Introduction Globalization has influenced the marketing environment of organizations in a great way. Global marketing for hospitality based industries is more based on decision making on the global entry strategies to make use of. The marketing options available to hospitality companies are mainly either adapting to the local market or being standardized globally. This decision is however made with the aim of choosing the option that not only provides a better global strategy, but also allows for profitability and maintenance of a competitive edge. Marketing standardization and local adaptation for the hospitality sector are opposing forces which mean that the market research for the best marketing mix has to be made. Global standardization is not easy for the company neither is adaptation since both require adequate information and resources. It is thus definite that each of these options has both advantages and disadvantages leaving the management to make the best decision based on the hospitality industry sector and nature of products dealt with. Marketing Standardization Marketing standardization in marketing implies that the products or services offered are homogenous to fit the global market. This concept aims at establishment of the brand, cost reduction and offering of products or services to the vast audience (Samiea & Roth, 1992). In the hospitality sector, for example, a multinational organization having various hotels or restaurants in various other countries globally, offers the same food, drinks and service type in all the outlets (Chaney & Martin, 2004). This strategy of global marketing has merits and demerits. Advantages of Marketing Standardization Marketing standardization applied in the hospitality sector lowers the cost of operation (Branch, 2001). This is because; the ingredients and supplies are bought in whole sale quantity to be distributed to the other outlets thus enabling the organization to get discounts for large quantity bought and for consistency in buying specific products. This enables the organization to also maintain standardized qualities since the materials and ingredients are bought together (Dalgic, 1992). The costs of operation in terms of management is also reduced due to the fact that a similar management is applied through out the branches hence training costs are minimized (Defranco & Lattin, 2006). The cost is also reduced due to the less labour required since no specialized skills such as dealing with local food is required hence staff can be trained together and sent to work in any country. For example, a chain of restaurants dealing with contemporary service with employees does not require the employees to be knowledgeable of Indian local food for them to work in the Indian branch (Czinkota et al., 2005). The organization is able to establish and maintain a strong brand due to the fact that it is specialized and consistent in the branches. This means that customers are able to know the products offered; the service that they can look for when in any other country and guaranteed of quality. For example, if a restaurant makes use of the Chinese style of service and specializes in Chinese food and uses marketing standardization, when a customer is in another country and desires Chinese food, they always locate the restaurant branch in that country. Maintenance of a strong brand not only helps the company to make higher profits, but also enable it to improve its qua