Identify a new product or service that has been implemented in one segment of the hospitality industry. Describe the hospitality organization, the external environment, the new product or service (within the last 5 years) and discuss how has this has contributed to the growth strategy and strategic direction of the organization. What major stakeholder may be influencing the organization's strategic direction?

Identify and explain some of their existing or potential opportunities and challenges for either the hospitality organization's concentration, diversification, or vertical integration strategies. Use references.