Операційні ланцюги в готельному бізнесі України

Abstract

У статті проаналізовано тенденції функціонування міжнародних та на ціональних готельних мереж в Україні. Визначено територіальну експансію українських підприємств, які входять до міжнародних готельних ланцюгів. Проаналізовано національні готельні ланцюги, їх основні бренди та привабливі сегменти ринку. Досліджено переваги національних готельних мереж та визна чено напрями подальшого розвитку готельних ланцюгів в Україні.

The article analyzes the trends in the functioning of international and national hotel chains in Ukraine. Emphasis is placed on the fact that the development of the global hotel industry is characterized by globalization and business integration. At the same time, the prospects for the development of enterprises operating in the field of hotel services are determined by the current state of the tourism and recreation industry as a whole, the level of competition in this area and the negative impact of the COVID-19 pandemic. National hotel chains, their main brands and attractive market segments are analyzed. The priority goals of the formation of hotel chains are outlined, outlining the need to increase the level of their competitiveness, and at the same time, reduce costs through the creation of joint service units and the formation of a single branding environment. The models of formation of hotel networks of both integrated hotels, which are specific multinational corporations with a holding approach to management, and hotel consortia based on the merger of individual enterprises and in order to increase the profitability of their activities are generalized. The peculiarities of the development of international hotel chains in Ukraine are considered, among which the most famous are Rezidor Hotel Group and Accor. However, it is emphasized that the tendency of their promotion on the Ukrainian market has specific features related to risk. The assessment of the leading national hotel chains of Ukraine, where the leading positions are occupied by Premier Hotels and Resorts, Reikartz Hotel Group and Royal Hospitality Group. The advantages of national hotel chains are studied and the directions of further development of hotel chains in Ukraine are determined. It is pointed out that it is necessary to develop a strategy of the hotel industry, which will take into account all the requests of consumers of hotel services. Keywords: hospitality industry, hotel chains, international hotel chain, national hotel chain, hotel brand.