Fundamentals of formation and features of the hotel services market. Hotel enterprise as a subject of the modern services market

Modern look hotel industry developed in the second half of the 20th century. In the 60s and 70s of the last century, cardinal transformations took place in the global hotel business. In case if in late XIX- early XX century. Since the hotel was an individual and more often a family institution, a modern hotel is a complex economic enterprise that performs a variety of production, economic, and management functions.

1950s - industrialization and large-scale market segmentation of the hotel industry. In given period one of the alternative marketing strategies in the hotel industry has been applied. The essence of this innovative approach was to develop a chain of roadside accommodation facilities, or motels, under the brand name of the Holiday Inn Corporation. This approach contributed to the emergence in the hotel industry of two basic segments of the offer, or type of product:

The first type is a hotel as a product of the business center of the city, intended mainly for business tourists;

The second type is the motel, which provides an out-of-town hotel product designed to serve the self-traveling tourist and family holiday market.

The golden age of the hotel industry is considered to be the 60-80s of the XX century.

In this period, there is a process of rapid construction of new hotels around the world - both in America and in Europe, Asia and Australia. The large-scale expansion of the capacity of the global hospitality industry is being driven by the general economic recovery as well as the dynamically growing demand for products and services from the hospitality industry.

In the 90s of the XX century. rapid growth followed by a recession, after which early XXI in. the period of relative stabilization of the hotel business begins.

In the current conditions, hotel enterprises operate in a very tough competitive environment. Competition in the hotel services market is intensifying under the influence of such factors as the development of acquisition and consolidation strategies; entry of new companies into the market; application of progressive marketing strategies for market segmentation.

In our country, it is advisable to consider the development of the hotel industry starting from the Soviet period.

The hotel industry in the USSR was one of the branches of the service sector. Especially rapidly it begins to develop in the post-war period. By 1980 ᴦ. the hotel industry of the USSR consisted of about 7 thousand enterprises, and their one-time capacity exceeded 700 thousand places. During this period, large hotel complexes are being created, hotels, motels, campsites are being built, entire resort areas are being formed. Departmental hotels, boarding houses, motels, campsites and tourist camps are being intensively built. The development of the hotel base is stimulated by the expansion of domestic tourism in the country and the growth of the population's needs for sanatorium and resort services. In the 60-70s, the sanatorium-resort business began to actively develop in Georgia, in Ukraine, in the regions of Siberia and Far East.

At the same time, the issue of quality remains a weak link in the development of the hotel business of that period. As a rule, the level of service quality and category of rooms did not meet international standards in the field of tourist accommodation facilities. To solve this serious problem, large hotel complexes are being introduced. Special Development received by the Moscow hotel industry. Its rise, in particular, was caused by the preparations for holding XXII Summer Olympic Games in 1980 ᴦ.

During this period, 25 operating hotels of the Moscow City Executive Committee were overhauled and updated, the hotels of the State Committee for Tourism and other departments were thoroughly reconstructed. In the post-Soviet period - since 1991 ᴦ. a rather difficult and painful stage begins in the domestic hotel business.

In accordance with the Master Plan for the Development of the City of Moscow for the period up to 2020 ᴦ. the construction of new hotels is envisaged, as well as the reconstruction of existing ones with the number of rooms and accommodation for the period up to 2005 ᴦ. - about 6500 rooms (10 thousand beds) and 5590 rooms (9500 beds), respectively, mainly in the central part of the city. Categories of newly built hotels are determined in accordance with the predicted flows of tourists and guests. In this regard, priority is given to the construction of middle-class hotels, incl. small, in order to fully meet the needs for accommodation facilities for citizens arriving in the capital for business and tourism purposes.

Hotel service, its specificity and constituent elements. The specificity of the hotel service is determined by the features and technologies of guest service. The technological process of providing hotel services includes:

Meeting the guest at the entrance to the hotel;

Registration, paperwork and guest accommodation;

Room service;

Service in the provision of catering services;

Meeting cultural needs, sports, health and fitness services;

Registration of departure, seeing off at departure.

A service cannot have a ready-made, finished form; it is formed during the service with close interaction between the performer and the consumer.

A hotel service is an organized interaction between a guest and hotel staff, continuously affecting the guest during its entire duration. This product exists only during the guest's stay. The hotel service in each case is individual.

All noted features determine the specifics of marketing services (4 H characteristics).

To reduce service variability, professional industry standards and service standards are being developed.

Service standards are a set of mandatory customer service rules that are designed to guarantee the established level of quality in all operations performed.

The perishability of the hotel service means that it is essential to take action to equalize supply and demand. Among these measures:

Establishing differentiated prices;

Applying discounts;

Increasing the speed of service;

Combination of staff functions.

Organization of marketing research. Marketing research in the field of hotel services is the systematic collection, reflection and analysis of data on the problems associated with the marketing of services. Such research is carried out by neutral organizations, business firms or their agencies to solve marketing problems. At the same time, this is a complex concept, ĸᴏᴛᴏᴩᴏᴇ includes all types research activities associated with the management of marketing of hotel services.

When conducting marketing research, a scientific approach must be observed. It must be based on objectivity, accuracy and thoroughness.

A hotel's decision to engage in marketing research does not mean that it has to be complex and expensive, such as test marketing, and regional surveys of consumer attitudes towards the services offered by the hotel. You can achieve your goals by analyzing your own service sales data.

Marketing research in the hotel business comes down to three main areas: a) assessment of own resources or collection of data on economic activity; b) analysis of competition; c) market research.

Hotel business characterized (implemented) by the following quantitative indicators:

♦ absolute and relative sales volumes for the past, current and expected period;

♦ description of hotel services;

♦ costs and profits;

♦ cost of labor force, raw materials;

♦ personnel, organization of work and management structure.

Competition analysis is, firstly, the definition of customer groups (profitable) served by competitors, secondly, the definition of the advantages of your hotel over competitors and, thirdly, the definition weaknesses marketing strategy conducted by the commercial department.

Competition analysis is carried out every quarter. To compete successfully in the market hotel services, it is extremely important for the hotel to know its rivals in ʼʼfaceʼʼ. Prices for the services offered, sales volumes, quality of service are compared.

Market analysis is only part of the overall marketing research. Conventionally, market research can be considered key.

