Word: holidexing
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Gifts for Brides. Holiday Inns' canny management is matched by its aggressive marketing. For example, it uses its Holidex reservation system to find out which areas produce the most bookings, then directs its heaviest advertising to them. Each motel manager is expected to make at least five sales calls a week, visiting local civic and fraternal clubs to hymn the benefits of using his inn for meetings. Some managers cull newspapers for engagement announcements, and send bracelets and other gifts to prospective brides, along with a pitch to honeymoon at Holiday Inns...
...motel, Holiday Inns charges an initial fee of $15,000, plus royalties and fees of 6% on the annual gross. In return, the franchisee gets the marketing advantage of a household name, national advertising and a steady flow of customers provided by the chain-wide referral system. The massive Holidex reservations system at Memphis headquarters is the largest on-line civilian computer system in the world. Lines run from every Holiday Inn in the U.S. to two IBM 360 computers in Memphis, which keep tab on every room in the system. In a few seconds, a guest...
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