The Movement of Travel Services Online: Intermediaries and Branded Distribution

Note: For each case, you are expected to write an analysis based on the case study analysis questions listed below. Each case analysis paper should be more than 600 words. Please do not repeat the questions in the analysis paper. Simply use numerical numbers such as 1 and 2 to answer the questions in sequence if you choose to use a Q&A format. Repetition of the questions do not count towards the word requirement. Please note this assignment is evaluated by Turnitin. If your originality score is over 30%, it is possible the analysis paper will not be accepted. Assessment of the case analysis papers are based on the effort and understanding of the topic, rather than accuracy of the answers.

1. What strategic roles might hotel call centers play in the future? What would you recommend hotel
chains do in positioning their call center operations?
2. Did the efforts of hotels to shift bookings to their own websites work? Was it a wise move? Should
cruise lines do more online booking? Why or why not?
3. Are the acquisitions and mergers wise strategic moves for DSPs? Why or why not? What possible
future partnerships would you recommend?
4. Should a firm like Google enter online travel services? If so how would you suggest they enter? Who
should they partner with or acquire?

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