Room for Improvement

Higgins, Kevin T.
June 1996
Marketing Management;Summer96, Vol. 5 Issue 2, p5
This article presents an interview with Debra S. Semans, vice president of strategic and new market development for Holiday Inn Worldwide. In 1993, she started her career as a director of advance marketing and played a major role in creating the Holiday Inn Select and Holiday Inn Hotel and Suites products, as well as the repositioning of the Crowne Plaza and Holiday Inn brands. During her tenure of service, the hotel faces a challenge that has something to do with its franchisees in 1994. Semans answers the questions regarding the repositioning effort of the company and the role that marketing research play in the repositioning effort. The hotel is embarking on an aggressive effort to regain share, compete with other hotels worldwide and increase its profitability.


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