Abstract

The new dynamics of the twenty-first century led to a new competitive environment in the field of tourism and
hospitality business. This scenario is driving the industry companies to adopt new strategic marketing options
and operational marketing processes.
At first, as introduction, the paper identifies and reflects, in general, the new and main principles of the macro
environment of tourism businesses, taking a STEEP analysis matrix as a reference. After describing the above
scenario, the paper focuses on the major changes on the level of the tourism and hospitality micro environment,
outlining the main changes and trends in the demand and supply side. Finally, the paper presents a set of
reflections and trends on the strategic and operational marketing management of tourism and hospitality
businesses, expression of the new (macro and micro) environment. In order to support the trends suggested,
different case studies based on international hospitality companies are presented and analyzed.

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