Global Hotel Chains Research Articles

An analysis of online employer positioning: insights for a broader employee value proposition construct in the hotel industry

Hotels must send the right employer positioning signals to attract the desired professionals. With the advance of online media, hotels may send different signals concerning their employer positioning, including references to employee benefits, allowing potential candidates to evaluate whether they fit in the company even before applying for a job. Based on a qualitative design, the purpose of this study is to understand how global hotel chains present themselves as employers in a digital context. Results revealed the relevance of promoting a socially diverse work environment as a benefit to attracting employees in the hotel industry.

АКТУАЛЬНІ ПРОБЛЕМИ РОЗВИТКУ ТУРИСТИЧНОЇ ЛОГІСТИКИ В УКРАЇНІ

The article is devoted to the study of the peculiarities of tourist logistics and the problems of its development at the current stage. The relevance of the research carried out in the article lies in the need to develop proper logistical support for tourist activities in Ukraine under martial law, in order to be able to provide tourists with comfortable and safe conditions, as well as to prepare for possible unforeseen circumstances. According to the results of the study, it was established that tourist logistics examines the planning, control and management of operations that are carried out in the process of preparing a tourist offer, delivering the finished tourist product to the end consumer in accordance with his interests and requirements, as well as during the process of transferring, storing and processing information. The peculiarity of tourist logistics as a service consists in defining tourist flows as the main object of research. This is explained by the fact that travel refers to those types of services when consumers move to the producer, and not producers with their products to the consumer. Logistics activities in tourism enterprises contribute to improving the experience and satisfaction of customers, employees, suppliers and the community in which tourism activities develop, being an effective business management tool that adds value to tourism. Due to the ongoing hostilities on the territory of Ukraine, tourism logistics is characterized by certain features. In particular, the war caused a change in the main tourist routes and directions. In such conditions, tourists choose unpopular tourist destinations, but which are considered safer. In addition, martial law reduces the flow of tourists, as there are certain restrictions on free movement, especially of conscripts. Martial law also causes a change in approaches to the security and protection of tourists. Directions for the restoration of tourist activity in the post-war period are proposed: involvement of global hotel chains; the inclusion of tourist infrastructure in the government's post-war reconstruction programs; promotion of non-standard and potentially successful formats: ecotourism, urban culture, military tourism. The practical significance of the conducted research lies in the possibility of using the proposed directions for the development of tourism by domestic tourist enterprises.

라이프스타일 호텔의 디자인 특성에 관한 연구 - 어퍼 업스케일, 업스케일, 그리고 어퍼 미드스케일 라이프스타일 호텔을 중심으로 -

With the change in modern consumption culture, the market share of boutique hotels that provide differentiated designs and services has increased, unlike global chain hotels, which have also provided standardized facilities and services in the hotel industry. Recognized by this change, the global hotel chain will create a lifestyle hotel brand that combines the characteristics of boutique hotels with a standardized operating system. This research aims to examine how the design characteristics of existing boutique hotels are strategically applied to lifestyle hotels by limiting the scope of research to upscale and midscale lifestyle hotels that occupy highly competitive mid-market. First of all, we will look at the background and definition of the emergence of lifestyle hotels, the current status and trend of lifestyle hotels, and target customers. In addition, how the design characteristics of boutique hotels derived from previous studies, such as playfulness, narrative, diversity, locality, and fluidity, were applied in each lifestyle brand, was investigated. As a result, hotel brands that consider the younger generation as their target customers show high play and diversity, and locality is high in hotel brands that value experience. Epicuality is linked to the designer

Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry

PurposeSocial customer relationship management (SCRM) is an evolving strategy gaining prominence in the hotel industry by cultivating new, improved relationships through engaging customers on social media (SM) platforms. Accordingly, this study aims to assess the effect of SCRM on customer service and customer loyalty (CL) in the hotel industry. This study also explores the moderating effect of COVID-19 (EC) on the relationship between (customer engagement [CE] and improved customer service [ICS]) and (CE and trust [TR]).Design/methodology/approachThis study develops and tests the SCRM model using structural equation modelling on a sample size of 214 responses. The questionnaire was administered online to the customers of five preselected global hotel chains. The criteria for selecting the participants were that they must have tweeted from their Twitter handle by using # (hashtag) hotel name to resolve any customer service issues.FindingsResults denote that CE significantly impacts ICS. CE was also found to exert a substantial effect on TR. The moderating EC was also found to be significant, but the effect was weak. Although the customers were extensively impacted by the pandemic and were initially hesitant to visit hotels, SCRM proved to be a powerful tool to gain back customer trust (CT) and develop CL by upsurging the shadows of COVID-19.Practical implicationsThis study suggests that viable enforcement of the SCRM system can assist in real-time monitoring and tracking of customers' activities. This can develop a more profound connection with customers through CE which can boost the co-innovation process.Originality/valueThis study denotes a pioneer attempt to investigate the relationships between SCRM, CE, CT, ICS, CL and COVID-19 in the same framework in a SM context.

The dynamic customer engagement behaviors in the customer satisfaction survey

Conducting customer satisfaction surveys (CSS) as a means of encouraging customers' engagement with a firm is a widely used managerial practice. In an effort to convert this customer-to-firm engagement into customer-to-customer engagement, many firms have recently started to ask customers who reach the final question of the CSS to write an online review that will be automatically posted on a review site (e.g., Google or TripAdvisor). Using a unique longitudinal data set provided by a large global hotel chain, we aim to understand the drivers behind CSS participation and, ultimately, behind online review posting in response to a prompt at the end of a survey. We employ the Hidden Markov model (HMM) to analyze how a customer's engagement state changes as a function of previous managerial responses, loyalty program membership, and satisfaction. The results reveal that customers have a greater tendency to transfer to higher engagement states if managers have responded to prior customer surveys. We have also found that the higher the customer's loyalty program membership status is, the more likely it is that they will participate in a survey. Lastly, we show that customers have a greater tendency to post negative versus positive reviews. We then discuss the implications of this study for researchers and managers.

Environmental Sustainability Strategies for Smaller Companies in the Hotel Industry: Doing the Right Thing or Doing Things Right?

The connection between tourism and nature justifies the environmental concerns from tourism agents, namely global hotel chains. This paper explores the differences between smaller hotel chains and their larger global counterparts regarding environmentally sustainable practices. The research approach is qualitative, based on the analysis of 40 company websites and in-depth interviews with 18 entrepreneurs and executives. Results suggest that environmental issues are, for most companies, not a response to societal challenges (‘doing the right thing’), but a response to owners’ concerns (‘doing things right’). Hotel chains develop environmental sustainability practices, mainly for cost-reduction purposes, accommodating the owners’ demands for efficiency. Notwithstanding, there are differences according to the chain’s size. Smaller companies are less prone to adopt environmental practices and to invest in communicating them than global chains. Concerning sustainability in the hotel industry, most studies focus on specific topics and discussions. A more holistic approach to sustainability to establish a deeper understanding of sustainable business decisions in the hotel sector is scarce in the literature. This paper addresses this gap by exploring the strategic reasons behind the sustainable practices of hotel companies, namely smaller ones. Managerial implications of the results are also derived in this paper.

PRIORITIES OF MARKETING STRATEGIES FOR DEVELOPMENT OF FIVE-STAR HOTELS OF UKRAINE

Topicality. In the conditions of growing world rates of tourism development and business activity the question of travelers accommodation is actual. Hotels occupy leading positions in this area of business. The well-being of their owners, employees and regional development depends on successful marketing strategies for their development. Aim and tasks. The purpose of the article is to study the marketing policy of five-star hotels in Ukraine with a view to their wider application in the hotel practice of the country. The article task is to reveal the main marketing strategies essence used by global and Ukrainian hotels and hotel chains. Research results. Hotel business and tourism are one of the entrepreneurship types that has been successfully developing both in the world and in Ukraine in recent decades. In the world and Ukraine there is a classification of hotels according to the comfort level and service. Among all hotels, five-star hotels stand out with the highest characteristics. They are an example to many others in applying new marketing strategies that can ensure their development and prosperity. Among these strategies, the leading ones are: positioning strategy, strategy of additional services, developing or creative marketing strategy, strategy of innovators, competitive strategy, strategy of �increasing market share�, strategy of prestigious prices, strategy of flexible prices, strategy of step bonuses. This research article is devoted to the study of these strategies. Conclusion. The hospitality sector is a promising type of investment, as it is developing rapidly enough, determines the level of employment in the respective regions, creates a material base for tourism development. In recent years, the hotel industry is developing in negative conditions, in particular: in a pandemic, unstable economic and political situation in the country, which leads to a decrease in tourism and business activity, the lack of funding. The development of the hotel and tourism business development program and the creation of a favorable investment climate will help to improve the situation. Prospects for further research are a comprehensive study, analysis and use of all reserves to improve the quality of service and competitiveness of five-star hotel complexes in Ukraine through the introduction of positive foreign experience in the hospitality enterprises development.

