chapter  6
18 Pages

Locating the offer

When the target markets have been defi ned and the product concept has been agreed, the next crucial marketing decision is to fi nd the appropriate location(s) for the development of the hospitality business. Location has a critical infl uence on the selection of target markets and has a major infl uence upon potential demand. Finding and occupying suitable locations is a prerequisite for managing a profi table hospitality company. The famous quotation attributed to Conrad Hilton, who defi ned the three most important factors for success in the hotel business as ‘location, location, location’, remains valid today.