Introduction to service sector:

The service industry forms a backbone of social and economic development of a region. It
has emerged as the largest and fastest-growing sectors in the world economy, making higher
contributions to the global output and employment. Its growth rate has been higher than that
of agriculture and manufacturing sectors. It is a large and most dynamic part of the Indian
economy both in terms of employment potential and contribution to national income. It
covers a wide range of activities, such as trading, transportation and communication,
financial, real estate and business services, as well as community, social and personal
services. In India, services sector, as a whole, contributed as much as 68.6 per cent of the
overall average growth in gross domestic product (GDP) between the years 2002-03 and
2006-07.
The era of economic liberalisation has ushered in a rapid change in the service industry. As a
result, over the years, India is witnessing a transition from agriculture-based economy to a
knowledge-based economy. The knowledge economy creates, disseminates, and uses
knowledge to enhance its growth and development. One of the major functional pillars of this
economy is Information Technology (IT) and IT-enabled services (ITeS) industry. The
'Department of Information Technology' has been making continuous efforts to make India a
front-runner in the age of Information revolution. IT continues to be a dominating sector in
the overall growth of the Indian industry. A large number of Indian software companies have
acquired international quality certification. Several policies have also been framed on the key
issues of IT infrastructure, electronic governance as well as IT education.
Another major and upcoming service industry has been media and entertainment. It is
basically an intellectual property-driven sector with small to large players spread throughout
the country. It covers film, music, radio, broadcast, television and live entertainment. It plays
a significant role in creating people's awareness about national policies and programmes by
providing information and education to all. The 'Ministry of Information and Broadcasting' is
responsible for formulation and administration of the rules, regulations and laws relating to
media industry. Besides, retailing has been one of the fastest growing service sector both in
terms of turnover and employment. Many national and global players have been investing in
the retail segment and are making all efforts to further expand the sector. Out of the total
retail outlets in the country, most of them are related to food items.
However, to supplement the achievements and meet the shortfalls in all the sub-sectors of the
service industry, travel and tourism sector has to be developed in a sustainable manner. Being
one of the largest industry in terms of gross revenue and foreign exchange earnings, it
stimulates growth and expansion in other economic sectors like agriculture, horticulture,
poultry, handicrafts, transportation, construction, etc. as well as gives momentum to growth
of service exports. It is a major contributor to the national integration process of the country
as well as preserver of natural and cultural environments. The 'Ministry of Tourism' has been
undertaking several policy measures and incentives so as to boost the sector such as the
announcement of the National Tourism Policy.

Growth of service sector in India:
The service sector now accounts for more than half of India's GDP: 51.16 per cent in
1998-99. This sector has gained at the expense of both the agricultural and industrial
sectors through the 1990s. The rise in the service sector's share in GDP marks a structural
shift in the Indian economy and takes it closer to the fundamentals of a developed
economy (in the developed economies, the industrial and service sectors contribute a
major share in GDP while agriculture accounts for a relatively lower share).

The service sector's share has grown from 43.69 per cent in 1990-91 to 51.16 per cent in
1998-99. In contrast, the industrial sector's share in GDP has declined from 25.38 per cent
to 22.01 per cent in 1990-91 and 1998-99 respectively. The agricultural sector's share has
fallen from 30.93 per cent to 26.83 per cent in the respective years.
Some economists caution that if the service sector bypasses the industrial sector, economic
growth can be distorted. They say that service sector growth must be supported by
proportionate growth of the industrial sector, otherwise the service sector grown will not
be sustainable. It is true that, in India, the service sector's contribution in GDP has sharply
risen and that of industry has fallen (as shown above). But, it is equally true that the
industrial sector too has grown, and grown quite impressively through the 1990s (except in
1998-99). Three times between 1993-94 and 1998-99, industry surpassed the growth rate
of GDP. Thus, the service sector has grown at a higher rate than industry which too has
grown more or less in tandem. The rise of the service sector therefore does not distort the
economy.
Within the services sector, the share of trade, hotels and restaurants increased from 12.52
per cent in 1990-91 to 15.68 per cent in 1998-99. The share of transport, storage and
communications has grown from 5.26 per cent to 7.61 per cent in the years under
reference. The share of construction has remained nearly the same during the period while
that of financing, insurance, real estate and business services has risen from 10.22 per cent
to 11.44 per cent.
The fact that the service sector now accounts for more than half the GDP probably marks a
watershed in the evolution of the Indian economy.







