CGH Earth - A Unique Service Experience | Services Marketing Case Studies

Details

Case Code : CLSM028
Publication date : 2005
Subject : Services Marketing
Industry : Travel, tourism and hospitality
Length : 04 Pages
Price : Rs. 100

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Key words:

CGH Earth, Casino Hotels, Coconut Lagoon, Spice Village, The Marari Beach, The Brunton Boatyard, Spice Coast Cruises, Bangaram Island Resort, Kerala, Resorts, Backwaters, Traveler

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

CGH Earth specialized in resorts that offered a local flavor, environmental sensitivity, and an original and quality experience as its USP. This caselet discusses the theme-based resorts of this hotel group that provided differential experience to the customer. This caselet also discusses the special value added services provided by each resort.

Issues:

  » Concept of theme based resorts.
  » Need for value added services in resort and hotel industry.
  » Importance of proper marketing channels for resorts.

Introduction

CGH Earth (CGH), formerly the Casino Group of Hotels, began their operations in 1957 as a restaurant catering to the dock workers and commuters of Willingdon Island, Kochi (Kerala).

The group grew gradually, setting up seven resorts - Coconut Lagoon, Spice Village, The Marari Beach, The Brunton Boatyard, Spice Coast Cruises, Bangaram Island Resort, and the Casino Hotel - in Kerala and Lakshwadeep.

The group specialized in resorts that offered a local flavor, environmental sensitivity, and an original and quality experience as its USP. In line with their USP, each property of CGH offered a different environment, giving the tourists varied experiences at each resort...

Questions for Discussion:

1. CGH stands for clean green home. How has CGH Earth integrated this concept with their various services and leveraged on it to offer a unique experience in each of their resorts?

2. What were the various services offered by CGH resorts in addition to the local ambience and cuisine, which were in line with the locational preferences targeting specific tourist segments?