Innovative Approaches to Attracting and Retaining Customers in the Hotel Business

Quarantine restrictions, which were actively introduced around the world in early 2020, affected absolutely all areas of economic life. Particularly critical was the impact on the hotel and restaurant business. This is confirmed by existing research, which shows that almost a third of business owners have lost 90 to 100% of their income. And this is only at the beginning of quarantine. The same entrepreneurs fired about half of their employees. In addition, a small proportion of full-service restaurants tried to continue operating at a small capacity. This was possible through the use of government procurement or the organization of takeaway activities, to provide the minimum necessary stock of cash to resume operations in the future. The rest were forced to close. Similar trends were observed in the hotel business, but in the case of hotels, the situation was even more critical. Therefore, the need to monitor the impact of the COVID-19 pandemic on the hotel and restaurant business, as a basis for the formation of measures to restore this area of the economy in the future determine the relevance of our study. The scientific article examines the impact of quarantine restrictions on the hotel and restaurant business through the prism of analyzing the degree of decline in income, the percentage of job cuts, the number of employees granted leave at their own expense, and the share of laid off workers. In addition, the distribution of the areas most affected by quarantine is considered in terms of determining the percentage of victims who were not affected by quarantine, as well as those who benefited from quarantine restrictions. The dynamics of changes in the number of operating restaurants is studied. The reasons for the formation of a disappointing situation in the hotel and restaurant industry are analyzed. Have been developed measures for business owners to ensure the successful operation hotels and restaurants in the quarantin conditions, as well as proposed steps to be taken at the state level to support the hotel and restaurant business.

PurposeThis paper aims to understand the most efficient hotel system and why efficiency varies across years and between the two differing types of hotel businesses in Turkey.Design/methodology/approachA data envelopment analysis (DEA) analysis was used to characterise the efficiency of all-inclusive (AI) and bed and breakfast (B&B) hotel businesses with one output (total revenue) and three inputs (labour, food and capital costs). The Malmquist approach is then used to discern changes in total efficiency (TTE) and intertemporal shifts in the efficiency frontier (technological change (Tch)).FindingsThe results reveal that the AI hotel operates at 100% efficiency in the summer and year-round. The B&B hotel business operates at 89.6% with variable constant returns to scale during the summer and with 100% efficiency. The results of the Malmquist approach indicate that the total factor productivity grew in the years 2015, 2016, 2018 and 2019, while the other years were marked by inefficiency. Such increases were due to technical efficiency change (TEch) and Tch, which means that managerial and allocative efficiency (AE) were barely achieved. Slight differences were noted in the two time periods (all year and summer), suggesting that the scale of hotel businesses is prepared to operate all year round, and this calls for strategies to mitigate seasonality.Research limitations/implicationsAs to avenues for future research, the limitations of this study are threefold. First, the hotel businesses are not parallel in terms of the duration of their service offerings. Future research may consider including an AI hotel business that is in operation for the whole year. Second, businesses in Turkey are sceptical about sharing their data as it is considered confidential. However, to better generalise the results and encourage hoteliers to consider the positive outcomes of such analysis, the number of observations could be increased by considering more hotel businesses in both categories. Third, a mixture of data representing businesses operating in various countries may reflect if the efficiency scores vary internationally.Practical implicationsOverall, AI hotel businesses are more attractive but less efficient than B&B. Furthermore, the external crisis impacts the efficiency of hotel businesses meaning that hotel managers could keep on exploring AI, perhaps educating their hosts not to waste or not offer huge quantities. Hotel managers may also need to enlarge their seasonal activities to ensure more efficiency.Social implicationsDespite the intentions of AI hotel businesses to increase their profitability with a lower level of service quality, this study shows that the AI hotel business is very attractive but not so efficient due to the higher propensity of guests to consume food and beverages in excess that compromises the definition of efficiency as zero waste. AI is very attractive for family groups or those seeking the pleasure of relaxation at seaside resorts and is also very popular in Turkey. On the other hand, the B&B hotel business is more efficient but less attractive.Originality/valueThe contributions of this paper are threefold. First, the authors analysed the efficiency and inefficiency of hotel businesses within nine years of operations. During this period, Turkey experienced first a tourism boom (2011–2014) followed by stagnation and subsequently a sharp decline due to political instability resulting in an (in)direct impact on tourism (2015–2019). Second, the authors compared the efficiency and inefficiency of AI and B&B hotel businesses. Third, the authors examined the effects of hotel management factors to ensure efficiency.