Introduction to Hospitality Sector:
Hospitality is emerging as one of the biggest industries when it comes to employment. Today,
the term hospitality has gone beyond the borders of the hotel industry and has seeped into
almost every sector of business. Over the last few years the industry has undergone a
complete makeover and has become a crucial part of functioning of any company. If one
looks closely at sectors such as entertainment, education, and retail industries, hospitality
plays a major role in supporting these sectors.
Whether you are buying tickets for a latest movie, or booking seats for a flight, hospitality is
becoming the spine of business all across the globe. Being hospitable to clients is one of the
major areas where companies are focusing on. If one observes on a trip to restaurant, the
waiter comes over to ask if the food served was good and is open to feedback.
Another thing which is noticeable in India is that most of the hotels offer a tour of their
kitchen, which was never the case before. All these changes spell one thing---companies are
going one step further on being more people friendly. The industry has been changing and its
not just hotels and restaurants now. A lot of other industries such as transportation, real-
estate, hospitals, retail, banking, consultancy, education, theme parks and publishing houses
need to be hospitable. This is where the persons from the hospitality industry are being
required.
The hotel industry is a booming sector in India. It has apparently a shortage of over 0.125
million rooms across the country. The Economics Times reports that about 155 five star
hotels are under active development in various cities in the country, and this is expected to
bridge the huge gap. The figure does not include the economy hotels. Bangalore itself will
see 27 new hotels. 20 are coming up in Gurguaon.
Real estate from Uppal Group plans to develop seven luxury hotels. International hotel chain,
Marriott is planning to add 24 luxury hotels in the country. Panoramic Universal, a global
hospitality player, is going to launch for the hotels in India. Hotel chains like London based
Le Meridian, the Intercontinental group and Lemon Tree are keen to come to Hyderabad.
Coming to Kashmir, many new ventures of the hospitality sector are coming out. The Taj in
collaboration with the Saifco Cements is topping the list. Khyber Industries PVT Ltd is
coming up with its unique luxury hotel in World famous Gulmarg.
With a lot of hotels opening up in the country, India is being touted as the next destination for
the hospitality industry. According to figures from the World Travel and Tourism Council, by
2019, there would be 275 million jobs pertaining to the hospitality industry. Though there are
still opportunities in the west, a lot of jobs will be generated in countries which include
Brazil, Russia, India and China. The present and the future of the hospitality industry is in
these countries, says Mr. Mazurczak, Regional Admissions Director, Laureate Hospitality
Education Switzerland.


Segmentation:
IHCL operate in the luxury, premium, mid-market and value segments of the market through
the following:
Luxury full-service hotels, resorts and palaces:
Taj is their flagship brand for the world's most discerning travellers seeking authentic
experiences given that luxury is a way of life to which they are accustomed. Spanning world-
renowned landmarks, modern business hotels, idyllic beach resorts, authentic Rajput palaces
and rustic safari lodges, each Taj hotel reinterprets the tradition of hospitality in a
refreshingly modern way to create unique experiences and lifelong memories.
Taj also encompasses a unique set of iconic properties rooted in history and tradition that
deliver truly unforgettable experiences. A collection of outstanding properties with strong
heritage as hotels or palaces which offer something more than great physical product and
exceptional service. This group is defined by the emotional and unique equity of its iconic
properties that are authentic, non- replicable with great potential to create memories and
stories.
Taj Exotica is their resort and spa brand found in the most exotic and relaxing locales of the
world. The properties are defined by the privacy and intimacy they provide. The hotels are
clearly differentiated by their product philosophy and service design. They are centered
around high end accommodation, intimacy and an environment that allows its guest
unrivalled comfort and privacy. They are defined by a sensibility of intimate design and by
their varied and eclectic culinary experiences, impeccable service and authentic Indian Spa
sanctuaries.
Taj Safaris are wildlife lodges that allow travellers to experience the unparalleled beauty of
the Indian jungle amidst luxurious surroundings. They offer India's first and only wildlife
luxury lodge circuit. Taj Safaris provide guests with the ultimate, interpretive, wild life
experience based on a proven sustainable ecotourism model.
Vivanta by Taj Hotels & Resorts span options for the work-hard-play-hard traveller across
metropolitan cities, other commercially important centres as well as some of the best-loved
vacation spots. Stylish & sophisticated, Vivanta by Taj delivers premium hotel experiences
with imagination, energy & efficiency. It's the flavour of contemporary luxury, laced with
cool informality and the charming Taj hospitality. Created for the cosmopolitan global
traveller and bon vivant, Vivanta by Taj Hotels & Resorts create experiences that will amuse,
invigorate & inspire you. Vivanta revels in a spirit that presents the normal with an
unexpected twist. Experiences which make you pause & appreciate the hidden beauty in life!
It challenges your expectations of a hotel and unfolds multiple layers of delight. Innovative
cuisine concepts, the smart use of technology & the challenge to constantly engage, energize
and relax you all add up to make Vivanta by Taj the new signature in hospitality.