Experts from different fields of knowledge take part in marketing research, and the research itself is expensive. But hotels and hospitality corporations, seeking to master the market as quickly as possible, are not afraid of costs, as competitors take countermeasures to keep a rival out of the market.

Segmentation of the hotel services market. With the help of segmentation, certain types (market segments) are selected from the total number of consumers. Market segmentation comes from the fact that each customer has individual needs, and together they form a broad market, but the elements of the marketing mix are defined in accordance with different market segments.

With a huge variety of segments of the hotel market, the main ones are still the segments identified by the age of consumers. These include:

Youth consumers;

middle-aged consumers;

Consumers of the ʼʼthird ageʼʼ.

Let us briefly characterize these important segments. Youth segment unites people under 30 years old, this segment is characterized by high activity, the desire for communication, knowledge, the availability of free time (holidays). This group prefers inexpensive accommodation facilities, minimal comfort, evening rest in bars, casinos, and discos.

For the second segment - middle age (30-50 years), characterized by the predominance of family tourism. This factor requires the inclusion of entertainment for children in the rest (playgrounds, game libraries, swimming pools, etc.).

Middle-aged people make high demands on the comfort and convenience of hotels, meaningful excursion programs, including familiarization with objects in accordance with their professional interests.

Consumers ʼʼof the third ageʼʼ(over 50 years old) are largely interested in comfort and attention from the staff of the hotel enterprise, in some cases they need qualified medical care, medical examination, medical and dietary nutrition. This segment, as a rule, is interested in a calm, comfortable environment.

It is advisable to carry out segmentation and income level consumer. Based on a combination of two features (income level and education level), four segments of the hotel services market can be distinguished.

TO first segment include persons with an average or even relatively low level income. The main purpose of their trip is to rest on the sea, while the choice of vacation spot is mainly determined by the price level. This segment of the tourist market is not characterized by the desire for a sharp change in impressions. On the contrary, they are attracted by an environment that does not require a change of habits. This applies to both accommodation and food, ĸᴏᴛᴏᴩᴏᴇ should be oriented towards international cuisine. This category of tourists does not have large funds, is sensitive to the prices of services and at the same time is extremely demanding on their quality. The basic principle is to get everything in full for your money. Staying in low-class hotels, they at the same time show a very great interest in various kinds of entertainment, nightclubs, bars, discos.

Co. second segment The hotel services market includes persons with an income level above the average. These tourists most often have a higher education, sometimes a specialized secondary education. The main purpose of travel for them is recreation combined with cognitive interest.

Third segment form high-income individuals. Having mostly higher education, they are interested in educational trips, striving for a change of impressions. Here are two age categories: middle and ʼʼthird ageʼʼ. Where ʼʼʼʼʼ' travel in groups, middle-aged people prefer individual trips or trips in small groups of friends and acquaintances.

Fourth segment are highly educated people who are interested in studying the nature, culture, way of life, mores and customs of other peoples. It is formed by people of different age categories and with different income levels, but they are ready to spend significant funds on travel, often at the expense of savings.

The selected segments should be analyzed to identify the most suitable hotel enterprises for them. This approach is characterized to identify target segments on the basis of which the company intends to build its activities.

The target market is the group of segments (or one segment) that is most suitable or profitable for a tourism or hospitality enterprise, to which marketing activities are directed.

The definition of the target market is an assessment of the attractiveness of each market segment and the choice of one or more segments to enter them with your product.

The choice of the target market should be given serious attention, since the efficiency of all the following activities of the enterprise largely depends on this.

Determination of the target market segment includes the following steps:

1) determination of the potential of the market segment;

2) assessment of the availability and materiality of the segment;

3) analysis of opportunities for development of the market segment.

Market segment potential characterized by its quantitative parameters, ᴛ.ᴇ. capacity. The segment must be initially large enough to cover the costs associated with implementation and work on the market, and make a profit. However, it should have prospects for further growth.

An analysis of the opportunities for developing a market segment involves:

risk assessment;

Identification of the positions of the main competitors;

Definition possible reaction competitors to the emergence of a new enterprise;

Forecasting the possible volume of sales and profits.

Based on the activities carried out, a final conclusion is made about the choice of a particular segment as a target.

Product strategy of the hotel enterprise. For effective economic activity in the market, hotel enterprises must have a well-thought-out product strategy. A well-designed product and effective channels for promoting it in the tourism and hotel services market enable hospitality industry enterprises to occupy their niche in the market and receive predictable income.

A product strategy is a set of marketing decisions and actions aimed at creating products with specified consumer properties that are able to meet customer needs.

The product strategy of the enterprise is developed for the future and provides for the solution of fundamental tasks:

Optimization of the structure of the range of products and services offered;

Development and implementation of new products.

The very process of forming the product strategy of a hotel enterprise can be conditionally represented by the following blocks:

1) development of a basic level of hotel products;

2) development of a complex of additional services;

3) formation of a package of hotel services;

4) development of new hotel products;

5) development of specialized hotel products;

6) development of hotel products at the intersection of the industry.

The modern market of hotel services - the concept and types. Classification and features of the category "Modern market of hotel services" 2017, 2018.

Economically developed countries of the world attach great importance to the development of the accommodation industry. The hospitality industry is a dynamically developing industry. National economy, which plays an important role in the formation of financial resources, the development of the balance of payments, as well as the provision of socio-economic policy. An indisputable fact is the inextricable link between the tourism and hotel sectors. The sphere of hotel services is promising, since its successful development can bring positive trends in the formation of the structure of employment of the population, as well as help overcome the socio-economic backwardness of the region, and can ensure economic recovery if there are effective tools for economic regulation.

From the point of view of macroeconomics, hotel services are economic relations, the result of which depends more on world economic and national processes and relations than on internal causes. In this context, it is important to note that the development of the tourism sector at the global, country and regional levels is associated with the level of material and technical infrastructure of enterprises in the hotel services sector.

Characterizing the sphere of hotel services of a tourist destination as a separate sector, it is necessary to determine its structure, to identify a set of elements, institutions, enterprises, organizations, their functions united by a management and planning system.

