organic food.

In Park, they try to use products that are locally produced or atleast produced in India. They discourage high level of saturated fats and trans-fats. Healthier oils with unsaturated fats like olive oil are the preferred cooking medium. Based on availability some vegetables like pumpkin, local greens, carrots, snake gourd, etc. are used as organic specials. Park Hotels do not use or support anything that has been genetically modified.

Methods

Park Hotels are attempting a holistic organic experience- they use organic masalas and organic cooking mediums like ghee and mustard oil to cook the organic ingredients. Also energy and water saving initiatives are integrated into their kitchens.

They have their own compost pit with the mulch of vegetable trimmings and other organic stuff and the product of this is used everywhere instead of chemical fertilizers. They are also encouraging their pest control contractor to use neem based pesticides.

At present Park is the only hotel supporting the organic movement to this extent. They’ve been invited by farmers and NGOs to visit organic farms and collaborate with their efforts.

Their preferred cooking techniques are healthier alternatives like grilling, steaming and low fat roasting. They purchase the most energy efficient equipment from grills and fryers to heating systems- coupled with everyday energy saving practices, such as running equipment only when necessary. Leaking taps are efficiently rectified and staff is trained on judicious water and energy usage.

Leftovers

Leftovers from the daily buffet are sent to Mother Teresa’s Food Bank, and feed 2-3 orphanages in Delhi for 2 meals a day. Meat trimmings and bones from the butchery are

14 given to Circle of Animal Lovers everyday to feed strays and homeless animals. Leftover bread is given to a person who comes from Aligarh every three days to take to a piggery.

Leftover oil is given to a certified vendor who uses it for industrial purposes- the making of grease, soap, etc. No oil is allowed into the drains.

Park Hotels segregate garbage into three sets- wet garbage; tins, cans and bottles; paper, cardboard and plastics.

Park Hotels have always been involved in philanthropy. They have set up a number of trusts and institutions. They feel it is important for every individual, every company and corporate to contribute to society in whatever way. And its not only about donating money. They have set up a number of schools in and tube well projects in their tea plantations at Assam. The President of Park Hotels, Priya Paul got together with some friends to set up the Seed Shop at The Park, Delhi, three years ago as she had felt a certain need in the market for a one-stop shop for organic products, for natural products. But they have created this with the urban market in mind. It has done reasonably well and they are hoping to expand that.

Park Group of Hotels have also taken the responsibility for the conservation, preservation, maintenance, upgradation and beautification of Jantar Mantar, the observatory built by Sawai Jai Singh II. As per the MoU signed with the ASI and the National Culture Fund (NCF), the group has taken up restoration of the monument, lighting up the area, putting up visitor signage and facilities.

Says conservation architect and architectural historian Anisha Mukherjee, who is also the conservation consultant to the project, “It is not just conserving the physical fabric of the place but also conserving and clarifying the function and form of the yantras (instruments) at the observatory.” The Park group has put up signages clarifying the function of the yantras which not only helps in raising public awareness but also understanding how the observatory worked not only in Jai Singh’s time, but even today.

Apeejay Surrendra Park Hotels with ASI and NCF has also developed the first Virtual Reality CD-ROM on the historic monument Jantar Mantar, New Delhi. This CD-ROM was produced with Delhi Tourism & Development Corporation and is aimed at raising awareness and appreciation of this unique architectural site.

15 HISTORY & MILESTONE

In 1910, Pyare Lal, a young patriot, responding to the nation's call for self-sufficiency, set up a small unit in Jalandhar, to manufacture steel goods for the domestic agricultural market. His untiring efforts saw the firm "Amin Chand Pyare Lal" grow and by World War II, become profitable enough to employ 100 people. The small unit in Jalandhar rapidly expanded into an enterprise, fuelled by a fierce pioneering spirit. It was destined to achieve many breakthroughs in post-independence India.

The Group was among the first importers of steel into India, challenged by the bottleneck created by the scarcity of steel and steel goods in the 1950s. It also set up the country's most advanced steel mill in Calcutta and was among the first to manufacture stainless steel in India. Soon it emerged as the third largest exporter of steel, pioneering exports to markets like UK and Japan.

Having started as steel importers, the company took an early interest in freight costs and shipping. It was therefore natural that in the mid 1950s the Group expanded to shipping. The 1960s saw the Group venture into hotels, leading to the formation of The Park Hotels.

Over the years, this successful conglomerate came to be recognized as Apeejay Surrendra Group - the A standing for Amin Chand (Pyare Lal's father) P for Pyare Lal and J for Jalandhar. It is a perfect tribute to the industrious ancestors and founders as well as remembering the place from where this illustrious journey began. It also honours its dynamic late Chairman, Surrendra Paul.

Today, Apeejay Surrendra Group employs close to 42000 people in rapidly expanding operations in Tea, Hospitality, Shipping, Real Estate & Retail and Financial Services. The family values that have nurtured the Group continue to guide the conglomerate as it diversifies into new initiatives like Shipyards, Logistics & Knowledge Parks.

The chain started by Surrendra Paul in 1967, with the opening of its first hotel, the 150 room, The Park on the fashionable Park Street in Kolkata, on 1 November; the hotel at Visakhapatnamwas added in 1968, while the Delhi Park was started in 1987. After the death of Surrendra Paul, his daughter Priya Paul succeeded him in 1990, subsequently the Park was added in 2000, while Park in 2002.

The Delhi Park, took up the restoration of , the 1724 CE built astronomical observatory, Jantar Mantar, in 2000, after an MoU with theArchaeological Survey of India (ASI).

In 2006, Forbes, listed "Atrium" in The Park hotel, Chennai with its menu designed Italian chef Antonio Carluccio, amongst India's top 10 Most Expensive restaurants. In

16 2010, The Independent, named The Park, Hyderabad amongst its list of "100 ideas for 2010".

Now The Park Hotels operate a chain of boutique hotels in Bangalore, Chennai, New Delhi, Navi , Kolkata, Hyderabad, and . The hotels amenities include restaurants, ceremonial rooms, outdoor pools, health spas and gyms, indoor games, and dining and other facilities for corporate and leisure travelers. The company is based in Kolkata, India. The Park Hotels operate as a subsidiary of Apeejay Surrendra Group.

When Priya Paul took the reins of Park Hotels in 1990, India's hospitality industry was in a sorry state. There were lots of empty hotels. Before the country's economic reforms of 1991 ushered in an era of growth, there was "little optimism" about the future.

It was an inauspicious time to launch a sleek, designer hotel in India – a risky concept in a country accustomed to large, marble-clad hotels. But the well-travelled Ms Paul had seen the success of Ian Schrager's chic Royalton Hotel in New York and was convinced that the concept could take off in India.

Today, Park Hotels is the country's leading boutique hotel brand, with properties in Delhi, Chennai, Bangalore, Kolkata, outer Mumbai and the resort city of Visakhapatnam in Andhra Pradesh state. Twenty more are in the pipeline.

Ms Paul was only 24 when she took over the fledgling Park Hotels, part of the Apeejay Surrendra Group, one of India's family-controlled conglomerates, in a role that was thrust on her by the sudden death of her father, Surrendra Paul. At the time, there were few young Indian women in similar positions in business. But she was no novice. An economics graduate of Wellesley College near Boston, she had spent every summer working for her father.

When she was 22 her father appointed her marketing manager of Park Hotel. She had to make calls and make sales happen. She educated herself by meeting travel agents and clients, trying to understand where they were getting business and asking lots of questions.

Her siblings were also brought on board. Ms Paul's brother is now chairman of Apeejay Group while her sister oversees its retail and real estate units. While Ms Paul's is not a rags-to-riches story, hospitality was relatively new territory for the Apeejay Group. With holdings in tea, shipping and steel, it owned two hotels before it began building the brand in the late 1980s.

Ms Paul set to work immediately, overhauling the Kolkata property with entrepreneurial zeal. She admits that initially people needed a lot of education about The Park. Indian guests were used to cavernous, chandelier-lined lobbies and asked why those at The Park were so small. Ms Paul had to fight for her idea: She said they were different, design- led.and not for every type of customer."

17 Attitudes began to change when she added Zen, a chic restaurant, at the hotel in 1992. Soon the Park Kolkata developed a reputation as a trendy venue for live bands.

