29443987 Hotel Research Report 2010

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PLANETARIUM HOTEL RESEARCH REPORT 2010



INSITITUTE OF BUSINESS ANDTECHNOLOGY BIZTEK

PLANETARIUM HOTELSubmitted To:

Sir Mansoob KhanMethod of Business ResearchMBA (Spring 2010)

Submitted By:

Fahad Abbas BM-25078Madiha Munawwar BM-25070Adeel Jabbar BM-25012Umer Sultan BM-25290

Syed Ali Qasim BM-25048Haseeb Ahmed BM-25016




LETTER OF ACKNOWLEDGEMENT

Dear Reader,

We would like to thank ALLAH Almighty, for finally making our effortsworthwhile. We also like to thank Sir Mansob Khan Course instructor,method of business research, biztek, Karachi for his amiable support andguidance in completing this report. It is due to him that, we had theopportunity of learning how to carry out and conduct a research report. Thisreport about Planetarium Hotel, this will help us in enhancing research and

creative skills in the practical scenario.

Sincerely,

Fahad AbbasMadiha Munnawar

Adeel Jabbar Umer SultanSyed Ali QasimHaseeb Ahmed




LETTER OF TRANSMITTAL

Institute of Business and Technology(Biztek)Gulshan-e-Iqbal,Karachi, Pakistan

To Whom It May Concern

Dear Sir,

Presented here is the report on PLANETARIUM HOTEL as a part of therequirement of the course method of business research M.B.A (Spring 2010).

This report follows the guidelines given in the course outline provided by biztek it has been reviewed and duly approved our course instructor.

Your feedback is vital for the credibility and worthiness of this researchreport. Please do not hesitate to contact us for any additional information or questions. 00923452837521

Thank YouYours Truly

Fahad AbbasMadiha Munnawar Adeel Jabbar

Umer SultanSyed Ali QasimHaseeb Ahmed




Teacher Comments




1.0 Research Proposal ----------------------------------------------------021.1 Problem Statement ---------------------------------------------------------------------------------021.2 Research Objective --------------------------------------------------------------------------------021.3 Importance/ Benefit of Research -----------------------------------------------------------------021.4 Research Design ------------------------------------------------------------------------------------031.5 Time Line -------------------------------------------------------------------------------------------031.6 Questionnaire Design ------------------------------------------------------------------------------031.7 Plans For Research Findings ---------------------------------------------------------------------031.8 Hotel Questionnaire ---------------------------------------------------------------------------04-10

2.0 Executive Summary -------------------------------------------------11

3.0 Purpose Of Report----------------------------------------------------123.1 Method of Data Collection -----------------------------------------------------------------------12

4.0 Problem Definitions ---------------------------------------------13-14

5.0 Survey Results -------------------------------------------------------15

6.0 Data Analysis and Interpretations -----------------------------16-44

7.0 Recommendation -----------------------------------------------------45

8.0 Conclusion ------------------------------------------------------------46


TABLE OF CONTENTS



1.1- Problem Statement

The Riverview Hotel, Newtown USA, is representative of the five star brand with the name & style of “Planetarium Hotel”, at Karachi airport, Pakistan. However the main concern on following matters:

• To find out the potentials & demand of your products in the target market according to theclasses & age-groups.

• Actually what kind of food, services and facilities standardize system, people of Pakistan prefer,so that market at a large scale of business.

• Either prices gets less important then the emphasis given to the quality of food and services,consumer behavior that where they attracts the most.

• Which type of interior decoration customers prefer in Hotels?•

Can security become a major issue?• Can easily enter in hotel market of Pakistan, earned expected profits and provides jobsopportunities?

1.2- Research ObjectiveThe research considered few objectives that fueled the entire study. Another objective of this research isthat either Pakistan has the bright future and growth rate for hotel industry or not.

Another consideration is to find out the causes for specializing in servicing business and corporateclients. It serves the business community, and visiting business traveler, in the Karachi city. Your keyclients are contracted corporate clients originating from both international and domestic markets fromwithin the travel trade, automotive and IT segments.

1.3- Importance/ Benefit of ResearchThis research is authentic for customer satisfaction for your hotel and future decision & improving itsimage and creates market loyalty & your customer fell proudly and long term relationship.After this research Planetarium Hotel can offers value and benefits to your clients, over and above thestandard of your facilities and affordable rates. We want to see to provide your guests with an exemplary

personal service, and level of recognition that they have come to rely upon. & provide your guest with a

luxurious, relaxed environment within which to conduct their business. An environment which theycannot find at our larger, more impersonal competitors and they can develop a relationship with thehotel that will ensure efficiency, value for their money and reliability in supplying them with the supportthey need, when they need it.




1.4- Research DesignDescriptive and case study design will be used for this research. Case survey in a form of statement likeresponses dealing with organizational culture change in Pakistan and quality & type of food informationand discussions. A total of 300 Pakistan residents/households and corporate clients belonging to upper and middle class with the age group between 25 and 45, will be ask to participate in the survey todetermine the impact. A total of about 28 questions will be imparted in research, asking respondents of

such questions such as:

A. What kind of food, services and facilities standardize system they want?B. What other benefits they want which can meet their perceived performance?