ГОТЕЛЬНІ МЕРЕЖІ У ГЛОБАЛЬНІЙ ІНДУСТРІЇ ГОСТИННОСТІ

The relevance of the study is explained by the fact that in today's globalization hotel chains are an effective form of hotel industry, which is in a tough competition for each customer and is forced to respond very quickly to external changes in business conditions. Hotel business continues to grow in the unstable economic and political situation in the world and in today's pandemic. The growth of tourism around the world is actively expanding the range of hotel services. The subject of the article is the systematization of modern opportunities, forms and management methods of global hotel chains in the context of globalization, which creates further opportunities in the hospitality industry to increase the competitiveness of hotel business modern forms. The aim of the article is to determine the hotel chains potential in the global hospitality industry, taking into account modern features of forms and methods of their management. The object is to study the hotel chains development within the global hotel business. Systematic analysis, as well as logical and historical research methods are used as general scientific methods. As a result of the study, the following results were obtained: it was found that the change of external and internal political and economic environment forms new trends in the tourism world market and hospitality. And the very creation of hotel chains allows the company to gain significant advantages over individual companies by saving on scale; increasing investment opportunities; involvement in world brands; integration of reservation, supply and information systems; constant growth of service quality. It was found that the world hotel industry today has about 400 thousand comfortable hotels with more than 30 million seats. At the same time, the total number of rooms over the past 20 years continues to grow and increases by an average of 3–4% per year, which indicates a stable dynamics of increasing the accommodation number. As a result, it creates a number of benefits for both consumers of hotel services and their owners. The conclusions of the study are that the hotel chains success in the global hospitality industry development will further depend on the economic and organizational capabilities of the company in the hotel business, the development of domestic hospitality infrastructure, readiness for transformational change dictated by globalization.

ПЕРСПЕКТИВИ РОЗВИТКУ ГЛОБАЛЬНОЇ ГОТЕЛЬНОЇ ІНДУСТРІЇ

The hotel industry is a part of the hospitality industry that specializes in providing accommodation services to clients. In recent years, more and more people around the world perceive traveling as an essential part of life. The article considers the dynamics of the hotel industry market during 2014-2018; a tendency of its increasing is revealed. Data on the level of occupancy of the hotel industry around the world are presented, as well as data on global revenue per available room in 2018-2019 are analyzed. It is established that in 2019 the growth of hotel occupancy was slower than in 2018, due to a number of reasons, such as: Brexit, exchange rate fluctuations in Venezuela and Argentina, a large increase in the hotel market offer in Europe and more. The hotel and number fund of the largest international hotel chains and its changes from 2014 to 2018 are studied and the positive vector of their development during the this period is determined. It is noted that the introduction of information and communication technologies in the global hotel industry is an important and urgent step to increase the number of travelers, because online booking of travel services, online travel agencies, online self-booking at airlines, car rental companies and hotels are becoming more popular with tourists. In addition, the possibilities of information and communication technologies are necessary for the promotion of business tourism. It is substantiated that information and telecommunication technologies stimulate the creation of innovations in tourism. The negative impact of the COVID-19 pandemic on the hotel industry in 2020 is considered, namely: cancellation of reservations, all-time low level of hotel reservations, dismissal of employees, cancellation of dividend payments by global hotel chains, as well as delay of capital costs. It is proved that the hotel industry is in a great crisis. It is proposed to take measures at the global level to protect the tourism industry in general and the hotel industry in particular, concerning the activities of public and private funds to help the most affected enterprises and employees due to the COVID-19 pandemic, as well as finding creative and innovative ways to overcome the crisis and bail out the hotel industry.