Ms Paul introduced more unconventional design into subsequent properties. On the site of an old 1930s film studio in Chennai, she opened a hotel with an Indian cinema theme. She also created the tongue-in-cheek "Leather Bar" at the hotel because of Chennai's legacy as a leather-making hub. The designers discouraged her from doing this but she wanted it to be dark with walls and floors of leather.

As a self-styled "great ripper of magazines", Ms Paul is fastidious about her interiors. She oversees every aspect of design "down to the ashtrays" and works with international designers such as Conran & Partners as well as contemporary Indian designers. She says her job is to alert foreign designers to Indian elements.

Overhauling design was not Ms Paul's only strategy for bringing India's hotels up to date. She also modernised the company's business processes. One of the biggest moves was to install modern IT systems to manage reservations and "yield management software" to help determine room prices.

In an unusual move for a hotel, The Park last year installed expensive SAP business software to manage its human resources. Shortage of skilled personnel is a pressing concern for the Indian hospitality industry. The Park's move was an attempt to address the problem by by establishing its own management training programme and hospitality training centre in outer Mumbai.

Predictions of growth in the sector are encouraging. Fuelled by underlying economic growth of more than 9 per cent, the World Travel and Tourism Council forecasts that spending on Indian tourism will grow by 7.9 per cent between 2007 and 2017.

Meanwhile, there is a dearth of capacity. HVS, a consultancy, estimates that there are about 110,000 hotel rooms in operation in India, of which fewer than 40,000 are branded rooms. By comparison, Las Vegas alone has about 150,000 rooms.

As a result, The Park, like most luxury hotels in India, commands high rates. Room rates at The Park in Bangalore, for example, range from $375 to $700 a night.

Ms Paul is scouting for properties overseas in locations such as Thailand, Sri Lanka and the Maldives, as well as Dubai and London, which lie on the well-trodden route of globe- trotting Indians. She sees the entire "collection" growing to between 25 and 30 hotels in the next five years. She says that there's a need for our hotels in other countries as customers change and become more individual. They are looking for more hotels with character.

As a local pioneer of boutique hotels, The Park created and found a niche in India. Now the growth opportunity in India is tremendous according to Ms Paul. The company generated sales of about $55m in the last fiscal year.

18 Credit Suisse's recent $55m investment for a 10-15 per cent stake in the company will help The Park expand as it aims to go public in a few years. For a family-run conglomerate, The Park's goal of going public is itself a departure from the traditional way Ms Paul admits.

Two decades ago the idea of The Park becoming an Indian international boutique hotel brand seemed a fantasy. But, Ms Paul says: "You have to have that courage in what you believe in and what you're trying to do."

SOME ACHEIVEMENTS OF THE PARK

The Park Hotels launched its seven-star hotel in Hyderabad, built with an investment of INR 3,400 million. The first green building hotel, with 270 rooms, has a gold rating from Leadership in Energy and Environmental Design. The company is targeting INR 1,000 million revenues from the new venture in a year. The group plans to launch a 250-room hotel at Pune in January 2013 and another 250-room one in Kolkata in 2014. It would also launch one luxury resort at with 200 rooms. In all, it has 1,145 rooms.

A developer of boutique hotels, The Park Hotels, considers this Hyderabad project as a flagship project taking hospitality to the next level in terms of facilities and features it offers. The Apeejay Surrendra Group is in the process of adding three more properties within two years.

The General Manager of The Park Hyderabad, Mr Anurag Bajaj, said that the 270-room project on the Hussain Sagar lake edge will commission the phase one of 125 rooms on April 1.

The property architected by Skidmore, Owings and Merrill based in the US, the designers of the famous Burj Khalifa, hosts 11 food and beverage courts and seeks to pamper the visitors with its range of luxury offerings, including the unusually large rooms, Mr Bajaj told .

The property is LEED Gold certified and blends best of tradition with modernity.

It features precious stones, distinctive textiles, façade reference jewellery settings and metal workings found in the Nizam jewellery collection along with a three dimensional pool and Aura Spa.

The Park Hotels chain has gradually enhanced its capacity to over 1,300 rooms by either developing its own properties or acquiring some of them.

The Hyderabad property is developed by the Group after acquiring land from the Andhra Pradesh Government.

19 In the pipeline are three more properties at , another one at Kolkata and they are in the process of finalising plans for another venture in Jaipur.

On July 10, 1999 a team from the Ministry of Tourism, Government of India, visited The Park, a five star hotel in Calcutta, to consider its application for upgrading its categorization from “Five Star” to “Five Star Deluxe”. The team inspected the hotel's décor, standards of service, rooms, systems and overall arrangements. In the afternoon came the verdict, not entirely unexpected: "Approved." The hotel staff went into a mood of great celebration.

The approval gave the hotel a greater recognition and status, enabled it to attract higher- class clientele and move closer to the classy image of its competitors, Taj Bengal and Oberoi. The recategorization was another feather in the cap for the hotel, coming after its selection in May 1998 as a member of the Small Luxury Hotels of the World1. The top management of the hotel sought such recognition to strengthen the direction of its efforts to reposition the hotel as a "boutique hotel" and change its image from a "comfortable and affordable hotel mainly for Public Sector executives and budget travelers" to "a classy and trendy hotel" conveying an image of youth, vitality and a place where "things happen". The management had articulated for the hotel a mission that highlighted premium status, global standards and service excellence as its key elements. It had also taken a number of steps to translate its “boutique” concept into practice.

Though the management of the hotel was very happy with the recognition as a Five Star Deluxe hotel, it did not want to rest on its laurels. It was aware that still much remained to be done. It was not sure to what extent the boutique concept was implemented and understood by its customers and employees. The scenario for the hotel industry in Calcutta was not very attractive, but the competition was increasing. Hence it wanted to assess the competitiveness of the hotel in the changed competitive scenario of Calcutta, develop a competitive strategy and think through the problems in implementing it.

Significantly, the Park group’s net worth has doubled in four years from US$750 million to US$1.5 billion.Industry watchers attribute the phenomenal growth to the business acumen and leadership skills of Karan Paul, the son of Surrendra Paul, founder of The Park Group of Hotels.

The Park Hotel, in the heart of the entertainment and dining zone, houses Tantra, arguably the best discotheque in eastern India, and Roxy, its classiest nightclub. And during the day, the footfall at Oxford Bookstore and Flurys – the legendary cafe – is a major cause of concern for the competition. It is agreed that Tantra and Roxy have redefined nightlife and reflect Calcutta’s changing mores. They are now in the middle of the biggest expansion The Park group has ever embarked upon. It’s very exacting times for The Park team. The last financial year was great for the Park Hotels.

Priya Paul is a significant person as far as success of Park Hotels is concerned. She is the new corporate logo of the Apeejay Surrendra Park Hotels and it is symbolic of (what

20 else) change. For one, popular perception of the group has changed in the past two years after the launch of two new Park hotels, one in Chennai and the other in Bangalore. Both have received rave reviews for their funky interior and exterior design, and reinforced the chain's positioning as a boutique one. Through the 1990s, they were constantly renovating, repositioning, and refreshing the product, a natural consequence of trying to succeed in a business dominated by mega hotel chains. In the recent past, they have been able to carve out this niche of boutique hotels-small, specialised, and able to deliver an exciting product.

The Park Hotels also announced the launch of the brand’s seventh property, marking its foray into the leisure segment. The Park Hotels has launched an eight-cabin luxury cruiser, Apsara alongside a 10 luxury room resort, The Park on Vembanad Lake. Akin to a floating boutique hotel, the eight-cabin cruiser takes visitors to the tranquil waters of Kerala’s Vembanad Lake . The 28m cruiser, built on two levels has a galley, saloon and dining area, in addition to a sundeck and panoramic forward seating area.

The Park, New Delhi, has been awarded the “best represented seller” award at SATTE- 2003 (South Asia Travel Tourism Exchange).

The Park was adjudged the winner for being well-represented by key decision-makers of the organisation. The location of the booth as well as the profile of buyers visiting the booth contributed towards The Park Hotels winning this prestigious award.

