Publications

2010
Case

Playa Dorado

By: W. Earl Sasser

Playa Dorada Beach & Resort in Boca Raton, Florida, faces a growing seasonal demand for tennis services. The number of guests is expected to double in the next few years, and while the tennis facilities are a popular and well-promoted amenity at the resort, court space... View Details

Keywords: Demand and Consumers; Management Analysis, Tools, and Techniques; Expansion; Planning; Mathematical Methods; Price; Profit; Sales; Operations; Growth and Development Strategy; Marketing; Performance Capacity; Accommodations Industry; Florida

September 2010 (Revised April 2015)
Case

Taj Hotels, Resorts and Palaces

By: Rohit Deshpande and Mona Sinha

The Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury... View Details

Keywords: Growth Management; Brands and Branding; Marketing Strategy; Product Positioning; Luxury; Accommodations Industry; India

March 2009
Case

The Hotel Bed Wars

By: Youngme E. Moon

This case describes the start of The Hotel Bed Wars, the competition among hotel chains to attract customers by offering better and more elaborate bedding. The case is written from the standpoint of Starwood Hotels & Resorts, which is credited with starting The Hotel... View Details

Keywords: Competitive Strategy; Problems and Challenges; Customization and Personalization; Customers; Accommodations Industry

April 2007 (Revised April 2011)
Teaching Note

Slots, Tables, and All that Jazz: Managing Customer Profitability at the MGM Grand Hotel (TN)

By: Dennis Campbell and Francisco de Asis Martinez-Jerez

Teaching note to 106029. View Details

Keywords: Games, Gaming, and Gambling; Customers; Profit; Accommodations Industry

November 2006
Supplement

Marriott Corporation (A) Financial Projections Exercise

By: Thomas R. Piper

Keywords: Corporate Finance; Accommodations Industry

October 2006
Teaching Note

Marriott Corporation (TN) (A) and (B) (LCA)

By: Lynn S. Paine, Thomas R. Piper, Charles Nichols and Aldo Sesia

Keywords: Accommodations Industry

March 2006 (Revised April 2008)
Teaching Note

GuestFirst Hotel (TN) (A) and (B)

By: Frances X. Frei and Dennis Campbell

Keywords: Accommodations Industry

August 2005 (Revised April 2008)
Teaching Note

GuestFirst Hotel (B): Statistics Review with Data Desk (TN)

By: Frances X. Frei

Presents an overview of the statistical analysis covered in the case discussion. View Details

Keywords: Mathematical Methods; Accommodations Industry

April 2004
Teaching Note

The Arts Property and Hotel (TN)

By: Arthur I Segel

Teaching Note to (9-803-009). View Details

Keywords: Strategy; Investment; Agreements and Arrangements; Management; Accommodations Industry; Barcelona

July 2003
Teaching Note

Home Depot, Inc., in the New Millennium (TN)

By: Krishna G. Palepu

Teaching Note for (9-101-117). View Details

Keywords: Accommodations Industry

December 2002 (Revised February 2003)
Case

Wyndham International: Fostering High-Touch with High-Tech

By: Lynda M. Applegate and Gabriele Piccoli

Examines a hotel chain's attempt to use information technology to achieve market dominance and build customer loyalty during a period of global industry decline. View Details

Keywords: Entrepreneurship; Competitive Strategy; Customer Focus and Relationships; Customer Satisfaction; Technological Innovation; Information Technology; Growth and Development Strategy; Business Strategy; Accommodations Industry

October 2001 (Revised November 2001)
Case

Club Med (C): The "Re-New" Plan

By: Frances X. Frei, Daniel Rethazy and Hanna Rodriguez-Farrar

Supplements the (A) and (B) cases. View Details

Keywords: Business Subsidiaries; Industry Structures; Competitive Advantage; Organizational Culture; Cost; Customer Satisfaction; Accommodations Industry; United States

October 2000 (Revised November 2005)
Case

Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker

Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in... View Details

Keywords: Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry

April 1995 (Revised June 1996)
Case

Choice Hotels International, 1995

By: Tarun Khanna and Israel Yellen Ganot

Illustrates the various ways in which Choice Hotels, the franchiser for seven mid-market hotel chains, can realize economies of scope across its multiple products. Also provides an opportunity to discuss the benefits and limitations of various organizational forms... View Details

Keywords: Organizational Structure; Competition; Franchise Ownership; Accommodations Industry; United States

March 1981 (Revised July 1985)
Case

Dunfey Hotels Corp.

Describes the marketing planning process adopted by the corporate headquarters of a chain of 22 diverse hotels. Raises the question of whether it is possible to standardize the planning process so that individually tailored marketing strategies are developed for each... View Details

Keywords: Marketing Strategy; Accommodations Industry