Gomes, EmanuelZhou, YuelingDelgado, Joao Vilarinho Lima2024-12-122024-12-122024-01-312024-01-31http://hdl.handle.net/10362/176371Small tourism businesses often internationalize through global Online Travel Agencies (OTAs). As OTAs exert price pressure, premium offers may seek independent internationalization. This project applies such an independent approach to a real premium short-term rental property. The systematic international market selection (IMS) process reveals affluent German families as the optimal target segment. Given the company’s resource constraints, Germany-specific, villa focused OTAs are identified as the optimal entry mode. Using the managers’ insights, a financial model is constructed that accounts for eventually increasing direct sales. Based on this model, the authors must conclude that the property will likely become a liability. On top of that, an individual portion of work was conducted. This consisted of an In-depth Market Analysis of Spain, as well as a literature review on International Market Selection (IMS), with a specific focus on small firms or small-medium-enterprises (SME’s).engInternational businessMarketingStrategyInternational market selectionTourism industrymaster thesis203681681