Figure 2 - Enlarged structure of the hotel services sector

The sphere of hotel services of a tourist destination is aimed primarily at serving guests of the tourist region itself and other regions of one country, as well as guests from other countries. Each of these types of services (accommodation, catering, entertainment, leisure, cultural, health services) require specific approaches to the study of supply and demand trends for them, and the degree of their diversity largely depends on the type of accommodation facility.

WORLDWIDE HOTEL CHAINS

Most hotels, especially in Western Europe and North America, are part of one of the hotel chains. A hotel chain is a group of hotels (at least two, and at the largest - thousands), carrying out a collective business and being under the direct control of the management of the chain. The management of the chain benefits from any profit, but it also bears all the responsibility for operational losses. The formation of hotel chains contributes to the promotion of high standards of customer service to the hotel services market (not only local, regional, but also global). The largest number of hotel chains belong to the United States and all of them are characterized by different classes of service.

Table 2 - The largest hotel chains in the world in 2006

Titles	Number of hotel enterprises	Rooms
Holiday Inns
Best Western
Ramada Inns
Friendship Inns
Hilton Corporation
Trans House-Forte
federation national
Club Mediterranean
Novotel
Supernational
Golden Tulip
Flag Inns
S Ern S Hotels

Hotels in a certain hotel chain may be included as full members, associate members operating on the basis of a franchise agreement, or may enter into management agreements with one of the corporations.

The vacation ownership system has been developed in 90 countries, and timeshare owners live in 174 countries. All over the world today there are about 4 million families (more than 12 million people).

The process of growth in the importance of hotel chains in the global hotel business is characterized by a significant contradiction: on the one hand, international hotel corporations are strengthening their positions, on the other hand, many countries create and successfully operate their own national hotel chains that compete with international giants. The creation of national hotel chains can give the hospitality industry the necessary impetus to improve management efficiency and further development, since the emergence of hotel chain operators allows the application and dissemination of high standards and technologies for the operation of hotels in corporate level and thereby improve the quality of service and the efficiency of their activities. There is another classification of hotel chains. Two main types are distinguished here: integrated chains, which consist of homogeneous units, and a hotel consortium, which brings together independent hotels.

There is also a division of hotel chains into corporate and associative. Corporate hotel chains are joint hotel enterprises that are in a single subordination, observing single system standards, material and technical base and services. While associative hotel chains are temporary associations of independent independent hotel enterprises on a contractual basis.

Among the most famous world hotel chains: Four Seasons Hotels and Resorts, Global Hyatt Corporation, Swisstel Hotels & Resorts, InterContinental, Le Meridien, Ritz-Carlton, etc. Among the Russian ones are Azimut Hotels, Heliopark Hotels & Resorts, etc.

Below are the largest hotel chain operators (by the total number of rooms in hotels under management).

Table 3 - Major operating companies in 2012

Operator company		Number of rooms	Number of hotels
InterContinental Hotels Group	Great Britain
Wyndham Worldwide
Marriott International
Hilton Hotels Corp.
Choice Hotels International
Best Western International
Starwood Hotels & Resorts Worldwide
Carlson Hospitality Worldwide
Global Hyatt Corp.
Golden Tulip Hospitality Group	Netherlands
Swisstel Hotels & Resorts	Switzerland
	Germany
AMAKS Hotels & Resorts

9.1. The main stages in the development of the global hotel industry

The first hotels (caravanserais), as well as the profession of serving traveling people, arose in the distant past, more than 2 thousand years BC. e., in ancient Eastern civilization. Since the time of Ancient Greece and especially Ancient Rome, inns, hainns, inns, hotels, pits, postal stations have been developed - these are the ancestors of hotels intended for traveling merchants and artists, pilgrims and wanderers.

For centuries, the appearance of the ancient hotel has not changed. Basically, it consisted of a fence for horses and a two-story building, in which there was a tavern on the first floor, and bedrooms on the second. In the Middle Ages, open and covered galleries began to be added to this complex of basic services for travelers, where theatrical performances (English Inns) were held. Undoubtedly, even then there was a practice of providing travelers with other household services by the owners of these establishments, members of their families, servants and small artisans. Such hotels already then were the ancestors of tourist complexes at the qualitative and quantitative levels of service provision corresponding to those times.

Stages historical development the hotel industry (hotel industry, business), of course, track the main milestones in the world history of human civilization (Tables 9.1 and 9.2).

Table 9.1.

A brief list and characteristics of the main stages in the development of the global hotel industry from ancient times to the end of the twentieth century.

If the collapse of empires, world wars, as well as the "Great Depression" of the 30s. 20th century led to the decline or ruin of the hotel industry and the hotel industry, the warming international relations, the development of trade and crafts, technical revolutions and discoveries naturally turned out to be accelerators and catalysts for the growth of the hotel industry.

For example, after industrial revolution in late XVIII in. and especially in the nineteenth century. With the advent of steamships and locomotives, railways, a large number of wealthy people, as well as with the development of mass tourism, the hotel industry is undergoing significant changes. Sharply increased flows of migrants from the countryside to cities under construction, from Europe to America, and after a while the reverse nostalgic flow of former settlers traveling to their native places, the flow business people, new industrialists adopting the experience of creating technical innovations, new merchants, as well as a sharp increase in the population create the prerequisites for the quantitative and qualitative growth of the global hotel industry.

And with the advent of deeply interested talented people who came to the hotel business (in Russia - the merchant N. I. Korzinkin and others, in America - Ellsworth M. Statler, Conrad Hilton, Ernst Henderson, D. Willard Marriott, Cammon Wilson), hotels acquire contemporary essence and diversity.

Formed literally in the first post-war decade (1945-1955), the automotive and aviation industries determined the hotel boom throughout the world. The hotel base is turning into a service industry at this time, providing a tourist, guest, traveler, vacationer with a full range of services for accommodation, food, entertainment, recreation, etc. The hotel is increasingly turning from a house with furnished rooms designed for temporary residence of people in a tourist complex, a full-service hotel, which provides a wide variety of services intended for the so-called target consumer. Hotels on highways, railway stations, at airports, as well as hotels for business people and businessmen in shopping and administrative centers of large cities, resort hotels and boarding houses, congress hotels and congress centers, luxury hotels and apartments, casino hotels, mobile hotels and campsites, youth hotels, hostels and mountain shelters, houses of hunters and fishermen - this is not a complete list of purpose-built hotels. Each of these types is characterized by a tendency to expand the service and improve the quality of services.

