PRODUCT DIFFERENTIATION IN INTERNATIONAL ACCOMODATION ESTABLISHMENTS: THE CASE OF ACCOR HOTELS


Verboz S., Bucak T., Atay L.

International Journal of Education and Research, vol.1, no.7, pp.127-140, 2013 (Peer-Reviewed Journal)

  • Publication Type: Article / Article
  • Volume: 1 Issue: 7
  • Publication Date: 2013
  • Journal Name: International Journal of Education and Research
  • Journal Indexes: Other Indexes
  • Page Numbers: pp.127-140
  • Dokuz Eylül University Affiliated: No

Abstract

Accommodation establishments differentiate their products in order to have a profitable share in a competitive environment. This differentiation may be one that is enacted in the concept of the rooms within the establishment itself or a business-based differentiation with respect to different hotels within the same group. Accor Hotel Group stands out as one of the international groups that implement product differentiation most effectively and comprehensively. In this study, Accor Group has been researched and its applications of product differentiation in the member hotels have been examined. It has been found that the Accor Hotel Group differentiates its products for a target audience profile consisting mainly of four different groups, and it carries out these differentiations efficiently through taking into consideration the different features and needs of its target market.