Vipin Das

Vipin DasENR-18020 BM

A Project report on

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Lemon tree Hotels - Company profile

This award winning Indian hotel chain was founded in September 2002 and currently owns and operates 21 hotels in 14 cities aggregating 2600 rooms with over 3000 employees

Lemon Tree Hotels was founded by Mr. Patu Keshwani in 2002. The first Lemon Tree Hotel opened in Gurgaon in June 2004. It is in Udyog Vihar with 49 rooms

Lemon Tree Hotels Private Limited (LTHPL) is the parent company which owns the Lemon Tree Hotels brand

Headquartered in New Delhi

The three associate brands under the parent company–

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2

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Lemon tree hotels

Lemon tree premier

RedFox hotels

STP

Segment Mid Market & Upscale

Target GroupMid – Market travelers looking for comfort (Red Fox Hotels), Leisure Travelers (Lemon Tree Premier)

Positioning

An Internationally acceptable Mid – Market hotel which values each of their customers by providing them a Fresh, Fun & Refreshing experience.

The Company : From 2002 to 2013

Warburg Pincus (one of the worlds leading private equity funds) invested Rs. 210 Cr in the company in July 2006

Kotak Realty and Shinsei Bank of Japan invested another Rs. 150 Cr in the company

Warburg has also invested of 70 Cr in Red Fox Hotels

These investments have been used to fund the further growth of the Lemon Tree Hotels network to enhance the company’s Pan-India presence.

Corporate Identity

India’s first largest and finest chain of upscale hotels and resorts

Fun

Fresh

Spirited

Refreshingly different

The lemon tree story

The Lemon Tree Hotel Company has been created specifically to meet the needs of the discerning business and leisure traveler who requires quality services at moderate prices.

Lemon Tree Hotels are upscale hotels and resorts.

The company is rapidly creating a strong position with in the hospitality sector, in the mid market segment.

Aims to provide comprehensive business and leisure facilities in a fresh, fun and spirited environment.

The company designs, develops, owns and manages all its properties.

Vision and mission

vision

The Lemon Tree Hotel Company shall be India’s largest and finest chain of upscale, mid-scale and budget hotels and resorts.

Mission

We shall be committed to:Ensuring the well being and self-worth of our colleagues, who are of the utmost importance to us.

Contributing to the community we live in and to India in general.

Delighting our guests, whose comfort, safety, security and well-being is our main reason for being.

Rewarding our stakeholders, whose trust motivates us to excel further.

Maximizing the efficiency of our processes, to enable us to be the most cost-effective brand offering the greatest value, which our customers have every right to expect.

Core Values (To Rise)

Teamwork – We recognize that superlative performance is always the result of teamwork.

Ownership – We always take responsibility for our actions

Respect and Empathy – We always exhibit respect and concern for colleagues, guests and partners.

Integrity – We always maintain the highest standards of fairness and transparency in all our dealings.

Spirited Fun – We create an exciting and spirited work environment encouraging our colleagues to think freely.

Excellence – We always drive excellence in what we do.

Corporate Social Responsibility

Employees With Disabilities

Supporting BPL i.e. Below Poverty Line Communities

Supporting Government

Training And Sensitizing

Tribal Art

Art Objects Through People For Animals

Adopted Dogs

Lemon Tree Hotels - Eco-Friendly Practices

Caring for the Environment

Energy Conservation

Water Conservation

Green Fuels and Green Materials

Waste Management

Noise Pollution Management

Operational Practices

The Lemon Tree Hotel Company: Awards and Citations

• National Award, Government of India - Ministry of Social Justice and Empowerment

• Ranked in the Top 50 large organizations

• 16 hotels across the three brands were awarded TripAdvisor’s Certificate of Excellence

• Outlook Traveller Readers’ Choice Award 2012 for Best Mid-range Hotel in India

• Makemytrip.com’s Platinum Pick Partner Awards 2012

• Helen Keller Award 2012

• Svayam Accessibility and Universal Design Award, 2012.

