ABSTRACT
This chapter introduces the existence, benefits, and drawbacks of different forms of collaboration marketing in the areas of destination partnerships, airline alliances, and hotel consortia. Although sharing some common agendas and characteristics, each has come about for slightly different reasons and experience a myriad of sometimes similar and sometimes quite different challenges. Collaboration marketing is now such an important and pervasive facet of the tourism and hospitality industry that it is imperative that understanding of the particular dynamics of each mode of collaboration is clear. Partnerships, alliances, and consortia have been widespread across the industry over the past few decades with them continuing to shape the future of the industry.
