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  3. Read the article below about changes that a hotel chain is making. For each

Read the article below about changes that a hotel chain is making. For each

游客2025-05-11  21
问题   Read the article below about changes that a hotel chain is making.
  For each question (23-28)on the opposite page, choose the correct answer.
  Mark one letter (A, B or C)on your Answer Sheet.
                Henderson looks ahead
Henderson owns and operates 150 hotels in major cities of the Asia-Pacific region. In some locations, tourism has long been an additional source of guests, through the company’s close links with foreign travel providers. However, the company mainly targets the corporate sector, that is, business people whose expenses are met by their employers. Henderson’s experiment of signing business agreements with North American companies within its own sector - by which each side recommends the other’s hotels to its guests - is also proving successful, and looks likely to continue.
Henderson hotels are reasonably profitable, and like most of its rivals, the company is able to pass on rising overheads to its customers. While guests are becoming more demanding, Henderson hotels are of a high enough standard for the great majority to be
satisfied. There is increasing competition, however, from unexpected sources, such as airlines. This has led the Board to carry out a review of its marketing strategies, in an effort to locate new competitive strengths.
The company has a system of negotiating room discounts with its largest corporate customers. Henderson intends to change this, as it has the disadvantage of providing savings for those customers rather than for the guests themselves. In addition, as several major organisations have discontinued central booking of hotels, Henderson now has to build relations with a larger number of customers, who each provide fewer guests for its hotels. Although this takes time, the total number means that the effort is worth making.
In order to maintain its market share, Henderson has followed the path taken by other global hotel companies in certain respects. Rooms
and restaurant menus are duplicated company-wide, so guests can be absolutely sure of what to expect, wherever they find themselves. Unlike some chains, though, Henderson gives its hotel managers complete responsibility in particular areas, such as staff training.
The company has already made some decisions as a result of the strategy review. A computer database will be created, to include guests’ preferences, for instance for smoking or non-smoking rooms. As facilities are already of a high standard, changing these is not seen as urgent. On the other hand, staff recruitment processes are currently under careful review to make sure that only very good applicants are accepted, despite differences in local conditions and laws.
This brief description shows how one company is trying to increase its profitability in a very competitive sector. [br] Why has Henderson decided to review its marketing strategy?
选项 A、Guests expect a higher level of service than it provides.
B、The cost of running hotels is rising very fast.
C、It is facing challenges from new directions.
答案 C
解析
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