The Leela

Objectives -
• Continue to focus on high-end premium market catering to business
travellers and tourists
• Maintain high standards of quality for guest facilities and services
• Focus on strengthening offerings in the MICE segment (meetings,
incentives, conferences and exhibitions)
• Focus on continuously improving operational efficiencies
• Make strategic capital improvements. selectively expand operations
through owned or leased properties, acquisitions as well as through
management agreements

Core Benefits -
• The core benefit of The Leela group is that they treat every guest with
revernece. They follow the age old indian tradition of "Atithi Devo Bhava"
which means "Guest is God".

Positioning -
• Heavy emphasis on hotel staff and their attention to detail

• Commitment to ecology. The organization is in discussions with regards to

implementing LEED (Leadership in Energy & Environmental Design)
standards for its new developments.

Target Market -
• The Leela caters primarily to the Premium segment. Its luxury properties
cater to both business and leisure travellers.

Competitive Advantage -
• The Leela has tied up with Kempinski which gives it an advantage over its
competitors. The Leela enjoys operational and sales & marketing support
worldwide through Kempinski’s GDS (Global Distribution Systems)
• 23% of total bookings at The Leela Palace Kempinski Bangalore and 10%
of total bookings at The Leela Kempinski Mumbai are through the
Kempinski GDS.
• The Leela has an exclusive arrangement with Kempinski for India and
therefore will extend to all the 5 new city hotels & resorts being set up in
the next 3 years.
• Kempinski has a total of 70 hotels worldwide with 30 more under various
stages of completion
The 4 Ps –

Product -
• The product is luxury rooms to the premium segment. They also have
conference halls, relaxation spas and massage centres.
• There are also plans to open up a casino in the goa Leela.
• Largest Ballroom in the City in the Mumbai Leela. Leela Galleria – Largest
shopping mall in the city showcasing international brands, a bowling alley
& an upmarket night-club.

Price -
• Average ROOM RATE during 2006-07 has been Rs 9,375 compared to Rs
6,745 for the previous year in Mumbai.
• Average ROOM RATE during 2006-07 has been Rs 18,851 compared to Rs
16,301 for the previous year, an increase of 16% over the previous year,
in Bangalore.

Place -
• There are four 5-Star Deluxe hotels in Bangalore, Goa, Kovalam & Mumbai
with a total of 1086 rooms
• Expanding operations by developing additional luxury hotels in Delhi,
Chennai, Hyderabad, Pune and Udaipur
• Recently acquired prestigious plot of land in New Delhi at a premium
location in Chanakyapuri, close to the Diplomatic enclave for a 211 room
hotel

Promotion -
• The mode of advertisement is mostly print ads in magazines and
newspapers.
• There are local as well as international ad campaigns. The motive is to
raise the Indian brand’s profile in key markets outside its home country.
• The tagline for the ads—starring Leela employees right on up to the
chairman himself—is, “Where thoughtfulness leads to delight... at The
Leela.” The ads tell the story by showcasing actual examples in which
hotel staff thoughtfulness has indeed led to guest delight.
• The Leela Palaces-Hotels-Resorts, India’s premium hotel group, is all set to
broaden its international market reach by joining the Global Hotel Alliance
(GHA), the world’s largest alliance of independent luxury hotel brands.