Yielding: giants versus minnows, is there a difference?

The paper explores differences between small and large hotel group yield management (YM) strategies. The findings indicate clear variances in YM approach and perspectives. Core differences revolve around the orientation of the YM process, with small hotels focusing on cost management as opposed to the holistic, market orientation of larger hotels. The research further explores the influence of location and strategic mix upon YM. Distinct linkages occur, particularly small hotels in primary locations reflecting their corporate counterparts YM strategies. Concluding, the paper questions the appropriateness of conventional approaches to YM founded on academic studies using large hotel company samples. © 1998 John Wiley & Sons, Ltd.