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1.

Evaluate the relevance of the used Literature Review content to the research title: "The Hotel as the Holiday / Stay Destination:

Trends and Innovations" and justify if the below literature is relevant for getting information regarding choice of travel destination to the

research readers (10 pts) C4

Literature Review

According to Robinot and Gainnelloni (2010) the tourism industry has considerable economic weight and should grow steadily as forecasts predict at least 1.6 billion arrivals for 2020 (UNWTO, 2007). However, Dumas, et al., (2002) and Robinot and Gainnelloni (2010) suggest that the future of the hotel industry will be shaped by a number of forces, including the ability to attract investment to meet growing capital needs, the use of state of the art information technologies, mainly the internet as a distribution channel and marketing based on the accurate identification and analysis of customers needs and expectations through the use of adapted Customer Relationship Management (CM) techniques. Hotel success has been contributed to a number of key factors such as the quality of the infrastructure and products of the hotel, the location of the property, the staff that provide the services in the hotel and the high rate of customer care and satisfaction that the establishment provides (Melia, 2010). However, there has been a shift to a greater interest in fine art, culture, eco lourism and the transient nature of the modern traveller as customers are beginning to shift their perceptions on what they expect because they want an experience and not just a bed for the night. (Freund de Klumbis, 2005; Van Hartesvelt, 2006; Lim and Endean, 2009). Indeed, Freund de Klumbis (2005) suggests that the modern hotel not only offers a place to sleep, but also provides an escapist experience through its design, sense of spectacle and amenities. Hotel guests expect more than comfort and convenience and increasingly want to be surprised (positively) and seck properties that are noticcably different in look and fecl (Anhar, 201 1). Traditionally, the boutique hotel was considered the hotel that provided that differentiation with the Chambers Dictionary (2003) defining a boutique hotel as a small hotel with intimate and individualistic atmosphere and style. Aggett (2007) and Kim and Endean (2009) suggest that design, uniqueness and personalised service typify boutique hotels. However, trends have indicated that increasingly the larger hotels and chain hotels are considering individuality and style as key success factors that will differentiate their product (PricewaterhouseCoopers, 2006). These hotels are now focusing on differentiating themselves to such an extent that the hotel is the tourist attraction (Van Hartesvelt, 2006) and is an integral part of the stay (Freund de Klumbis, 2007; Mclntosh and Siggs, 2005). The ability to develop and launch successful new services in the market place is not only critical for survival but also creates a competitive advantage for the organisation (Ottenbacher and Harrington, 2010). Indeed, Lim and Endean (2009) suggest that a hotel that has achieved individuality would almost certainly be difficult to replicate. This is supported by Olsen and Connolly (2000) who suggest that hotels would have to continuously reinvent themselves in order to compete and Freud de Klumbis (2007) who also suggests individuality, niche products and staying closer to customer / market needs amongst other things are essential ingredients in the current market place.