Critical issues of globalisation in the international hotel industry

Competition in the international hotel industry is increasingly global as hotels seek new ways to grow and customers have more alternatives to choose from. Globalisation could lead to bland hotel images where hotels are similar wherever they are located. They could lose their local uniqueness and authenticity. This paper presents strategies for international hotel companies to operate in the globalised market. The main issues of globalisation in the international hotel industry are also discussed and ways to optimise the implementation of operating strategies given.