This paper explains that the emergence of the global consumer or Euro-consumer can be attributed to the
marketing activities of large multi-national organizations, rather than changes in consumer
behavior; however, at the same time, more and more businesses have begun to market internationally because of the emergence of the global and Euro-consumer. The paper stresses that the major issues in designing international marketing campaigns are
price, including the cost of transportation, tariffs, importer, wholesaler and retailer margins in addition to the factory price and the promotional process in which the main issue is communication adaptation. The paper states that the international hospitality industry has
responded to and created global trends by solving consumer demands, such as easy purchase, last-minute bookings and non-conventional
tourism, by using the
internet for books, providing in-room guest portal services and eco-tourism. Table of Contents Introduction The Global or Euro-consumer International Marketing Planning International Marketing Techniques Has the International Hospitality Industry Responded to or Created Global Trends? Conclusion