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TRAVEL & TOURISM- A SUNRISE SECTOR

The Indian Tourism and Hospitality Industry has emerged as one of the key drivers of growth

among the services sector in India. Travel and tourism has become one of the pillars in the

growth of GDP of the country. Tourism in India is a potential game changer. It is a sun rise

industry, an employment generator, a significant source of foreign exchange for the country and

an economic activity that helps local and host communities. Travel & Tourism sector contributes

7% to the Indian GDP & 8% to the total employment of country. India is a tourism product

which is unparalleled in its beauty, uniqueness, rich culture and history has been aggressively

pursuing the promotion of tourism both internationally as well as in the domestic market.

Indian tourism industry is thriving due to an increase in foreign tourist arrivals and greater

number of Indians travelling to domestic destinations than before. In the past few years the real

growth has come from the domestic sector as during 2014 India witnessed foreign Tourist

Arrivals (FTAs)  of 74.62 lakh compared to 68.48 Lakhs FTA in 2013. India is at 41st rank in

terms of international tourism across the globe.

Travel and tourism sector’s contribution to capital investment is projected to grow at 6.5 per cent

per annum during 2013-2023, above the global average of five per cent. The Ministry of Tourism

promotes the country’s various tourism products through its tactile campaigns under the

Incredible India brand- both for international as well as domestic markets. The budget allocated

for the Domestic Promotion & Publicity and Overseas Promotion & Publicity including

Marketing Development stood at INR 1.1 billion (USD 17.73 million) and INR 3.5 billion (USD

56.41 million) for the financial year 2013-14.

To quote figures about hospitality industry, 1.30 lakh hotel rooms are needed to cater to the

projected 5m tourists this year, while the country today has only 84,000 operational rooms.

Overall out of aviation, tourism & hospitality industry, hospitality sector has maximum job

opportunities followed by aviation & tourism sector respectively.

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Six Technology Trends Revolutionizing The Hospitality Industry

  • Cloud / Software as a Service (SaaS)
  • Mobility Technology
  • Social Media
  • Personalized systems
  • Integration
  • Globalisation

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Exceeding Expectations: Catering to Next Generation Guests (Some of the technology trends shaping the hospitality industry)

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  • Latest Devices:People are bringing more devices into hotels than ever before – tablets, laptops, etc. Hotels should strive to provide enough bandwidth to accommodate these many devices, though tiered Wi-Fi services are becoming quite common (with ‘basic’ being for browsing and email, and ‘paid’ being for streaming video).
  • Wi-Fi:Providing solid and good internet connectivity in every property will be a MUST
  • Language Translating Mobile Apps:Apps will be increasingly useful in facilitating international meetings and travel by translating text instantaneously (Word Lens)
  • Guest service apps for phones: are going to become integral to both large and small hotels. They’ll be able to perform a wide array of tasks – they can reserve rooms, order room service, make spa appointments, control the drapes and thermostat, provide reminders for guests, and even unlock the door.
  • JW Marriot, Intercontinental Hotel Group (IHG),ITC Hotels have started using Mobile apps such as ‘”Hotel Tonight App” which offer 3 hotel option per night (stated by JW Marriot) from 12 PM to 2 AM to book room and secure deal. Another one is Win IT which gives user location by using GPS feature, checks hotel facilities
  • Hi Tech Accessories in Guest room:Guestrooms may become enhanced with some pretty amazing features – interactive bathroom mirrors that can be used as touchscreens to check email and weather, Hi-Can beds, and TV displays projected on walls or glass screens.
  • Social Media:The hotel industry obviously needs to get networking – using social media platforms to engage with customers, clients, and potential guests.
  • Automatic Door opernes through Mobile Apps: Keyless entry via mobile apps is now a reality. New properties in the Holiday Inn Hotel and Suites in the United States are making use of a mobile app – OpenWays – which lets guests bypass the front desk and use their mobile phones as a mobile key.
  • Property Management System: Amadeus, launched the Amadeus Hotel Platform, a centralized above-property solution that will transform the way hotels do business. Built around one comprehensive database, and available as a Software as a Service model (SaaS) it combines central reservation, property management and global distribution systems into one fully integrated platform. Offering a single and real-time view of the entire business, Amadeus Hotel Platform allows hoteliers to deliver innovative and new guest services, generate additional revenues and also quickly react to market changes as new trends, behaviors and demands emerge.
  • Smart Phones:Another example of cutting-edge innovation is the smart phone-based OpenWays technology – If the guest is arriving, hotel can text the guest, ‘Welcome,’”. “If the guest will tell to hotel staff when he land, we’ll check you in and send your room assignment, and you can go straight to your room and use your smartphone as your room key.
  • Latest iris scan technology. Guest have no key, no card, nothing needed to open the door except looking into a camera
  • High Tech Lobby:Large interactive screens in the lobby that enable guests to find a meeting room in the hotel, a restaurant in the neighborhood or an event at a nearby venue and print out directions
  • Room sensors: are devices that detects changes in quantities and provides a corresponding output, generally as an electrical or optical signal. In the hospitality industry the room sensors helps in various ways like maintaining the temperature of the rooms, transmitting information to the front desk, etc. The company offers various products which include a combination of RFID locks and the use of the RFID key cards for triggering the energy saver.
  • Interactive Customer Experience technology for the iPad .can use it to program wake up calls, order room service, order your car from valet parking or check your bill before you check out. But you can also use it to source Time Out to find out what’s going on in town or where to eat, or Open Table to make a restaurant reservation. It’s just an easy way to do a lot of the things you ordinarily do in a hotel on a single device.

