Abstract
The hospitality industry may see an increasing use of alliances to foster growth and build market share. While an individual firm may not be able to make inroads in a given market segment by itself, a partnership with another company may make it possible for both firms to gain substantially. Alliances can come in one of three forms: short-term, opportunistic relationships that have a limited focus; medium-term, tactical relationships that have a degree of sharing; and long-term, strategic relationships that involve substantial mutual commitment. While alliances can have the disadvantages typical of any partnership, they seem like a logical method for growth in a period of limited resources.
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