Introduction Of Heritance Kandalama

Introduction Of Heritance KandalamaHeritance Kandalama is being managed by easily known Sri Lankan blue eccentric company, Aitken Spence PLC. The Hospitality Sector is a one out of four operation of Aitken Spences. operate, logistic solution and strategic investment argon theirs a nonher(prenominal) operations. Under Services they operate Destination management which enhances dramatically their hotel operations. Destination management providing the entire facilities under one roof holded for the destination travelers.thither argon lay of hotel stags managing by Aitken Spence much(prenominal) as Heritance in Sri Lanka, Adaaran in Maldives and Aitken Spence Hotels in India and Oman. Same time they provide inbound and outbound travels, airlines agencies, conventions and exhibitions, elevator agency, financial services and insurances by dint of and through out local anaesthetic and international securities industry place under their Service sectors. (See App abolishix 01)Heri tance is the famous mark off of Aitken Spences. The meaning of Heritance is the combination of Heritage and Inheritance.Heritance Hotels Resorts are a hookup of resorts that are architecturally rum and blend in with their natural environment Quoted from Aitken Spence positive web site. http//www.aitkenspence.com, retrieved on 23 February, 2012Heritance Kandalama is an example of blend of Sri Lankan hereditary pattern, inherits and wild life. It is a luxurious 5 star eco favourable hotel, superiorly architected by world famous Geffory Bava. Heritance Kandalma is the first take up Eco conceptual hotel in Sri Lanka and only a few in Asia.Heritance Kandalama facilitating with 152 rooms, 3 restaurants with 295 seating capacity including out ingress places for dinning and chilling out facilities, one banquet hall, 3 unique pools with 2 bars, business center, in door and out door sports, shopping arcade and a fabulous nature garden over looking the Kandalama lake with numerous flora and fauna. (Appendix 02)Kandalama hotel client alkali is eco friendly travelers who are looking for mouth watering food extravaganza, serene privacy, prodigality and unique experiences. It attracts vast and reputed client tail by providing unique splendid luxury facilities and services. It has a wide European market for the majority with invitee also visiting from the rest of the world. someoneality lovers, eco friendly business travelers, honeymooners, families with kids, adventures, pagan and untenanted tourists are main visitors of them.Heritance Kandalama market placeing StrategiesForming the trade Strategies for Heritance Kandalama.Heritance Kandalama Hotel strategies formulated on the Aitken Spences corporate and Hotel sector strategies which mainly based on Marketing concept and Societal concept. Heritance mugs strategy and market slogan is Where tradition is a start. Heritance Kandalama hotel is been flagship of Sustainable Green Tourism strategies and CSR str ategies executes. look 2.1 Porter Generic Strategies for Heritance KandalamaCompetitive AdvantageCompetitive Scope Low Cost higher(prenominal) CostBroadNarrow e genuinelywhereall Cost LeadershipDifferentiation-Heritance KandalamaCost focusDifferentiation Focus consultation PorterAs you can see in Figure 2.1 Heritance Kandalama is taking competitive advantage under Differentiation strategies by catering to broad market with higher price compared to former(a) eco friendly resorts in Sri Lanka. As you can see in positioning below they have broader market which they cater to each and every type of markets so they can charge amplitude price as Heritance is and internationally and locally well reputed brand with their unique location, luxury services and facilities, and well established merchandising communication strategies.Heritance Kandalama Hotel and Marketing Strategiesthough Heritance Kandalama hotel uses Societal and Marketing concept as their marketing concepts still they use other concepts too.Societal Concept Sustainable tourism, CSR practices, Green AuditingMarketing Concept spirit conscious architecture, Heritance ingenious Food ExperienceAs mother company of Heritance Kandalama, Aitken Spence group has been stageed as one of the top ten best corporate citizen in Sri Lanka consecutively for 6 years by taking consideration of their sustainable business strategies. Heritance brand too recognized as one of the best practice hotel chain on sustainability, responsible tourism and eco friendliness. They are pioneer of Setting Standards for Sri Lankan sustainable and common land tourism. (See Appendix 01 )In order to practice Where Tradition is awake(p) marketing slogan and against to the competitors, Heritance Kandalama differentiates their location, interior and exterior of hotel, products and service, and Green philosophy practices. arrangementRoyal Suites with VIP luxury amenities, Wedding dowery