Abstract:

The paper reveals the importance of the individual business traveller as the hotel choice decision maker; the 'satisfier' nature of hotel buying with guests' aiming to minimise the risks they take when buying a hotel room; the strong influence of branding on the hotel choice process and the importance of setting and maintaining brand standards; an increase in business guests' ability to differentiate between the various hotel products; and the need for improvements in hotel facilities and, in particular, in the quality of service.