1.5- Time Li neTotal time required for this research is four weeks and time line as follows.

1st Week Drafting of the research proposal and the determination of such importantand related studies to support any validity of findings and results

2nd Week Collecting and Gathering of possible data information and appropriateresearch evidences. Designing questioners.

3rd Week Approval of questioners and conduct survey to fill up those questioners.4th Week Finalization, Assessment and Evaluation of research discussions and its

overall contextual process.

1.6- Questionnaire Design

Our Questionnaires are an inexpensive way to gather data from a potentially large number of respondents. Often they are the only feasible way to reach a number of reviewers large enough to allowstatistically analysis of the results. We are focusing on close ended questions mostly as well as directquestions. A well-designed questionnaire that is we used effectively can gather information on both the overall

performance of the test system as well as information on specific components of the system. Every stepneeds to be designed carefully because the final results are only as good as the weakest link in thequestionnaire process. The questionnaire may lack a logical flow and thereby cause the participant tolose interest.

1.7- Plans For Research Findings

Reporting of the research findings will be in hard and soft copies and will be using word documents,some excel data if necessary, through tables, charts and diagrams. This will be in salient datasummation.




Good Morning /Good Afternoon Dear Sir/Madam we are conducting survey on planetarium hotel atKarachi airport, Pakistan. This questionnaire is aimed at capturing the information which helps us toclassify the hotel industry; it will take no more than 15 minutes. If you are not sure of an answer to aquestion, please give your best estimate. Please answer all questions because an incompletequestionnaire creates serious problems in data analysis.

Your participation in this research is greatly appreciated. THANK YOU!

Q1). Which hotel do you like most?

1. Marriott2. Sheraton3. Ramada4. P.C5. Avari6. Carlton7. Regent plaza hotel8. Mehran hotel9. Beach luxury hotel10. Others__________

Q2).What features would you like to see in hotel?

. Security

. Reliability

. Efficiency4. Taste of Food. Wide Networking. Entertainment. Discount Rate. Customization. Others__________

Q3). How often do you go to hotels?

1. Once in a year 2. Twice a year 3. 1 to 2 times in 6 month4. every month5. With in a week




Now a few questions about your holiday or travel:

Q4).Who is accompanying you on your current visit to hotel? (Mark theappropriate answer).

1. No one.2. Partner.3. Family and /or relatives.4. Friends.5. Business partners.6. Other, what: __________________________________________________

Q5).When did you decide to visit any hotel? (Mark the appropriate answer)

1. Less than a month ago.2. 1 to 3 months ago.3. More than 3 months ago.

Q6). How much do you plan to spend during your visit to hotel?

1. Total Expenditure (Approx.____________PKR)

Q7). Do you remember any (Advertisement) promotional campaigns about hotel industry?

1. Yes (If Yes then ask Q8 )2. No

Q8). Where did you hear about hotels promotional campaigns (Mark the appropriate answer?More answers possible)?

1. I already knew of it.2. The Internet.3. Friends and relatives.4. Media.5. Books and guides.6. Travel agency.7. Fairs and/or exhibitions.8. It was part of the travel package.9. Other, what: ____________________________________




Q9). What are the main reasons for your visit to hotels?

1. Rest and relaxation.2. Visiting relatives and friends.3. Business reasons.4. Attending a conference, congress, seminar, meetings with clients and other forms of educations.5. Sports, Fun and recreation.6. It is entertainment places7. Kid’s preference / Special occasions (Birthdays, Treats)8. Atmosphere and peace and quiet of your room9. Others, What: ___________________________________

Q10). Do you expect your expenses under your planned budget (Mark theappropriate answer):

1. Within planned amount.2. Higher than planned amount.3. Lower than planned amount.

Q11). Which Kinds of food you like?

a) Pakistani Food b) Chinese Foodc) Continental Foodd) Thai Foode) Indian Foodf) Japanese Foodg) Other ____________

Q12). Elements when you choose a hotel?

1. Clean and tidy hotel (Reception area, Restaurant …)2. Clean and tidy rooms.3. Catering offer.4. Information is clear and accurate.5. Information is reliable.6. Staff is willing to help guests.7. Staff can be trusted.8. Staff is friendly9. Staff understands specific needs of the guests.10. Additional activities offered by the hotel (Sports facilities, Entertainment…)




Q13). Was your trip to hotels organized by a travel agency / another organizer?(Mark the appropriate answer)

1. Yes.2. No.

Q14). Have you had any complain since you have been staying at hotel?(Mark the appropriate answer)

1. Yes.2. No.

Q15). What time of day do you go for hoteling??

1. Before 11am2. Between 11am and 2pm3. Between 2pm and 6pm4. Between 6pm and 10pm5. After 10pm

Q16). Do you Have Membership of any hotel?

1. Yes (If yes then which hotel)_______________ 2. No

Q17). What facilities you want from hotel memberships?

1. More Entertainment2. More Business Facilities

3. New Food Offering4. Less Charges of services5. Other____________

Q18). Which of is being always an influencer?

1. Parents2. Family3. Others___________

Q19). Below are listed some statements which refer to the general image of the hotel.