There are continuing trends towards specialization of hotels (segmentation of the hotel services market), an increase in the number of small hotels and luxurious giant hotels, as well as exquisite and quirky, unique hotels in unusual places.

The number of hotel associations - chains, associations - is growing. Hotels are becoming pioneers in using the latest advances in technology - new materials (environmentally friendly, fireproof, wear-resistant, elegant, etc.), advanced technologies for life support systems and ensuring safety and comfort, new information technologies (computer hotel technological systems, computer systems and reservation and reservation networks). The modern hotel base is becoming the basis of the tourism industry - the industry of the 21st century.

9.2. Classification of hotels and other accommodation facilities for tourists

The task of classifying hotels is quite laborious due to their diversity, which in turn is due to the many types of tourism and travel, the corresponding specialization of tourist accommodation facilities, the variety of travel motives, the significant difference in the material well-being of travelers, and also due to the presence of national, geographical, natural and other features. However, there are several common classification features. They can be identified even with a significant difference in national classifications: size, target markets, service levels, forms of ownership and the degree of dependence on it of the organizational structure of management. Naturally, any classification is conditional to a certain extent, and this conditionality will manifest itself primarily in the fact that a particular hotel can be assigned to several categories at once and, conversely, due to the limited classification features (grounds), many tourist accommodation facilities cannot be be assigned to a specific category.

The existing national classification systems (Table 9.3), supported by the state or national hotel associations through national standards and legal rules for the certification of hotel services, relate mainly to the quantitative characteristics of the material base, completeness of service, level and quality of hotel services and do not affect such features as target markets, specific functional requirements, forms of ownership and management structures, hotel location principles, etc. Therefore, when studying the hotel industry, knowing only these systems is not enough. At the same time, other diverse classification features of hotels are used both in national and international statistics on the hotel industry. The World Tourism Organization, which analyzes national statistics and publishes summary statistics, recommends its classification scheme (Table 9.4), which must be known when analyzing and comparing statistical data.

The difference between hotels by size (capacity)
The capacity of hotels is determined by the number of rooms or beds. Both of these parameters are often given in statistics.

According to the number of rooms, hotels are usually divided into 4 categories:

Small (up to 100-150 numbers);
- medium (from 100 to 300-400 numbers);
- large (from 300 to 600-1000 numbers);
- giants (more than 1000 numbers).

The classification of hotels by size allows you to compare the results of the production activities of hotels of the same type. In addition, the size of the hotel indicates, as a rule, the completeness and quality of the service (volume and quality of additional services), and also indirectly characterizes other parameters.

Classification of hotels by target markets. The purpose of travel is the main factor determining the type of hotel, its main functional purpose, requirements for its territory, the scope of services that are appropriate in a particular hotel complex, as well as determining the season, duration of a hotel visit and its location. A general mandatory requirement for organizing a hotel as a means of accommodating tourists (temporarily residing) is the availability of conditions for accommodation, food, and the necessary minimum of consumer services.

The target market is a specific category of people that the hotel expects to see as potential guests. Some hotels are designed and built for target markets, while others try to reach target markets by using a marketing approach in their strategy.

There is a tendency in the hotel industry to focus on smaller categories (segments) of the market and develop an appropriate hotel product (service package) in accordance with their requirements. Marketing segmentation contributes to the significant growth of various chains of hotels that focus on a certain category of tourists. At the same time, each specific market segment is served by a hotel of the same chain, but with a slightly different brand name. For example, hotels of the Marriott chain: Marriott Marguis, Marriott Hotels, Marriott Inns, Courtyard by Marriott, Fairfield Inn by Marriott, Residence Inn by Marriott. The advantage of this approach is that in a certain geographical area there may be many hotels of the same chain, but of different orientation, thereby attracting different categories of guests to hotels suitable for them. The disadvantage of this approach is that hotel guests face difficulties due to the differentiation of its service.

P about serving target markets hotels are divided:

1. Hotels for tourists whose main purpose and motive for travel is professional activity (business, commerce, meetings, meetings, symposiums, conferences, congresses, experience exchange, training, professional exhibitions, product presentations, etc.). The category of business hotels includes business hotels (commercial hotels), congress hotels, congress centers, professional club hotels and departmental hotels.

2. Hotels for tourists whose main purpose and motive for travel is recreation (passive, active, combined) and treatment (preventive, restorative):
- resort hotels;
- boarding houses and rest houses (for stationary passive rest);
- tourist-excursion hotels (tourist complexes);
- tourist and sports hotels (tourist complexes);
- casino hotels (hotels for gambling enthusiasts);
- specialized (with a system of maintenance of personal vehicles of tourists, mobile, self-service).

3. Transit hotels (tourist complexes):
- on air routes (hotels at airports);
- on highways (motels);
- on railway lines (railway stations);
- on waterways (hotels located near ports).

4. Hotels for permanent residence.

Classification by form of ownership. Condominiums and timeshare hotels

Condominiums - hotel complexes, premises and rooms in which are sold to individual owners who live or rent these premises to vacationers. The difference between timeshare hotels is that it is not the number of rooms that is redeemed, but the long-term right to rest in a hotel or in a chain of hotels.

In this class, Russian hotels are divided into municipal, private, departmental, hotels of mixed ownership, public organizations, as well as hotels with foreign capital.

Hotel classification:

a) by the level of service (maintenance), range and cost
Most of the services hotels are luxury, 1st class, economy class, hotels with limited service (bed and breakfast), as well as cheap hotels such as student hostels;
b) at the place of accommodation & nbsp city (central, outlying), transit (near highways), suburban, rural, as well as hotels located near geographical features(banks of rivers, lakes, seas, oceans, mountains, etc.);
c) according to natural areas of placement (in forests, mountains, deserts, etc.);
d) by the time of operation - year-round, seasonal.

Brief description of the main groups of hotels. Commercial hotels (business hotels). Initially, hotels and small inns appeared in cities and villages, where city guests were served. And only with the beginning of the era of railroads in the United States began the rapid construction of hotels. Traveling by rail was quicker and easier than by horse-drawn carriage or the newly introduced automobiles. Railway stations were usually located near the city center. Travelers getting off the train needed a hotel where they could stay. So as travel grew, so did the demand for hotels. This accelerated the construction of new hotels.