Upscale/Mid-Market Full Service Hotels and Resorts:
The Gateway Hotel is a pan-India network of hotels and resorts that offers business and
leisure travellers a hotel designed, keeping the modern nomad in mind. At the Gateway
Hotel, they believe in keeping things simple. This is why, their hotels are divided into 7
simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and Explore.
As travel often means more hassle than harmony, more stress than satisfaction, modern
travellers are looking for smarter choices. Driven by their passion for perfection, they
welcome their customers to a refreshingly enjoyable and hassle-free experience, anytime,
everywhere. Offering the highest consistency in quality, service and style they set new
standards and take the unwanted surprises out of traveling. Their warm welcomes make their
guests feel at home, away from home and their crisp and courteous service empowers them to
get more done with greater effectiveness and control. And through their unrivalled network
they provide service that is effortless, simple, never overwhelming, always warm.
Economy Hotels:
Ginger is IHCL's revolutionary concept in hospitality for the value segment. Intelligently
designed facilities, consistency and affordability are hallmarks of this brand targeted at
travellers who value simplicity and self-service. Launched in June 2004, the Smart Basics
concept created a revolution in the world of Indian hospitality. A GenNext category of hotels,
they signify simplicity, convenience, informality, style, warmth, modernity and affordability.
The concept was developed in association with renowned corporate strategy thinker, Dr C. K.
Prahalad, and the hotels have been indigenously designed and developed by IHCL.
The Ginger Hotels are built around a unique concept that provides facilities to meet the key
needs of today's traveller, at surprisingly affordable rates. They have created a new category
in the domestic hospitality landscape, while giving a major fillip to Indian tourism and other
ancillary industries. The primary objective behind the launch of these hotels is to provide a
superior product offering and consistent experience to travellers, beyond the present offerings
in the industry.









