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Hotel Repositioning through Property Renovation

Kotler (1997) argues that regardless of the initial success of the brand position in the market, the firm may have to he forced to reposition it later. Similarly, Trout and Rivkin (1995) state that today is more the time for repositioning than positioning. This is due to the changing marketing environments that influence any organisation. However, renovation is costly, ongoing and inevitably essential for hotels to stay active and alive in the market. At any one time almost every hotel has recently been renovated, is under renovation, or is waiting for renovation. An examination of the literature uncovers the fact that hotel positioning and property renovation are inseparable in the hotel industry since most innovation is attained through renovation. It is the intention of this paper to concentrate on the process of property renovation in the hospitality industry and its role as a strategic marketing tool for hotel repositioning. A study of attitudes to hotel renovation in Egypt forms the empirical component of this paper.