documentation for foreigners, blow up Rides, c ommode counteract tracking,TargetingHoneymoon Package, Excursions, Cultural Activities Cultural triangle tours, Green philosophy, CSR concern knobSegmentationEco Nature Lovers, Adventures, Cultural Tourist, Love Romance Responsible TouristsSegmentation, Targeting and Positioning for Heritance KandalamaHeritance Kandalama cater to Eco friendly, sustainable and nature conscious luxury market segments. Their client tails are wild life and nature lovers, love and romance, cultural tourists, leisure and adventure tourists and responsible tourists, who looking for mouth watering food, serene privacy, luxury and unique experience. Kandalama has differentiate target markets according to their own strong marketing mix, much(prenominal) as culture triangle excursions and involving thickening in community service to promote responsible tourism. (Appendix )Kandalama value proposition is Where Tradition is Alive. They positioned their market for High end customers with royal suites and VIP amenities, Honeymooner and Wedding customers with wedding packages and providing documentation facilities for foreigners, Adventure customers with Balloon rides, Night mount hiking and Eco friendly tourists by practicing green philosophy. All the preceding(prenominal) services and products have been provided by protecting and promoting the traditional Sri Lankan culture. The Heritance Kandalama has well positioned their product to gain best competitive advantages over their competitors.Luxury -Royal suites, Six sense spa. refinement Excursions to Punaragama village and culture triangle.Adventure Excursions of Night mount hiking, Jungle tracking.Love Romance Wedding Package.Family Eco park, Special children menu, In and out door sports.Business convocation facilities, Six sense spa, Serene environment away from busy city.Sustainable and Nature Green philosophy and CSR practices, Promote and buy community products, Green Architecture. legal injuryMore Same LessFigure 1.2 Heritance Kandalam product positioning in marketMoreSameLessBenefitsRoyal Suite, Six sense spaHoneymoon packageRestaurant BuffetBalloon ridesCultural triangle excursionsDiamond club loyalty cardHorse and pony ridesConference facilitiesPunaragama village tourSource Author conceptHeritance Kandalama is use different pricing strategies according to their product and service to cater different markets and compete with competitors.More-More Compared to other eco-luxury hotels HK Royal Suites is far much expensive as their services and facilities are of a higher example.Same-Same Cultural triangle excursion package and the price is the same as when comparing to the touch hotels.Less-Less Punaragama package is not expensive with this package you can explore previous traditional village life of Sri Lanka which competitors dont have such facilities. This is a unique market positioning for them.Growth Strategy and Heritance KandalamaExisting Products New Product5 star luxury rooms and f acilities, Honeymoon package, Cultural Triangle excursionBalloon rides, Helicopter rides, Traditional music and cultural events.Family package with kiddies facilities, Adventure packages for corporate company clients.Punaragama package, Green tourists, Community serviceExisting MarketNew MarketHeritance Kandalama is doing great market pe winration. Even though there are 5 star resorts there, they do larger market penetration compare to competitors, as their unique geographical position and superb nature blend architected. They were developed new market for kids to retain parents by introducing new kids menu, kiddies sports, and kids club by creating adventure holidays for kids such as kiddies camping. There was another new market they created Adventure packages for corporate company clients as there new immerge of adventures out door management learn program. Heritance Kandalama developed balloon ride and helicopter ride for exist adventure market. Their diversification or unique products are Punaragama Cultural village, Kandalama Ingnues food experience and Cave dining.7Ps strategies for Heritance KandalamaProduct152 five star luxuries room with 7 categories, 3 unique restaurants, pool bars and Kandalama style cousins, Six sense spa with all steady treatments, 3 unique pools in and our door sport facilities, Library and bushiness center, Excursions include cultural triangle, Activities such as bird watching, trekking, boat trip, horse and elephant riding.Price lift out Available Rates for Bed and Breakfast with taxSuperior USD 180birds-eye USD 201Luxury USD 250Deluxe USD 262Travel Agent RatesSuperior USDPanoramic USDLuxury USDDeluxe USDPromotion (See Appendix )Advertising in countersign paper, Official World Wide sack upsite, Magazines, Green Philosophy, CSR Activities, Word of Mouth, Blogs, Social Medias such as facebook and twitter, Direct sales promotions, Catering to the international