Modern commercial hotels are usually located in the city center or in its business district - in areas convenient for target groups. This is the largest group of hotels. It serves mainly businessmen. But, despite this, many tourist groups, individual tourists, small conference groups find these hotels attractive. Previously, commercial hotels were called transit hotels because of the relatively short stays they have compared to other hotels. These hotels offer newspapers, morning coffee, local telephone, cable TV, etc. Guests can use a rented car, transport from the airport, a cafeteria, a dining room, etc.

Most commercial hotels have meeting rooms, deluxe rooms, and banquet facilities. It offers - laundry, dry cleaning, providing the necessary information, retail kiosks, swimming pools, health clubs, tennis courts, saunas, sports grounds.

Motels - hotels near highways. A motel is a business that caters primarily to guests arriving by car. Motels provide parking for guests' cars near the hotel. Motels can be located anywhere, but are usually found on the outskirts of a city or along a highway.

Most motels are two-story, built in the area of ​​the main highways. Many motels have a picturesque landscape: bushes, a swimming pool, children's playgrounds. As a rule, motels do not offer the full range of services typical of a hotel.

Hotels near airports. If the development of the railway network accelerated the construction of hotels, then air travel contributed to the development of the hotel industry in the 1950s-1970s. Air travel has boosted demand for hotels near airports, especially international ones. These hotels differ from others in terms of the number of rooms and the level of service. Typical target markets for these hotels are business travelers, airline passengers who are forced to stay overnight at the airport due to flight delays, and airline personnel. These hotels usually have special limousines to transfer guests from the airport to the hotel and back.

Luxury hotels. Luxury hotels are the newest, fastest growing segment of the hotel industry. In these hotels, rooms have several rooms: a living room and an isolated bedroom. Some suites have a kitchen with a refrigerator and built-in minibar. In these hotels, as a rule, less space is allocated for public halls and halls.

Such hotels are designed for people who use the suite as a place of temporary residence and enjoy the comforts of home away from home. Families on vacation find this place to stay very comfortable. People of different professions can combine work with leisure and even receive guests. Some hotels offer breakfast, evening snacks, which gives guests the opportunity to communicate with each other.

Hotels for permanent residence. These hotels are designed for guests, almost permanently residing in them. Mostly they are single people. As a rule, such hotels are common in the US and cater to guests who can afford limited hotel service every day. Hotels for permanent residence are no longer as popular now as they once were. They are being replaced by luxury hotels and condominium hotels.

The decor of the room in such a hotel may resemble a room in a luxury hotel. Usually it is a living room, a bedroom and a small kitchen. It offers daily cleaning, telephone, contact service and other hotel services. The hotel may have a restaurant and a lounge.

Other types of hotels may also have similar clientele despite targeting other markets. And in hotels for permanent residence, transit guests can also stay.

Resort hotels (boarding houses). Guests choose boarding houses as a planned vacation spot, distinguishing them from other types of hotels. The boarding house can be located in the mountains, on an island, in an exotic area and always far from settlements. Guests here are attracted by recreational opportunities and picturesque scenery. They offer excellent food, a rich selection of drinks, personal services and room service. Many hotels offer a wide range of services for active guests: dancing, golf, tennis, horseback riding, hiking, skiing, swimming. These hotels are distinguished by a special comfortable and relaxing atmosphere that reigns in them. Such hotels count on regular customers who come here for vacation from year to year, as well as on their positive feedback and recommendations to their friends and acquaintances. The managers of such hotels are sociable people who plan, organize and develop recreation programs.

Hotels offering bed and breakfast. This category of hotels is often forgotten. These can be small houses with a few rooms, or small commercial buildings (20 to 30 rooms). The owner of this hotel lives, as a rule, in the same house. The mandatory breakfast ranges from the usual light continental to a full meal. Sometimes hotels offer only bed and breakfast. All other types of service and recreational opportunities are absent. This explains the low price of accommodation in such a hotel. Today there are thousands of such hotels. They are popular because of the personal attachment of guests to the host.

Timeshare hotels and condominium hotels. Another expanding segment of the hotel industry is timeshare hotels.

Individuals buy the right to own part of the premises for a certain period of time (from one to two weeks per year). Since the premises function primarily as a hotel, travelers renting the premises may not realize that this is actually part of a timeshare hotel. These hotels are becoming especially popular in resort areas. Owners often can't afford to co-own a hotel all year round, so they only own a few weeks of the year.

Condominium hotels are like timeshare hotels. The difference between them lies in the form of ownership. Premises in condominium hotels can be transferred to the possession of only one owner. Whereas a timeshare hotel can have multiple owners. In a condominium hotel, the owner tells the management company how long he wants to own part of the premises.

Timeshare and condominium hotel owners receive income from the rental of the premises and pay the management company for promotional activities, rent, household and technical services. The owners are also responsible for furnishing the premises. The room usually includes a living room, dining room, kitchen, bathroom, one or more bedrooms. Guests stay here for one to two weeks.

Casino hotels. Hotels with gambling facilities are allocated to the group of casino hotels. While hotel rooms and food service may be top notch, their functions are secondary to casinos. Until recently, hotel rooms in these hotels, as well as restaurants, were not considered to be very profitable. Today it is believed that all the services offered in casino hotels bring good profits. Casino hotels are sought after by guests who intend to have a good time. Often in these hotels you can find restaurants offering special cuisine. It features extravagant shows. The hotel offers its visitors charter flights. The casino in the hotel is open 24 hours a day, 365 days a year, which means high degree operation of hotel rooms and catering establishments.

Some casino hotels are very large in size - up to 4000 rooms.

Conference centers. Many hotels have rooms for meetings and discussions. But the entire list of opportunities for holding conferences and congresses is available only in the conference centers. Most convention centers offer 1-night accommodation. Since conferences are local in nature, the main task of the conference center is to provide all the necessary Technical equipment for the conference: auxiliary audio and video equipment, business centers, comfortable furniture, etc. Convention centers, as a rule, are located in the capitals, they have great opportunities for recreation:
golf courses, outdoor and indoor swimming pools, gyms, water treatments, sports grounds for light athletics, etc.

