Strategic challenges of the Spanish hotel industry for the 21st century: year 2020 in emerging countries

Abstract

This paper analyses the evolution of the Spanish hotel industry at the
international level, aiming at the identification of its challenges for the
year 2020. Strategic management lies at the core of our analysis, and
more specifically “Strategic Logic”, a tool that allows a prospective
analysis in terms of investment returns. We specify different strategic
groups within the hotel industry, and its global positioning. In
addition, we pay special attention to emerging countries, taking into
account variables such that quality and product and services
innovation. We advocate the use of cluster analysis to better define the
future strategic behaviour of hotel firms. This cluster analysis is based
on technologies defining the strategic resources of firms. We find that
the survival success of hotel firms is directly related to their presence
in emerging countries as well as their integration in groups and
alliances. Both aspects yield satisfactory return rates using strategic
logic criteria.