Hospitality is the cordial and generous reception and entertainment of guests or strangers, either socially or commercially. Americans have often been described as people on the move, a mobile society. | Anticipating the Unexpected: Hotel Marketing Evolves in Asia Pacific Paul Iacovino Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction We can anticipate that a continued evolution in hotel management will be the normal course of action, as modern business practices find their way into all areas of the operation. In no aspect of hotel management is this more pronounced then in the field of hotel marketing. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction Cont. Most significant hotel marketing innovations have begun in North America, where the model depended less on third parties, such as travel wholesalers and travel agents. Focus has primarily been on the corporate travel function, the meeting planner and the traveler. This direct approach was a catalyst for the growth of direct sales as an important marketing tool, in the 1950’s. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction Cont. In Asia the third party wholesale model of marketing and distribution still remains a strong component in the demand side of the business. Hotel companies that have been doing business in Asia for longer periods have maintained an emphasis and orientation to this model. However, this has shifted swiftly and significantly in just the past ten years. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction Cont. Perhaps it is unexpected events and innovations coupled with the expansion of international brands, which have lead to the greatest changes in the Asia Pacific marketing model. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction Cont. Looking at the past ten years in Asia, there have been four categories of unexpected influences on business travel and tourism. These include events categorized as: political, natural, financial, and technological, specifically the Worldwide Web. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Political . | Anticipating the Unexpected: Hotel Marketing Evolves in Asia Pacific Paul Iacovino Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction We can anticipate that a continued evolution in hotel management will be the normal course of action, as modern business practices find their way into all areas of the operation. In no aspect of hotel management is this more pronounced then in the field of hotel marketing. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction Cont. Most significant hotel marketing innovations have begun in North America, where the model depended less on third parties, such as travel wholesalers and travel agents. Focus has primarily been on the corporate travel function, the meeting planner and the traveler. This direct approach was a catalyst for the growth of direct sales as an important marketing tool, in the 1950’s. Copyright © 2007 by John Wiley & Sons, Inc. All rights reserved Introduction Cont. In Asia the third .
