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MARKETING FOR THE HOSPITALITY INDUSTRY
Communication, web marketing and e-commerce strategies for small and medium-sized businesses in the hospitality industry.

A simple, clear guide for a fast developing business and profession. Tourism, one of the driving industries of the Italian economy, is based on a well-established network of small and medium-sized businesses whose traditions, hospitality and quality have always been great strengths. Now, however, the industry is facing a double threat; increasingly fierce competition from overseas and a trend towards the standardisation of the market, which sees the same offer duplicated by thousands of businesses all over Italy.How can SMEs prevent this erosion and tackle an increasingly demanding market?

SMEs in the hospitality industry in search of strong branding, need specific, clear-cut marketing strategies in order to distinguish themselves from the big hotels and highlight their personal approach. Internet is an important resource and online marketing methods can be used very effectively to show differentiation, quality and customised service. How can SMEs make the most of their small budgets and take full advantage of online marketing and communication tools? With a practical, case-study approach, this book examines opportunities and strategies for better management in the hospitality industry; from hotel specialisation to the use of the Internet, from booking networks to the creation of websites.

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