Strategies for optimising revenues from short breaks: lessons from the Scottish hotel markets

This chapter explores the strategic dimensions of enhancing revenue from commercial elements of the Scottish short break market from an industrial economics approach. The focus of the case study is on hotels and commercial activity, and the chapter seeks to highlight a methodological paradigm for consideration by destination managers which can be used to explore the potential of maximising short break yield from an understanding of the dynamics of the market structure and organisation strategies. The chapter begins with an examination of the structure of the short break market in Scotland and the marketing strategies adopted by hotel operators. The research methodology is then described and optimum marketing strategies are identified for various types of hotel operations. Finally, implications for destination management are discussed.