Societal Marketing Orientations in the Hospitality and
Travel Industry: Chapter 1—Marketing Defined
The purpose of this exercise is to examine the Websites of leading hospitality and travel
organizations and review the organizations’ programs that reflect a societal marketing
1. Connect to and review these organizations’ sites and find programs that reflect each
organization's sense of social responsibility.
2. What activities in this area does each company conduct?
3. Which company or companies provide the best example of a societal marketing
orientation and why do you think so?
4. What can other hospitality and travel organizations learn from these companies’
programs in the area of social responsibility?
Bass Hotels & Resorts
Four Seasons Hotels and Resorts
Royal Caribbean International