In fact, our mission statement clearly states the “niche” of the industry we serve. As a trade association, CLIA follows those same principles in marketing our services to the lodging industry. “Niche” marketing matches your particular brand of hospitality services, whether it’s economy, luxury or bed and breakfast, to a very specific group of travelers which you have the best chance of capturing. “Niche” marketing translates to: know your customers and go after them. “Niche” marketing is a buzzword in the lodging industry. SERVING THE COMMON INTERESTS OF LODGING OWNER/OPERATORS
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