MARKETING TO LODGING, FOOD SERVICE AND CLUB CONSUMERS IN THE FUTURE: A DELPHI STUDY TO PREDICT MARKETING MANAGEMENT IN 2007

This article presents findings of a Delphi study that predicts events most likely to impact marketing to consumers in lodging, food service and clubs segments for year 2007. Two rounds of questionnaires were mailed to panels of industry experts within each sector, with an overall response rate of 42%. Findings suggest that the two overarching marketing trends will be convenience as a driver of consumer choice and marketing to an aging population.