1. I think most people have a positive opinion about hotel.2. The staff in hotel is friendly towards the guests3. Hotel has a unique image.4. The popularity of the hotel5. The staff in hotel always put their guest first.




Q20). This part of the questionnaire refers to your feelings and comprehension of the value of your stay at hotel. For each of the following statements, please tell us to what extent you

agree with »1« means you completely disagree and »5« that you completely agree with thestatement.

I completely I completelyDisagree agree

Idon’tknow

1 2 3 4 5

1. Overall, staying at hotels has beenvery valuable tome.

1 2 3 4 5

2. I have gained a lot of newknowledge and experience.

1 2 3 4 5

3. Staying at hotel is worth everyRupees paid.

1 2 3 4 5

4. I feel good in hotel. 1 2 3 4 55. I am delighted about hotel. 1 2 3 4 5

6. It gives me sense of joy that I havedecided to come to hotel.

1 2 3 4 5

Q21). In this part of the questionnaire we ask you first to rate your overall satisfactionwith your visit to hotel on scale 1- 5. Here »1« means you are completely

dissatisfied and »5« that you are completely satisfied.

Q22).Are you a member of any loyalty program of the hotel?

1. Yes where_______________________ 2. No why__________________________


Completely Completelydissatisfied satisfied

I don’tknow

1 2 3 4 5What is your overall satisfaction with your visit to hotel?

1 2 3 4 5



Q23). What type of entertainment areas do you want to have in the hotel?

1. Music2. Cinema Hall3. Casino Area4. Swimming pool5. Indoors Games6. Shopping Mall7. Concerts8. Gym9. Mini Golf Course10. Exhibition Hall11. Others_________

Finally, a few Questions about you.

Q24). What is your employment status? (Mark the appropriate answer)

1. Employed.2. Self-employed.3. Unemployed.4. Retired / renter.5. Student / pupil.6. Other, what: _____________________

Q25). Personal Information

Name: ___________________ Gender: __________________ Qualification: _____________ Marital status: _____________ Tel: ______________________

Q26).I fall in the age group___________ (Tick one)

O 20 to 25 yearsO 26 to 30 yearsO 31 to 35 yearsO 36 to 40 yearsO 41 to 45 years




Q27).What is the monthly expenditure of your family?

a) 40,000 – 50,000 b) 51,000 – 60,000c) 61,000 – 70,000d) 71,000 – 80,000e) 81,000 – Above

Q28)! How Many Family Members do you have?

a) 1 To 4 b) 5 To 6c) ________

Thank you very much for your time and answers

*HAVE A NICE DAY*

Conduct By: ________________

Location: ________________




Based upon information collected during the fieldwork phase of our study, and subsequent analyses,following is a summary of our findings and conclusions relating to the Planetarium Hotel to be locatedin Karachi Airport Pakistan.

With the help of our surveys and secondary data we find out that planetarium hotel should connectingwith business world hotels through targeting of metropolitan cities of Pakistan, for that you have tomake some improvements in the hotel which we observed during interviews with different people, like

providing more business opportunities, entertainment facilities, increase customer satisfaction level, akind of environment whereby consumer may reduce his stress, shopping areas and swimming poolfacilities. Your brand should be purely customer oriented that one can get his or her perceived benefits.

Your target market is all those customers who have been the part of travel industry, I.T industry andautomotive, which includes majority of those who are currently using your competitors

products/services. That’s why having a competitive advantage in your services will lead your business tothe next level. Your services should be based on quality, reliability and affordability. Planetarium hotelis committed to bring next generation service to your door steps today, which needs a creative andinnovative way of delivering products/services.

The people of Pakistan move towards cultural changes and its now moving towards adoption of newfashion, western life style, high living standard, and it’s happen due to media, international relationship,TV dramas, and Indian films. New generation wants to change in life style, living standard; they don’twant to follow the tradition. In Pakistan hotels mostly promote modernism and activities related to thesame, which leads to benefits for them.

But we are not thoroughly familiar with the background of this project, and we have not performed aneconomic impact analysis, our findings lead us to conclude that the potential economic benefits are notlikely to be sufficient to justify the risks involved, including the potential need to raise the hotel tax tofund operating deficits after several years should the reserves become low. We therefore recommendthat, prior to proceeding further with this project; the parties involved consider exploring a downsizing

of the project or an alternate use for the site.




Our aim is to find out the causes of why hotel organizational cultural is to be change, we found someresults is because of adoption of western cultural, society impact, international relationship. We saw thatPakistan in future hotel industry and organization sector at a high growth rate after providing somespecial services to your customers. Our aim is to find out the reasons which particular class people

prefer hoteling ,and whom go for hoteling mostly male or female and their income group, and find outthe causes of hoteling such as business reasons, entertainment, or habitual and planetarium hotelis positioned as a five star plus, business traveler's hotel, strategically located and offering

a high level of personal service. Your focus is on offering your guests added value anddifferentiating yourselves in our levels of personal service

We collect Primary data by questionnaires by observing human behavior interest. We collect Secondarydata from Internet, Newspaper, and Books.

DATA COLLECTION, ANALYSIS AND INTERPRETATION

We have collected the data relating to the research work of ours from, literature review andquestionnaires.