events and providing facilities for international researchers to gain knowledge about sustainable and green tourism practices, Always been under lime dispirit of every global and local green and sustainable awarding.Place183km away from Sri Lankan Colombo, Katunayaka Bandaranayaka International airport, Located with in UNESCO World Heritage Site and Sri Lankan Cultural triangle, Over looking of 1200 years old Kandalama river, Sigiri and Dambulla citadels. Hotel reservation arrangement, Aitkent Spence destination management, Official website and other reservation websites such as Agoda, Trip advisor, and other travel agencies working as distributions channels of HK.PeopleCorporate and international customer training programs and other trainings for Staff, Staff evaluation and rewards upon their success in customer services such as employee of the month, Training, develop and encourage lower level for higher managerial positions, through community services and CSR build good relationship between guest, staff and local community.ProcessAwarded wit h environmental process certifications, CSR and Green Philosophy practices, 8 Rs practices on resources, Hotel Standard guidance book, SLS certificationsPhysical EvidenceInternationally awarded Geffory Bavas architectural design, Eco and surroundings conscious landscaping, interiors and exteriors, energy conservations system, Colors and design blend with nature to do minimal impact on environment.Heritance Kandalama Marketing confabulation and Public Relation StrategiesHeritance Kandalama is having very effective personal and mass communication structure to create new customer bases and retain the existing customers. Promotion and direct meeting from hotel sales and marketing department and Walking guest or over reception counter selling are the approximately of personal communications. Some of mass communication methods for HK are websites, paper and magazine advertisements, brochures, cut outs and YouTube.DRIP elements for Heritance KandalamaDifferentiateNature blend land mark architectureHeritance = Heritage + Inheritance of Sri LankaSustainable tourism practicesNature conscious Green Philosophy with 8Rs practicesRemindUnique 5 star Heritance Kandalama service and productsAitken Spencer website with Kandalama media center, blog spots, social media such as facebook, twitter, bloggerAfter sales assume up and guest data base managementInfluence with official web site and other websitesInternational and local trade utter and conferencesBeen Hall of Fame in every tourism awarding body in Sri Lanka and internationallyThrough unique selling products such Kandalama ingenious cooking and Punaragama cultural villagePersuadeMarketing Slogan Where Tradition AliveDisplay Attractive packages and excursion in their websites with details and same time with online reservationCSR system practices and Green philosophy persuade to buy their productsMarketing Communication Strategies for Heritance KandalamaHeritance Kandalama is using different market communication strateg ies aligned with their corporate strategies, such as3.2.1 vigour StrategiesPush strategy is one of main communication strategy used by Heritance Kandalama. As intermediates they use their own sister company Aitken Spence Travel and Tours, other local travel agents and tour operators, international travel agents and tour operators such as Kouni, hotel representative at airport, trade show and other travel and tourism conferences.Heritance Kandalama Hotel Aitkent Spence Travel Tours Customer3.2.2 Pull StrategiesThe growing and vast potential communication strategy used by Heritance Kandalama is the pull strategy, as there do not need to allocate intermediary commissions, discount or extra payments. This is very profitable for customers as well as to the HK, however Heritance Kandalm a has to are publicise and communications cost.Heritance Kandalama Booking.com, Central Reservation CustomerPromotion Mix3.2.3 Profile StrategiesTheir some of profile strategies are Heritance News lette r, Promotion between other Aitken Spence staffs and suppliers.Marketing Mix for Heritance KandalamaDirect Selling Aitkent Spence Hotel reservation systemPersonal Selling Heritance Kandalama gross sales and Marketing subdivisionAdvertising Magazine and Bill boardSales Promotion seasonal offers, Marketing campaignSponsorship Donating to local community schoolsExhibitions Trade fairsE-communication Official website, Facebook, TwitterPublic Relations(PR) CSR practicesPublic Relation (PR) and Heritance KandalamaHeritance brand is a well known cultural resort brand among Sri Lankans as well as internationally. Heritance Kandalama is playing a major role among Aitkent Spence hotels as well as Heritance brand hotels. It has a reputations the Pioneer of the sustainable tourism in Sri Lanka as well as a role modeler for the world. It is because of their luxuries hotel practices, procedures