The relevance of the study is explained by the fact that today the global tourism and hospitality industry is in tough conditions of competition for each client and is forced to react very quickly to external changes in business conditions. At the same time, despite the unstable economic and political situation in the world, the hotel and tourism business continues to grow rapidly. The growth of tourism all over the world causes an active expansion of the offered hotel services. The subject of this research is the innovation in the hospitality industry in the direction of increasing the competitiveness of modern forms of the hotel business. The goalof the article is to study current trends in the development of the global hotel business. The object is a study of the development of the global hotel business. As a general scientific method, system analysis is used, as well as logical and historical research methods. As a result of the study, the following results were obtained: in order to manage the operation of a hotel enterprise, it is necessary to constantly update it and maintain it in the state provided for by the standards and technical conditions, to ensure the rhythmic provision of services of a certain quality. The management of the development process of a hotel enterprise is aimed at changing its state, turning it into a corresponding to the modern high world achievements of the hotel industry. Conclusions: analysis, research and use of the current global business trends by hotels, first of all, the active use and development of IT and software for mobile phones influences the improvement of service quality, competitiveness and reputation of the hotels, makes it attractive and unique to customers.

The study was conducted to examine the relationship between market orientation, innovation, and business performance through the role of regulation of business environment. By the quantitative research method combined with the qualitative research method, structural equation modelling (SEM) is performed with a sample size of 503 observations, the participants are the leaders of the hotel, restaurant in Ho Chi Minh City. The results show that there is a positive relationship between market orientation, innovation, and business performance of hotel – restaurant businesses. The business environment plays a role in regulating market orientation, innovation, and business outcomes. Through the regulatory role, the business environment factor plays a role in increasing the business performance of hotel – restaurant businesses. The results have brought practical significance to hotel – restaurant businesses. Managers needs to focus on market orientation, and innovation to improve business results. In addition, before the fluctuations of the business environment, restaurant – hotel businesses need to take advantage and grasp to adjust the appropriate market orientation and innovation strategies to contribute to improving business results. Finally, some limitations are also mentioned in this study.

Purpose – This study aims to examine various forms of hotel businesses’ social media (SM) practices by analysing TripAdvisor (TA) and examining its critical role in decision-making. As a well-known platform of SM in tourism, TA serves as an independent review site where visitors share their holiday experiences. Design/methodology/approach – The sample for this study includes hotel businesses located in Istanbul, Turkey, and listed in the top grades of TA ratings. Purposive sampling was used to obtain relevant data. A holistic multiple-case study was designed, as sample hotels vary in official class and attributes. Structured interviews were used to collect data from participating managers in each hotel business. Upon creation of the data set, transcripts were used to develop and classify a matrix table (hotels vs questions) and analysed by clustering responses according to the content of questions. Findings – The study findings show that hotels pay significant attention to TA and that it is viewed as an essential tool for various purposes. Hotel businesses benefit from the content of TA for the purpose of marketing and quality management. From a strategic point of view, hotel businesses consider TA as an “ocean of opportunity” that is highly related to service quality, reliable information channels and effective tools to monitor competitors and for undertaking self-review of performance. Research limitations/implications – The sample group represents only hotel businesses in the city, and the study utilizes only qualitative techniques. A similar empirical investigation in a resort destination and a longitudinal comparable study using both qualitative and quantitative techniques may generate more insights relating to the social media practices of hotel businesses. Practical implications – Hotel businesses consider accuracy, transparency and consistency of content and pricing to be essential prerequisites of competitiveness. As a consequence, this study reveals the fact that TA is a critical tool of SM utilized by hotels with different attributes, despite some concerns regarding fake reviews. Originality/value – This is an insightful comparative study of TA practices of hotel businesses with different attributes. The study may inspire further research to study SM practices and related impacts on a longitudinal basis.