The participating team was comprised of Mr Vijay Dewan, Managing Director, The Park Hotels, Mr S. H. Rahman, regional director, sales and marketing, The Park Hotels, Mr Tejpal Uberoi, general manager, The Park, New Delhi, Mr Rohit Arora, rooms division manager, The Park, New Delhi, Mr Vijay Subramanian, director, sales and marketing, and Mr Ramnik Choudhary, assistant manager, sales, The Park, New Delhi.

21 STRATEGIC BUSINESS UNITS

The strategic business units of The Park Hotels are situated in various places which include Bangalore, Chennai, Navi Mumbai, New Delhi, Kolkata, Visakhapatnam, Hyderabad and Kerala Backwaters.

THE PARK, BANGALORE

Impressive designs, attention to luxurious comfort, personalized services, and much more attracts guests to the Park hotel in Bangalore. The Park hotel, Bangalore is ideally situated on the MG Road in the heart of Bangalore's business district. The Park hotel is a unique 109-room experience in Bangalore. The Park hotel boasts of being the first contemporary boutique hotel in India. Just like the other Park Hotels all over India, The Park hotel Bangalore showcases its global standards in luxury, comfort and hospitality.

At the Park hotel Bangalore each floor maintains a class of its own and is suggestive of the variety of experiences and cultures that are prevalent throughout India. Though, all the rooms of the Park hotel in Bangalore and have been designed keeping in mind the needs of the international traveler and assure them of a unique experience in hospitality. The 24-hour restaurant of The Park hotel serves a select assortment of items from coastal cuisines of South India and South-East Asia.

Room Facilities

• Coffee Maker in Room • Hairdryers Available • Mini Bar • Modem Lines in Room • Free Newspaper • Room Service • Safe Deposit Box

Hotel Facilities

• Babysitting/Child Services • 24 Hour Front Desk • Handicapped Rooms/Facilities • Parking • Laundry/Valet Services • Elevator • Tour Desk • Doctor On Call • Internet Access

22 • Currency Exchange Counter

Dining:

All types of food including the Indian dishes and the foreign menu are available, the International menu includes the Chinese, Western and also the Thai carte du jour that are very popular these days among the Indian and overseas day-tripper. The food is nutritious and healthy and one can be sure that the food is also free from bacteria.

Sports & Leisure

• Golf • Pool • Fitness Center and Spa

Meeting Facilities

• Meeting/Banquet Facilities

23 THE PARK, CHENNAI

The Park in Chennai is located on in the heart of the business district of the city. The Park Hotel has 215-rooms and stands on the historic premises of the erstwhile Gemini Film Studios. The Park hotel creates a unique story of textures, surfaces, shadow and light inspired by film and performance in its various forms. The Park hotel caters to the needs of a premium business traveller who appreciates a perfectly calm and rejuvenating experience in a Chennai hotel.

The Box in the Park Hotel is Chennai's best address for hand picked gift items, beauty products, home accessories, stationery, unusual gift items, and fashion. A luxurious silk- enrobed room reminiscent of the rich colours of monk's robes is an elegant setting for Lotus, the modern Thai restaurant at The Park, Chennai. Then there is 601, where the live performances by the Chefs adds warmth and excitement. At the Pasta - Choco bar of the Park Chennai, fresh pastas and noodles are tossed to your liking and chocolates and desserts act the perfect temptress.

Standard room facilities:

Air-Conditioning, Satellite TV, Telephone, Internet Connection, Hairdryer, Room Service

Deluxe Room- Deluxe Rooms are 25 sqm. They are fitted with a king size bed or 2 single beds. Bathrooms have a separate bathtub and shower.

Residence Room- Residence Rooms are 28 sqm. They are fitted with a king size bed or 2 single beds. Bathrooms have a separate bathtub and shower.

Hotel Facilities- Restaurants, Coffee Shop, Gift ShopBanquet & Conference Facilities, Business Centre, Wireless Internet, Laundry Service, Safety Deposit Boxes, Disabled Facilities, Car Park

Family facilities and babysitting services are also offered.

Dining : Six-o-One – This is the 24 hour restaurant at The Park Hotel in Chennai that offers a scrumptious range of Indian and International delicacies. Aqua – This is the ideal place to enjoy lunch. Its unique Mediterranean feel makes intensifies the intensity involved in enjoying a meal. The resident DJ will make sure that spirits are pepped up. Pasha – One of the most happening night spots around, Pasha is also well-stocked with an eclectic selection of choicest spirits. Here one can also avail a number of scrumptious snacks. Lotus – Here the guests can gorge on a commendable array of Thai delicacies rustled up by some of the highly skilled chefs. The Leather Bar – This is a stylish bar that features an eclectic selection of cocktails, wines, beers and other spirits.

24 THE PARK, NAVI MUMBAI

The Park, Navi Mumbai, an urban getaway, is only one hour drive from the domestic airport. Located in CBD Belapur with stunning views of hills and lush green foliage, this is the sixth hotel of the group.

The 80-room hotel provides a contemporary and elegant setting for both business and pleasure. The interiors mix traditional Indian patterns and textures with clean lines and modern shapes, bringing together East and West and fusing technology with local crafts. It defines a new vision of service and style to Navi Mumbai.

A homage to Modernism and the work of Le Corbusier, the space has an open plan approach that connects all the parts of the hotel in an organic sense to create a vibrant living environment. The brilliant white exterior catches the gleam of the sun that casts dramatic shadows across the deep reveals. Warm amber LED lights bring in the night while the garden side is bathed in midnight blue. The landscaped gardens use only white flowers to create a cool retreat.

The hotel houses Zest, vibrant all hours restaurant which enjoys the views of the terrace through full height glass windows. Aqua our signature poolside restaurant and Dusk, the stylist, elegant and classical moody space. Our Specialty Chinese Restaurant, Bamboo showcases authentic food prepared by our speciality Chinese Master Chefs with a special focus on Sichaun and Cantonese specialties with a spread of DimSums.

The logo depicts the colors of sundown being amidst nature and port representing the port city.

Room Facilities

Air Conditioning, Private Bathroom Satellite Television International Direct Dial Telephone Mini Bar Hair Dryers Wake-up Service Iron/Ironing Board 24-Hour Room Service Coffee/Tea Making Facilities Non-Smoking Rooms/Facilities High Speed Internet Access Available

Hotel Facilities

Parking

25 Elevator Security Doctor on Call No Pets Allowed 24-Hour Front Desk Babysitting Services Laundry/Valet Services Currency Exchange Counter Handicapped Rooms/Facilities

Dining & Entertainment

Aqua Restaurant, Bamboo- Chinese Restaurant, Dunk- The Bar, Zest- All hours restaurant.

Sports & Leisure

Gymnasium Swimming Pool

Meeting Facilities

Business Center Conference Facilities Meeting/Banquet Facilities

Other facilities

The Box - The Box, in hotel retail outlet for hand picked gift items, beauty products, home accessories, stationery, unusual gift items, and fashion.

In Room - Catch up on reading from our well researched book list. Or pick a movie from ibrary of DVDs. Indoor chess, scrabble, pictionary, monopoly, playing cards, UNO - all are available.

Aquazone - Gym

26 THE PARK, NEW DELHI

The Park, New Delhi, is situated in the heart of the city's business and entertainment hub- Connaught Place. It overlooks the historic 18th century Jantar Mantar observatory. Any state related mementos one wants to buy, he doesn’t have to go anywhere far, the state emporias are just a stone's throw away from the Park.

It is a very contemporary, stylish and A busy urban junction, its spacious banquet halls, restaurants, all buzz with activity throughout. The accommodations are models of refined luxury, personal touch and superior amenities and services. Public spaces and guest rooms are lined with handpicked contemporary art. A place to retire and recharge, it reflects the electric energy of the city.

Dining

The Park New Delhi offers fine dinning facilities. The restaurants at the hotel have excellent décor and serve great food.

Agni: It is a 35 feet long bar that has a magical décor. The bar serves choicest of beverages.

Fire: The Indian restaurant at the hotel provides great décor and sumptuous Indian delicacies. The 60-cover restaurant is situated at the lobby level and is separated by white sculptural plaster wall.

Mist: The 24-hour dining venue-Mist-offers a cool décor as the restaurant is done in light blue color. The menu at the restaurant is predominantly Italian.

