When the Whole Is Greater than the Sum of Its Parts: Hotel Marketing Consortia as a Winning Strategy

Sofia Almeida (), Thanasis Spyriadis, Carlos Costa (), José Manuel Simões () and Ana Cláudia Campos ()
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Sofia Almeida: Universidade Europeia
Thanasis Spyriadis: Manchester Metropolitan University
Carlos Costa: Universidade de Aveiro
José Manuel Simões: Universidade de Lisboa
Ana Cláudia Campos: Universidade Europeia

Chapter Chapter 18 in Case Based Research in Tourism, Travel, Hospitality and Events, 2022, pp 319-341 from Springer

Abstract: Abstract Constant transformations in societies, markets and industries lead to intensified competition between tourism organisations worldwide. Such phenomena caused a revolution in distribution in the tourism industry, and particularly in the hotel sector. Hotel Marketing Consortia (HMC) emerge as organisational arrangements able to help Small Independent Hotels (SIH) in achieving a competitive position, by gaining higher visibility and maximising revenue in international markets. HMC are key platforms in the hospitality market as communication and distribution channels, particularly in a digital and automated world. This case study analyses the HMC business model in the context of 4 and 5 star hotels in Portugal. The focus is on three key areas: (i) managers’ perceptions on the importance of affiliating with a marketing consortium, (ii) the factors valued in the specific choice of the consortium, and (iii) key challenges and success factors that CEOs deal with when they manage collaborative arrangements of international hotel consortia. The case study is supported in a scenario, in which a general manager of a 5-star hotel in Portugal faces key strategic decision dilemmas related to the three aforementioned areas.

Keywords: Hotel marketing consortia; Affiliation; Distribution channel; Strategic collaborative partnerships (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-4671-3_18

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DOI: 10.1007/978-981-16-4671-3_18

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