Trends in Hospitality Marketing and Management

Faced with a contextual environment marked by a different reality from the one that leveraged tourism in the 20th century, hotel companies are confronted with the need to review their strategic principles with consequent effects and changes in their operational concepts and management models. This chapter aims to contribute to a critical reflection on those changes. In this new environment, the old philosophies and paradigms for hotel management, like heavy, rigid, and static management structures, as well as passive management approaches, were necessarily and forcibly replaced by new principles, leveraged in flexibility, dynamism, initiative, and designed by reference to a global world. The analysis was structured using a classical management approach, through a STEEP analysis model framework, and discussing its consequences and effects on the strategic and operational level of hotel management.