7 Ps of Taj Mahal Hotel:
Product Element:
This gracious turn-of-the century hotel is located 32 km from the airport and minutes away
from Mumbai's commercial, shopping and banking districts. The Taj Mahal Hotel has an old-
world Heritage Wing and a contemporary Tower Wing. The hotel's premium suites have been
used by royals and Heads of State.
Taj believes that their core product is space. This space is supplemented with the services
they provide like the restaurants, health club, banquets, discotheque, bar, business centers etc.
Their other supplementary products also include travel arrangements, ticketing, airport pick-
ups, sightseeing etc. The hotels various other departments like the house keeping, front
office, food and beverage, room service and maintenance, all provide the supplementary
services to the customer.
Tower Wing Rooms: With easy access to the Business Centre, these contemporary rooms
offer guest amenities like Internet connectivity, 2-line speaker phones with international
direct dial facility and voice mail. Mini bar, personal safe, channel music and television with
satellite programmes. A complimentary in-room fax can be provided on request. Guests have
a choice of rooms that overlook the city or face the Gateway of India and the Arabian Sea.
Heritage Wing Rooms: These rooms are renowned for their architecture and exude an aura
of old-world elegance. Each corridor in this Wing resembles an art gallery, and the design,
dcor and furnishing ensure that no two rooms are alike. Guests have a choice of rooms that
overlook the city or pool or face the Gateway of India and the Arabian Sea.
Taj Club: Located on the top floors of the Heritage Wing, Taj Club is designed for the
discerning business traveler. Guest amenities and services include complimentary airport
limousine transfers, private check-in at the Club desk, in-room fax, personal safe, a
complimentary bottle of wine, valet service and complimentary deluxe Continental breakfast.
Taj Club guests can also enjoy complimentary tea/coffee throughout the day and cocktails
during the Cocktail Hour at the Club Lounge. Taj Club also offers guests exclusive Meeting
Rooms and a Business Service Unit on the Club Floor.
Suites: Choose from elegantly appointed Junior Suites, Executive Suites, tastefully decorated
Large Suites, newly renovated Luxury Suites or spacious, plush Grand Luxe Suites. The
finest suites at The Taj Mahal are the luxuriously appointed Presidential Suites. Each of these
suites is decorated with original paintings and antiques that transport guests into a world of
regal luxury and grandeur. Grand Luxe and Presidential Suite guests can also avail of a
personal Valet Service.
Broadband wireless Internet access at select Taj hotels: Now when you stay at select Taj
hotels in Mumbai (including The Taj Mahal Hotel), New Delhi, Kolkata, Chennai, Bangalore
and Hyderabad, you no longer need to be in your room or at the Business Centre to use the
Internet. Multiple 'hot spots' located across the hotels lets you get onto the Internet from
almost any place in the hotel - quickly and without plugging in! What's more, there is a Cyber
Butler on call, should you need any assistance with getting connected.
Facilities and Services: Swimming pool, fitness centre and spa, beauty parlour, barber shop,
travel desk, car rental, pastry shop, book shop, shopping arcade, currency exchange, doctor-
on-call and babysitting. Complimentary use of steam, Jacuzzi and gymnasium at the fitness
centre for all guests. Arrangements for golf, badminton, squash, billiards, tennis and table
tennis on request. 24-hour room service and laundry service
Place and Time:
As far as place is concerned, all the Taj services and facilities are provided at one point. To
ensure timely delivery of their services, they have set processes in place and in case of failure
or delay of service, they have built in contingencies and trained their staff to communicate the
delay to the customer in the right manner.
One of the incidents that Mr. Vivek Sah, the Training Manager at Taj provided us with to
explain this concept further is of the implementation of the contingency plan during the
breakdown of the elevator. In case of breakdown of the elevator, the Room Service makes
use of the elevator in the other wing to ensure timely delivery to the customer.
They also have complaint management systems where they encourage customer feedback.
Each of their feedback form is numbered and hence if any feedback form is missing, the staff
is held liable for it. This is to ensure that the management views every feedback form.
To ensure standadization in their services, they have Standard Operating Procedures (SOP),
e.g the food that is served in the restaurant will be of the same quality and taste at any given
day and time.
Process:
In order to ensure that the core product and the supplementary product is developed and
delivered in the right manner and at the right time, the hotel has formed certain set processes.
When the room is being prepared for customer check-in , the house-keeping department make
sure that all the room amenities are provided as per the check list. For e.g. certain room
amenities like 3 embroidered laundry bags, 2 closed slippers with logo, 2 shoe bags, etc. are
provided by The Taj Mahal Hotel.
Infact the processes are so specifically laid down that hotel staff are even advised on what to
say and what words to use while talking to a customer. The following example will illustrate
this better. When a customer asks for something to be done instead of saying no problem,
the staff is taught to say most certainly.
The Taj Blueprint:
When the service provider comes in contact with the customer, he needs to surpass the
customers expectations, for which a blue print is made and followed by the service provider,
in this case the Taj Mahal Hotel.


