Intangibility of Hotel Industry

INTANGIBILITY OF HOTEL INDUSTRY-Intangible services are difficult to sell, as their benefits are harder to communicate to prospective customers. Marketers of services can reduce these risks by stressing tangible cues that will convey reassurance and quality to the prospective customers. These tangible cues range from the firm’s physical facilities to the appearance and demeanor of its staff to the letterhead on its stationery to its logo. In case of hotel industry, the ambience, the moods created through various factors like lighting, music, aroma, etc create the intangible factors. But, by and large, the hotel industry is tangible