The investigation of the world experience of state support for the hotel business is carried out in this paper. In the course of scientific research, the methods of analysis and synthesis are used in order to describe the forms and methods of state support for the hotel business; inductions and deductions in order to formulate the relevance, results and conclusions; method of analogy to highlight the features and peculiarities; schematic and tabular presentation of information to visualize the results of the investigation. In the study, the features of classical state support in leading countries have been presented. It is determined that in accordance with the international experience, the important and effective means of regulating the development of the hotel business are as follows: the implementation of legal methods (development of regulatory framework), implementation of strategic programs, innovative projects of hotel construction and similar accommodation facilities. Under COVID-19 conditions, a number of European governments developed unique assistance programs for various business sectors and plans for assisting the hotel business. It is defined that measures directed to support the hotel business include: direct grants or tax benefits; subsidized state guarantees for bank loans; public and private loans with subsidized interest rates; deferred payment of taxes and / or deferred social security contributions; wage subsidies to employees in order to avoid layoffs during the virus outbreak. It is established that in Ukraine the government has provided the program to support hotel business because of COVID-19 pandemic. However, such assistance lags far behind the hotel business support and promotion offered by developed foreign countries. It is reasonable for the government of Ukraine to monitor the methods of international state support for hotel business development and to introduce them in the national environment making it possible to keep them at the level of functioning without reducing the competitiveness of the national hotel business, to develop directions for their further strategic development, to find optimal methods of hotel business management under crisis conditions.

Intense competitive environment makes it mandatory for hotel businesses to apply modern management approaches. In this direction, the aim of the study is to determine at what level contemporary management approaches are applied in four and five-star hotel businesses. The phenomenology model, one of the qualitative research models, was used in the research. The working group consists of 10 hotel businesses with four and five stars located in Ankara, İstanbul, Muğla and Antalya. A total of 61 questions were asked to the study group. Interviews were held with the managers of the hotel businesses. The data were obtained by content analysis and the findings were presented comparatively in the form of a table. As a result of the study, it has been determined that while the majority of the hotels apply most of the modern management approaches at the high level, there are also the hotel businesses that apply them at the middle and lower level. It can be interprated that this situation is caused by the fact that they are not an international chain hotel business and they do not have sufficient knowledge about contemporary management approaches. As a result of the study, suggestions were made about every contemporary management approach to hotel businesses.

The relevance of the study is determined by the critical situation of the tourism and hotel business in all regions of the country in the conditions of a new viral infection, including the Kursk region.The purpose of this study is to study the impact of COVID-19 on the tourism and hotel business in the Kursk region.Objectives: to identify the impact of COVID-19 on the state of the tourism and hotel business in the Kursk region; to clarify the ways out of the crisis situation; to study the features of attracting tourists under covid restrictions; to identify key economic and social consequences for the tourism and hotel business of the Kursk region in the context of the coronavirus pandemic.The methodology is presented by methods of scientific generalization, collection and processing of information, analysis and synthesis.The results of the study showed that in the conditions of a new viral infection, the tourist and hotel business of the Kursk region is experiencing a significant drop in tourist demand. The spread of a new viral infection did not scare citizens and entrepreneurs so much at first. However, the gradual absorption of country after country, an increasing number of infected and dead became not only the cause of fear of the people, but also the introduction of serious measures to combat the spread of COVID-19. One of the first measures was the restriction of visits to crowded places and the work of hotels, further, it became simply impossible to stay in a hotel. Travel agencies and hotels in the Kursk region still cannot finally "get back on their feet" despite the lifting of strict restrictions and the popularization of domestic tourism among citizens of the Russian Federation. There are no accumulated financial reserves that could mitigate the critical economic situation. It is very difficult for small enterprises of the tourism and hotel business to survive without government support in the current conditions.Conclusion. Travel agencies and hotels of the Kursk region in the conditions of a pandemic of a new viral infection risk not only not attracting new consumers of their services, but also losing a significant number of regular customers. For travel companies, the weakening of the tourist flow, both from foreign countries and domestic tourists, is a threat. Hotels in the region are also acutely dependent on the demand for tourist services. The dependence of the tourism and hotel business on government support is increasing. The coronavirus pandemic, at least in the medium term, will not allow tourism and hotel businesses to improve their economic situation.