and policies they follow in sustainable tourism. Their large well planned PR strategies are n ot second to any other hotel in Sri Lankan accommodation sector.3.4.1 Public family relationship Strategies using by Heritance Kandalama recommend Agencies Heritance Kandalama has taken full advantages of the PR facilities of their mother company Aitken Spencer which has press throw overboard on Aitken Spence websites, National word of honor paper agencies and other public media to promote in Sri Lanka as well as in foreign markets.Product Publicity Very detailed information of hotel products and services mentioning in their official website www.heritancekandalama.comPublic personal business They use Green philosophy and CSR as their main weapon through the PR system. Heritance Kandalama public affair system well functions through the protecting environment, risky recycle system and 8Rs practices and minimum impact of tourism activities to the nature, local community and natural resources. Very good Human alternative practices, Promote and protect the Sri Lankan hereditary pattern can be taken as PA. Through all these they are able to create a great public image among Sri Lankans and responsible travelers rough the world.Lobbying Donating and helping government schools. Mainly they set the example to the Sri Lankan government to formulate the law, rules and regulation for the sustainable tourism.Investor Relations Returning maximum profits to the appoint holders and delivering enhancer financial and annual reports.Development Community services, using local products for hotel operation, promoting the local crafts and goods to the hotel visitors and setting standards for Green Tourism in Sri LankaOther PR communication channels.News and speeches by executive to the media Executive review in annual reportsWritten materials Heritance Kandalama hotel broachers, articlesAudio visual materials Youtube, Wesite video clipsCorporate identity materials Heritance Kanadalama logo in stationaeries, signs, business cards, heritance uniforms, CSR activit ies, hotel website and social net works.Any how beginning of the HK hotel was not easy task because of Sri Lankan public and local community was against to building it as hotel construction and operation would mischievously impact on Kandalama reservoir, Kandalama Lake, natural flora and fauna, wild animals and for local community, so from the beginning Heritance Kandalam was acted on well planed PR activities to avoid all those protests.Heritance Kandalma takes maximum opportunities through building better PR around their Location of cultural triangle and wild life, better service and quality product but through practice of Green Philosophy.3.4.2 Heritance Kandalama PR practices and Sustainable TourismFrom the beginning Heritance Kandalma empathies on sustainability through the construction, operation and disposing. Their operating and marketing strategies too build on sustainability. Setting standard for Sri Lankan eco tourism is one of their main objectives according to 2010/2011 annual report.Figure Sustainability of Heritance Kandalma HotelSource http//www.ecotoursportugal.comSocial Heritance Kandalma CSR practices, Community services, Donation for local schoolsEconomic Best Human Resource practices and Hiring local personal such village flute player, Buying and using local products, developed Kandalama ingenious food experience through local products and march on tourist to buy local community products.Environment Green philosophy practices, Minimum impact on environment through green architecture, 8Rs practices (Reuse, Reduce, Recycle, Reverence, Respect, Responsibility, Rethink and Repair) cross out Brand Strategies of Heritance KandalamaHeritance Kandalma is a five star luxury resort hotel situated over looking of Kandalma Lake and surround by 5 of UNESCO World Heritage sites. There are hundred of luxury resorts in the world wide and same as in Sri Lanka, but however Heritance Kandalma brand is differtiate from its competitors and deliver brand va lue to its loyal customers. HK hotel extend their services under Heritance brand mean Heritage and Inheritance and their value proposition Where Tradition AliveBrand Attributes of Heritance KandalmaImage Heritance brand name, Location of HotelDesign Style Geffry Bavas Green Concept architecture engraving to rocks, flora fauna with minimum impact on its natural environment logotype Brownish antique letters give Cultural feeling to the Heritance Kandalma logoMarketing Campaigns Through promotion mixPrinting Media HK broachers, leaflets and news lettersWeb site Official website www.heritancehotels/kandalamaBehaviors Through guest experiences of hotel products and servicesBrand strategies and Heritance KandalmaAitken Spence PLC is using umbrella branding strategies up on their main product and services such as Aitken Spence Hotels, Services, Logistic solutions and