In order to reduce the uncertainty resulting from changing
technology and market forces, hospitality firms have
entered into strategic alliances. The end of the 1980s saw
an almost feverish pitch of activity in this area. The
alliances between credit card companies, airlines, tour
operators, car rental agencies, etc., looked to many like
a mosaic with no logical pattern. It is obvious now that
these alliances do not hold the answer to the diminished