Today, as in every field, digital transformation is experienced in marketing. This transformation changes the way businesses do business and provides various benefits. For this reason, examining the effects of digital marketing on hotel businesses, which play a vital role in the tourism sector, is crucial. In this context, the study aims to determine the level of use of digital marketing techniques of three-star and above hotel businesses in Düzce Province and the effect of digital marketing activities of these businesses on sales figures. The qualitative research method was applied in the study. The data related to the research were obtained through face-to-face interviews with the managers of 10 hotel businesses in Düzce that meet the relevant criteria. According to the research findings; some observe that hotel businesses operating in Düzce have limited digital marketing investments. However, it has been observed that hotel managers’ level of awareness of the potential of digital marketing is high. It has been determined that hotel businesses use social media and search engine marketing and that front-office personnel carry out digital marketing activities. It is also concluded that there is a positive and strong relationship between digital marketing activities and sales figures of hotel businesses.

The growth of Hotel's business market share in Bali province is 10% for the last 5 years, when viewed from demand side. This condition as an indication of hotel business in Bali is still moving to grow-flower, so it needs a variety of efforts to boost sales turnover of the business. The supply side of Bali's business ventures is faced with business risk and natural risk or business tipping point, as indicated by trade, hotel and restaurant sector at -8.75%. This research is important to make efforts to realize the strategic plan of Bali State of Polytechnic that is Sustainability Green Tourism. The purpose of this research is to study the development of accounting model of hotel supplier's sales and business growth, and to analyze the impact of development of accounting model of hotel supplier's sales to the growth of business result. Data collection used survey method, in-depth interview and documentation. Data were analyzed descriptive statistics and Geometric index. The research findings show that the sales accounting model uses the time system block. The business risks faced by hotel suppliers are the change of human resource recruitment and replacement, so that the supplier relations of the hotel become disrupted. The growth rate of sales turnover tends to decrease due to natural and business risks.

The main purpose of the article was to describe selected factors of hotel business in the Slovak Republic in the years 2001 to 2020 and identify the economic impacts of measures related to the pandemic crisis COVID-19 in 2020. At the same time through selected marketing tools. Paper is also focused on innovative marketing tools used in the hotel business during a pandemic time and their impact on business effectiveness. To analyze the situation in the hotel business in the Slovak Republic, we used a statistical method of comparison within the period under study. To obtain qualified answers to the stated research goals and subsequent research questions, we statistically processed available data on the number of domestic and foreign visitors, as well as the capacity of accommodation facilities in the monitored period. Subsequently, we carried out research in the hotel sector using the method of controlled structured interviews. The results were processed through exploratory factor analysis, based on which we were able to evaluate marketing tools with the most significant impact on efficiency in the hotel business in the Slovak Republic. The measures taken in connection with the coronavirus COVID-19 caused significant economic impacts on the hotel business in the Slovak Republic, as in 2020 the number of foreign visitors dropped to 20-year lows. The analysis of the environment in the hotel business for the period under study showed that the impact of measures within the COVID-19 pandemic had a significant impact on the number of visitors, the amount of revenues and the number of accommodation facilities. The research of structured interviews with accommodation facility managers showed that the use or non-use of marketing activities (websites, PPC advertising, social media) had a significant effect on the reduction of revenues. The findings of the analysis of the environment clearly show that the relaxation of the economic measures in the summer of 2020 increased the number of domestic visitors to a higher level than in the same period in 2019, but there was no increase in the number of foreign visitors. We can state that if the epidemic comes under control, there will be a massive increase in the number of visitors and thus an increase in revenues. In case, that Slovak hotel managers would use innovative marketing tools more in the future when communicating with potential customers, it is highly probable that their potential losses would be lower in the next crisis.

The hotel business plays an important role in the development of the country’s economy, as it provides jobs, stimulates tourism, and promotes cultural exchange. In the context of global change, in particular post-Soviet reconstruction and military aggression, its importance is only growing. The relevance of the study of the state and prospects of development of the hotel business is conditioned by significant changes taking place in this area and the need to adapt to new realities. In 2024, there was an active introduction of digital technologies and sustainable practices at the international level, while in Ukraine the hotel industry faced unique difficulties related to the security situation. Comparing the International and Ukrainian hotel services markets helps to identify key trends and challenges and develop recommendations for the development of the industry. The purpose of the study was to analyse the impact of global events on the global hotel industry, identify the main trends and problems, and suggest ways to improve the situation in the Ukrainian hotel sector. Research methods included analysis of statistical data, a systematic approach, case-study, comparison of international and national indicators and practices, generalisation, abstract and logical method, and synthesis. The results of the study showed that despite the positive dynamics of the international hotel business, the Ukrainian hotel industry is experiencing significant difficulties due to the war in the country. Against the background of negative trends, the success of the international hotel business is conditioned by the availability of government programmes, support for business development, investment in new technologies and innovations. To restore and develop the Ukrainian hotel business, it was important to introduce positive foreign practices, in particular sustainable development, and adapt them to the realities of the modern Ukrainian market. The practical value of the study was to provide recommendations for improving the situation of the Ukrainian hospitality industry in the market, adapting to new conditions and using international experience for the development of the hotel business