With smart phones penetration reaching 10 million last year in India, one out of three urban Indian internet user has access to mobile phone applications.

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Scope of Indian Hospitality Industry

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The Hospitality Industry is a broad category of fields within the service industry that includes lodging, event planning, theme parks, transportation, cruise line, and additional fields within the tourism industry. The hospitality industry is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. A hospitality unit such as a restaurant, hotel, or even an amusement park consists of multiple groups such as facility maintenance, direct operations (servers, housekeepers, porters, kitchen workers, bartenders, management, marketing, and human resources etc.).

The global hotel industry generates approximately between 400 and 500 billion U.S. dollars in revenue each year, one third of that revenue is attributable to the United States. Some of the biggest hotel chains (groups) are the InterContinental Hotels Group, Marriott International, Hilton Worldwide, Accor, Starwood Hotels & Resorts, and the Wyndham Hotel Group. Three of the most important hotel performance indicators are the Average Daily Rate (ADR), the revenue per available room (RevPar), and the occupancy rate.

  • The Hospitality industry is the third-largest foreign exchange earner, accounting for 6.23% of India’s GDP and 8.78% of India’s total employment, according to a report by the Planning Commission.
  • Tourism in India is the largest service industry. The travel and tourism sector currently employs 49 million people, or 1 in every 10 jobs, and this is projected to increase to 58 million, or 1 in every 9.6 jobs by 2020.
  • Travel and tourism is a USD 32.7 billion business in India, according to industry estimates; in addition, the hospitality sector is sized at USD 23 billion and is expected to grow to US$ 36 billion by 2018.
  • It is expected that the hospitality sector will witness an inflow of USD 12.17 billion in investments over the next two years, according to market research company Technopak Advisors.
  • According to the Planning Commission, the hospitality sector creates more jobs per million rupees of investment than any other sector of the economy. The World Travel & Tourism Council (WTTC), which says India’s travel and tourism sector is expected to be the second-largest employer in the world, employing 40,37,000 people, directly or indirectly, by 2019.

MAJOR PLAYERS OF INDIAN HOSPITALITY INDUSTRY

  • ITDC Hotels
  • Hotel Corporation of India
  • Asian Hotels Limited
  • Hotel Leela Ventura
  • Oberoi Hotels
  • Indian Hotels Company Limited
  • ITC Hotels
  • Park Group of Hotels
  • Radisson Group of Hotels
  • Clarke Group of Hotels
  • Fortune hotels
  • Sarovar Hotels
  • Sheraton group of hotel

EMPLOYMENT OPPORTUNITIES

The hospitality industry is a labour intensive one and India has a large concentration of English speaking individuals, which prove as a catalyst in advancement and prosperity of the industry. Besides the regular jobs of a travel agent, tour guide, air hostess, chef, waiter and managers other opportunities await those who are keen on taking up a job in the sector. The new trends that have been emerging off late are as follows:

  • Floor Supervisor
  • Laundry Manager
  • Laundry Supervisor
  • Public Area Supervisor
  • Room Attendant

Finance & Accounts

  • Finance Controller
  • Revenue Manager
  • Credit Manager
  • Accountant
  • Night Auditor

 

Sales & Marketing

  • Director of Sales & Marketing
  • Sales Manger
  • Banquet Manager
  • Sales Executive

Reservation Executive

  • Event Managers
  • Captain
  • Room Attendant
  • Restaurant Attendant
  • Guest relations Officer

Other Departments

  • Human resource department
  • Maintenance & Engineering
  • Electronic data processing department
  • Communication department
  • Security department
  • Purchase department Stores

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Economic Benefits of Cinematic Tourism in Punjab

Economic benefits resulting from cinematic tourism can take a number of forms including:

1.Employment

Associated directly, such as tour guide or location manager VIP guest relation executive in hotels etc or in supporting industries like food production or retail suppliers.

  1. Increased spending

Increased spending in the community generated from visitors or tourism businesses,crew team can directly and indirectly promote the viability of local businesses.

  1. Economic diversification

Tourism operators can play a role in highlighting the broad prosperity that tourism can bring to a community and will contribute to a greater understanding and respect for the value of tourism.