SECONDARY DATA COLLECTION:SECONDARY DATA COLLECTION:

We have collected the secondary data from websites, presentations and speeches given by professionals.

PRIMARY DATA COLLECTION:PRIMARY DATA COLLECTION:

We have collected the primary data through Questionnaires.

QUESTIONNAIRES:QUESTIONNAIRES:




We have made Questionnaires having the combination of open ended and close ended questions. Thequestionnaire constitutes 28 questions, about their traveling program and some personal questions Awell-designed questionnaire that is we used effectively can gather information on both the overall

performance of the test system as well as information on specific components of the system. Every stepneeds to be designed carefully because the final results are only as good as the weakest link in thequestionnaire process. The questionnaire may lack a logical flow and thereby cause the participant tolose interest.

To find out the potentials & demand of your products in the targetmarket according to the classes & age-groups

According to our surveys; hotel demand in large cities like Karachi, fluctuates more in response to personal income than to changes in hotel prices that's why cutting prices during recessions rarely brings

in more revenue and raising room rates in good times doesn't seem to diminish demand and pricediscounts will not increase demand enough to increase revenues.

Therefore it is totally depending upon the classes or income groups. While according to survey, age-group is one of the important variables for selecting the target market. During our survey we observedthat age group between 31 and 45 is more likely to visit the hotels regularly because of business reason,rest and relaxation, attending a conference, congress, seminar, meetings with clients and other forms of educations and it will be the beneficial for the hotel industry because of about 60% population of Pakistan based upon youngsters.

Actually what kind of food, services and facilities standardize system,people of Pakistan prefer, so that market at a large scale of business.

We analyze that the Pakistani people prefer Pakistani food, Continental, and Indian food due to hot andspiciness. People also prefer music facilities, shopping area, as well as swimming pool facilities. Marketconsists of buyers, and buyers differ in one or more ways. They may differ in their wants, resources, andlocations, buying attitudes and buying practices. Because buyers have unique needs and wants, each

buyer is potentially a separate market. Market can be segmented on the basis of geographic,demographic, psycho graphic and behavioral trends. Your emphasis on the demographic trends, whichinvolves age, gender, income, occupation and family life cycle.

Either prices gets less important then the emphasis given to the qualityof food and services, consumer behavior that where they attracts themost.

We find out that people prefer discount rats on food offering because the budget that they plan for hostelling is always higher than planned budget, they needs new food offering plus Less Charges of




services. Planetarium hotel can be offers value and benefits to your clients, over and above the standardof your facilities and affordable rates. You can provide your guests with an exemplary personal service,and level of recognition that they have come to rely upon. You can provide your guest with a luxurious,relaxed environment within which to conduct their business. An environment which they cannot find atour larger, more impersonal competitors. Your guests need to know that they can develop a relationshipwith the hotel that will ensure efficiency, value for their money and reliability in supplying them withthe support they need, when they need it.

Which type of interior decoration customers prefer in Hotels? The most of people prefer Clean and tidy rooms as well as complete environment of the hotel. Staff can

be trusted and additional activities offered by the hotel. Your marketing strategy's objective is tocommunicate the unique set of services that you offer to discern hotel guests. You attempt to direct thefocus of your guests to the issues of quality and value for the money as opposed to simply the bottomline costs associated with their stay. Your marketing strategy will allow to you to communicate your

brand values, develop close working relationships with your customers and suppliers and to identify theneeds of your guests in an effective manner. Continued differentiation and growth are two goals. Growthwill be take place by targeting new areas of business within both local and national communities.

Can security become a major issue?

Most of people want see high security level in hotels. Due to worst condition of law & order situation of Pakistan, people want to be staying safe in hotel. Well it is the major issue which the hotels shouldcounter it.

Can easily enter in hotel market of Pakistan, earned expected profits andprovides jobs opportunities

Your project is meeting the requirements and is matching the market requirements so that you can enter into the market at a larger level of upper class and middle class targeting, the future of hotling services is

bright in Pakistan. Differentiating the type of business service offered, from that of the competition, willassist not only in building planetarium hotel brand as a whole, but will attract frequent businesstravelers, who require a higher level of personal service and recognition than they can receive atcompetitive five star properties in AIRPORT AREA This will provide planetarium hotel with anopportunity to leverage its core. Planetarium Hotel is representative of the five star brands within the'Exclusive Business Hotels of the World' group. Planetarium hotel offering between 25 and 35 exclusiverooms. Planetarium hotel properties are renowned for their convenient and strategic locations withinmajor cities throughout the country. Also synonymous with the brand are the high level of personalservice guests receive, and the extensive range of comprehensive business facilities available in

luxurious settings.




We conduct a survey to get or find the market position & demand of a product & customer orientation &our survey based on belonging class of our customer & their age. We extracted from hotel survey is thatthe majority of people enjoy low rate services, and facilities but standardize; you can market at a largescale of business technology.

We find that price gets less important and the emphasis given to the quality of food and services, our purpose is to find consumer behavior, and consumer needs and wants where our consumer attracts most.

Our survey result shows that you can easily enter in hotel market and earned maximum profit & provide job facilities. We used research instrument observational and behavioral.