ОСОБЛИВОСТІ ЗДІЙСНЕННЯ АНТИКРИЗОВОГО УПРАВЛІННЯ ПІДПРИЄМСТВОМ ГОТЕЛЬНОЇ ІНДУСТРІЇ В УМОВАХ ПОШИРЕННЯ СВІТОВОЇ ПАНДЕМІЇ

The article is devoted the main aspects of the hotel industry, and proposes measures to form an integrated model of crisis management of the hotel. An analysis of data on Internet activity and promotion in social networks, which shows that a large number of global hotel chains continue to communicate with their followers, thus supporting their own brand. The article also research the current state implementation of anti-crisis measures during forced restrictions. It was found that many hotels use a variety of options to change their corporate strategies, including: simplification of procedures and focus on additional services; providing discounts and special offers if guests re-check into the hotel; creation of various loyalty programs, including the provision of corporate cards with a conical storage system or discounts; mitigation of cancellation conditions with possible cancellation of penalties, etc. However, according to statistics, all these measures become ineffective if there is no preliminary analysis of the factors that constrain the activities of the enterprise. Since the crisis management of hotel and restaurant enterprises is aimed at preventing and overcoming crises in the enterprise, as well as minimizing their negative consequences, when implementing or changing certain aspects of the crisis management strategy should take into account the time factor. The integrated model of anti-crisis hotel management which where proposed in the article decide reducing the consequences of the crisis and preventing its occurrence. This model has two main objectives: provide tools to improve the quality of guest service and employee motivation; development of a crisis management model that serves as a tool to improve long-term business relationships with other external counterparties and the state. The integrated model of crisis management for the hotel indystry, should be understood that this process is not a situational, forced measure, but a continuous process of the main activity; all measures within the crisis management should be implemented in the organizational culture of the hotel; department heads should play a key role in implementing this model.

STRATEGIES OF INTERNATIONAL HOTEL CHAINS AND DETERMINANTS OF PLANNING THEIR DEVELOPMENT IN UKRAINE

Introduction. The hospitality business, as an economic activity, directly or indirectly creates jobs and is an important source of filling the treasury with foreign exchange. International hotel chains are important players in the hospitality market and in the hospitality industry in general, which is why a number of scientists are paying attention to the study. Goal. The purpose of the article is to study the trends of strategies of international hotel chains, as well as to determine the determinants of planning the activities of global hotel chains in Ukraine. Results. Based on the results of the analysis of the activity of world hotel chains, the strategies of their development in Ukraine are determined. In particular, the peculiarities of planning the activity of world hotel chains are characterized, the total number of the most popular hotel chains and their distribution on the territory of Ukraine is visualized. In addition, current trends in the functioning of national hotel corporations are presented, as well as trends in the further development of hotel brands. The novelty of this study is presented in determining the determinants of the spread of the world's most popular hotel chains in Ukraine. The analysis of hotel chains indicates a significant predominance of national (the share of global hotel chains in the hospitality market of Ukraine is only about 2%), which, in our opinion, due to a system of political, economic and security determinants, including: low level of economic development. per capita is almost the lowest in Europe); low solvency of the population and low share of expenditures on tourist services in the consumer basket of the average Ukrainian; instability of regulatory and legal support for the activities of domestic economic entities and the tax system of Ukraine; unpredictability with the settlement of the armed conflict in eastern Ukraine, etc. According to the results of the analysis of hotel chains, some main trends of their development are highlighted, which are mostly aimed at active development and use of information technologies and programs, improving service quality, improving image, reputation, attractiveness and uniqueness of each hotel brand.

