Chekitan S. Dev
- Published in print:
- 2012
- Published Online:
- August 2016
- ISBN:
- 9780801452031
- eISBN:
- 9780801465703
- Item type:
- book
- Publisher:
- Cornell University Press
- DOI:
- 10.7591/cornell/9780801452031.001.0001
- Subject:
- Business and Management, Marketing
In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its ...
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In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool—all driven by the preeminence of the brand. This book brings together the most important insights from hospitality branding research and experience. Blending the knowledge of recent history with cutting-edge research and the promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.Less
In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool—all driven by the preeminence of the brand. This book brings together the most important insights from hospitality branding research and experience. Blending the knowledge of recent history with cutting-edge research and the promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.
David J. Karjanen
- Published in print:
- 2016
- Published Online:
- May 2017
- ISBN:
- 9780816694624
- eISBN:
- 9781452955377
- Item type:
- chapter
- Publisher:
- University of Minnesota Press
- DOI:
- 10.5749/minnesota/9780816694624.003.0004
- Subject:
- Sociology, Urban and Rural Studies
The third chapter is the first of the book’s study into different industries that specifically looks at job quality, including wages, benefits, and working conditions. It looks specifically at the ...
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The third chapter is the first of the book’s study into different industries that specifically looks at job quality, including wages, benefits, and working conditions. It looks specifically at the ‘hospitality industry’, such as restaurants and hotels, which provide thousands of entry-level positions for the labour force of San Diego. Overall, it is characterized as a low-wage industry that is labour intensive and employs large numbers of low-income workers, immigrants, and people of color.Less
The third chapter is the first of the book’s study into different industries that specifically looks at job quality, including wages, benefits, and working conditions. It looks specifically at the ‘hospitality industry’, such as restaurants and hotels, which provide thousands of entry-level positions for the labour force of San Diego. Overall, it is characterized as a low-wage industry that is labour intensive and employs large numbers of low-income workers, immigrants, and people of color.
Chekitan S. Dev
- Published in print:
- 2012
- Published Online:
- August 2016
- ISBN:
- 9780801452031
- eISBN:
- 9780801465703
- Item type:
- chapter
- Publisher:
- Cornell University Press
- DOI:
- 10.7591/cornell/9780801452031.003.0003
- Subject:
- Business and Management, Marketing
This chapter focuses on the use of flash sale and daily deal sites in the hospitality industry. It reports on a study based on a survey of relevant practices in the global hotel industry that ...
More
This chapter focuses on the use of flash sale and daily deal sites in the hospitality industry. It reports on a study based on a survey of relevant practices in the global hotel industry that examines flash sales strategies and approaches. The study divided flash sales into daily deal sites, such as Groupon and LivingSocial, and private sales sites, led by Gilt Groupe, Rue La La, HauteLook, and Ideeli. Flash sales typically offer customers promotions of short duration that provide dramatic savings—usually contingent on achieving a threshold of customers accepting the proposed deal. In contrast, private sales sites require customers to sign up for or “enroll” in a program, usually with no fee or payment required, and receive regular e-mail notices about time-limited discount offers and promotions. The study found that hotel brands that used flash sales did well. To maximize the benefits of flash or private sales, brands should balance repurchase potential against margin potential. Evaluating a property on these two dimensions better frames the value proposition offered by such deals. Brands that are unable to convert customers from flash sales deals into returning guests must manage deal margins carefully and pursue cross-selling and up-selling opportunities to on-property guests.Less
This chapter focuses on the use of flash sale and daily deal sites in the hospitality industry. It reports on a study based on a survey of relevant practices in the global hotel industry that examines flash sales strategies and approaches. The study divided flash sales into daily deal sites, such as Groupon and LivingSocial, and private sales sites, led by Gilt Groupe, Rue La La, HauteLook, and Ideeli. Flash sales typically offer customers promotions of short duration that provide dramatic savings—usually contingent on achieving a threshold of customers accepting the proposed deal. In contrast, private sales sites require customers to sign up for or “enroll” in a program, usually with no fee or payment required, and receive regular e-mail notices about time-limited discount offers and promotions. The study found that hotel brands that used flash sales did well. To maximize the benefits of flash or private sales, brands should balance repurchase potential against margin potential. Evaluating a property on these two dimensions better frames the value proposition offered by such deals. Brands that are unable to convert customers from flash sales deals into returning guests must manage deal margins carefully and pursue cross-selling and up-selling opportunities to on-property guests.
