International Marketing and Branding for Hotels Literature review

International selling and Branding for Hotels - Literature review ExampleFrom this discussion it is clear thatthe Handbook of Hospitality Marketing steering edited by Haemoon Oh and Abraham Pizam also talks of the increasing market share of nocked hotels. The share of positive room supply by branded hotels in the US increased from 61% in 1990 to everywhere 70% in 2000. The handbook also points out that a majority of business and leisure travellers pick out to stay at branded hotels rather than unflagged operations. Hotel guests perceive relatively lower risk in choosing a branded hotel as compared to choosing an independent hotel.As the paper highlightsProf. Chekitan Dev of the Cornell University writes that the hotel manufacture has become a complex, fragmented, global and competitive brand business with over 300 international brands operating in the market. The brand structure in the hotel industry varies from owner operators, to managed properties and franchisees. Managed a nd franchised hotel properties often change brands. Prof. Dev writes that there is an urgent need to fill many gaps in our apprehensiveness of brand management in relation to the hotel industry.The American Hotel & Lodging Association (AHLA) reports that in 2013, 41% of their customers travelled for business and 50% travelled for leisure. The profile of the typical business traveller is male (64%), age 35 54 (52%), employed in a professional or managerial position (61%), with an average mansion income of $ 127,000.