Dinner Service Sequence
Procedure
1 Greet Guests Entrance Host(ess) / Manager
2 Smile using appropriate
salutation,correct posture,eye-
contact and guest name where
possible.
Entrance Host(ess) / Manager
3 Smoking/Non-smoking
preference to be confirmed.
Entrance Host(ess) / Manager
4 Assist guests to their seats. Restaurant Host(ess) / Manager
5 Unfold the napkins, ladies first Restaurant Captain
6 Suggest the Dinner buffet, and
describe the buffet highlights -
specials etc.
Table Captain / Manager
7 Present the food menu along
with the beverage list/ wine
menu, if A La Carte is desired
by the guest. Suggest daily
specials and advice non
availability`s, prior to food
orders.
Table Captain / Manager
8 Suggest bottled water and
offer wine by glass.
Table Captain
9 For wine service, appropriate
glassware to be present on the
table.
Table Captain / Server
10 For all orders, serve ladies
first
Table Captain / Server
11 Clear plates accordingly
before guests return after
second helping from buffet.
Table Captain / Server
12 For A La Carte orders, plates
to be cleared only after all
complete their meal.
Table Captain / Server
13 Replenish the cuttlery Table Captain / Server
accordingly.
14 Napkins to be folded neatly in
half and placed on the left
arm-chair, when guests leave
for second helping.
Table Captain / Server
15 For A La Carte orders, offer
dessert menu and describle
items.
Table Captain / Server
16 Offer tea / coffee after entre
and side plates are cleared.
Table Captain / Server
17 Always maintain table top
clean, before resetting the
table
Table Captain / Server
18 Place bill folder with cheque
on table for signature, as per
guest convinience
Table Captain / Server
19 Thank all guests using their
names respectively.
Table Captain / Server / Host(ess) /
Manager
20 Bid farewell. Restaurant Captain / Server / Host(ess) /
Manager
21 Upon guest departure, clear
table immediately.
Table Captain / Server










People:
People here mean the customers, employees, management and the society. It is the final
customer who is to be satisfied and this can be done only with the help of the employees, who
are directed and guided by the management. In the end the final motive of Taj is to provide
consistently and relentlessly an Indian experience of warmth and hospitality by anticipating
and exceeding guest expectations. They also provide various customer services such as The
Taj Inner Circle Group, Taj Advantage and Taj Epicure.
In order to ensure the productivity of their employees they provide them with various
facilities such as medical help, consultation, traveling facilities, perks and bonuses. The
employers here each have their own lockers in which they keep their uniforms and other
belongings, they also have bunkers with small beds so that the employees working in shifts
can catch some sleep if need be.
In spite of the fact that human resources management is such an integral part of the service
industry of which hotels form a major part, its role has begun to be acknowledged only
recently. The Taj Group of Hotels is probably one of the first Indian hotel chains to have
recognised and respected the significance of HR in the hospitality industry. Says K S
Srinivasan, GM-corporate human resources, The Taj Mahal Hotel, Mumbai, Functions like
sales, marketing and HR are not hotel-specific, unlike those of chefs, housekeepers,
bartenders, stewards and the like. They are, in fact, common to all businesses.
He asserts that HR, as a function, is like a partner in the business in any organisation and not
a stand-alone function. It is the key to effective utilisation of the manpower that the hotel
industry is so dependent on. And the Indian hotel industry is among the most labour intensive
since the number of people serving guests is the maximum here. It is precisely for this reason
that the significance of HR requires to be appreciated.
It is not merely monetary rewards that employees seek today; the intriguing aspect is the
learning experience that the job promises. It is precisely with this very thought in mind that
the Taj Group of Hotels, a Tata enterprise and one of the oldest hotel chains in the country,
decided on a training programme for the operations trainees, explains Srinivasan.
Interactive sessions between the Taj management and the director of the Tata Institute of
Social Sciences (TISS), a Tata educational and research institution, led to an interesting and
comprehensive tailor-made course curriculum being chalked out. Thus was born the Taj
TISS HR Associate Programme, a one-year course comprising four modules that are
designed to give equal importance to and impart balanced knowledge of both the theoretical
and the practical aspects of all HR-related functions of the hotel industry.
After finalising the course details, the Taj made announcements about the course, offering
interested trainees with two to three years of work experience an opportunity to apply. The
response was encouraging and five trainees were shortlisted for the first batch of the training
programme.