Participants are charged one price for all conference center services, including the cost of the room, meals, use of the halls, technical support and related other services.

However, entertainment options are limited, as convention centers tend to cater to the needs of the conference organizers rather than to fill the leisure time of the participants.

Congress hotels. Congress hotels are another segment of the hotel industry that has emerged recently. Compared to other hotels with less than 600 rooms, congress hotels have 2,000 rooms or more. Participants of major conventions stay at these hotels during their holding.

Demand for the congress hotel market has almost doubled in the last 20 years. The area of ​​exhibition halls in such hotels can be equal to 50,000 square meters. feet, plus buffet and meeting rooms. These hotels have both self-service restaurants and cafeterias as well as gourmet dining rooms.

Congress hotels are aimed at the business segment of the market. A full range of business services is provided: teleconference, secretariat, translation into many languages, fax. For example, these are hotels - "Opryland Hotel" (Nashville, Tennessee); "Ne Loews Anatole hotel" (Dallas, Texas); "Ne Hyatt Regency" (Chicago). Many casino hotels attract the convention market for state, regional and international conventions.

As a rule, an application for holding a congress in a given hotel is submitted 2 years in advance, but it is not uncommon for a congress to be held in a particular hotel even 10 years in advance. This is due to the large number of invited guests.

Sometimes convention hotels do not have all the necessary services. In this case, they resort to the services of the local congress center. It belongs to the local government. This center can offer halls for holding not only meetings and conferences, but also exhibitions. Some centers have an area of ​​200,000 square meters. feet in one building. These centers work closely with nearby hotels that can provide accommodation for conference participants. Hotels, in turn, sell convention centers on the market to a certain segment in order to ensure full occupancy of the rooms.

Alternative ways of hosting guests. Mobile recreation parks, campsites, recreational transport parks are related to hotels, as they offer accommodation conditions. But while there is a resemblance to a hotel, these alternative ways of accommodating guests stand out.

In some resort areas, parks and campsites are strong competitors to traditional hotels as they target a broader market segment. Many state and national parks offer campgrounds and other accommodations that compete directly with hotels. Their advantage is that they are located in the park area and are usually very cheap.

9.3. Characteristics and development trends of the global hotel complex

The structure of consumer demand for hotel services. The diversity of interests of consumers of hotel services determines the modern segmentation of the global hotel market and the diversity of hotels. Over 50% of travel is business travel, about 40% is leisure travel and 10% is travel for other purposes. This structure of consumer demand also determines the demand for hotels of the appropriate quality and orientation.

Since business people and businessmen have a demand for expensive hotels of a high level of service and this demand is quite stable, the number of luxury and 1st class hotels located in large cities, business, commercial, shopping centers of cities is dominant in the global hotel industry. Among them, the largest percentage is made up of business hotels and congress hotels that have working conditions (for business meetings, meetings), as well as high communication capabilities. For business people, the priorities in choosing a hotel are distributed as follows: the location of the hotel - the availability of working conditions - the quality of service - the price.

Leisure, entertainment and sightseeing hotels make up about the same percentage of the global hotel industry, but they are mid-range, economy class, apartment hotels and resort hotels. Priorities in choosing a hotel for travelers for the purpose of recreation and entertainment are distributed differently: price - quality of service - availability of conditions for recreation and a variety of services - location.

The development of mass tourism, primarily domestic tourism, creates a demand for accommodation facilities located closer to nature (country hotels and tourist complexes, private boarding houses, tourist villages, etc.) and cheaper, but with a fairly wide range of services. Consumer demand for domestic and international tours is distributed as follows: mass tourism and its development are determined primarily by domestic tourism in each country; the number of international trips is an order of magnitude less than the number of domestic trips. This is also reflected in the demand for cheaper hotel beds in each country.

The diversity of interests and needs of other travelers (about 10%) creates a demand for accommodation facilities of other types (hotels for sports tourism, specialized hotels, including mobile ones, etc.).

The geographical structure of the world hotel complex. At present, the world hotel industry has about 350 thousand comfortable hotels with more than 14 million rooms (26 million beds). At the same time, the number of rooms over the past 20 years has been increasing annually by an average of 3-4%, which indicates a significant growth dynamics in tourist accommodation facilities. Moreover, the structure of the global hotel industry adequately reflects tourist flows on a geographical basis: the more domestic tourists and foreign visitors in a particular region of the world, the more accommodation facilities this region has. Even though the figures vary from source to source (indicating differences in terminology and core concepts of the hospitality industry, as well as the actual difficulty of counting), the above rough (averaged across multiple sources) figures speak for themselves: the enormity of the hotel industry. industry, the stability of its position and growth over time put forward this industry to one of the leading places in the present and future.

The leading place in the global hotel industry is occupied by the European continent. It accounts for an average of about 70% of the tourist flow, respectively, and the hotel stock is a significantly predominant share (about 45%) of the global hotel stock. True, this does not take into account the fact that in European countries about half of foreign visitors are received on a hotel basis, the rest of tourists are accepted on an alternative (additional) basis, which is less typical for countries on other continents. The hotel stock in European countries, not losing its leading position throughout history, is growing annually by an average of 2-2.5% and is inferior to other continents in terms of growth.

The American continent has over 5 million rooms, which is 35% of the global hotel stock. In terms of growth rates, the hotel base of the continent is ahead of Europe.

The third largest continent is Asia, which has over 3 million rooms (14% of the global hotel stock). Its growth rates are 2-3 times higher than the world average and reach 15-20% per year, which makes this continent one of the modern leaders in terms of growth dynamics.

The share of the African continent (about 0.4 million rooms) is 3% of the world fund, although the growth dynamics (10-15%) also exceeds the global average.

The share of the hotel stock in Australia and Oceania is also about 3% and is characterized by the average global growth dynamics.

Among individual countries, the leaders of the global hotel industry in terms of base capacity are: the USA (about 3.5 million rooms), Japan (1.65 million), Italy (1 million), France, Spain, England, China, Australia (about 0.5 million), Austria, Mexico, Canada, Greece (about 0.3 million), Thailand, Russia, Indonesia, Turkey (0.15-0.23 million), Switzerland, Brazil, Argentina (less than 0.15 million).

