Business performance in the UK hotel sector - Does it pay to be market oriented?

This article reports the findings of a postal survey of 200 of the UK's largest hotel groups, The results clearly indicate that many organisations have pet to achieve a market orientation and that a focus on competitors is frequently absent. Thirty-five per cent of hotels remain sales oriented although no adverse effects on performance would pet appear to be evident. This study found no link between the degree of market orientation attained and the performance of the business as measured by profitability and turnover.