An possible approach on positioning of Hotels in Goa

1. Positioning Options for Hotels in Goa
www.mastersungroup.com

2. POSITIONING
"an organized system for finding a window in the mind
of the target consumer”

3. Profile of Foreign Traveler in Goa
 Goa Traveler
 2/3rd of them Male
 Majority belong to US, UK , Europe (esp. France & Germany) & Australia
 Long stay, usually a fortnight. Usually not taken a package
 Is not a backpacker but a luxury traveler, stays in a starred hotel, spending at
an average of Rs. 21,000

4. Profile of Foreign Traveler in Goa
 India Traveler
 Has come for sight seeing, participating in cultural events, ecotourism or shopping
 Beaches & churches of Goa, a big draw for traveler from UK & Australia
 Middle aged segment big & growing
 66% :Repeat visitors, 66% Spends > USD 2500; 65% Stay in 4 Star & above
 India Traveler from UK, US , Australia & Europe
 Usually accompanied by a spouse/significant other
 Except for Australians, Often accompanied by friends or family members
 UK traveler accompanied by small kids, US traveler accompanied by other
family members
 Key associations with India : Artifacts & heritage, Palaces and royal retreats,
yoga/spirituality/meditation

5. Profile of Domestic Traveler to Goa
 Out of the 25 lakh people that come to Goa, 85% are domestic
 Primarily male
 Majority of them from Maharashtra, West Bengal, Karnataka,
Gujarat, Kerala
 A weekend to a weeklong stay
 Short stays from visitors in neighboring states
 Most of them not on a package tour
 Business men, professional or private service
 10% or say 2.5 Lacs falls in high income bracket , likely to stay in
a starred hotel

6. Goa :What Does it
Stand For

7. Goa Associations Foreign Traveler :Tropical
Beach
Primarily : Sand, Sun and Beaches
TROPICAL BEACH LOCATION
Tropical Environment, Greenery

8. Goa Associations for Foreign Traveler: Goan
Experience
PEOPLE
Happy-Go-Lucky PeopleChurches , Architecture,
Local Cuisine etc.
INDO -PORTUGUESE CULTURE
INDIA’S SPILL OVER
Spa, Yoga and Meditation

9. Goa Foreign Traveler Associations : Summary
 Tropical Beach Location
 Sun & Sand
 Tropical Environment & Greenery
 Goan Experience
 Indo-Portuguese Culture
 Happy-Go-Lucky People
 India’s Spill Over : Spa, Meditation & Relaxation
“Those want a standard experience who want to have as little to deal with India/Goa
as possible. But then: why come to India/Goa at all - you might as well choose
Caribbean - or Canary islands.”
 Feedback at Trip Advisor

10. Goa Domestic Traveler Associations : Summary
 Beach & Beach Activities
 Privacy of Beach : Seclusion or Less Congestion
 Beach Fun & Activities : Water Sports, Boating, Catching Rains
 Goan Experience
 Joy de Vivre of Goa
 Goan Cuisine, Goan Love of Wine / Feni etc.
 Partying & Having Fun : Night life, Casino, Good Crowd (Foreigners ) etc.

11. Domestic & Foreigner :
Positioning Possibilities
 Dimensions of Positioning common between Domestic & Foreigner
 Beach Location
 Goan Experience
 Way the dimensions manifests itself is different
 Natural Beach Location
 For a Foreigner the beach is primarily about sun , sand and tropical environment
 For Indian , it is about the variety of beaches and activities around the beach
 Goan Experience
 For the Foreigner it is about Indo- Portuguese culture, architecture, churches, happy-
go-lucky people and Indian flavour of spa & yoga
 For the Indian traveler it is about the joy de vivre of Goa and having fun

12. Positioning Option:The Goan Experience
 Goan Experience
 No property has tried to single mindedly own the Goan experience. Presents
opportunity for significant differentiation
 No property has either imbibed or communicated the Goan experience.
 Hotels have done isolated things to imbibe the flavour . Radisson & Mariott
have facilitated activities to savour the Goan experience .Taj has used the Goan
cuisine.

13. Positioning Task for Hotel X: ForeignerPositioning Task for Hotel X: Foreigner
 The product needs to be enhanced and deliver tangibly on the foreigner’s
expectations pertaining to
 Ownership of Indo-Portuguese Theme : Heritage, Culture, Artifacts & Curios & Cuisine
 Build on the warmth of its staff to deliver the happy-go-lucky image
 Strongly deliver on the Indian spillover : Spa , Yoga & Meditation
 Hotel X’s Communication
 Has to revive the Indo-Portuguese discourse : mythology, heritage & folklore
 Demonstrate & illustrate the rich & vibrant Goan experience of Hotel X

14. Positioning Task for Hotel X: IndianPositioning Task for Hotel X: Indian
 However for the Indian, while the privacy and access is welcome, the product needs to strongly deliver on activities
around the beach
 To appropriate ‘the Goan experience’ dimension , the product needs to deliver or facilitate the Indian’s expectations
pertaining to Joy de vivre of Goa
 Emphasis on Goan Food & Drinks
 Opportunities for Partying & Having Fun
 Communication to focus on
 Beach Fun & Activities
 Joy de Vivre of Goans

15. Visit us at www.mastersungroup.com
Sarvajeet Chandra
+91 9920803060, sarvajeet@theadiva.com,
sarvajeetchandra@gmail.com