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Karl Nueser, the long-standing Managing Director and Partner of the Nassauer Hof Hotel in Wiesbaden, Germany, confronts the issues affecting the performance of his luxury independent hotel. At the semi-annual marketing strategy review meeting of his executive team, Karl and the team discussed the challenges of increasing competition and declining occupancy. Key issues include increasing occupancy and brand awareness, becoming more effective against the competition of large established hotel chains, and reaching the global marketplace. The team considered options including franchising, joining additional consortia, converting some rooms to long-term rental apartments, and/or developing special promotional packages. In view of the strong competition from international branded hotel chains and the changes taking place in the external environment, Karl believes that new ''out-of-the-box'' thinking is required in order to ensure the viability of their property.