Satisfaction, value and intention to return in hotels

PurposeThis research investigates employee and guest satisfaction, guests’ perceptions of value and their intention to return. Considered are hotel workers’ job satisfaction, how job satisfaction impacts guests’ satisfaction with the service experience and with the physical attributes of the hotel and how these variables affect perceived value and intention to return.Design/methodology/approachStructural equation modeling is used to analyze data from a large global hotel chain.FindingsGuest satisfaction with service and the physical attributes of the hotel differentially impact guest outcomes of intention to return and perceptions of value. Key findings are guest satisfaction with the physical attributes of a hotel is significantly more strongly linked to guests’ intention to return than is satisfaction with service received. Staff job satisfaction is significantly linked to guests being more satisfied with the service experience and their return intentions. Of all the factors directly contributing to guests’ return intentions, guest satisfaction with the physical attributes of the hotel was largest in impact. In contrast guest satisfaction with service is linked to guests’ perceptions of value, whereas satisfaction with the physical aspects is not significant. Guests’ perceptions of value do not impact intention to return.Research limitations/implicationsThe research was conducted within one global hotel chain, which due to its cross-sectional nature may possibly be a limitation. However, its single organizational nature does not diminish the importance of the findings.Practical implicationsHotel managers need to consider the importance of the physical attributes of properties in what has been largely a services-dominated debate. What guests value may not lead to repeat business.Originality/valueProviding excellent customer service may not be the main motivation for return business. Also, holistic measures of guest satisfaction may not accurately measure what guests value. Perceived value is not a significant predictor of intention to return.

Eco-Innovation in Global Hotel Chains: Designs, Barriers, Incentives and Motivations

This article aims to verify the reality of eco-innovations developed by global hotel chains, highlighting the innovative designs employed by these organizations, the barriers and incentives faced by these companies and motivations to invest in innovations for this purpose. This multiple case study, of qualitative, descriptive and sectional nature used the thematic content analysis, using the NVivo® software to analyze some of the data obtained and supported on the triangulation of information to increase the reliability of the results. The data sources were empirical research, gathered through interviews and questionnaires, and documentary research. We found that the chains under study develop a large number of eco-innovations in their companies, and most of them are end-of-pipe. In the respondents´ view, there are more barriers than incentives for the development of this type of innovation and the development is driven in large part as a mean to gain competitive advantage.

Foreign direct investment patterns of global hotel chains

The hotel industry is a key sector in the twenty-first century. Even in the context of a global financial crisis, the hotel industry is consolidating global brands, expanding geographically, and diversifying its services offer. American and French traditional powerhouses have consolidated their position, although emerging economies in Asia and Latin America have also enabled the creation of powerful hotel chains. This study focuses on the largest hotel chain worldwide to shed new light on foreign direct investment (FDI) decisions (i.e., location choices), namely the choice of location according to the customer. This study uses the fuzzy set qualitative comparative analysis method, drawing on Miles and Snow's (1978, 2003) typology, to examine statistical data on countries, tourists' nationality, and customers of Accor global hotel group. The present study analyzes the configurations of countries' economic development and geographical and cultural distance that lead to FDI decisions in the recent expansion of global hotel chains, thereby extending the application of gravitational theories to multinational enterprises' FDI decisions.

Digital work in a digitally challenged organization

Digitally literate employees are accustomed to having free access to digital media technologies. However, some organizations enact information technology (IT) governance structures that explicitly proscribe access to these technologies, resulting in considerable tension between employees and the organization. We explore these tensions in an exploratory investigation into the Chinese operations of a global hotel chain. We examine how employees creatively act as bricoleurs as they violate IT policies to ensure access to the digital media of their choice. We discuss the broader implications of our findings for practicing managers, as well as future research opportunities, before concluding the paper.

Dynamic capabilities driving an eco-based advantage and performance in global hotel chains: The moderating effect of international strategy

Building on the dynamic capabilities theory, a model of organizational capabilities driving an eco-based competitive advantage and performance in the global hotel industry is tested. Data obtained from 102 hotel chains reveal that organizational learning, shared vision, and cross-functional integration are conducive to creating a green competitive advantage, though this is not the case with relationship building and technology sensing/response. In turn, an eco-based advantage positively affects global financial performance. Certain dimensions of international strategy, namely foreign entry through joint ventures and decision-making decentralization, positively moderate the advantage–performance link, while no moderation effect exists for global market configuration and standardization/adaptation.