Strategic investment. Any how under hotel sector they use Multi Branding strategies such as Heritance, Adaaran and Ait ken Spence hotel and resorts. Kandalama hotel is under Heritance which combine characteristics of Heritage and Inheritance of Sri Lanka. Heritance Kandalama work to the Heritance brand strategies through giving Sri Lankan cultural, nature and genuine hospitality experience to the guest.Heritance Kandalama brand equity is compound with sustainable and nature friendly luxury brand giving unique experience of Sri Lankan culture, tradition, food and foremost thousand years well known Sri Lankan hospitality. Through their equity they gain larger market share and operational profits, numerous international and local awards.Destination Branding and Heritance KandalamaFigure Segmentation of Tourist Destination Branding for HKHeritance Kandalama has positioned their brand as experience of Sri Lankan heritage and Inheritance, luxuries eco friendly product and services to contribute to Wonder of Asia national brand strategies.Figure 6.3 Perceptual Map of Destination positioning of Heritance Brand HotelsWildnessHeritance afternoon tea FactoryHeritance KandalamaHKHTFMonolithic Culture OR TranquilityIntriguing Accessible Culture OR AdventuresHAHAMGHeritance AhungallaUrban OR Sun/Sand/SeaHeritance Maha GedaraSource author base on www.imagine.comHeritance Kandalama positioning as highly access to the culture, adventure and wildness when other Heritance brand hotels positioning as sea-sand-sun or tranquility such as Heritance Maha Gedara is a ayurvedic beach resort.Customer Relationship Management practices (CRM) and Heritance KandalamaTools using by HK for effective and efficient CRM,Guest Relationship Department managing by Guest Service manager to attend on the spot guest quarries and to enhance repeat customers.HK has rapport on their guest cocktails, meeting the guest by management and engage the guest with local community.Data Base Management (DBM) Collecting and keep updating guest information upon registration cards and guest special requests to create memorable ser vice for the guest when every time they visit HK.Using DBM keep in touch with existing customers- move greeting card on special occasions such as birthdays, anniversaries and Christmas. Updating the guest about upcoming events, new offers, HK special packages through emails and news letters.The Diamond Club Loyalty Card For each stay in any Aitken Spence Hotels, guest can earn 100 points upon every thousand rupees fatigued and points for 10% of the total bill value. Free stay, discount on future mental reservation, room upgrade, gift vouchers, special offers and free Aitken Spence hotels news updating are some of benefits customer get through the this loyalty card system.Networking, E-marketing and Heritance KandalamaHK gaining higher customer retention and new customer bases through networking, e-marketing and relationship marketing.Network Marketing of Heritance KandalamaThrough Aitken Spence mother company and other sister companiesAitken Spence word process, media release a nd corporate marketingAitken Spence Travel and ToursOther Net work marketingTrip adviser, Booking.com and Agoda booking enginesHK is gaining high advantage of Network Marketing tools. Aitken Spence travel and tours giving full force selling and marketing for HK, and as part of Aitken Spence Hotel sector HK gain best marketing advantages through Adaaran and other Aitkent Spence hotel and resorts situated in Maldives, Oman and India. With small charges HK get very good net work marketing through other booking engine and websites where guest always surf to find value added services and share their experience with other travelers such as trip adviser and booking.com.Relationship Marketing and Heritance KandalamaThrough Data Base Management system and Customer evaluation, Diamond Club loyalty card system, HK having larger group of retention customers. such(prenominal) a customers experiences you can read through their official media website of Aitken Spence word process. HK unique produc ts and memorable services, well trained skilled staff and long run marketing strategies foaming and continuing great customer relationship.E-Marketing and Heritance KandalamaThey have attractive and informative up to date websites, social net work such facebook and twitter, blogs, virtual e-marketing such video clip in you tube, how ever this is one of marketing tool that still they have not taken fully advantage and there are lots of potential they can explore and use in their marketing mix. In 3 area they can use electronic media for retain existing customer and to attract new customers.E-Business HK is using computerized system to communicate through the interdepartmental as well as with Aitken Spence corporate sector. MS office, Data base management system( Fidelio ), e-recruitments and for other communicationsE-marketing