High-quality facilities accompanied by exemplary personal service, differentiated from competition inline with the overall brand strategy has proven to be a successful approach generating high levels of repeat business.

Planetarium Hotel is positioned as a five star plus, business traveler's hotel, strategically located and

offering a high level of personal service. Your focus will be on offering your guests added value anddifferentiating yourselves in your levels of personal service.

Customers can be the heart of your success. They have placed their trust and confidence on you. Inreturn, you strive to anticipate their needs and deliver service, quality and value beyond their expectations.

You can strive for excellence in all that you do. You can aspire to the highest standards and raise the bar for yourselves everyday. This commitment to delivering world-class quality translates into unmatchedservice and value for your customers and all stakeholders.

You need to develop a relationship with the companies listed in your Sales Account Plan, as well asactively generate new accounts by soliciting first time corporate visitors. It will be important to remaincompetitive on price, as well as amenities. The corporate accounting department wants to make surethey limit the amount of money spent per night per employee on a business trip, but the business traveler will be able to express preference.




Q1). Which hotel do you like most?

11. Marriott12. Sheraton13. Ramada14. P.C15. Avari16. Carlton

17. Regent plaza hotel18. Mehran hotel19. Beach luxury hotel20. Others__________

Hotel do u like most

21%

34%5%15%

9%6% 5%

1%

3%

1% Marriott

Sheraton

Ramada

P.C

Avari

Carlton

Regent plaza hotel

INTERPRETATION:

A total of 100 respondents were selected out of which 21% people like Marriott hotel,34% people like Sheraton, 5% people like Ramada, 15% like PC, 9% like Avari. 6% likeCarlton, 5% like regent plaza. So the average of the hotel which is most liked by the

people is Sheraton.




Q2).What features would you like to see in hotel?

0. Security1. Reliability2. Efficiency3. Taste of Food4. Wide Networking5. Entertainment6. Discount Rate7. Customization8. Others__________

Features

24%

6%

10%23%

4%

19%

7% 5% 2%

Security

Reliability

Efficiency

Taste of Food

Wide Networking

Entertainment

Discount Rate

INTERPRETATION:

A total of 100 respondents were selected out of which 24% people wants security, 6% people wants reliability, 10% people wants Efficiency, 23% wants taste of food, 4% widenetworking, 19% people wants Entertainment and 7% people wants discount offers. Sothe average of the feature of hotel wants security.




Q3). How often do you go to hotels?

6. Once in a year 7. Twice a year 8. 1 to 2 times in 6 month9. every month10. With in a week

How often do go to hotels

26%

19%35%

17%3%

Once in a year

Twice a year

1 to 2 times in 6 monthevery month

With in a week

INTERPRETATION:

A total of 100 respondents were selected out of which 26% people go hotel once in ayear, 19% people go twice in a year, 35% people go 1-2 times in 6months, and 17%

people go every month and 3% people g0 with in a week. So the average of the peoplewho often go to hotel is 1-2 times in 6months.




Now a few questions about your holiday or travel:

Q4).Who is accompanying you on your current visit to hotel? (Mark the

appropriate answer).

7. No one.8. Partner.9. Family and /or relatives.10. Friends.11. Business partners.12. Other, what: __________________________________________________

How often do go to hotels

26%

19%35%

17%3%

Once in a year

Twice a year

1 to 2 times in 6 month

every month

With in a week

INTERPRETATION:

A total of 100 respondents were selected out of which 9% people go with their partners,35% people go with their family, 35% people go with their friends, 18% people go withtheir business partners. So the average of accompanying on visit to hotel is family andfriends.




Q5).When did you decide to visit any hotel? (Mark the appropriate answer)

1. Less than a month ago.2. 1 to 3 months ago.3. More than 3 months ago.

When did you deside to visit hotel?

34%

32%

34%

Less than a month ago.

1 to 3 months ago.

More than 3 months ago

INTERPRETATION:

A total of 100 respondents were selected out of which 34% people visit hotel less than a month ago,32% people visit hotel 1-3 months and 34% people visits more than 3 months. So the average of visiting

hotel is 34% in both less than month and more than 3 month cases.




Q6). How much do you plan to spend during your visit to hotel?

1. Total Expenditure (Approx.____________PKR)

Spending during visit to hotel

19%

24%

11%15%

7%

0%

24% 1000-5000

5000-10000

10000-15000

15000-20000

20000-25000

25000-30000

30000-50000

INTERPRETATION:

A total of 100 respondents were selected out of which 19% people spend During visiting to hotel is1000-5000, 24% people spends 5000-10000, 11% people spends 10000-15000, 15% people spends15000-20000, 7% people spends 20000-25000 and 24% people spends 30000-500000. so the average of spending during visiting to hotel is 24% in both 5000-10000 and 30000-50000 cases as per consumer needs/requirements.




Q7). Do you remember any (Advertisement) promotional campaigns about hotel industry?

1. Yes (If Yes then ask Q8)2. No

Do you remember any advertisement

60%

40%

Yes

No

INTERPRETATION:

A total of 100 respondents were selected out of which 60% people remember Advertisement regardinghotel and 40% people doesn't. so the average of remember any advertisement is 60% which is (yes)




Q8). Where did you hear about hotels promotional campaigns (Mark the appropriate answer?More answers possible)?