Conference and Banquet Facilities

The conference and banquet facility offer are available to the guests of The Park. They have an awesome range of halls of different dimensions to suit varied requirements. Besides, their round the clock Business Center offers professional expertise for corporate events. The Park, New Delhi is centrally located with Government Offices, International Exhibition Grounds like Pragati Maidan and Connaught Place at a stone's throw.

Recreation:

The Park offers all the modern day comforts. One can relax, unwind and pep oneself up at their health club, The Spa, with the most sophisticated computer. And of course, exercise machines are available here to give people all the energy and fitness required to tone up. People can pamper themselves with their exclusive Sauna and massage facilities or just relax by the Aquapark, our azure swimming pool. Keep up with style in their Salon with specialised hair care and beauty treatments by Shahnaz Hussain. The Park

27 Delhi, also offers in-house entertainment, films, music, and boardroom games among other services.

THE PARK, KOLKATA

The Park, Kolkata, offers urban luxury at the best downtown location, which allows people to access the main commercial and entertainment districts of the city very easily. Post renovations, today, it wears a completely new look in rooms, restaurants, and other public spaces.

Its 149 rooms and suites are all lavishly furnished, offering exclusive services to guests, and is a popular destination for the young business traveler and those from the fashion and entertainment fraternity. The hotel is a member of ™ and has a niche boutique identity of its own.

Spacious banquet halls spread over an area of 15,000 sq feet combine the best of technology and design and is a popular destination for any corporate or private function.

The logo is an inspired manifestation of DUSK, SUNSET and SUNRISE representing the history and architecture of the city’s rich colonial past while looking forward to ushering in the future.

Other specifications:

Aqua The signature pool bar, is set around the pool with loungers and luxurious double beds. Aqua serves an all day international menu, that goes hand in hand with the cocktails.

Roxy Bringing the glamor and style of the 60's is Roxy, with brick walls, and a color changing glass wall behind the DJ booth.

Saffron Serving contemporary Indian cuisine, Saffron is a harmony of the various regions and diversity of the country.

Someplace Else This ever packed pub hosts some of the best live bands in the city and is a popular spot for locals and expats alike. Someplace Else has been in business for more than a successful decade.

Tantra The resident nightclub, is undoubtedly the most popular in the city, with a members only upper floor-Bodhi Bar. Tantra hosts popular DJ's with special Sunday jam sessions.

28 The Atrium Cafe Open all through the day, the cafe serves over 24 varieties of organic coffee and 14 varieties of garden teas. Also included on the menu is world cuisine, served any time of the day or night.

The Street Cafe The newest addition to the hotel, The Street Cafe is a tribute to the pulsating street life of Kolkata. The four stalls serve everything from hot dogs and salads to Indian favorites like kati rolls, and even wine by the glass.

Zen The open kitchen includes a Japanese bar counter, as well as Chinese and Thai stations where chefs show-off their culinary skills.

Amenities & Services at Hotel The Park, Kolkata:

TV, Mini Bar, Air Conditioning, Direct Dial Telephone, Modem Socket, Hairdryer, Bar, Restaurant, Room Service, Private Parking, Non Smoking Rooms, Conference Rooms, Facilities For Disabled, Shops At Hotel, Currency Exchange, Swimming Pool, Fitness Room, Babysitting, Jaccuzi in all Deluxe Rooms, Pub, Disco, Internet, Doctor On Call, Laundry, Money Changer, Banking, Safe Deposit.

Location:

The Park Kolkata is ideally located in the heart of the business & entertainment centre of the city on Park Street. It is 15km from the airport and 4km from the station, 30 mins by car.

29 THE PARK, VISAKHAPATNAM

Luxuriously sprawled over 6 acres of spectacular beachfront; All 66 sea facing rooms of this urban beach resort allows you a breathtaking dialogue with the Bay of Bengal under a clear blue sky. Lush green terraced lawns are beautifully poised with tiled pavilions and a giant chessboard. Local craftsmen create with passion in the crafts court in the lawn. The dining experiences in Bamboo Bay or Vista are enhanced with breathtaking sunsets in a tropical setting. Lotus motif used generously in the design symbolises the Buddhist influence on this beach city in the South of India. An environment that encourages exploration and inner freedom, this is a place of purity where the red soil connects with the golden sand, blending into the bright blue sea.

Accommodation

It has 61 rooms all of which overlook the sea. Splendid décor and meticulous attention to detail guarantee luxury to the guests. The hotel also offers 3 Deluxe suites and 1 Executive Suite that are symbolic of all fathomable comforts.

Dining

The 24 hour shop serves Indian and Continental cuisine. There is a superbly designed bar with a scenic view of the sea. There is also the exclusive Chinese restaurant open for Lunch and dinner.

Other Facilities:

Neptune Hall accommodates 250 people for social functions. Moreover, the lawns adjacent to the sea along with the Aqua deck are suitable for any outdoor event. The Meeting Room is equipped with up to date audio-visual facilities that cater to the varying demands of multifarious business events. The Spa at the hotel is ideal for toning up one’s health. People can rejuvenate their energies by using any of the international machines available. The Sauna, steam and massage facilities can enables to relax and unwind. The Salon offers exclusive beauty services and specialized hair care and styling for both ladies and gentleman.

30 THE PARK, HYDERABAD

The Park Hotel Hyderabad further extends The Park Hotel Group’s reputation for realizing contemporary hotels, which combine local culture and world class, international design. The Park Hotel Hyderabad will be a certified green building and has achieved LEED GOLD certification.

The new flagship hotel is influenced by Hyderabad’s proud tradition as a centre of design and the production of precious stones and distinctive textiles. The façade references jewellery settings and metal working found in the Nizam jewellery collection.

The building incorporates a range of high quality spaces, from 270 guest rooms, designer and presidential suites, three restaurant, two lounges, night club and 3D infinity swimming pool. The hotel’s unique exterior cladding and interior surface finish reflect local traditions of craftsmanship, patterning and style.

Special Features:

The Street Lobby is designed as an anti-chamber, on first entering the hotel, from the hot bustling environment of Hyderabad. The dramatic lighting and rich materials contrast the harsh outdoors, providing a transition for the arriving guest into the calming hotel spaces. From the street lobby guests may also access the ‘The Box’, Banquet Reception and Luxury Retail Mall within the hotel – Tresorie'.

The Hotel Lobby comprises the reception, Ruby Lounge and lounge seating areas and provides access to all of the hotel restaurant and bar offerings, as well as the Verandah Restaurant. The hotel is organized on three sides around The Verandah, which forms the heart of the building.

The Sicca Bar is a contemporary and informal interpretation of a traditional gentlemen’s club.

Verandah – The Restaurant is located at the heart of the hotel and is a unique all - hours dining restaurant with three distinctive indoor sections. It also has a vivacious alfresco dining area towards the poolside. This space is characterized by highly personalized yet welcoming and intuitive service. The menu is inspired by traditional Indian and classical Italian food, and it features an array of signatures that are creative inspiration from colonial heritage.

31 A major feature of the hotel is a three-dimensional infinity pool, which affords swimming and relaxing in elegant surroundings, and creates unique visual environments for diners and club goers in adjacent and below-grade spaces.

Aura Spa is also a special feature of The Park, Hyderabad.

THE PARK, KERALA BACKWATERS

APSARA HEAVEN ON WATER

Akin to a floating boutique hotel, this eight-cabin cruiser is taking to the tranquil waters of Kerala’s Vembanad Lake and gliding guests through the backwaters.

Designed with luxury and comfort in mind, the interiors combine elements of Kerala’s magnificent heritage with the quiet sophistication of European yachting style.

The 28m, 300 sq. m boat is built on two levels; there are eight rooms, a crew cabin, a galley, saloon & dining area, sundeck and panoramic forward seating area.

The cabins have been designed to be compact and they all feature LCD TVs and a wide range of books, music and films.Each cabin has a double bed, study desk & chair, and bathroom. There is also a mini bar, LCD TV and DVD player, a safe. The textural furnishings applied to the walls and ceilings of the interiors include veneer, rich leather, silk and natural cottons with marble used in the bathrooms. A small spa menu is available on board on Apsara.

