The competition in most industries and markets is highly competitive. Therefore it is of great importance for companies to ascertain the right knowledge and implement effective and efficient marketing strategies (Armstrong & Kotler 2004). The hotel industry allows no exceptions, it is very competitive and companies within this industry have to apply the right methods and know how to differentiate from each other to gain a competitive advantage (Anz.com 2007). There are a few essentials to consider when building up to and remaining a profitable and strong corporation, which will be discussed later in this report. A corporation should never stop striving for greatness. They must ensure that they maintain their position on the market with constant consideration given to how they can improve this position (Armstrong & Kotler 2004).