1. I already knew of it.2. The Internet.3. Friends and relatives.4. Media.5. Books and guides.6. Travel agency.7. Fairs and/or exhibitions.8. It was part of the travel package.9. Other, what: ____________________________________

Where did you here about promotional campaigns

17%

16%

36%

15%

1%9%

5% 1% I already knew of it.

The Internet.

Friends and relatives.

Media.

Books and guides.

Travel agency.

Fairs and/or exhibitions.

It was part of the travel package.

INTERPRETATION:

A total of 100 respondents were selected out of which 17% people already Know about it, 16% peoplethrough internet, 36% people here it from friends and relatives mouth, 15% people through media, 1%through books and guides, 9% people from travel agency, 5% people through fairs and exhibition and1% from travel package. so the average of promotional campaign is 36% which is from friends andrelatives.




Q9). What are the main reasons for your visit to hotels?

1. Rest and relaxation.2. Visiting relatives and friends.3. Business reasons.4. Attending a conference, congress, seminar, meetings with clients and other forms of educations.5. Sports, Fun and recreation.6. It is entertainment places7. Kid’s preference / Special occasions (Birthdays, Treats)8. Atmosphere and peace and quiet of your room9. Others, What: ___________________________________




Reason for visiting hotel

29%

11%22%

17%

3%

10% 4% 4%

Rest and relaxation.

Visiting relatives andfriends.

Business reasons.

Attending a conference,congress, seminar,meetings with clients andother forms of educations.Sports, Fun and recreation.

It is entertainment places

Kid’s preference / Specialoccasions (Birthdays,Treats)

Atmosphere and peace andquiet of your room

INTERPRETATION:

A total of 100 respondents were selected out of which 29% of people visit hotel for restand relaxation, 11% of people visits relatives and friends, 22% of people visit hotel for

business reason, 17% of people visits for attending conferences, seminar etc, 3% for

sports fun and recreation, 10% visits as considered entertainment place, 4% visits becauseof kids preferences and 4% visits because of pleasant atmosphere. So the average is 29%which is for rest and relaxation.




Q10). Do you expect your expenses under your planned budget (Mark theappropriate answer):

1. Within planned amount.2. Higher than planned amount.3. Lower than planned amount.

Expenses under the planned budget

57%31%

12%

Within planned amount.

Higher than planned amount.

Lower than planned amount.

INTERPRETATION:

A total of 100 respondents were selected out of which 57% people budget expenses within a planned amount, 31% people have expenses higher than planned amount, and 12%

people have expenses lower than planned amount. So the average of the expenses is within a planned amount which is 57%.

Q11). Which Kinds of food you like?

h) Pakistani Foodi) Chinese Food

j) Continental Foodk) Thai Foodl) Indian Foodm) Japanese Foodn) Other ____________




Food you like

46%

22%

23%

2% 5%

0%

2%

Pakistani Food

Chinese Food

Continental Food

Thai Food

Indian Food

Japanese Food

Other ITALIAN/BBQ

INTERPRETATION:

A total of 100 respondents were selected out of which 46% people like Pakistani f

ood,22% people like Chinese food, 23% people like continental food, 2% people likeThai food, 5% people like Indian food, 0% for Japanese food and 2% people like Italianor BBQ. So the average is 46% which is Pakistani food.

Q12). Elements when you choose a hotel?

1. Clean and tidy hotel (Reception area, Restaurant …)2. Clean and tidy rooms.3. Catering offer.4. Information is clear and accurate.5. Information is reliable.6. Staff is willing to help guests.7. Staff can be trusted.8. Staff is friendly




9. Staff understands specific needs of the guests.10. Additional activities offered by the hotel (Sports facilities, Entertainment…)

Elements when you choose a hotel

25%

16%2%6%4%10%

13%

8%4%

12%

Clean and tidy hotel(Reception area,Restaurant …)

Clean and tidy rooms.

Catering offer.

Information is clear andaccurate.

Information is reliable.

Staff is willing to helpguests.

Staff can be trusted.

Staff is friendly

Staff understandsspecific needs of theguests.

Additional activitiesoffered by the hotel(Sports facilities,Entertainment…)

INTERPRETATION:

A total of 100 respondents were selected out of which 25% people choose clean n tidy hotel, 16% people choose clean and tidy rooms, 2% people choose catering offer, 6% people wants clear andaccurate information, 4% wants reliable information, 10% wants helping staff, 13% wants staff should

be trust worthy, 8% wants friendly staff, 4% wants staff understands specific needs of guest and 12%wants additional activities. So the average of an element for choosing a hotel is 25% which is clean ntidy hotel.




Q13). Was your trip to hotels organized by a travel agency / another organizer?(Mark the appropriate answer)

1. Yes.2. No.

Trip organised by travel agency

27%

73%

Yes.

No.

INTERPRETATION:

A total of 100 respondents were selected out of which 27% people travel through travelagency, while 73% people’s trip does not organized by any travel agency. So the averageis 73% which is (no)

Q14). Have you had any complain since you have been staying at hotel?(Mark the appropriate answer)

1. Yes.2. No.




Any complaint regarding hotel

21%

79%

Yes.

