[258-259] innovative concepts

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[258-259] innovative concepts

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Discover this study in Hospitality ON No 258-259 / March-April 2017 magazine.


Since the opening of the first Holiday Inn in 1952 in Memphis, Tennessee and the launch of the first Marriott Motel in Arlington, Virginia in 1957, innovation has been a constant concern in the “modern” hotel industry. It has always been stimulated by the natural competition between the major players, by the pressure of newcomers and, above all, by the need to adapt to new expectations. But which direction should they go in? What should they do to satisfy customers’ interest in a new version, a new offer or a new brand? After adjustments based on consumer feedback, the intuitive innovations of hotel marketing geniuses, backed by behavior studies and prospective consumer analysis, followed generational sociological analyses and concept labs. Everyone has their own method that combines testing, observation and customer involvement in the initiative. We decided to explore some that have shaped the present and are paving the way towards the future.