IT Connectivity and Pan‐European Hospitality Marketing

Much of the focus on information technology has been on the technology rather than the information. Developments in computing and communication systems have sharply accelerated the trend towards highly connected networks of organisations, each of which contributes to the total provision of goods or services to the consumer. Travel and hospitality products are almost archetypal examples of this type of structure. Hospitality managers must develop the technical skills that will enable them to envisage different forms of organisation structure and to devise new marketing strategies to exploit it.