No.

INTERPRETATION:

A total of 100 respondents were selected out of which 21% people have some complaints regardinghotel but 79% people does not have any complaints. So the average is 79% which is (no)

Q15). What time of day do you go for hoteling??

6. Before 11am7. Between 11am and 2pm8. Between 2pm and 6pm




9. Between 6pm and 10pm10. After 10pm

At what time of day you go for hoteling

10%11%

13%

48%

18%

Before 11am

Between 11am and 2pm

Between 2pm and 6pm

Between 6pm and 10pm

After 10pm

INTERPRETATION:A total of 100 respondents were selected out of which 10% people visit hotel before11am, 11% people visit between 11am to 2pm, 13% people visit between 2pm to 6pm48% people visit hotel between 6pm to 10pm, and 18% people visit after 10pm. So theaverage is 48% which is between 6pm to 10pm.

Q16). Do you Have Membership of any hotel?

3. Yes (If yes then which hotel)_______________ 4. No




Membership of any hotel

12%

88%

Yes

No

INTERPRETATION:

A total of 100 respondents were selected out of which 12% has membership in hotels and

rest of 88% does not have any membership in any hotel. So the average is 88% which is(no).

Q17). What facilities you want from hotel memberships?

6. More Entertainment7. More Business Facilities8. New Food Offering




9. Less Charges of services10. Other____________

facilities you want from hotel membership

40%

16%16%

26%

2%

More Entertainment

More Business Facilities

New Food Offering

Less Charges of services

Other

INTERPRETATION:

A total of 100 respondents were selected out of which 40% people wants moreentertainment facilities, 16% people likes more business facilities, 16% people wantsnew food offering facilities, 26% people wants less charges for services and 2% wantsother. So the average is 40% which is more entertainment facilities.

Q18). Which of is being always an influencer?

4. Parents5. Family




6. Others___________

Which of is being always an influencer

19%

38%

43%Parents

Family

Other: FRIENDS/BUSINESSPARTNERS

INTERPRETATION:

A total of 100 respondents were selected out of which 19% parents are influencer, 38% families areinfluencer and 43% people have friends and business partner are influencer. So the average is 43%which is friends and business partners.

Q19). Below are listed some statements which refer to the general image of the hotel.

1. I think most people have a positive opinion about hotel.2. The staff in hotel is friendly towards the guests




3. Hotel has a unique image.4. The popularity of the hotel5. The staff in hotel always put their guest first.

General image of a hotel

24%

9%

35%

23%

9% I think most people have apositive opinion about hotel.

The staff in hotel is friendlytowards the guests

Hotel has a unique image.

The popularity of the hotel

The staff in hotel always puttheir guest first.

INTERPRETATION:

A total of 100 respondents were selected out of which 24% have positive image about hotel, 9% haveimage of friendly staff, 35% have unique image ,23% have image of popularity of the hotel, and 9%have an image that customer is king. so the average is 35% which is hotel has an unique image.






Disagrees with values and Feelings

14%

19%

20%15%

18%

14%

Overall, staying at hotels hasbeen very valuable to me.

I have gained a lot of newknowledge and experience.

Staying at hotel is worth everyRupees paid.

I feel good in hotel.

I am delighted about hotel.

It gives me sense of joy that Ihave decided to come to hotel.

INTERPRETATION:

A total of 100 respondents were selected out of which 14% people feels stay in hotel is very valuable,19% people feels that they gained a lot of new knowledge and experiences, 20% people feels thatstaying at hotel is worth every rupees paid, 15% feel good in hotel, 18% delighted about hotel and 14%

people feels that staying in hotel gives sense of joy. So the average is 20% which is staying at hotel isworth every rupee paid.

Q21). In this part of the questionnaire we ask you first to rate your overall satisfaction




Satisfaction with your visit to hotel

37%

63%

Completely dissatisfied

Completely satisfied

with your visit to hotel on scale 1- 5. Here »1« means you are completelydissatisfied and »5« that you are completely satisfied.

INTERPRETATION:

A total of 100 respondents were selected out of which 37% people completely dissatisfied by visitinghotel and 63% are completely satisfied so the average is 63% which is completely satisfied.


Completely Completelydissatisfied satisfied

I don’tknow

1 2 3 4 5

What is your overall satisfaction with your visit to hotel?

1 2 3 4 5



Q22).Are you a member of any loyalty program of the hotel?

3. Yes where_______________________ 4. No why__________________________

Are you a member of any loyalty program

8%

92%

Yes

No

INTERPRETATION:

A total of 100 respondents were selected out of which 8% people are member of any loyalty programand the rest of 92% are not. So the average is 92% which are not a member of any loyalty program.




Q23). What type of entertainment areas do you want to have in the hotel?

