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When one travels to another city or country, one usually has different needs and demands for the destination one is travelling to. Trying to meet these needs and demands is what comprises the GEMS as best.
Location is usually the main element, thus being in the centre of the market concept circle, that the visitor takes into account when choosing a hotel. Location places the hotel geographically into a certain area and if one wants to go to that specific city, we choose the hotel within that area. Where the hotel is situated denotes the accessibility and convenience of the location, attractiveness of the surroundings and other factors that the visitor sees as appealing when choosing a hotel.
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