On Level-I, the dining area would seat 16 guests with panoramic view of the backwaters. Guests can enjoy the local and international cuisine on the cruiser as well as sample local fare and produce along the shoreline. Local cultural tours and educational talks will also ensure the full Kerala experience.

THE PARK ON VEMBANAD LAKE

This sophisticated ‘docking station’ for APSARA will feature 10 luxury rooms, a deluxe suite, a tented spa offering Ayurvedic and international treatments, a gym, a restaurant and bar, a pool, pool deck and bar, and performance space.

Guests may dine on local and international cuisine on the cruiser or the gentle slopes of the shore, while local cultural tours and educational talks will offer the complete Kerala experience.

The food and drink

32 Food is locally sourced (fish and giant freshwater prawns and crab from the lake; exotic jack fruits, okra, green lentils and coconut galore). The chef delights in bringing out his kitchen kit to show huge pestle and mortar, special dosa (pancake) pans, a hand-wound iddiyappam (rice noodle maker). The latter produces fresh, sticky noodles that are served with fish cooked in the spicy coconut curry sauce that defines the best of Kerala's excellent cuisine.

MANAGEMENT TEAM

Mrs. Shirin Paul took over the Chairmanship of the Apeejay Surrendra Group, the holding company of The Park, under tragic circumstances in April 1990. In July 2004 she became the Chairperson Emeritus of the Group, handing over the office of Chairperson to her son Karan Paul.

Apeejay Surrendra Group (established in 1910) is a dynamic Indian multinational with rapidly expanding operations in Tea, Hospitality, Shipping, Real Estate & Retail and Financial Services.

Mrs. Paul directs the Educational and Philanthropic activities of the Group. She oversees the management of the Apeejay Schools in Kolkata and is the Chairperson of The Paul Foundation. The Paul Foundation awards scholarships to outstanding scholars who are committed to make a difference to the society through their work. As a Trustee of the Apeejay Trust, she works with development projects focusing on children, women, the disadvantaged and the disabled.

She has a deep interest in promoting art & culture, is a keen horticulturist, and finds Yoga-Meditation as the ultimate healer of body, mind and soul.

Mr Karan Paul, the son of late Surrendra Paul, is the Chairman of the Apeejay Surrendra Group. Inducted in the business in 1992, Mr Paul oversees the financial planning and strategy for the entire Group. He is also in charge of operations and management of the Group's Tea, Shipping and Financial Services divisions. An alumnus from the Brown University, US, Mr Paul's vision is to make The Apeejay Surrendra Group, India's largest and the most profitable privately owned family business. Upon donning the mantle of Chairmanship on July 14, 2004, from Mrs Shirin Paul, who is Chairperson Emeritus, henceforth, Mr Paul set the Group's roadmap to 2010. In a statement to all employees he said, "I want us to be industry leaders in whatever we do and I believe that we have the necessary abilities to make this vision, real for all of us. I believe that the cornerstone of success is integrity. We must always do good business and the right thing, drawing from our tradition of trust, reliability and fairness. These values are very dear to us and must not be compromised with." Mr Paul believes that the Group can deliver to customers worldwide, products and services of the highest standards built by the best processes and managed by the ablest people.

33 Ms Priya Paul is a Bachelor of Economics, Wellesley College, USA. She is overseing the management of Apeejay Surrendra Park Hotels in Kolkata, Delhi, Bangalore, Chennai and Vizag as the Chairperson. She is the Director the Apeejay Surrendra group and joined the Group's hospitality business as the Marketing Manager, The Park, New Delhi, in July of 1988. Ms Paul is the President, Hotel Association of India (HAI),Founder Member, World Travel Tourism Council - Asia Chapter (WTTC).Ms Paul is also the Education Chairman of the Young President's Organization (YPO), Trustee, India Foundation of the Arts (IFA) and member of the South Asia Women's Fund,The Ford Foundation and member of the Advisory Board of Directors, IIM Lucknow. Her interests include Reading, Art, Cuisine and its History, Meditation and Exercise.

Ms Priti Paul is a Masters in Design Studies, Harvard University and a Bachelor of Science in Architecture, minor in Economics, Massachusetts Institute of Technology, Cambridge, USA. She developed Apeejay Business Centres, with operations in Chennai, Kolkata, Mumbai and New Delhi and spearheads Real Estate and Design division of the group. She is the driving force behind relaunching and repositioning Oxford Bookstore in Kolkata,Mumbai and Bangalore. She has also been in charge of the team that developed India's largest book, music and gift site, www.oxfordbookstore.com. In addition to this, she also oversees the London operations of Apeejay Group. Apeejay Anand Children's Library is another project close to her heart. A member of the Royal Institute of British Architects, she is also a member of Women in Shipping and Trade Association (WISTA), England, Member - India Committee, American Bureau of Shipping, USA and is the founding Member of the MIT Club India. Her interests include yoga, painting, collecting art and creating sculpture in steel.

Mr. Vijay Dewan is the Managing Director of Apeejay Surrendra Park Hotels, where he is responsible for operations, business strategy formulation, overseeing marketing operations and planning sustainable growth for the hotels. Mr. Dewan's effective leadership, direction and vision have helped The Park Hotels to achieve greater heights. Mr. Dewan has a Master's degree in Organic Chemistry and a Post Graduate Diploma in Hotel Management from The Oberoi School of Hotel Management. Mr Dewan started his career with The Oberoi Hotel, Delhi in 1984, moved to The Park Hotels in 1991 and was located at Kolkata, where he took over as General Manager a year later. He was appointed Vice President of The Park Hotels in 1994. Sixteen years in the industry has given Mr. Dewan an in-depth perspective on the needs of the modern day traveler. He thrives on information and believes in constantly updating his skills, which saw him undergo several professional courses including a General Manager's Programme from Cornell University in 1995, a course in Leadership for Change from the London Business School in 1997 and one on Strategic Marketing Management from The Harvard Business School in 2000. Based out of Kolkata, Mr. Dewan is an avid golfer and finds it the ultimate relaxant.

Mr. Deepak Bali is the Vice- President of Apeejay Surrendra Park Hotels, where he is responsible for all Projects, engineering and modernization of existing facilities. Mr. Bali is a thorough professional, hardworking and has a quick understanding of the Projects undertaken and comes up with practical and innovative solutions. Mr. Bali has a

34 Bachelors of Engineering (Marine) and is a fellow of Institute of Marine Engineering (Indian Chapter) has done specialization in project management and Hotel Planning and Design from Cornell University, USA.He has 34 years experience. He started his career with Shipping Corporation of India and later on with an Anglo- Norwegian Company as a Chief Engineer.In 1987, he moved to The Park Hotels as a Chief Engineer and was located at The Park New Delhi. He was promoted to corporate Chief Engineer in 1992 for all the Park Hotels in India. He was appointed Vice President of The Park Hotels in 1994. Eighteen years, in the hotel industry has given Mr. Bali an in-depth perspective on the design and planning of the modern day hotels.He thrives on information and believes in constantly updating his skills, which saw him, undergo several professional courses including industrial Engineering, Planning and design course from Cornell University.Based at New Delhi, Mr. Bali is an avid sportsman.

Mr. Noshir Marfatia is the General manager of the sales and marketing office of The Park group of hotels. Based in Mumbai, Mr Marfatia heads the all-India National Sales & Marketing of the company, and is responsible for strategizing, implementing and executing the overall sales strategies for the company.

With over 18 years experience in the Hospitality industry, Mr Marfatia was earlier with Oberoi Hotels for 9 years and with Sarovar Park Plaza Hotels & Resorts for the past 8 years and now looks after sales and marketing at Park Hotels.

Mr. Tejpal Uberoi is the General manager of The Park, New Delhi. He is an alumni of Pusa and passed out in 1979. He subsequently did his management training programme at The Oberoi, School of Hotel Management. He remained with Oberoi hotels till November 1993 when he left as the EAM, food and beverage for the Oberoi properties in Mumbai.

During his tenure with Oberoi hotels, he worked at The Oberoi, New Delhi, Babylon Oberoi, Baghdad and Oberoi hotels Mumbai.

He then spent two years in hotel projects in Bankok commissioning the 600 room Amari Arrium Hotel. He was then relocated to Goa where he was Genaral manager of The Bogmalo Beach Resort, Renaissance Goa Resort and at Club Mahindra. He returned to Delhi in 2002 as General manager of The Park, New Delhi.