12. Music13. Cinema Hall14. Casino Area15. Swimming pool16. Indoors Games17. Shopping Mall18. Concerts19. Gym20. Mini Golf Course21. Exhibition Hall22. Others_________

Entertainment areas you want to have in hotel

12%

12%

5%

13%10%15%

7%

13%

3%10% 0%

Music

Cinema Hall

Casino Area

Swimming pool

Indoors Games

Shopping Mall

Concerts

Gym

Mini Golf Course

Exhibition Hall

Others

INTERPRETATION:

A total of 100 respondents were selected out of which 12% people wants music, 12% people wants cinema hall, 5% wants casino area, 13% wants swimming pool, 10% wantsindoor games, 15% wants shopping mall,7% wants concerts in hotel, 13% people wantsgym, 3% people wants mini golf course, 10% people wants exhibition hall. For anentertainment areas. So the average is 15% which is shopping mall.




Finally, a few Questions about you.

Q24). What is your employment status? (Mark the appropriate answer)

1. Employed.2. Self-employed.3. Unemployed.4. Retired / renter.5. Student / pupil.6. Other, what: _____________________

Employment status

64%16%

5%

0% 15% 0%Employed.

Self-employed.

Unemployed.

Retired / renter.

Student / pupil.

Other

INTERPRETATION:

A total of 100 respondents were selected out of which 64% were employed, 16% were self – employed, 5% were unemployed, and 15% were students. So the average of employment status isemployed.




Q25). Personal Information

Name: ___________________ Gender: __________________ Qualification: _____________ Marital status: _____________ Tel: ______________________

Gender

60%

40%

Gender: MALE

FEMALE

INTERPRETATION:

A total of 100 respondents were selected out of which 60% were Male and 40% were Female. So

the average of Gender is Male.

Marital status

40%

30%

21%

9%

SINGLE MALE

SINGLE FEMALE

MARRIED MALE

MARRIED FEMALE




INTERPRETATION:

A total of 100 respondents were selected out of which 40% were single Male and 30% weresingle Female, 21% were married male and 9% were married female .so the average of maritalstatus is Single male.

Q26).I fall in the age group___________ (Tick one)

O 20 to 25 yearsO 26 to 30 yearsO 31 to 35 yearsO 36 to 40 yearsO 41 to 45 years

Age group

35%

35%

15%

2%13%

20 to 25 years

26 to 30 years

31 to 35 years

36 to 40 years

41 to 45 years

INTERPRETATION:

A total of 100 respondents were selected out of which 35% were in age of 20-25 and 35% were in age of 26-30, 15% were in age of 31-35 2% were in age of 34-40 and 13% were in age of 41-45 .so the averageof age group is 20-30




Q27).What is the monthly expenditure of your family?

f) 40,000 – 50,000g) 51,000 – 60,000h) 61,000 – 70,000i) 71,000 – 80,000

j) 81,000 – Above

Monthly expenditure

37%

21%19%

10%

13%

40,000 – 50,000

51,000 – 60,000

61,000 – 70,000

71,000 – 80,000

81,000 – Above

INTERPRETATION:

A total of 100 respondents were selected out of which 37% has monthly expense of 40000-50000, 21%has monthly expense of 51000-60000, 19% has monthly expense of 61000-71000, 10% monthly

expense of 71000-80000 and 13% monthly expense of. 81000 above so the average of monthly expenseof 40000-50000.




Q28)! How Many Family Members do you have?

a) 1 To 4 b) 5 To 6c) ________

Family members

37%

50%

13%

1 To 4

5 To 6

OTHER 7 TO 12

INTERPRETATION:

A total of 100 respondents were selected out of which 37% have 1-4 members in their family, 50 % have 5-6 members in their family and 13% have 7-12 members in their family. So the average family member is 5-6.




Hotel Industries in Pakistan now should move to improving the top priority of market.

Hotel Industries in Pakistan should work on improving its image and create marketloyalty.

Hotel Industries can create a mental association with people.

Hotel Industries in Pakistan, The quality and service providing of the fast delivery process and reliability should be improved.

Pricing strategy has been consistent with the differentiation objective, to provideadded value for a reasonable rate as opposed to discounting and de valuing your

products and services Room rates

Continue to develop ongoing relationships with frequent and new guests.

Continue to develop and implement a strong communications plan in bothnational and international markets.

Continue ongoing staff training and skill development to ensure the highest

Standards of service.




We would like to conclude on a special note regarding very keen and sharp completive environment inwhich Hotel Industries is placed in Pakistan. While the competitive pressure is likely to accentuate and,

determined to convert this into a challenge and seek out opportunities for growth through customer focus and aggressive marketing of their products and services by Hotel Industries and we also concludethe future of Hotel Industries in Pakistan is become wide, vital and source of earning in the businessworld.

This research study provided us an environment that hotel industry needs. Through our questionnaire weconclude that the future or hotel industry in Pakistan is bright; we came across some very importantfacts which should be given very much importance while thinking of a solution to this problem. Thequestion in our survey report providing us the fact about the hotel industry and new generationmovement trend to change the hoteling system. In our survey people most of people need entertainmentfacilities, business facilities as well as new food offering with discount rates.

As a result of various security issues, as regards travelling in both domestic andinternational markets, there has been a significant drop in corporate guests visiting thecity. Although the level of corporate room business appears to be increasing again, it hashad a significant affect on result and consequent projections for the future.

Documents

29443987 Hotel Research Report 2010