ROAD MAP

FOR

CAMBAY GROUP OF HOTELS / RESORTS

 Development & Expansion
of
Travel Agents Business
across India for all …..owned
group Hotels & Resorts
 Content

• Travel Agents Penetration in respective

cities
• Sales & Marketing Strategies.
• Recruitment of Senior Person.
• PR Activity
• GSA Appointment
• Rate Management
• Guideline for Rate negotiation
 Plan of Action

• Regional Sales office to have a team of 2 people to handle TA Business

• Sr. Sales manager to be hired for over seeing growth in Business
• Central Travel Agent division to be based in Mumbai with a team of 4-6 people
• Delhi being feeder market for TA to have a strong Sales Team
• GSA to be appointed in cities where Cambay group doesn’t have sales offices
• Participation of the team in various Trade Fairs & Conventions for, Creating awareness of the
brand
• Bulk movement for conferences & exhibitions to be taped from TA / Corporate segment
• Competition mapping of respective hotels as regards to TA / Corporate Business to be tracked
• Email / Flyer to be sent out on regular intervals for promotion of Packages & events.
• Special Commission structure to be created for high producing TA with approval for MD’s office.
• FAM trips to be organized for respective hotels for key TA in the country.
• Adequate number of Fact sheets, Brochure & CD’s need to be distributed among all TA
• List of Top 25 Travel Agents in respective cities from all Regional Sales Offices along with their
room nights potential & complete company profile & major association with MICE segment by
February 2009
• Complete TA Data base need to be created by JUNE 2010
 Strategy & Action Plan
Strategy 1:
Individual guest booking via contracted Travel agent rate, where net rate is quoted for their
pre planned tour programmers where hotel is being promoted by means of Brochures.
Hotel payment where as specified room only / room & meal will be responsible by the
contracted Travel Agent through TAV travel agent voucher are applicable for payment.
ACTION PLAN :
• Ensure to approach all the travel agents in Mumbai & Delhi
• Ensure to target top 70-80 Travel agent having strong appearance in International Market.
• Monthly TA account production.Advertisement in Travel Agents guide – Sal tours & Raj
Travels which reaches 5000 agents.
• Yield meeting with sales & reservation to hold or increase production.
• To conduct FAM Tour on regular basis. Regular mailing activities. (e-brouchers / Updates)

Strategy 2:
To maintain close TA relations and hosting visit to the property.
ACTION PLAN :
Establishing marketing programmer with operators to give more & more exposure to the Hotel.
 TA PR Activities
• Once a year TA parties need to be organized in respective
hotels

• Diwali gifts to be given to key TA

• FAM trips to be organized for key TA

• Show round to be organized in respective unit hotels

weekly basis

• Entertainment for TA in Hotels

 Rate Parameter
• All rates for all Travel agents to be issued from Mumbai / Delhi office

• Respective Hotel DOS to be involved for rate parameters

• TA need to sign on acceptance of rate letter issued

• No low rates to be given to TA for usage in Corporate segment

unless approved by HOD / Management.

• Summer / winter rate to be given in advance in all TA market

• DOS of respective need to advise in advance in dip in Hotel

occupancy during Festival Period, for advance rate circulation of the
packages
 HR & Recruitment
• TA Sr. Manager to be hired by March ’10

• Delhi market to have strong TA Sales / Support

Team

• Other Market like B’lore /Hydrb to have a similar

set-up.

• The staff recruited should have worked in a

similar role in a hotel preferably
 TA Contribution to Hotel Business
• TA should contribute 45% of Total business in a Business
Hotel by June 2010.

• TA should contribute upto 50% in a Leisure or Resort

Destination from October 2010

• TA productivity to be monitored on a quarterly basis &

than on Monthly Basis on completion of 6 Months

• The above process needs to start by May’10

 Policy of G.S.A
• G.S.A to be appointed in cities where Orchid Group
doesn’t have a sales offices
• No retainer fees to be paid to GSA’s
• Commission to be paid on Business given, slabs to be
created for the same
0 – 100 room nights = 7%
100 – 250 room nights = 10%
250 – 500 room nights = 12%
500 room nights & above = 15%
The above slabs will be applicable on a monthly basis on
written approval from HOD / MD’s office
 Reporting of Sales Team
• On day to day basis reporting to DOS/RDOS

• Mumbai / DelhiTeam can report to TA Head

• All weekly reports to be marked to HOD / MD’s office & Self.

• Daily Sales Report / Weekly Call Planners / Day closure reports.

• Weekly Sales Meeting on Saturday all office to participate on

conference call with HOD & MD

• 5 calls TA & Corporate’s mandatory for Sales Person in any profile.

 Time Frame for Setup of TA Division

• Mumbai, Delhi, Ahmedabad, Surat & Bangalore by

May’10

• Pune, Chennai, Hyderabad, London, Dubai, Kolkatta by

May 2010

• Central reservation system for TA / Corporate need to set

up by May 2010
 Guideline for Rate Negotiation
• To be Discussed with HOD/ Sales & Respective Hotel
DOS in concurrence with MD’s approval

• Parameter to be taken into consideration;

1. City Sold Out Dates
2. Dip in Hotel/City Occupancy
3. Special event & promotion like New Years / X-max
4. Adhoc one time rate for immediate business pick
up.
5. Market Conditions & competition hotel rates
6. Volume of business committed & Generated