Mr. Lemuel Herbert is the General manager of The Park, Chennai. He started his career more than a quarter century ago and at present is Associate Vice President and General Manager of The Park, Chennai. He finished schooling from Cambrian Hall, Dehradun. He graduated from Madras Christian College, Chennai and immediately joined The Oberoi Hotels as a management trainee in 1981. He had also been Baghdad, Iraq as senior lobby manager in Hotel Al Rashid in 1991.

Other people in the management of Park Group of Hotels include:

• Mr. Subrata Majumder, General Manager of The Park, Bangalore.

35 • Mr. Abhijit Bose, General Manager of The Park, Navi Mumbai. • Mr. Anurag Bajaj, General Manager of The Park, Hyderabad • Mr. Siraj Mukherjee, Director Operations of The Park.

PRODUCTS

The Apeejay Surrendra Group, founders of The Park Group of Hotels provide a wide range of services and products besides hospitality which include- tea plantations, shipping, retail, Real Estate, financial services, Group corporate services, infralogistics and education. However the basic products of The Park group are Boutique Hotels.

Boutique hotel is a term popularized in North America and the United Kingdom to describe intimate, usually luxurious or quirky hotel environments. Boutique hotels differentiate themselves from larger chain/branded hotels and motels by providing personalized accommodation and services / facilities. Sometimes known as "design hotels" or "lifestyle hotels", boutique hotels began appearing in the 1980s in major cities like London, New York, and San Francisco. Typically boutique hotels are furnished in a themed, stylish and/or aspirational manner. They usually are considerably smaller than mainstream hotels, often ranging from 3 to 50 guest rooms.

Boutique hotels are always individual and are therefore extremely unlikely to be found amongst the homogeneity of large chain hotel groups. Guest rooms and suites may be fitted with telephony and Wi-Fi Internet, air-conditioning, honesty bars and often cable/pay TV, but equally may have none of these, focusing on quiet and comfort rather than gadgetry. Guest services are often attended to by 24-hour hotel staff. Many boutique hotels have on-site dining facilities, and the majority offer bars and lounges that may also be open to the general public. Despite this definition, the popularity of the boutique term and concept has led to some confusion about the term. Boutique hotels have typically been unique properties operated by individuals or companies with a small collection. However, their successes have prompted multi-national hotel companies to try to establish their own brands in order to capture a market share. The most notable example is Hotels & Resorts Worldwide's , ranging from large boutique hotels, such as the W Union Square NY, to the W 'boutique resorts' in the Maldives, to true luxury boutique hotel collections, such as the collection, Kimpton Hotels & Restaurants, SLS Hotels, Epoque Hotels,Thompson Hotels, Joie De Vie hotels, The Keating Hotel, and O Hotel, among many others.

The concept of boutique or design hotels has spread throughout the world, including European countries like Spain, and East Asian countries such as Thailand, where many boutique or design hotels are sprouting, especially in resort locations, such

36 as Phuket and Hua Hin. Other Far Eastern cities in which boutique and design hotels are becoming increasingly popular include Bangkok, Singapore, Malaysia, and Hong Kong. [citation needed] Boutique hotels are even appearing in such places as Indonesia, mainland China, Iceland, Peru, and Turkey, demonstrating that the concept has penetrated beyond the typical design capitals of the world and is entering new markets.

PREFFERED AT THE PARK

Preferred at The Park' is a unique rewards program which aims at building long term relationships with guests, not only rewarding them for their loyalty, but also providing incentives that are guaranteed to bring them back to The Park. this membership based program is operational at all The Park Hotels in New Delhi, Calcutta, Bangalore and Visakhapatnam and cater to both corporate and individual frequent travelers.

At the core of this program lies the Smart Card which is an innovative and pioneering step in product enhancement. Looking much like the ubiquitous credit card, this one has an embedded chip which automatically tracks points and discounts and stores information on frequent customers. So, the minutes guests check in, the staff knows whether they like their coffee black or which newspaper do they prefer!

Points accumulated by guests can be redeemed for an exciting range of exclusive gifts and benefits. Apart from the usual presentations in the form of pens and perfumes, The Park has some unusual ones in store. Guests could have the thrill of their life while going whitewater rafting, don a designer outfit by Rohit Bal the Pasha of fashion, take an exotic break at a luxury heritage hotel in Rajasthan or even invite a chef home to whip up an exquisite meal. points can also be donated to institutions like WWF, CRY and Helpage India.

The Program offers annually renewable Room Memberships (Rs 500) and Dining Memberships(Rs 3000), and points are awarded to either account. As a privileged member, one can be guaranteed a room and access to host of amenities and discounts. The Park Hotels, in its endeavor to provide services that are a notch above the rest, have won the prestigious "Golden Peacock Innovative Product/Service Award" 1999-2000, in recognition of this unique service.

The following are the special services offered at The Park:

Conference kits with the company logo embossed Special working lunch menu to cater to various individual tastes. Special ambience by way of music or light entertainment, to provide a welcome break. Helpful hostesses to welcome and escort guests. Special effects for product launch like life size models of the product and the special display boards. Special effects for product launch like life size models of the product and the special

37 display boards. Facilities to make banners and backdrops of your choice. Special theme for parties, be it ethnic or western depending on your requirement. Cookies, and chocolate platters on the table. Personalised stationery, match boxes, pencils and pads. Banquets Telephone with local dialling facility. Running tea/Coffee counter throughout.

CONFERENCE / SEMINAR FACILITIES

Podiums Lecterns Blackboards/Flip Chart Board/ White Board Raised Platform Conference Kits Banner & Backdrops Tent cards Simultaneous Translation Video Coverage / Audio Recording Photographers Reception Hostesses Floral Decorations Special Security

VISUAL AID

Overhead Projector Slide Projector Video Projection Panaboard Data Projector LCD Projector Direct Projector Spot Lights on stand TV/VCR Computers

AUDIO EQUIPMENT

Cassette/ Tape Recorder

38 Amplifiers Microphones Cordless Microphones Telephones

The Park Hotels have also organized various events as a source of entertainment for their guests:

A confluence of cultures marked the millennium bash at the Park, Vizag. Calcutta's swinging sensation, HIP POCKET, wowed the crowd, and tribal dancers from coastal Andra pradesh performed a 'thapettigullu' dance. As the new millennium dawned, artists performed 'mohana ragas' on flute and tabla in the amphitheater.

M agic and jugglery never fail to weave a spell. At the Atrium Cafe, Isabelle Feraud and Scott Harrison's travelling circus kept the audience captive with an entertaining program of power juggling, unicycling and doable magic. The Nashville Sprockets, as they are called, have spent more than seven years travelling around the globe. The Atrium Cafe, the Park, Calcutta was a stop midway through their world tour aboard their 1962 Bristol Decca bus.

P rovogue strode the fashion ramp in a bold new initiative at The Park, Calcutta . A bevy of beautiful people from the fashion world enlivened the show, which was compared by Rakshanda Khan. The star spangled banner of names included milind Soman, Dino Morea, Gladrags winner John Abraham, Bipasha Basu, Rajlaxmi, Anupama Verma.

B ollywood beauty Sonali Bendre lit up Someplace Else at The Park, Calcutta on 3 December 1999. The girl with the dazzling smile and hour glass figure was the cynosure of all eyes as she swayed to the pulsating rhythms through the night.

D ancing sensation Prabhudeva and actor Partihan were guests at The Park, Vizag, during a shooting session in the city. Vizag hosted the Spirit of unity concert in January 2000, and noted playback singers Udit Narayan and Alka Yagnik stayed at The Park.

N ew actors on the block Hrithik Roshan and Ameesha Patel are the toast of Bollywood following their hit Kaho Na Pyaar Hai. Hordes of eager autograph hunters besieged them when they visited Tantra, the hot new nightspot at The Park, Calcutta on 6 January 2000.

T he ad industry's first ever rock band comprising ad-men from Mumbai, 'Wanted Yesterday' performed at The Park, Kensington Terrace, Bangalore, on Feb 20, 2000. The event, organised by Channel V, featured Rajeev Raja, Creative Director, Bates Clarion on the flute and Prabhakar Mundkar, MD, Euro RSCG on lead guitar. Hosted jointly by The Park and Bacardi, the bash met with an enthusiastic response.