Promotion and Education:
They carry out their promotions by the means of calendars, monthly letter to their Inner
Circle Customers, informing them about their upcoming events and offers. Taj has television
advertisements on popular channels like CNBC, and print ads in magazines and newspapers.
Taj takes part in exhibitions like wherein they promote their holiday packages. They also
have special offers during the off-season etc. Also The Taj is the only hotel chain to
personify itself and in promotion campaigns and advertisements the Taj is often referred to as
She.
Physical Evidence:
The Taj Mahal Hotel was built in 1903. The architect was Sitaram Vaidya. It had a very
ethnic look to it, which kept up their image of providing an Indian experience of warmth and
hospitality. They realized that modernization is the name of the game and had The Taj
redesigned by Mr. Chambers, Mr. Wilkes and Mr. Bernard from Singapore.
Some of the recent renovations that have been carried out at the Taj are:
The exterior has been given a new and modern look while still retaining the old world charm
of the building.
The entrance has splendidly carved bronze and glass doors Soaring onyx columns stretch to a
luminous alabaster ceiling; while underfoot, rich hand-woven carpets set off a magnificent
floor painstakingly inlaid with semi-precious stones. The eclectic mix of western
contemporary style and traditional Indian motifs creates a veritable feast for the sense.
The city's most exclusive restaurant, The Zodaic Grill provides a graceful setting for an
intimate dining experience. Under a magnificent trompe l'oeil dome, they serve the finest
gourmet cuisine complemented by an extensive wine list, as a classically trained pianist
entertains patrons.
Price and Other User Costs:
Taj realizes that their prices are high and not affordable by all, but this is due to various
overheads that it incurs and the superior quality that it offers. For e.g. a roadside sandwich
seller sells his sandwich for Rs.10 as he has no overheads and has no quality standards to
maintain, like the quality of the bread and the vegetables. But at The Taj, they serve the best
quality and also incur overhead expenses.
Also the target audience that the Taj caters to are the ones who come to the Taj for its
ambience and world class standards, therefore they say that their prices are justified as they
help The Taj retain the exclusivity that it stands for.



Dimensions of Quality:
Tangibles-
Appearance of physical facilities, equipment, personnel, and communication materials the
structure of Taj Hotels says all about it tangibility, its existence. The Taj Hotels has a various
combination of hotels around the world which speaks for themselves. The hotels are clearly
differentiated by their product philosophy and service design It has heritage structures which
have been converted into hotel which encompasses a unique set of iconic properties rooted in
history and tradition that deliver truly unforgettable experiences. A collection of outstanding
properties with strong heritage as hotels or palaces which offer something more than great
physical product and exceptional service.
The Taj as a hotel does not compare itself to only Indian hotels, but even with the hotels
internationally as it claims to have World Class Quality. In order to ensure that its inputs
are transformed into desired outputs, they provide extensive training to their employees
irrespective of the field they come from.
The Taj Mahal hotel has various quality tools to enhance quality. This involves every
department, as they have to make sure that the raw material as well as the finished product is
of top quality. At The Taj, it is the responsibility of the purchase department to make sure
that the raw materials are purchased at the Right Time, Right Place, Right Cost and from the
Right Source, in order to avoid any hindrances in their productivity and quality.
Taj has developed enormous credibility in terms of trustworthiness being the oldest brand of
hotels, with the reputation of being World class and honest service provider. Security,
Communication and understanding the customer psychology are special assets the Taj
management has mastered with time.
Responsiveness:
Willingness to help customers and provide prompt service
Taj gives a perfect example of responsiveness to any situation that arises. The 26/11 Attack
on the Taj president, Mumbai by terrorist shows how Taj is capable enough to handle various
situation. The way the whole staff of the Hotel worked as a team and the way they responded
immediately i.e. willing and spontaneously without have a second thought on their life which
itself was endangered, to the unforeseen or unexpected situation that arose and they helped
out their guest who were lodged in the hotel during the attack. The brave and courageous act
in order to guide and protect its guest and bring them to a place of safety without fearing for
their life shows how they much valued the life and safety of their valued guest.




Assurance:
Knowledge and courtesy of employees and their ability to convey trust and confidence
The Management of Taj creates such a scenario and environment, which makes the guest feel
homely and quite comfortable during their stay.
the security at the hotel which assures their safety, the friendly attitude of the staff towards
their guest, the greetings from the doorman at the main gate, the warming welcome at the
reception with the approachable staff at your disposal whenever required. The helpful bell
boy who comes and greets you and take the responsibility of your baggage to be transfers the
same to your room. All this adds up to a sense of responsibility and assurity of the hotel
towards it guest.
The hotel has a room service facility, intercom system for any query, medical facility, also
suggestion form and feedback in order to improve their overall service performance. Thus, by
this they increase their trust and confidence of their guest.
Reliability:
This is a measure of the degree of probability of the product delivering what has been
promised. This service should be performed with dependability, and as per its promise.
Taj gave a very good example of reliability during the 26/11 attack. A dozen staff which
could have escaped through the back exit during the attack stayed behind and tried to move
all the guests out of the hotel to a safe place. Some of the staffs selfless service even cost
their life. They felt a sense of loyalty to the hotel and as well as a sense of responsibility to
the guests too. Even the general manager who had lost his wife and children stayed behind to
help these guests.