The purpose of this article is, based on the analysis of the characteristics of innovative activities in the hotel business, to propose recommendations for the introduction of innovative technologies in the hotel business. The article focuses on digital transformation in the hotel business. on the introduction of innovative those activities in the hotel business. Key indicators of innovation activity in the hotel business have been proposed. It was concluded that it is possible to increase the efficiency of the functioning of hospitality organizations by introducing an innovative transformation model that takes into account innovative activity, which allows timely making informed management decisions that contribute to the optimization of commercial activities.

The hospitality services domain in developed countries occupies a leading place, being a source of budget revenues, and contributing to income redistribution among countries, as well as to the combination of various capital forms (national and international), new jobs creation, and to the development of tourists flows. There are many unique recreational, cultural and historical resources in Ukraine that require and need to be used appropriately and optimally for the economic and cultural development and for the prosperity of our country, thus strengthening its significance, competitiveness and prestige in the world.This article is purposed to study the level of development, structure, to identify relevant principles, and to analyze the enterprises belonging to the hospitality services sphere.The hotel business as a component of hospitality industry is connected with tourism activity, because it provides accommodation services for external, domestic tourists. Health-improving, sanatorium and resort facilities as constituents of the hospitality sector provide recreational services that contribute to the person’s workability rehabilitation.Activities related to hospitality domain, especially hotel and restaurant business, are promising and profitable for investment, which rapid development and jobs creation contributes to the development of tourism. But the hospitality enterprises’ summarizing statistical analysis gives grounds to conclude that in recent years majority of studied objects decreased in number that is due to the deterioration of the economic and political situation in the country, which results in a decrease in both tourism activity and business activity, lack of funds, which leads to an increase of these projects payback period.Prospective further research could be devoted to the study of measures and programs existing with new ones development to increase competitiveness, render more efficient the innovations implementation in the hospitality enterprises, and to optimize the hotel business structure in some areas.

The article is devoted to the study of the experience to develop the ecological hotel business in European countries on the possibilities of its use in Ukraine. The formation of ecological hotels concept is aimed at a quality system of comfortable living in harmony with the environment and allows to outline the features of the ecological hotel. These features include: a system for saving resources; use of alternative energy sources; minimization of chemical reagents used; application of bactericidal methods that decompose dirt and waste; reducing or preventing the use of allergens; high-quality utilization of waste and garbage; use of completely closed systems for water and air regeneration; catering with certified products and purified water. The interior design of ecological hotels, which is based on the use of "natural" colors and recycled materials, is no exception for eco-hotels. A unique approach is to adhere to the philosophy of abandonment of electronic devices. The availability of eco-labels in ecological hotels increases its attractiveness to potential customers, and the use of ecological certification includes the coverage area and objects of certification. The international program of voluntary environmental certification of hotel business enterprises "Green Key" and the activities of the association BIO HOTELS, whose experience is appropriate to use in the hotel and restaurant business of Ukraine, are analyzed. The advantages of the latter are determined: construction biology and use of natural building materials; regionality and seasonality of organic products; availability of certified organic and natural cosmetics and hygiene products only; complete waste recycling; exclusion of plastic use; environmental electricity; availability of electronic charging stations for electric vehicles. To support environmentally sound operation, the independent experts carry out the inspection and draw up a climate balance sheet, in which the company's own CO2 emissions are recorded. The association aims to define its climate-positive activities, combined with common goals and ideas. Promoting the idea of environmentally friendly organic origin and living in accordance with this goal distinguishes BIO HOTELS among other associations that exist in Europe. The environmental field covers all spheres of life and business in Europe, and trends in this development are rapidly supported by Ukrainian hospitality enterprises. The creation of hotel enterprises' associations and the possibility of creating such associations in Ukraine are considered. Keywords: ecological hotel business, ecological hotels, eco-labeling, ecological certification, climate balance, association of hotel enterprises.