39 M ichel Sanchez and Eric Monquet, the duo from the popular French group, deep Forest enjoyed a harmonious stay at the Park, New Delhi when they visited the city this winter. Combining ethnic and modern music and using technology to revive ancient and forgotten sounds is what Deep Forest have set out to do. "Sweet lullaby", their biggest hit, projected them onto the world stage.

MERGERS AND ACQUISITIONS

PARTNERSHIP BETWEEN PARK HOTELS AND CREDIT SUISSE

Apeejay Surrendra Park Hotels Ltd., owners of The Park Hotels has raised US$ 55 million for major expansion plans through a private equity deal with global financial giant Credit Suisse.

The deal for this partnership was done so that the infusion of capital acts as a catalyst enabling The Park Hotels to expand their footprint throughout the region.

In its Investment Banking business, Credit Suisse offers securities products and financial advisory services to users and suppliers of capital around the world. Operating in 69 locations across 33 countries, Credit Suisse is active across the full spectrum of financial services products including debt and equity underwriting, sales and trading, mergers and acquisitions, investment research, and correspondent and prime brokerage services.

Credit Suisse actively invests in real estate and hospitality-related projects in global emerging markets. It regards India as one of the most important growth markets for its Asia Pacific business, and this partnership underlines Credit Suisse’s commitment to the country.

ICICI Securities and Amarchand Mangaldas were the advisors for this transaction.

PARTNERSHIP BETWEEN JET AIRWAYS & THE PARK HOTELS

Jet Airways, India’s premier international airline and JetLite, Jet Airways’ all-economy subsidiary have launched ‘Boarding Card Delights’, an initiative offering the airlines’ guests a range of special benefits and discounts against their boarding cards, at various partners across India. This initiative, comes into effect on July 23 and is valid until October 15, 2009.

‘Boarding Card Delights’ currently has 13 established brands as programme partners, across four categories- Hotels, Dining/Restaurants, Car Rentals and Retail. The Park Group of Hotels is one of the programme partner.

40 To avail of this attractive offer, guests need to present their Jet Airways/Jet Airways Konnect or JetLite boarding cards, at the various partner establishments / outlets. Boarding cards generated through the Web, SMS and Kiosk Check-in, are accepted along with their respective photo identification.

Jet Airways’ guests can enjoy special rates, discounts on select services and complimentary stay for their spouse at select properties of The Park Hotels.

Guest may avail of double JP Miles, complimentary room upgrades, 15% discount on food and beverages and other services and more with The Park Hotels.

The Park also entered into an alliance with Infrastructure Leasing and Financial Services in which the latter extended a finace of Rs. 1500 million to The Park Group of Hotels.

The Park entered into an alliance with Mayer Brown JSM in which a HK$450.3 million acquisition and renovation loan facility for the hotel was granted by HSBC to the Laws group.

41 SWOT ANALYSIS OF THE PARK

Every business with the global prospects in the multi dimensional, volatile atmosphere has to introspect its strategies taking into consideration the strengths, weaknesses, opportunities and threats. The hotel industry also tags along the line and has to undertake smart and innovative moves to woo its clientele who expect best possible service at competitive rates. It is estimated that approximately a lull of 2%-10% of the previous year business in all categories of hotels. Park hotels had to face modernization at huge costs especially in cyber city of Bangalore where technology up-gradation is swift and the inflows of customers require multi dimensional facilities ranging from full-fledged business center to high grade video conferencing.

The Park Group of Hotels utilize the latest marketing principles and information technology updates to get a respectable position in the hospitality market. In the face the worldwide economic recession, the guests have become more sensitive to price which calls for effective formulation of the pricing strategy.

Strengths Weaknesses 1.India's rich cultural heritage 1.Capital intensive 2. Demand far exceeds Supply 2.Lack of adequate Man power 3.Global economical turn-up 3.Long gestation period 4.Inclusion in Export Promotion Capital 4.Labour turnover Goods scheme

5.New business opportunities Opportunities Threats

1.Boom in tourism 1.Competition from other Asian countries whose official 2.Privatization of airlines currencies have fallen drastically 3.Tie ups with international hotel chains 2. High service & luxury taxes. 4.Increase in disposable incomes 5.Boost in tax concessions

Tourism is an important driving factor for The Park Hotels and fluctuations in tourist arrivals affected the earnings of these hotels. Tourism is the third largest foreign

42 exchange earner of the country (earnings: $2.735 billion in 1999) and Park Hotels contributed considerably to these earnings, since all foreigners were required to settle their hotel bills in foreign exchange. Though India accounted for only 0.37 percent of the world tourist arrivals and 0.60 percent of revenues, the average stay of a foreign tourist in India was 30 days, as compared to three in Singapore and seven in Thailand. Due to the heat during summer and heavy rains during the monsoon, most of the tourist arrivals in The Park took place about the four months November to February. Calcutta was not among the destinations of the average foreign tourist, who generally went around the Delhi-Rajasthan circuit, with some extensions to Bombay and the South where The Park has its hotels.

Occupants were not the only source of revenue to Park Hotels. Conferences and seminars were an attractive source of income and served as an opportunity for revenue earning. The seminars usually were accompanied by orders for food and beverages, and gave some occupancy to hotels also, unless they were purely local conferences.

The second major source of revenue was the banquets and receptions, which gave revenue for food and beverages department as well as the banquet balls. Casual diners at restaurants also constituted an important source of revenue. Thus The Park had revenue opportunities for individual departments. The hotels competed with one another to get these segments. Food festivals and major events around festivals like Diwali, Durga Pooja and Christmas were organized to attract the locals. The hotels also competed to organize visits of important persons like actors, playwrights, painters and key business persons to add prestige to the hotel. The Park organized many celebrity nights which proved as one of its strengths.

Occupancy Rates: Since a very large portion of the expenses of a hotel is fixed, being (i) financial costs for the property (ii) maintenance costs (iii) establishment costs and (iv) day to day running costs, it was very important to get a good occupancy rate. Occupancy rates tended to be higher in Park Hotels because of a good location, a good brand image and a higher proportion of business and airline occupants. To enhance occupancy through a build up of client loyalty, Park Hotels started loyalty programmes like Preferred At The Park, whose members obtained preferred hotel rooms, lower rates and other benefits.

Location: Location is considered important but the degree of its importance depends on the target audience. For instance The Park, New Delhi is located in the official hub of the city, Connaught Place where there are many offices, thus it tended to have business clientele due to their proximity to probable places of business interactions.

Brand image: The image of a hotel in terms of service orientation, status commands, expense category, overall ambience, customer types and progressiveness affects the nature of customers and the demands made by them on the hotel. Park Hotels tended to build this brand image through advertisements in TV, news papers, magazines (especially in flight magazines and travel guides) and direct mailing to prospective clients and

43 corporate managers dealing with hotel bookings. The Park Hotels also tried to build relationships with administrative staff of corporations through personal visits and presentations. The idea was to create a pull from the occupants to prefer the hotel rather than another.

Alliances: Forming alliances, with related activity or service providers, was another instrument to drive business. Alliances with other companies provide mutual benefits. The most common alliance was with Jet Airways, with the hotel giving a discount, or a free extra night stay (especially over a weekend) on production of a boarding pass, and the airline giving bonus points to its frequent fliers for staying at The Park Hotels.

Real Estate: Real estate costs constituted a very significant cost in the overall cost structure of any hotel. This made these hotels highly capital intensive. The maze of land regulations made expansion through green field projects very time consuming, and their eventual outcome, highly uncertain. The costs, of course, vary a great deal depending on location. Thus the posh locations of The Park Hotels added to their cost.

Competitors to The Park.

There are four five star/five star deluxe hotels that compete with The Park. These are Hotel Airport Ashok, Hotel Oberoi Grand, Hotel Hindustan International and Hotel Taj Bengal. The profiles of these hotels are given below.

Hotel Airport Ashok. This is one of the hotels under the Ashok chain, and is a State Enterprise under ITDC. Located just near the airport, its prime targets are the transit traveler and airline crew Its service quality is considered to be less satisfactory than the other four hotels. It could attract PSU executives, government officials and transit passengers.

