Bass seeks cost effective expansion in European hotel market: More rooms at the inn?

Bass seeks cost effective expansion in European hotel market: More rooms at the inn? In today’s global market, many companies aim to become big fish in several international ponds. Bass Hotels and Resorts is no different, targeting growth within each of its three geographical divisions – the Americas, Asia Pacific and Europe, Middle East and Africa (EMEA). The scope of its operations led to the company being renamed Six Continents Hotels and Resorts, in July 2001. However, throughout this review the company will be referred to as Bass, as the brand name is still widely recognized. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Bass seeks cost effective expansion in European hotel market: More rooms at the inn?

Strategic Direction, Volume 20 (4): 3 – Apr 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540410527485
Publisher site
See Article on Publisher Site

Abstract

In today’s global market, many companies aim to become big fish in several international ponds. Bass Hotels and Resorts is no different, targeting growth within each of its three geographical divisions – the Americas, Asia Pacific and Europe, Middle East and Africa (EMEA). The scope of its operations led to the company being renamed Six Continents Hotels and Resorts, in July 2001. However, throughout this review the company will be referred to as Bass, as the brand name is still widely recognized.

Journal

Strategic DirectionEmerald Publishing

Published: Apr 1, 2004

Keywords: Hotel industry; International expansion; Culture; Shareholders

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