What Is the New Consumer Trends in Hospitality Industry? Term Paper

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Consumer Trends in the Hospitality and Tourism Industry:

Effects on Hospitality and Tourism

The purpose of this work is to identify present consumer trends and to examine the facts and upon gaining understanding, explain the effects that consumer have upon trends in the hospitality and tourism business.

According to a Marketing Insight report of October 3, 2003, research that had been recently released stated that one in five Americans would be using the Internet for their personal and business booking and reservations. The recent report states that:

The online travel business is already the leading online revenue producer, but news of Cendant's pending acquisition of Orbitz, announced earlier in the month, has injected new vitality into the market, according to the latest eMarketer analysis. The Online Travel: Marketing and Selling report, released today, discusses strategies that are working in the space and offers insight for agencies looking to attract consumers who increasingly want a personalized experience. eMarketer is predicting that leisure and unmanaged travel bookings in the U.S. will total nearly $50 billion in 2004.

News Article #1: dBusinessNews

"Starwood Hotels & Resort Select HP for $100 Million Services and Technology Contract"

An online news article at dBusinessNews dated October 27, 2004, states that:

" HP and Starwood Hotels & Resorts Worldwide, Inc., today announced a broad technology agreement that will enable Starwood to deliver an improved guest reservation experience to its customers around the globe. As part of a seven-year, $100 million contract, the companies are pooling resources and expertise to build a new global reservation system that will be managed by HP. In addition to vastly improved functionality, Starwood anticipates savings of $15 million to $20 million annually on its technology operating costs."

Starwood

is not only one of the world's largest hotels as well as leisure companies but Starwood is also, within the hospitality industry, a leader. Competitive success, used to name leaders in the industry is the measure of the hotel in the attracting and retaining of guests.

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In this report Starwood executives stated that in order to increase occupancy rates, enhance Starwoods Preferred Guest Program (customer loyalty program) and to reduce operational expenses, the adoption of the HP

CRM, Customer Relations Package, seemed to be the best move on the part of Starwood.

The new system is expected to streamline the reservations process. Several available languages in the system will "further expand Starwood's reach in the global marketplace." Robert Cotter, President and CEO of Starwood stated that:

"Starwood selected HP as our technology partner for this engagement based on its vision, expertise, flexibility and understanding of the consumer market, as well as its broad portfolio of consumer and enterprise technology and services offerings."

Agreeing with Cotter, Jack Novia, Senior Vice President of Customer Solutions Group as well as being Managing Director for Americas HP stated that:

"HP is unique in that unlike our competitors, we offer highly flexible, collaborative and cost-effective services and solutions that deliver a richer consumer experience, a more innovative platform and the ability to ensure that customers such as Starwood can synchronize business and IT, all part of achieving an Adaptive Enterprise,"

News Article #2:

Online Travel Industry to Approach $50 Billion in 2004 Hospitality Trends

According to this news report concerning hospitality trends:

"Online travel agencies have been successful in further reducing margins in what is already a low-margin business," said Senior Analyst Noah Elkin, the author of the report. "But as travel matures as an online industry, distribution alone will not be enough, and neither will low prices." Online travel agencies have been successful in further reducing margins in what is already a low-margin business," said Senior Analyst Noah Elkin, the author of the report. "But as travel matures as an online industry, distribution alone will not be enough, and neither will low prices. "Strategies such….....

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