Strategy and Action Plan Workbook

Financial Year 2019-2020

<< Hotel Name >>

<< Hotel Name >> 1

<< Address >>
www.tajhotels.com
Executive Summary

Financial Highlights

Financial Highlights Actuals Actuals Var FY

Budget
< Renovations / Any other changes to be indicated 2018- 2017- Var 18-19
2019-20 17-18
> 2019 2018
Room per Day ( RPD)
Occupancy
Average Rate
Rev PAR
Room Revenue ( Lacs)
F&B Revenue ( Lacs)
Total Revenue ( Lacs)

<< Hotel Name >> 2

<< Address >>
www.tajhotels.com
Budget Assumptions

This section can include:

 Business focus areas based on trends
 Key National& Local Events ( if any ) impacting business
 Impact of new competition in vicinity
 USP’s / New offerings of hotel to be highlighted

<< Hotel Name >> 3

<< Address >>
www.tajhotels.com
New Opportunities from the below critical areas:

 Specific focus areas for existing & new business

Internal Factors: Direct Impact on Business

 Challenges foreseen owing to competition / client management

<< Hotel Name >> 4

<< Address >>
www.tajhotels.com
Other External and Competitive Factors: Direct Impact on Business

 Strategy used by competition for business acquisition

 City trends on business segment & movement
 USP of competition hotels impacting hotel business

Budget Assumptions: Summarized

 Key 5 assumptions

<< Hotel Name >> 5

<< Address >>
www.tajhotels.com
Projected Competitive Scenario: FY 2019/20
(In addition to the information below kindly also include the STR Latest Available Month-end Report as part of the Annexure. For International
Hotels, please use the STR Report Data)

YTD % age change TY v/s LY

Occupancy
< Hotel Name > Competition < Hotel Name > Competition
Weekday
Weekend
ADR
< Hotel Name > Competition < Hotel Name > Competition
Weekday
Weekend
REV PAR
< Hotel Name > Competition < Hotel Name > Competition
Weekday
Weekend

<< Hotel Name >> 6

<< Address >>
www.tajhotels.com
Market Segment Mix and Supporting Tactics/Action Plans
 Long stay
Success Criteria or Performance
Action Plan Responsibility Timeline
Measure
Monthly /
DOSM / Sales Manager
New tie ups / associations targeted Quarterly /
Unit / Cluster
Annually

 Corporate
Success Criteria or Performance
Action Plan Responsibility Timeline
Measure
 New target segment / accounts
 Extraction of business from various reports Monthly /
DOSM / Sales Manager
available Quarterly / Revenue / RPD
Unit / Cluster
 Introduction of new offerings for corporates Annually

<< Hotel Name >> 7

<< Address >>
www.tajhotels.com
Below is a list of our top 10 target companies:

Sl No. Company RPD for 18-19 Targeted RPD

Top Producing accounts
1
2
3
4
5
6
7
8
9
10
Potential Replacement accounts

Total

<< Hotel Name >> 8

<< Address >>
www.tajhotels.com
 Transient Non-Negotiated
Action Plan
Occupancy increment
Rate Monitoring mechanisms
Responsibility Timeline Success Criteria or
Performance Measure
Director of Revenue Monthly / Quarterly / Revenue / Occupancy/
Annually Productivity/ Website Traffic

 Leisure Wholesale
Success Criteria or
Action Plan Responsibility Timeline
Performance Measure
Sales Manager /
Target period & special packages Reservations Manager / On going Revenue
DOSM

<< Hotel Name >> 9

<< Address >>
www.tajhotels.com
 Conferences
Success Criteria or Performance
Action Plan Responsibility Timeline
Measure
 Strategy for revenue increase
DOSM / Director of
 Business retention Monthly / Quarterly /
Revenue / Sales Revenue / Occupancy
 Target segments Annually
Manager / Cluster

 Events
Success Criteria or Performance
Action Plan Responsibility Timeline
Measure
DOSM / Sales Manager Monthly / Quarterly /
Areas of focus for newer associations Revenue / Occupancy
/ Cluster Annually

<< Hotel Name >> 10

<< Address >>
www.tajhotels.com
 Leisure Groups
Success Criteria or Performance
Action Plan Responsibility Timeline
Measure
DOSM / Director of
 Maximization of city based resources Revenue / Monthly / Quarterly /
Reservations Annually
Manager

