Marketing Canadian hotels in the future

Abstract

PurposeThis paper aims to analyse literature relevant to four imperative aspects of hotel marketing, to discuss current challenges and opportunities, and to make suggestions for marketing Canadian hotels in the future.Design/methodology/approachThe foundation for this paper was laid during a well‐attended Worldwide Hospitality and Tourism Themes (WHATT) roundtable discussion between industry leaders and hospitality educators in May 2012. The subject of marketing hotels is discussed in the context of the theme for the 2012 Canadian WHATT roundtable and the strategic question: “What innovations are needed in the Canadian hotel industry and how might they be implemented to secure the industry's future?”.FindingsThe paper identifies innovation as the main ingredient for success in marketing Canadian hotels in the future. In the conclusion suggestions for strategic shifts in hotel marketing and tactics, which would help Canadian hoteliers in marketing their hotels in the future, are identified.Practical implicationsThe paper reviews past concepts and industry practices as well as current practices to identify practical, effective and innovative approaches for the future.Originality/valueAs the team of authors represents both the industry and academia, this paper will be of immense value to students, educators, and researchers, as well as industry leaders. The paper captures significant strategy shifts, lists the top integrated digital awareness systems, and presents a new model in innovative hotel pricing empowerment for hotels.