Some large hotel chains are developing upmarket hotels using fashion brands. To what extent do you think this will prove effective and is there a danger in linking what is, after all, a long-term proposition to the vagaries of the fashion world? 2. Can you see the e-menu idea, launched in Israel and the USA and mentioned in this chapter, as one way forward in modernizing the catering industry globally? While it has appeared to boost pro?ts, can you see any downsides to the idea? Will it appeal to certain markets and be suitable for certain types of restaurant more than others? 3. Is ?exible pricing an essential ingredient in hotel marketing or are there circumstances where ?xed prices would be preferable? 4. In this chapter, we learned how Magaluf, among other Majorcan resorts, is removing its older mid-twentieth-century hotels in order to build modern ones that are more in keeping with public taste. To what extent do you feel that British hotel stock is failing to re?ect modern taste and thereby failing to maximize sales opportunities? 5. Does the move to new premium budget hotels by the budget chains threaten the existing mid-budget chains? What factors in the economy are driving this demand?