СТРАТЕГІЇ РОЗВИТКУ МІЖНАРОДНИХ ГОТЕЛЬНИХ МЕРЕЖ

Abstract

The article is devoted to the study of the development strategies of international hotel chains. The purpose of the study is to reveal the peculiarities of organization of international hotel companies, to identify the advantages of the hotel chain form, to classify and characterize typical development strategies of hotel chains. General logical methods of analysis, synthesis, analogy, comparison and generalization were used, which ensured the systematization of scientific, statistical, scientific and journalistic information of publicly available organizational and economic data on the functioning of hotel chains. The key place in the study is given to the method of classification with the identification of qualitative, quantitative and dynamic characteristics of hotel operators. The article analyzes the conditionality of the development of hotel chains as a result of fierce competition in the business environment. It was found that the strength resources of hotel chains ensure their high and long-term stability. The advantages of managing finances, marketing, quality, and strategy in hotel chains compared to independent hotels are highlighted and analyzed. The study classifies and characterizes the main types of hotel chain development strategies, in particular, global geographic expansion, consistent focused local expansion strategy, brand portfolio expansion, real estate portfolio development, external orientation strategy, geographic advantage orientation, segmentation strategy, cost leadership strategy, internal orientation strategy, branding strategy, etc. The study revealed the diversification of international hotel chains as a reflection of significant competition in the segment of four-star and five-star hotels of well-known brands. The authors state that the future of hotel chains will depend on the convergence of growing competitiveness with a diverse customer base that is constantly evolving and looking for unique and personalized experiences. The results of classifying the strategy of hotel chains can be used by market operators to select the optimal model of competitiveness, which determines the practical significance of the study.