In the outdoor industry, Hilton Hotels Corporation is in the hotel and motel business. Hilton is the top leader in this industry, surpassing its competitors which include Marriott International Incorporated and InterContinental Hotels Group PLC. The Hilton company holds 14% of the market share in this industry and is one of the largest private companies in the United States. Hilton is the dominant company in the hotel and motel industry, but Marriott follows closely behind with a 13.3% market share. InterContinental Hotels Group PLC follows Marriott with 8.8% market share, and Starwood Hotels and Resorts Worldwide Inc. and Wyndham Worldwide Corporation follow with estimated market share at 4.9% and 4.1%. The size of the industry is directly related to the major companies in the industry and their percentage of market share. Together, these companies hold 41% of the market share in this sector and constitute the “Big Three” of the hotel industry and mainly compete with each other. Industries related to the hotel and motel industry include non-hotel casinos, casino hotels, bed and breakfast and hostel accommodations, campgrounds and RV parks, and bars and nightclubs (IBISWorld, 2014). This sector operates in a dynamic and evolving housing market and the competition in this sector is high and the trend is constantly increasing. The “Big Three” hotel companies are relatively equivalent in terms of competitiveness because they dominate this sector and consequently face little competition from other companies outside the “Big Three”. Because these three companies primarily dominate the industry and face little competition from other companies... middle of the paper... decline during the recession has caused significant discounts on room rates in an attempt to maintain cash flows, which caused a 35% drop in operating profits. However, as demand for all forms of travel has increased, Hilton's revenue has been steadily increasing. As the unemployment rate is expected to decrease over the next 5 years, consumers will have more money and will be able to spend freely on recreational activities such as traveling (IBISWorld, 2013). In 2010, the company began to see steady revenue growth due to the recovering economy and this trend is expected to continue at an average rate of 2.5% over the next 5 years. With the demand for hotel rooms steadily increasing as the economy continues to improve, room rates are steadily increasing and many companies are hiring thousands of new workers to serve the growing number of consumers..