Online distribution strategies and competition: are the global hotel companies getting it right?

PurposeThe internet has significantly changed the ways hotels distribute and price their products. The imminent success of online intermediaries caused financial problems for hotel chains since online travel agencies offered better prices than the hotel brand websites. The existing literature on hotel online distribution has focused on pricing strategies and room availability issues for different segments of hotels. This paper, however, aims to compare online room prices of global hotel chains across online distribution channels and their own brand websites.Design/methodology/approachBy using only the internet, 2,800 room rates were collected and analyzed. Descriptive statistics such as means and percentage were used to answer the research questions. Personal interviews with a CEO of an e‐business company and an area revenue director of a global hotel chain were conducted to confirm our findings and to gain additional insights in the related issues.FindingsDescriptive statistics indicated that US properties are doing a much better job than their international partners in regards to “best rate guarantee,” “rate parity,” and room availability across online channels. Rate consistency still remains a problem within US properties.Research limitations/implicationsA limitation of this study is the use of convenience sampling methods, sample size, and currency conversion instruments.Originality/valueFindings of this study would benefit revenue managers, general managers, hotel owners, and corporate brand managers to make decisions and to formulate new policies concerning their online distribution, revenue, and brand optimization strategies.

How might hospitality organizations optimize their performance measurement systems?

PurposeThe purpose of the paper is to explore the use of “old” and “new” performance measurement (PM) techniques in a joint venture (JV) set up by two partners, a global hotel chain and a Portuguese company.Design/methodology/approachThe empirical data upon which this paper is based was collected through a prolonged contact with the specific organizational context. Qualitative or semi‐structured interviewing is the main source of information.FindingsThe paper finds that budgeting and budgetary control practices have been the cornerstone of the PM activity at the JV, where few “new” management accounting techniques are used. Yet, changes were made to the way the “old” PM techniques are drawn on and they have been supplemented with rolling forecasts prepared at the hotel level. The objectives are to encourage local managers to become more forward‐looking and to broaden the knowledge of the global partner about the future operating activities of the JV. Simultaneously, local adaptations of PM practices introduced by this partner are occurring.Research limitations/implicationsThe lack of interviews with people from headquarters and area management of the global hotel chain has to be seen as a limitation of the present study. To minimize the risk of bias, a triangulation of data was pursued by interviewing multiple people at the JV and at the Portuguese partner, and by discussing preliminary findings on several occasions.Originality/valueThe present study provides insights on how PM practices have evolved over time in a globalized organization, enriching our understanding of those practices in the context of hotel management.

Bargaining for the space to organize in the global economy: a review of the Accor-IUF trade union rights agreement1

At the present conjuncture there are real opportunities for international trade unions to forge coalitions with other social movements, to foster transnational connections between workers, consumers and intermediaries, and to engage directly with global employers in order to bargain for workers. As companies declare their support for ethical practice in production and trade, a number of global union federations have seized the opportunity to sign International Framework Agreements with trans-national companies. These agreements secure commitments on the part of TNCs to respect workers’ rights. The agreement between the French-owned global hotel chain Accor and the International Union of Food, Agricultural, Hotel, Restaurant, Catering, Tobacco and Allied Workers’ Associations (IUF) is explored in this paper. The Accor—IUF agreement has proved critical in supporting union organizing efforts in the USA, Canada and Indonesia. It has also allowed the IUF close involvement in trade union organization in Australia, in educational activities in Africa and Asia-Pacific, and in efforts to start organizing work in the UK and New Zealand. By integrating the international agreement into the operation of the European Works Council, the IUF has also found a means to overcome the geographical parochialism of many such bodies. This paper argues that such international agreements are an excellent way to defend and advance workers’ rights in the global economy while also allowing trade unions to develop a sophisticated multi-scalar response to the challenges of globalization.

Country location choices of service multinationals

This article examines international country location choices for equity investment undertaken by global hotel chains. Why do certain host countries attract more hotel investment than others? A second underlying issue that we tackle in this article is whether the traditional foreign direct investment determinants used in past studies on manufacturing also apply to services—or whether service sector-specific determinants are better explanatory variables for understanding the distribution of service foreign direct investment across countries.