The multi-dimensional developments in the society, an increase in the discretionary income, the development of corporate culture, an apparent change in the lifestyles, globalisation of fashion, culture and civilisation, disintegration in the traditional concept of a big family, sophisticated developments in the field of communications, inventions and innovations in the field of information super highway are some of the important aspects paving ways for the development of hotel industry, particularly in developing countries like ours. These developments are a mute testimony to this proposition that in the coming days the hotel industry would gain a rapid momentum. In a true sense, recent developments in the socio-economic parlance have engineered a strong foundation for the development of hotel industry. Optimism paves the way for development on the whole.

The present book studies the application of modern marketing principles in the hotel industry. Of late, the marketing environment for the hotel business is found highly volatile and competitive. This necessitates innovative marketing strategies. The formulation of a sound marketing mix for the hotel services is significant to make possible right decisions. The book studies and highlights in its purview almost all the components directly or indirectly influencing the commercial viability of hotels.

This is a book to bring more people into hotels more often and to make sure that they like the hotel so much that they come back, not once, but again and again.

The students of Hotel Management, Master of Tourism Administration, Travel Agency Training Programme etc., would find the book useful. The policy makers, the marketing practitioners and academics would also be benefited. This text will create courses in the marketing discipline.