The leaders of the global hotel industry in terms of the growth rate of the hotel fund are such countries as Turkey, China, Malaysia, Singapore, Morocco, Spain, Germany, Argentina.

Organizational and managerial structure of the global hotel complex
In the global hotel industry, the following types of hotels are distinguished according to the nature of the relationship between the owner (entrepreneur, owner) of the hotel (group of hotels) and the management of the hotel.

1. Independent hotels owned, operated and operated by the owner:

a) managed by the owner himself;
b) managed with the help of hired specialist managers or hired (under a contract) by a specialized management company, including those with their own trademark or service mark; moreover, the latter does not entail a change in the status of the hotel as independent in relation to other subjects of market relations.

2. Hotels included in hotel chains (associations), which, depending on the conditions for joining these associations, differ as follows:

2.1. Hotels that are full members of chains united by the common property of the owners carrying out a collective business, and hotels managed by the administration of the chain - representatives of the owners. The management (administration) of the chain is fully responsible for the outcome of business and management and, accordingly, has the full right to receive profit.

2.2. Hotels that are associated (affiliated) members of the chain, participating in business on the basis of a franchise agreement (franchise members of the chain). A franchise hotel can be managed independently, without direct control from the administration of the chain. In the franchise agreement, the chain administration (franchisor) grants the franchise hotel (franchisee) the right to use the symbol (brand), know-how and system structures of the chain (in the organization of activities, management, staff training, supply, etc.), and the franchise hotel is required to pay for these rights through an initial franchise fee (franchising purchase price) and periodic payments (franchising fees).

2.3. Hotels included in the association of hotels on the terms of contract management of them (their property) by a professional hotel company (hotel operator), which receives an "operational" remuneration for this activity from the owner. Such operator (or contract) chains have three main varieties according to the relationship between the owner (owner) and the operator, which is stipulated in the management contract:

a) the owner transfers to the operator the full right to manage the property and refuses completely to interfere in the management process, receiving only the final net income from the hotel activities; the operator is responsible for financial and operational risks in its activities;
b) the owner reserves the right to intervene in the management process by controlling the activities, but at the same time incurring all operating expenses for management and paying for all operating and financial risks arising from his right of ownership; the operator, however, also bears some responsibility for the outcome of his activities in the part that is stipulated in the contract;
c) the owner tightly controls the activities of the management company (operator), but at the same time releases it completely from responsibility for the outcome of the hotel business, with the exception of intentional cases and cases of gross negligence.

Hotels under the contract management of another hotel (or hotel association, usually a multinational hotel company), which has its own trademark or service mark, may or may not change its hotel status in relation to other market entities as a result of contract management, i.e. to retain or lose to some extent independence. This is due to whether the contract stipulates one or another partial participation of the hotel management company in the property of the managed hotel.

The trends in these relationships are as follows:
1) owners often encourage operators to financial investments to the hotel property of a managed hotel to increase their responsibility for the quality of property management;
2) an increasing number of operators are forced to participate with their capital in the property of a managed hotel as a result of competition for the right to conclude a contract;
3) some operators themselves seek a joint business with a managed hotel by injecting their capital (in the presence of high guarantees of profitability or in the desire to have additional rights in property management).

2.4. Hotels that are part of a hotel association under combined conditions, for example, the terms of contract management of a franchise hotel by the franchisor.

3. Hotels belonging to associations of independent hotels.

3.1. Hotels affiliated with associations to increase profits and commercial opportunities. For example, associations of “mutual information” that unite hotels in order to redistribute among the members of the association the excess of tourists (clients) that periodically arises from one or another member of the association. As a result of this approach, the average time load factor of hotels and their income increase. Association hotels, keeping complete independence in everything, including commercial transactions and marketing policy, often have a single trademark and pay fees for participation in the association (entry fee, for a trademark, monthly for advertising and a reservation system - informing).

3.2. Hotels that are members of associations (voluntary unions of hospitality entrepreneurs) that are not intended to generate additional profit, but are created to assist members of the association in such matters as relations with government bodies, advice on legal and accounting issues, on personnel issues and education, dissemination of positive experience in management and information services (unions, societies, professional clubs, councils, commonwealths, federations, trade associations, etc.).

Information systems and networks in the structure of the global hotel complex. The introduction of new information technologies into the hotel business helps to improve the quality of service while reducing staff. Computerization of hotels, which began in the 80s. The 20th century is currently passing at a rapid pace and in two main directions: 1) connecting hotels to the world's transnational computer networks for universal and specialized purposes to perform the function of permanent and quick hotel reservations from anywhere in the world; 2) automation of labor-intensive technological procedures for hotel management (procedures of planning, accounting, control), as well as automation of technological procedures for life support and security.

Computer technologies make it possible to solve many problems of modern management and marketing by more advanced means. At present, it is difficult to imagine not only an average hotel, but even small hotels with less than 100 rooms without computer support for management processes. Well-known hotel corporations, following the airlines, became pioneers in the use of computer hotel systems for both internal management and creation of own transnational computer systems for booking and reservation of seats.

The world is now literally "entangled" computer networks reservations and reservations in hotels and among comfortable hotels there is no longer one that is not connected to one or more networks. Currently, there are the following possibilities for using global international computer networks:
1. Connection to a computer specialized corporate hotel network owned by one of the transnational                                                                      An example of the largest hotel chain is the Holidex-2000 chain, owned by Holiday Inn with a powerful computer center in Atlanta (USA), uniting over 1,770 hotels (with 338,000 rooms) located in 56 countries. This system is already integrated with 20 other international networks (airlines, hotels, tour operators) and makes more than 30 million bookings per year.

2. Connection to any global reservation computer network, originally created for  booking air tickets, and then during the second half of the 90s. which has become a universal system for booking and reserving seats on airplanes, other modes of transport, in hotels, theaters, etc. Examples of such powerful computer networks are Galileo, Amadeus, Saber, Wordspan. Despite the competition between computer networks, there is a tendency to integrate these networks with each other.

3. Connection to a regional computer network owned by a major tour operator or association of travel agencies.

4. Connection to the computer world network of universal information purpose Internet, which has now become the largest network and, as a result of integration with specialized computer networks of booking and reservation belonging to airlines, transport companies and hotel associations, allows you to make the same booking using your information channels.

Hotels may also use a combination of these options, if justified.