HOTEL CATEGORY –STAR CLASSIFICATIONS

One-star

Two-star

Three-star

Four-star

five-star

VARIOUS DEPARTMENTS IN HOTEL AND RESORTS

(i) Front office

(ii) Food and beverage

(iii) Housekeeping

(iv) Food production

Hotel Management Hierarchy

Chairman & Managing Director

President & Chief Operating Officer

Senior Vice President Projects & Engineering Service

Senior Vice President Security, Administration & People

Vice President –Marketing & Business Development

Vice President - Finance

Corporate Director – Food & Beverage

Asst. Vice President - Finance

Asst. Vice President Projects & Engineering Services

Asst. Vice President National Director - Sales

Asst. Vice President - Operations

Asst. Vice President - Operations

Asst. Vice President - Operations

General Manager – Materials Management

General Manager - Security & Administration

General Manager -Project & Engineering Services

General Manager & National Head - RSOs

General Manager – Human Resources

General Manager – Housekeeping

General Manager – Finance

General Manager – Human Resources

Associate General Manager Project & Engineering Services

General Manager – Finance

Deputy General Manager Revenue Management & Distribution

General Manager & Group Corporate Chef

Manager - Project & Engineering Services

SWOT Analysis

Strength

1. The Lemon Tree Group of hotels provides a Variety of 21+ Hotels starting of from Mid Market to Upscale Hotels 2. The Hotel has a cozy and homely felling about it which is something customer’s like3. Indian cultural and geographical diversity pulls tourism4. The Hotel has extremely friendly staff (They have particular staff in yellow ribbons). This staff is especially present to solve grievances of people5. The Lemon tree group believes in providing the ultimate refreshing experience. They produce their own soaps and shampoos

Weakness

1. No presence in 2 of the Largest Metros i.e. Mumbai & Kolkata2. Newer in the industry hence less market share3. Lesser in terms of hospitality experience compared to market leaders

Opportunity

1. MICE (Meetings, Incentives, Conferences & Exhibitions )– Lemon tree has its its presence in important cities like Bangalore where Meeting and conferences can be held2. Mid Market Hotels are receiving Increasing Government support3.The Lemon Tree group are small affordable hotels hence providing the ideal option of a weekend get away

Threats

1. Terrorist threats, economic downturn, political turbulence2.There is a new trend of people preferring Well furnished guest houses over hotels3. Changing trends from the west may be an issue to implement by already existing players due to the high initial investment

Market Structure

Upscale

Mid-scale

Budget / Economy

Vivanta, Sheraton, Trident, Zuri, Ista, Novotel, Courtyard Marriott, Le Meridien, Hilton, Crowne Plaza,

Radisson

Ginger, Hometel

Park Plaza, Gateway, Aloft, Royal Orchid, Sarovar Premier, Fortune

Select, Four Points

Ibis, Pride, SarovarPortico, Fortune Park,

CIS, Park Inn, Premier Inn

Competitors of lemon tree

MANPOWER PLANNING IN LEMON TREE

Need of Manpower Planning

Lemon tree gives a lot of importance to manpower planning, as they have to decide for next couple of years how many employees do they require as a plan for expansion, right for the entry level to managerial position.

This will help the organization to expand their business.

Employer can plan their Labour cost and work according to it.

By Recruiting new candidates will the help the organization with new and unique idea's which will help the company to gain more market share

LTH Website

• All the employees are required to visit the website of the Lemon Tree Hotels and keep themselves updated.

• The site is updated with the ongoing promotions, the special offers, awards and contact information for all the locations under various tabs

At the time of booking or upon checking in at any Lemon Tree hotel or resort, the customer needs to mention his membership no. The points will automatically get credited to his membership account.

These points can be redeemed for holidays and memorable meals at the participating Lemon Tree hotels and resorts or for popular branded merchandise selected by Lemon Tree Rewards.

Lemon tree reward program

Guests earn points on all eligible transactions.

The check-in and check-out formalities will are easier, faster and more flexible.

Lemon Tree Rewards special offers will help them enjoy greater value from their transactions at all Lemon Tree hotels and resorts.

The Lemon Tree Rewards has four membership tiers - Blue Silver Gold Platinum

The higher your tier, the more benefits you enjoy.

The points never expire and the members can redeem points against hotel stays by booking online at www.lemontreerewards.com

What I have learned from my lemon tree hotel

The five steps to excellence in service

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Warm welcome

Acknowledge the guest

Anticipatory service

Defect free product

Fond farewell