Channel Mix and Supporting Tactics/Action Plans

 HRO
Action Plan Responsibility Timeline Success Criteria or
Performance Measure
 Bookings source to be focused DOSM / Director Monthly / Quarterly / Revenue / Occupancy / Yield /
 Additional revenue mechanism of Revenue / Annually ARR /
Reservations
Manager / Sales
Manager

<< Hotel Name >> 11

<< Address >>
www.tajhotels.com
 TRW
Action Plan Responsibility Timeline Success Criteria or
Performance Measure
 Familiarization trip (Chennai / Mumbai Team) / DOSM / Director Monthly / Quarterly / Revenue / Occupancy
Quarterly meet with team to understand challenges of Revenue / Annually
Reservations
Manager / Sales
Manager

 GDS
Action Plan Responsibility Timeline Success Criteria or
Performance Measure
 Increase in share of RFP accounts - Liaison with Travel DOSM / Director Monthly / Quarterly / GDS share / Market share
Click / ISO and concerned RM of Revenue / Annually
Reservations
Manager / Sales
Manager

<< Hotel Name >> 12

<< Address >>
www.tajhotels.com
 Taj Website
Action Plan Responsibility Timeline Success Criteria or Performance
Measure
 Campaigns to be focused Sales / PR/ HRO Monthly / Quarterly / Revenue / Occupancy
 Booking source management Annually

 Alternate Distribution System (ADS)

Action Plan Responsibility Timeline Success Criteria or Performance
Measure
 Competition analysis  Director of Rev.  Monthly /  Revenue / Occupancy
 Improvement of valley period Quarterly /
Annually

<< Hotel Name >> 13

<< Address >>
www.tajhotels.com
Food and Beverage Focused
<< Outlet Name >>
Action Plan
 New dining / meal experiences
 Menu revisions / New Chef
 Adaptation to new F&B trends
 Key events to be promoted
<< Outlet Name >>
Action Plan
 New dining / meal experiences
 Menu revisions / New Chef
 Adaptation to new F&B trends
 Key events to be promoted
Responsibility Timeline Success Criteria or
Performance Measure
 Chef / DFB/ PR  Monthly / Quarterly /  Covers / APC / Revenue
Annually
Responsibility Timeline Success Criteria or
Performance Measure
 Chef / DFB/ PR  Monthly / Quarterly /  Covers / APC / Revenue
Annually
<< Hotel Name >> 14
<< Address >>
www.tajhotels.com
<< Outlet Name >>
Action Plan Responsibility Timeline Success Criteria or
Performance Measure
 New dining / meal experiences  Chef / DFB/ PR  Monthly / Quarterly /  Covers / APC / Revenue
 Menu revisions / New Chef Annually
 Adaptation to new F&B trends
 Key events to be promoted

In room dining
Action Plan Responsibility Timeline Success Criteria or
Performance Measure
 Revision of menu offerings and  DFB  Monthly / Quarterly /  Revenue
packaging for Packed order Annually

<< Hotel Name >> 15

<< Address >>
www.tajhotels.com
Banquets
Success Criteria or
Action Plan Responsibility Timeline
Performance Measure
 Expansion of accounts Dos/ Catering Sales  Monthly / Quarterly /  Revenue
 Unique offerings for the events Manager Banquet
Annually
Manager

Guest Experience Focused

Front Office
Action Plan Responsibility Timeline Success Criteria or
Performance Measure
 XXX  XXX  Monthly / Quarterly /  XXX
Annually

<< Hotel Name >> 16

<< Address >>
www.tajhotels.com
House-Keeping
Action Plan Responsibility Timeline Success Criteria or
Performance Measure
 XXX  XXX  Monthly / Quarterly /  XXX
Annually

Engineering Focused

Action Plan Responsibility Timeline Success Criteria or

Performance Measure
  XXX  Monthly / Quarterly /  XXX
Annually

<< Hotel Name >> 17

<< Address >>
www.tajhotels.com
Finance Focused

Action Plan Responsibility Timeline Success Criteria or

Performance Measure
 XXX  XXX  Monthly / Quarterly /  XXX
Annually

Learning & Development Focused

Action Plan Responsibility Timeline Success Criteria or

Performance Measure
 XXX  XXX  Monthly / Quarterly /  XXX
Annually

<< Hotel Name >> 18

<< Address >>
www.tajhotels.com
Human Resources Focused

Action Plan Responsibility Timeline Success Criteria or

Performance Measure
 XXX  DHR  Monthly / Quarterly /  XXX
Annually

<< Hotel Name >> 19

<< Address >>
www.tajhotels.com