Palmer: Introduction to Marketing 2e
Chapter 10
Use a search engine such as Google (www.google.com) to try and book a room at the following hotels:
Holiday Inn, Guildford, UK.
Restu Bali Hotel Bali, Indonesia.
Rendezvous Observation Hotel, Perth, Australia.
Note all of the direct and indirect routes to booking a room at these hotels.
Questions
Evaluate the ease with which you were able to find the hotel through the different channels that you encountered.
In what ways have intermediaries acting for the hotels added value for consumers and/or made the hotels' operations more efficient?
Should the hotels seek to attract more of its clients to book with them directly, rather than through an intermediary which charges a commission? What obstacles would prevent the hotels achieving this? Would it be a sensible strategy to pursue?
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