"ALL INCLUSIVE TOURISM – BOUTIQUE TOURISM" OR THE STRUGGLE FOR LEADERSHIP IN THE PROFIT ON THE GLOBAL TOURISM MARKET

The struggle for revenue, profit and financial added value, image and customer added value in the global tourism industry today is directly manifested in the intense competition between the mass all inclusive tourism and the unique and individually oriented boutique tourist product. The leadership in profit today is a result of the flexibility, creativity and innovation of the strategy used, and in the opposition "all inclusive tourism - boutique tourist accommodation" the emphasis making a difference is not limited to prices, services, quality and number of tourists only. The essential difference consists in the clash of strategies with different philosophy and target audiences, diversification, differentiation and cost leadership applied by the all-inclusive-tourism strategy as opposed to the strategy of focusing which is typical of boutique hotels and destinations. Despite the different strategic approaches, the goal is one and the same, the leadership in terms of generated profits.