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.