Hotel Oberoi Grand. This belongs to the Oberoi chain of hotels, reputed for its professionalism and quality of service. The group has its hotels in major business and tourist places of India. It also has set up hotels in other countries. The group has pioneered the introduction of unique services like room service. Hotel Oberoi Grand, located near the business district, was established in 1933 as Eastern India Hotel. It has an image of exclusivity, and commands high brand loyalty. Its property is classified as 'heritage property' and has an old world atmosphere about it. However, it is considered to be rigid in the policies and rules, and the service was considered by the younger executives to be staid and slow. It has just renovated its rooms and is attempting to project itself as a modern, dynamic hotel. It pursued quite different pricing policies during the lean and peak seasons. It gave steep discounts during off-seasons as well as to corporate clients, especially executives from State Enterprises, but was quite flexible in its target marketing. Its competitive strategy in future, according to the executives of The Park, would be through upgrading of its facilities and service.

Hotel Taj Bengal . This is a relatively a new comer, starting in 1988. This hotel belongs to the Taj Group, which has an excellent reputation for the quality of service. It has its

44 hotels in all the major cities in India and has a reputation for consistency of service among all the units. It has an excellent brand equity abroad and is frequently chosen by foreign tourists. Its reservation system, both in India and abroad is considered excellent. Recently it launched a major campaign stressing its competence, professionalism, a “caring” attitude and quality of service. Though Taj Bengal is located about 9 kilometres away from the business district, many private sector executives have Taj Bengal as their first choice, and so does pilots. To reinforce the premium image, it provided Mercedes cars for airport transfers for its deluxe clients. It is considered the first choice for prestigious marriage parties and, till recently, it had the largest banquet hall capacity. Thus its targeting is very broad: international tourists, top business executives and prestigious marriages. However, it is also believed to give sizeable discounts to its clients and has in fact started price wars. Its likely strategy, according to The Park executives, would be tocapitalise on its image by capturing international travellers and conferences, high-end marriages and airline crew, especially of foreign airlines.

Hotel Hindustan International. This hotel was established in 1975. This was struggling to keep itself afloat, and is believed to offer the steepest discounts to fill the rooms. It does not have a clear image in any segment, and nor does it have any particular reputation for quality of its service. It had essentially targeted relatively low budget clients. Recently, it is attempting a turn around by upgrading of its services and modernization of its facilities.

ITC Welcom Group. This group has highly reputed hotels in all major cities. The headquarters of ITC Ltd, the promoting company of ITC Welcome Group is in Kolkata.

The Group . Hyatt is an international chain reputed for its high quality of service. The Hyatt Group is also a tough competitor of The Park.

Each of the properties in the Park chain has its own clientele, its own tariffs, and its own décor. The décor and even the general appearance of each property, and even of different floors in the same property, are strikingly different which is one of the major strengths of The Park. Each property is managed largely independently, although certain activities and policies have been made uniform across the chain. There is no corporate headquarters for the chain as such, but Ms. Priya Paul, a member of the Paul family, who is managing the hotel business, coordinates across the properties. Manuals and operating procedures are formulated for various departments such as human resources, housekeeping, food & beverage service and adopted and implemented by all hotels. Exchange of ideas and information among different hotels of the chain take place through periodical meetings among the executives of the different properties. Within broad parameters, there is considerable freedom for each property to introduce changes and practices.

Boutique hotels are hotels that are different, offering a richer, more classy and more intimate experience. According to Mr. Vijay Dewan, Vice President of The Park, Calcutta, who also acted as the CEO of the property, the boutique hotels are “those providing a distinctively different and more personalised service, amenities and style”. Style is the essence. Nothing was laid down as such, but each item: lobby, rooms, the

45 restaurants and so on reflect the distinctiveness and the style. This concept of boutique hotels differentiates The Park from other hotels.

A boutique hotel is also a trendy, designer and niche hotel, where things are “happening”.Service will not be formal, but customer friendly, close to the customer. Each of the properties have a root of its own. The Park, Calcutta is art oriented. Delhi is more architecture oriented. Rooms at Delhi and Calcutta are quite different. Even rooms of different floors are different. The designs of The Residence (the executive floor) rooms and the suites are different.

One of the difficulties faced by The Park Hotels is that different hotels in the Apeejay chain are being managed independently, and hence there is no commonality of strategies. However Ms. Paul recognized the issue and initiated efforts to co-ordinate across the hotels. Manuals are shared and wherever possible, made common across the different properties. Frequent meetings were arranged to enable the executives to meet and share their ideas, and the steps taken at improvement. The hotel group is in the process of introducing an integrated reservation system.

Use of Information Technology is one of the strengths of The Park. One of the planks of The Park’s boutique strategy is to achieve a superior and a distinctive level of customer service. For this, it has employed Information Technology (IT) in a big way. A software package covering purchase, accounts, and staff data base and front line operations has been introduced. The most important among these, from the point of view of customer service, is the data base built for the front line operations. Each guest, at the time of registering, is put on the database, and during his stay, all his/her orders (room service) and preferences are recorded. When the guest booked a room the next time, the front desk, house keeping and room service are alerted about his/her past history through an “expected arrival report”, so that the right questions could be asked confirming his/her preferences, as for example, for rooms. This quite often pleasantly surprises the guests. The housemen are also informed about the preferences.

All complaints and requests are registered in the computer and then passed on to the appropriate branch (e.g., electrical). These would indicate the time of booking of the complaint as well as the time it was attended to; subsequent delays if any; and the time it is finally set right. The house-keeping manager reviewes these data every morning and all cases of undue delays were investigated.

Though the Hotel has turned around and is in fact profitable the top management is still concerned about the strategic direction of the Hotel. The following are the key concerns:

• Is the concept of a boutique hotel sustainable? Is it enough to differentiate it from its competitors? • If the answer to above is "Yes", what would be the implications for further action? • If the answer to first question is "No", what new direction should the hotel define for itself?

46 RECOMMENDATIONS & SUGGESTIONS

1. As far as The Park, New Delhi is concerned, the hotel is located in the middle of everything. It is located in the official hub of the city where there are many offices and it is right in the centre of the hustle bustle of the city. Thus many guests of The Park have a problem with the location of the hotel.

2. The restaurant of The Park is quite expensive and out of the range of many people. One of the guests from Houston, Texas complained that the food looked good on the buffet but was around $20-$30. Thus it would be advisable that the hotel brought down its restaurant rates.

3. Internet is expensive and slow for downloading $100 for one week. Thus it is suggested that The Park reduces its internet rates.

4. A guest from Atlanta, Georgia complained that the music from the pool combined with the music from the nightclub filled with the younger crowd got to be a bit too much at 1am. Thus it would be advisable that the hotel relocates its nightclub and the pool a bit further from its rooms so as not to disturb its guests, and at same time carrying on its night life.

5. The food of The Park is said to be average so the hotel should upgrade its food so as to appeal to its guests.

6. One of the guests complained that in Park, Chennai there is nothing to remind them that they are in India. Thus The Park should incorporate an Indian element in their design and refrain from keeping their interiors totally western.

7. The service at The Park is said to be erratic. Thus the hotel staff should be more vigilant and careful regarding their service. The service should be made more prompt to add to customer satisfaction.

8. One of the guests complained that the pool at The Park, Chennai could not be used after 8 pm. Thus the hotel should consider extending its timings of the pool a bit further to enable its guests to avail the swimming pool facilities for a longer time.

9. The hotel shops should also remain open within their operating time, and there

47 should be people in the shops to attend to customers. One of the guests complained that the hotel shop in Park, Chennai was never open and they had to ask the staff to open the shop.

10. One of the guests at The Park complained that the hotel corridors had damp smelling carpets. Thus it is suggested that the hotel alongwith its rooms also pays attention to its corridors and ensures that everything is perfect.

BIBLIOGRAPHY

• www.google.com

• www.theparkhotels.com

• www.inhabit.com

• www.tripadvisor.com

• www.indianmba.com

• www.financialexpress.com

• www.yahoo.com

• www.apeejaygroup.com

• www.hotelassociationofindia.com

• www.wikipedia.org

• The Park Manual.

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