Summer Internship Project
Details
Company Name: Hotel Annapurna, Kathmandu, Nepal
Duration: 1st May 2014 to 18th July 2014
Industry Mentor: Mr. Upaul Majumdar, CEO, Hotel Annapurna
EXECUTIVE SUMMARY
Nepal is a land of outstanding diversity
and tourist attractions in Nepal are as varied and fascinating as the country
itself. Tourism industry
contribute about 4 to 5% to total GDP of Nepal. The profile of tourists
visiting Nepal, have got more diverse from just Adventure seekers or
mountaineers till 1980s to Corporate/ Business travelers, Honeymoon travelers,
Casino freaks and religious travelers, especially from India, over the period
of last two decades.
Nepal is ranked 5th
in preference of Tourist destination of
Indian tourists, among Thailand, Singapore, Srilanka, Maldives and Malaysia while Total cost being the main
reason behind this preference. Due to upsurge in total number of tourists up to
0.86 million in 2013, in Nepal, Hotel industry has also flourished. Hotel Hyatt
regency being at Top in terms of tourists’ preference, among all others 5-star
Hotels in Nepal. Hotel Annapurna stands at 5th position in this
comparison. Factors like Cost/Tariffs, Approach ability from tourist sites or
main city, are influencing the decision process of Customers while selecting
hotel.
The
analysis of Facebook fan pages reveals that Hyatt Regency has 57% as relative
share of engagement of fans whereas Hotel Annapurna has only 16% engagement as
relative share. During the time period of this study Hyatt Regency shared on an
average of 0.9 post per day whereas Hotel Annapurna shared an average of 0.6
post per day. It is seen that in terms of content photos seems to be more
engaging; 90% of all engagement on brand posts.
The
Sentiment Analysis of the 133 reviews in Trip Advisor reveals that an average
sentiment score of 0.459. It also reveals that considerable amount of reviews
are positive yet the score is less than 0.5. Further analysis of the reviews
shows that the frequency of used words and in what context it was used. It is
found that most of frequently used words like Hotel, Room, Staffs, Food, and
Location etc. are in neutral context.
For a hotel to be ranked
top in preference of tourists, they need to improve their visibility on social
media and Web portals like Trip advisors. More a hotel share their events and
experiences of tourists at social media particularly through videos and posts,
more the word of mouth about hotel will be amongst potential Customers. Having
tie ups with bloggers and Local Travel agents will surely increase hotels
annual revenue. Besides these, being at par with other competitors in terms of
providing Services and dynamic packages, is no doubt a mandatory function. This
all have been evident in case of success of hotel Hayat Regency in comparison
to all other 5- star hotels.
Achievements
1. Received NDIM Best Summer Internship Project Award
2. Selected as one of top 30 projects in 8th Annual RMAI Flame Student Awards 2014 for Best Summer Marketing projects
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