Change and Innovation: what traditional hotels can learn from peer to peer accommodation providers
|Change and Innovation Individual Essay Task Sheet|
|Title||Change and Innovation: what traditional hotels can learn from peer to peer accommodation providers|
|Mode||Individual essay (2500 words + reference list)|
|Due Date||5 pm, 9th February , 2018|
|Submission||Online submission via Blackboard|
|Task Description||There is a new wave of highly successful peer-to-peer accommodation models that are seriously disrupting the traditional international hotel market. Airbnb, for instance, was founded in August 2008 and is headquartered in San Francisco, California. The company has over 800,000 listings in 33,000 cities and 192 countries. Airbnb has usurped the InterContinental Hotels Group and Hilton Worldwide as the world’s largest hotel chain—without owning a single hotel.
The new entrants to the hospitality industry, such as Airbnb and others (e.g. HomeAway, Xiaozhu, and Couchsurfing), have reshaped the hotel business model and value chain. As Frank Kermarrec (Director of Commercial and Brand Portfolio Strategy at IHG) said, “the hotel industry will change dramatically. This is why Airbnb is a real chance for those big hotel corporations: it will force them to think, work and sell differently. Airbnb will force them to move from being only a good professional to becoming a great hotelier.”
Based on this background context, you are required to write an essay that:
1. describes the nature and characteristics of a selected peer-to-peer accommodation service;
2. analyses the fast development and market segmentation of your selected peer-to-peer accommodation service including both, demand and supply perspectives;
3. critically discusses the negative and positive impacts of these services on traditional hotels and customer’s choice of accommodation;
4. explores and provides recommendations how hoteliers can learn from peer-to-peer models using the example of one of the Accor Group’s Brisbane CBD hotels. You are required to choose one of the properties that you have visited during the field trip and direct your recommendations towards this particular hotel.
|Referencing||Referencing style for this assessment item is APA6. Direct quotations should be used sparingly and must be placed in quotations and referenced appropriately (including page numbers).|
|Format||1.5 line spacing, 12 point, Times New Roman/Arial|
|Marking Criteria||A detailed marking criteria sheet for this assessment item will be uploaded to your course Blackboard site under the ‘Assessment 3 – Change and Innovation Essay’ link. Further details will also be discussed in class.|