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

In: Case Based Research in Tourism, Travel, Hospitality and Events

Author

Listed:
  • Sofia Almeida

    (Universidade Europeia
    Universidade Europeia and CEG/IGOT, Universidade de Lisboa)

  • Thanasis Spyriadis

    (Manchester Metropolitan University)

  • Carlos Costa

    (Universidade de Aveiro)

  • José Manuel Simões

    (Universidade de Lisboa)

  • Ana Cláudia Campos

    (Universidade Europeia
    University of Algarve)

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.

Suggested Citation

  • Sofia Almeida & Thanasis Spyriadis & Carlos Costa & José Manuel Simões & Ana Cláudia Campos, 2022. "When the Whole Is Greater than the Sum of Its Parts: Hotel Marketing Consortia as a Winning Strategy," Springer Books, in: Marianna Sigala & Anastasia Yeark & Rajka Presbury & Marcela Fang & Karen A. Smith (ed.), Case Based Research in Tourism, Travel, Hospitality and Events, chapter 0, pages 319-341, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-4671-3_18
    DOI: 10.1007/978-981-16-4671-3_18
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