Economic diversification is, for many communities, an insurance policy against hard times. By offering an additional means of income, tourism can support a community when a traditional industry is under financial pressure, particularly where that community relies heavily on a single industry.

  1. Infrastructure

Infrastructure including roads, parks, and other public spaces can be developed and improved both for visitors and local residents through increased tourism activity in a region. Tourism tends to encourage the development of multiple-use infrastructure that benefits the host community, including various means of transports, health care facilities, and sports centers, in addition to the hotels and high-end restaurants that cater to foreign visitors. The development of infrastructure has in turn induced the development of other directly productive activities.

Tourism can be a significant or even an essential part of the local economy. Because environment is a basic component of the tourism industry’s assets, tourism revenues are often used to measure the economic value of protected areas. There are other local revenues that are not easily quantified, as not all tourist expenditures are formally registered in the macro-economic statistics. Part of the tourism income comes from informal employment, such as street vendors and informal guides. The positive side of informal or unreported employment is that the money is returned to the local economy and has a great multiplier effect as it is spent over and over again. The World Travel and Tourism Council estimates that tourism generates an indirect contribution equal to 100 % of direct tourism expenditures.

Cinema is often welcome as an economy booster and generator of job markets. Any assessments of the local and national impact of ‘cinematic tourism’ have to be structurally and contextually specific: they have to explore the position commodified cultures occupy in collective imaginations outside their cradle, and the historical and economic relationship of the nation-states that ‘host’ them with the rest of the world.

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Scope of Cinematic Tourism in Punjab

The gross state domestic product (GSDP) of Punjab was US$ 54.1 billion in 2011-12. The average GSDP growth rate between 2004-05 to 2011-12, was about 14 per cent.

In the recent past, the city has witnessed its fair share of films and tinsel town stars. Over a dozen Hollywood, Bollywood, Pollywood (Punjabi cinema) movies have been shot in the picturesque locales of Chandigarh last year.The Punjab government has invested approximately Rs 100 crore for the media and entertainment industry this year.

Hollywood’s ‘Zero Dark Thirty’ was shot at PEC University of Technology, Sector 15 and in Manimajra in 2012. Besides, Bollywood’s ‘Son of Sardar’ or upcoming movie ‘BhaagMilkhaBhaag’ were also shot in the city last year.In the past, movies like ‘Joker’ starrer Akshay Kumar and Sonakshi Sinha, ‘Mere Brother kiDulhan’ starring Katrina Kaif and Inmran Khan, Sadian, Namaste London, Dosti, Shortcut, Fashion, Singh is King, Veer Zara were shot here and in the nearby areas of the city.

Interestingly, the City Beautiful is not only attracting film-makers but telefilms, TV serials, albums, documentaries, Ad-films, reality shows are also being shot here now.

With mountains, lakes, alluring gardens, wide roads, five star hotels and striking buildings, the City Beautiful has all locations for shooting. And, some of the favourite locations for shooting in Chandigarh are Rajiv Gandhi Chandigarh Technology Park (RGCTP), Sukhna Lake, Leisure Valley area, Panjab University, Sector-17 Plaza, Sukhna Wildlife Sanctuary, Airport, various roundabouts, markets, Sector-41 Hockey Stadium and nearby villages.

The city is a potential destination for film shootings and UT aims to capitalise on the booming cinema tourism industry in the country.

The setting up of Bollywood Facilitation Cell in 2009 has also eased the toilsome process of getting shooting clearance at various locations of the city.

Interestingly, Punjabi films are now also being released in other states such as Madhya Pradesh, Maharashtra, Rajasthan and Uttar Pradesh due to UFO digital technology bridging the geographical divide.

This has helped expand the audience base for Punjabi films and also encouraged several well known Punjabi film producers and actors to come forth and re-enter the industry with big ticket film offerings.

With the platform of almost 115 cinemas in the Punjab and surrounding regions of Haryana, Himachal Pradesh and Jammu and Kashmir, theatre owners are also reaping the benefits of the digitisation of films including higher footfalls in the theatre premises and enhanced advertising revenue earnings.

Punjabi film industry is currently churning out 40-45 films a year and getting growing recognition as the industry is witnessing a revenue growth of over Rs. 50 crore in recent years.

Punjab alone has 99 heritage sites. All these sites have been opened for shooting at nominal rates with a single window clearance. The state government provides 50% entertainment tax exemption for all films produced in Punjabi.Apart from this cinematic tourism, the administration will also promote religious tourism, freedom movement tourism, eco-tourism and heritage tourism and adventure tourism.

According to industry sources, in 2011, only 10 Punjabi films were released. This grew to more than double in 2012, when as many as 24 Punjabi films were released. And it is expected that as many as 40 Punjabi films are expected to be released in 2013.

Cinematic Tourism ,an emerging form of tourism is one of the most effective ways of redistributing wealth, by moving money into local economies from other parts of the country and overseas. It brings income into a community that would otherwise not be earned.

 

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