澳门科技大学酒店会议chapter-4.ppt

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澳门科技大学酒店会议chapter-4.ppt

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FacultyofHospitalityandTourismManagement

HotelConferenceOperations

HMGT1305

酒店會議經營Dr.Wang,Yongqiangyqwang@.moLecture4TheIncentive,SMERF,andOtherMarkets

LearningObjectivesAfterstudyingthischapter,youwillbeabletodiscuss:*TheSMERFmarkets:social,military,educational,religious,fraternal*Theincentivemarketandtheuniquerequirementsofthissegment*Thetourandtravelmarket,andhowithasdrasticallychangedinrecentyears*Thesenior,theater,andsportsmarketsegments

INTRODUCTIONTOURANDTRAVELMARKETINCENTIVETRAVELMARKETSMERFINSURANCEMEETINGSRELIGIOUSGROUPSGOVERNMENTGROUPSEDUCATIONALMEETINGSFRATERNALPUBLICSERVICEORGANIZATIONSMEDICALANDHEALTHCAREMEETINGSLABORUNIONSADDITIONALMARKETSTOCONSIDERLecture4

TheIncentive,SMERF,andOtherMarkets

Thefollowingmarketscanprovideasignificantamountofbothindividualandgrouproomnightsforsometypesofhotels.Someofthesemarketsalsohavemeetingsandtradeshows,whichcanprovidemorethanincrementalrevenue.Thesemarkets,however,arenotpresentedinorderoftheirrevenuepotential.Historically,eachhotelindividuallyevaluatesthepotentialofeachmarketsegmentandthendevelopsitsmarketingplansaccordingly.INTRODUCTION

Thetourandtravelmarketislikealargeumbrellathatcoversmanyothermarkets.Inrecentyears,thismarkethasundergoneunprecedentedchangeinbookingpracticesandprocedures.Untilthelate1990s,retailtravelagentswereresponsibleforthemajorityofbothgroupandindividualbookingsforbothtransportationandaccommodations.Sincethentwohugeeventshavecollectivelybroughtaboutthischange.ThefirstwastheInternet,whichquicklyrevolutionizedhowpeopleplannedandbookedtheirownvacationsandbusinesstrips.TOURANDTRAVELMARKET

TOURANDTRAVELMARKET

(continued)Second,butnotindependently,theairlineindustryhasslowlycutthecommissionstotravelagents.Sincemassairtravel

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