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2: International tourist arrivals (million) 1950–2005 A C T I V I T Y 1 1 5 From the data above: Which continent received the most tourists in 1950? Which continent was the least popular in 1950? In 2005, which region was the most popular and which was the least popular? What do you think has influenced the growth of tourism globally? 32 m i n u t e s 3: THE DEVELOPMENT OF HOTELS AND THE HOSPITALITY INDUSTRY 2 Factors influencing the industry's development As we can see from the tables, hospitality has developed considerably; from its early days of refuges and inns for tired travellers to present-day, huge organisations servicing growing numbers of tourists, in more and more areas of the world.

Many organisations are including CSR in their philosophies, and this is true in the hospitality industry. 2 Technological factors Hospitality development Factor Computer Reservation In today's fast-moving and increasingly competitive market, hospitality Systems (CRS) organisations are always looking at different ways in which they can provide a faster, higher quality service to secure (competitive advantage) and increase profits. Therefore in the 1990s, the hospitality industry developed CRS systems (Amadeus, Galileo, Sabre), in association with airlines, visitor attractions and reservations, 'to offer a global means of travel product distribution including the element of accommodation'.

F O R D I S C U S S I O N Why do you think there is such a high growth rate of global hospitality brands in Asia? Why do you think the global hospitality brand supply is not so high in Europe? , 2006). 'A seller's promise to deliver a specific set of features, benefits and services to buyers' (Kotler, 2000). A C T I V I T Y 1 1 5 m i n u t e s For each of the elements of a brand, think of an appropriate example. , 2006:316), and 'have an emotional appeal, evoking trust, quality and reliability' (Page & Connell, 2006:334).

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