HK providing information of their services and products, packages, online reservation and customer feedback through their official website, social networks, and other marketing websites.E-commerce HK official website is having online reservations and best procurable rates, and associated with other booking engines they are having massive markets, such as through Last minute booking.com, Agoda and tripadviser.Figure 7.1 Process of Social net work Communication Strategies of HK5.3.1 Features of Heritance Kandalama official websiteWeb contents and information Updated reliable and detailed information provide the knowledge of its products and services. Images gallery and animation of front page attract the hearing attention quickly recitationr Friendly navigation Using simple text terms with drop down menus, that easy to understand and find the information. Categories of rooms, dinning, spa, other facilities, wedding, activities, rates, offers with online hotel reservation systemSearch engine optimization and link building Appears in search engine such Google, Firefox and Yahoo. Its appear in first sixsome results of google search engin e when search under Dambulla hotels in Sri Lanka, and first to appear when search under Kandalama hotels in Sri Lanka. HK website is registered in Sri Lanka web directory.As web release marketing tool Hot balloon offers, Honeymoon packages, and connect with Diamond Club loyalty car promotion web site. Link with social net works such as facebook, twitter, flicker and blogger make awareness Knowledge of Heritance products and services, news and press release, blog spots and forums through the web links of http//aitkenspence.wordpress.com or http//aitkenspencehotels.typepad.com5.3.2 Online AdvertisingIn present Heritance Kandalama is using their official website, other booking engine websites (agoda.com, lastminute.com), social media links (facebook, twitter, flicker, blogger), online classified (lakpua travels), and rich media (YouTube), however they can speech pattern on more on online advertising as mentioned in recommendations.5.3.3 Guerilla Marketing of Heritance KandalamaHeritan ce Kandalama displays a local flute player and his story in their official website as part of CSR practices. Here they use CSR practices as guerilla marketing tool in their website.Green philosophy practices, make us guilty if we not choose their product against to other resorts as they are the pioneer of Green philosophy practices in Sri Lanka.Hotel allows taking as sample model of sustainable, green tourism, green and architechture case studies in locally and internationally.Appear HK advertisement on other travel and tourism websitesHK is playing the role of Green tourism standard compositor for Sri Lanka and for local government.5.3.4 Viral Marketing of Heritance KandalamaSocial Net works HK has started to build social net work through Facebook, Flicker, Blogger, Twitter,Word of mouth Catering the guest with best luxury products and services, HK has built great customer reputation and they spread the positive image and motivating other clients through web base guest feedback such trip adviser, articles in blogs and personally.Diamond Club loyalty point system encouraging using more and more of Aitken Spence products and Heritance Kandalama service. This is the customer loyalty tools using by HK. Always customers feel they get value for money using the HK products and services.RecommendationsRecommendations for Marketing Customer LoyaltyHosting Cultural and Sustainable Tourism programs, competitions and eventsCalculate and award their guests yearly as Least Carbon Foot Print GuestUse voice text bot through web to answer the guest questions and quarriesBuild up Story Share link through the HK official website, which guest can post their funny, unforgettable travel experience or asking elemental questions from the guest to build up travel story for him with photos video clips that guest can share with social media, printing or any other media.Use technology to track down the travel information seekers through the search engine and let connect nearest per son to the guest who had Heritance Kandalama experience to share their experience with new travelersUse technology to track down the travel information seekers through the search engine and let connect nearest person to the guest who had Heritance Kandalama experience to share their experience with new travelers6.2 Recommendations and justifying marketing communications strategiesDirectory marketing such in Yahoo Local, Yellow Page and LinkedInPromote a access word to search website easily and make it search engine sensitive. Such as Eco friendly hotel in Sri Lanka or Cultural experience hotel. HK need to web tracking by gathering statistic information to measure your website success.Sponsor or be host for International and local Survivor, Travelers programs.Virtual Show round, live show