Trends In Marketing

Trend: Global Economic Crisis (GEC). 2008-2012

The Global economic crisis started in 2008 in United States, as a result of the instability in financial markets. In August 2008, this insecurity wasextended to the international stock market generating the worst financial crisis since the 30's.
Nowadays, the economic situation of all the countries have been affected, especially euro-zonecountries (Austria, Belgium, France, Holland, Portugal, Italy, Ireland, Luxemburg, Germany, Slovenia, Slovakia, Cyprus, Malta and Spain).
Some economies are suffering dramatic consequences of this crisisas an example Spain, where the economy is in recession (Economic Observatory 2011).

Industry: Tourism industry in Spain

Tourism is the second main industry in the country; Spain has been one ofthe favorite tourist destinations for residents of the European Union due to its wide range of beaches and great weather.
In the 1990’s the industry had its most prosperous period partly due to thestrength of the euro and loyalty on the part of Europeans, especially the British.
The onset of the global economic crisis in 2008 adversely affected the industry and the purchasing power ofEuropeans, but Spain continued to receive tourists from other regions of the world. Spain is the fourth largest tourist destination in the world after U.S., France and China.

According to Valls a tourismexpert at a business school in Barcelona, ”foreign arrivals to grow between 2 and 2.5 percent in 2011, after rising 1.4 percent to 53 million in 2010 after two years of declines. That could help thetourism sector recover between 7,000 and 10,000 jobs of 180,000 shed since the financial crisis began three years ago” (Reuters 2012)


Company: NH Hotels
NH Hotels is a Spanish company that startedits first hotel in 1978. They now have more than 100 hotels situated around Spain and operates over 400 hotels in 25 countries. NH Hotels is one of the top 20 Hotel chains in the world, however its...