Empathy:
Caring, individualized attention the firm provides its customers Complimentary services
provided to their guest on their special occasion like providing cakes, champion, or wine
during occasion like birthdays, anniversary etc. Taking special care of its honeymoon special
couple, by providing additional facility with better rooms with great view and additional
service for them. Airport pick up for their guest. Providing special assistance to its guest to
organize private tour, providing car service.











Case Study:
Introduction:
A number of factors contribute to the importance of environmental strategy and
management in hospitality industry. First, it represents a foremost part of the hospitality
and tourism industry, one of the largest global industries. Second, with the growth of
national and international tourism, the hospitality sector is assuming a higher public
profile and may increasingly attract the attention and scrutiny of community groups,
environmentalists and regulators. Third, more affluent consumers may increasingly
demand 'green' accommodation, and regulation may intensify for better waste disposal,
and improved water and energy conservation. The heightened interest in environmental
accountability will become the challenge of not only developing corporate environmental
objectives and strategies but also achieving effective implementation. One key to
effective implementation lies in the linkages between environmental strategies, corporate
accounting and management control functions. The study is an attempt to critically
review these linkages and find out the future possibilities. It elaborates on the eco-
activities of The Orchid Mumbai and also specifies means of scaling up in future.

The Orchid: The First Ecotel in Asia:

Study shows that the Orchid commits towards Environmental Management so as to remain
leaders by-

Optimizing the use of resources such as energy, perishable food products, water, paint
and paper.
Enhancing the practice of waste management, which is to reduce, reuse and recycle.
Implementing environmental awareness of suppliers, team members, guests and the local
community.
The Orchid, with an effort to stand out from the crowd has heightened its level by various
innovative eco-friendly inclusions-

The hotel is flanked by drip-irrigated greenery on either side, which reduces water use by
50%. The building is designed with rooms facing the atrium and not directly exposed to the
external elements thus reducing the heat load. The swimming pool is located on the rooftop
acting as an insulator from the heat. The cement used is Portland Pozzalana containing 15-
20% fly ash, as compared to Ordinary Portland Cement. Internal partitions are made from
fertilizer waste. All taps contain special aerators, which increase the water's force and reduce
outflow, saving water. Using these aerators, water is saved up to 50%. The Geberit concealed
cistern is used. Wastewater is recycled, treated and reused in areas like air- conditioning and
gardening. Energy efficient lamps are used. Attached to the air- conditioning system is the
tank to store cold energy during off-peak hours, which is then used during the peak hours
reducing compressor overloading and cutting power consumption. The heat generated from
the air conditioners provides hot water to the guestrooms, laundry, toilets and kitchen. Within
the room the guest can participate in the energy conservation by pressing the eco-button on
the master control panel. Steps have been taken to reduce air pollution by installing air
scrubbers in the boiler outlet connected with the chimney. The Orchid in its endeavor to
become a 'zero garbage' hotel has undertaken vermiculture composting on the hotel site.
Kitchen garbage is diverted to 9 bins built for the process. All paper products at The Orchid
contain at least 50% recycled content. Incoming packaging material has been reduced by
about 30%. Suppliers are regularly screened to ensure they fulfill the hotel's stringent
environmental criteria. Employees undergo a thorough environmental induction programme
to ensure their conduct conforms to the eco-sensitive culture of the hotel.

Conclusion:
To conclude, it could be said that the design and operation of a hotel facility can never
eliminate environmental impacts. Thus, the adoption of environmental values would require
a continual search for improvements on existing practices. The adoption of environmental
strategies as new trend or paradigm would offer opportunities for those early adopters and
those who seek to leverage it to their advantage. Thus, there would be an environmental
operation that would educate the surrounding community and achieve greater environmental
success through cooperation and increased market share.