Modern Methods and Approaches to the Management of The Hotel Services Promotion

Abstract

The study presented in the article is devoted to the development of innovative methods and approaches to the sale of hotel services to various target groups. This issue is relevant because the number of hotel enterprises grows every year, which contributes to the development of the tourism and hospitality industry, but at the same time it creates a lot of difficulties and risks for both beginner businessmen and experienced representatives of the hotel industry. In this regard, the level of competition in the market for hotel services is rapidly increasing. In order to stay “afloat” and be a profitable enterprise, hoteliers are forced to constantly monitor marketing trends that are sometimes hardly noticeable, in addition to closely monitoring the service provided. The innovative methods of sales have been reviewed in the study by the example of hotel type enterprises offering their services to various target groups, based on the analysis of trends in the development of sales channels for hotel services. The systematic approach and the following research methods were used as the methodological basis of scientific and applied developments: spatiotemporal, descriptive, analysis and synthesis, estimation and forecast methods. The main product sold in the hotel industry has not changed much – like several centuries ago, it is the provision of accommodation, but the ways and methods of selling the service undergo constant changes. It is not enough just to open a hotel and set a goal of achieving the maximum profitability today – this will not distinguish it from other hotels. The marketing plan should include the way for the organization to best lobby its interests in a specific market niche in a limited time.