An Expansion Strategy for Hotel Quickly into the Indian Market: an Analysis of relevant Theoretical Frameworks and Practical Implications

The purpose of this research is to develop an international expansion strategy for the start-up company Hotel Quickly into the Indian market. The research was conducted by a combination of qualitative research methods, such as semi-structured in depth interviews with relevant industry representatives. Desk research was gathered from empirical studies and academic literature, such as research journals, books and published industry reports. The research indicated significant market potential for the company in the Indian market by focusing on a limited number of market segments during the initial stage. Moreover, it became evident that two main target groups in the market are business travelers and young / lifestyle travelers due to their use of mobile devices, social media and travel habits.