To date, there is also a large selection of computer systems for intra-hotel use as an automated control system. Developers of modern computer systems for hotels can adapt their software for any hotel. Although at the same time there are many ready-made modifications on the market of these systems, from which you can choose the one that is acceptable for a particular hotel, taking into account the peculiarities of the technological processes of planning, accounting and control. Naturally, in "chain" hotels, due to the unification of technologies, internal corporate computer control systems are used, which is another advantage of the chain.

At present, as a result of evolution, hotel computer systems are also integrated systems that combine the functions of interconnection with global reservation networks, automation of contact service operations (reception and accommodation of guests, maintaining a card index of guests, etc.), functions accounting and control and financial management in general, ensuring security with the help of electronic systems, monitoring technological systems and regulating life support technological processes (heat and water supply, air cleaning and ventilation, maintaining thermal comfort, etc.).

Characteristics and trends in the development of the hotel industry in Russia. The current state of the country's hotel industry and emerging in the 90s. trends in the development of the hotel industry of the country can be characterized by the following provisions:

1. The achievements of the hotel industry in Russia are very modest against the background of the global trend of steady growth, prosperity and development of this field of activity. This is a legacy of the Soviet past and the country's self-isolation, as well as the lack of state management in the present (in matters of the economy and the rational use of national capital and wealth in general and in tourism in particular).

2. The main hotel stock of the country does not meet international standards. The exceptions are the elite part of the hotel stock, which belonged to Intourist and the Central Committee of the CPSU, as well as newly built or modernized hotels in Moscow and St. Petersburg with the participation of foreign companies.

3. The commissioned highly comfortable hotels in Moscow and St. Petersburg with the participation of foreign companies made it possible to significantly reduce the shortage of high-class hotels for wealthy clients (mainly for business tourism). The cost of accommodation in these hotels is comparable to the cost of accommodation in the largest capitals of the world. Despite this, the occupancy of luxury hotels remains at a fairly high level, although it is considered inexpedient to introduce new hotels of this class in these two main tourist cities of Russia.

4. The vast majority of new or modernized hotels are part of transnational hotel chains and are managed by professional management companies.

5. In Moscow, St. Petersburg and in Russia as a whole, there is a shortage of two- and three-star hotels for receiving and accommodating both foreign and domestic tourists.

6. A large number of hotels with outdated equipment, furniture, unskilled staff is the fund of non-category hotels experiencing big problems by loading.

7. Since 1992, the number of hotels in Russia has been decreasing every year, especially in the regions, rural areas due to departmental hotels. Hotels are being re-profiled (for offices and other purposes), and they are being ruined. There is a lack of qualified personnel and managers who can competently organize the work of hotels to attract customers and serve them. However, the main reasons are the decline in the solvency of the population of Russia, a significant (by orders of magnitude) decrease in the domestic tourist flow, the lack of public policy in matters of tourism.

9.4. Structure of a typical hotel enterprise Structure of hotel services

As already noted, modern hotels serving tourists are practically becoming full-service hotels. In addition to mandatory services (accommodation, meals), which are sometimes called basic services, they provide a whole range of all kinds of services, called additional services.

Modern medium and large tourist complexes (tourist hotels, full-service hotels) with an average and high level of comfort are characterized by a huge list of additional services, which can only be called “a city in a place of temporary residence”: bar, restaurant, cafe, buffet, beer bar , cocktail bar, phytobar, grocery and souvenir shops, vending machines, disco, casino, night club, beauty salon, shoe shine, slot machine room, billiard room, bowling alley, video games, elevator, first-aid post, left-luggage office, safe at the Reception and safe in the room, currency exchange, ticket booking point (for plane, train, bus, taxi, etc. d.), car rental, parking and car parking, garage, meeting room, concert hall, business center, copier, fax, telephone, travel and excursion agency, TVs in rooms, bathrooms, halls, additional dishes in room, iron, rental, gym, gym, playground, sauna, bathhouse, mini-golf, golf courses, basketball, volleyball, squash, table tennis, tennis, stable, massage, outdoor, indoor and children's pools, beach on the sea, lake, river coast, equipment for water, underwater and motorized sports.

This impressive list is supplemented, modified and differentiated depending on the size of the hotel, its location and purpose, the level of comfort and other reasons. The development trend of the hotel industry is aimed at expanding the range of services in hotels for various purposes.

Economic structure of a typical hotel enterprise
The economy of a hotel enterprise is determined by the structure of income and expenses. The WTO, IGA and other hotel associations, specialized research and marketing companies publish statistics on income and expenses of a typical global hotel industry. Over the past decade, when the hotel industry has already functioned as an established powerful industry, these averages have had little change.

Income structure. The main factors determining the income of a hotel enterprise are the number of rooms and the prices for hotel services (the cost of a room, meals, additional services). For high-comfort hotels, the average annual occupancy rate has increased over the past 15 years from 61 to 67.7%, which indicates the stability of the hotel industry. average cost rooms per night increased from 68 to 88.83 USD. Average revenue per room per night reached $61.43; net income (minus inevitable payments) - 11.475 dollars. The differentiation of these indicators for hotels of different classes, sizes and geographic locations (by continent) is given in Table. 9.5 (source - Hotel magazine, 1999).

The average statistical profitability of various types of hotel services (as a percentage of the total income from all types of hotel services) looks like this for an average comfortable hotel: income from the sale of rooms (accommodation services) - 55% (with a spread of minus and plus up to 5-8%) ; income from catering enterprises - 25% (with a spread of minus and plus up to 3-5%), additional income from the sale of drinks in buffets, bars, nightclubs, etc. - 10% (with a spread of up to 3%); income from the sale of additional services (except for the telephone) - 3% (range up to 1%); income from telephone services- 1.5% (range up to 0.5%); income from renting premises - 2% (range up to 1%). Structure of expenses (costs)

The main share of the costs is wages and related payments (27-32%), since the hotel industry requires a large number of service personnel.
range from very highly qualified and highly paid managers and marketers to a large number of low-skilled, but nevertheless well-paid workers employed in contact and support services, since they are in direct contact with the guest and create the necessary comfort and hospitality environment.

The next big cost item is the operating costs for the maintenance of the number of rooms - up to 12-14% of the total cost of the hotel. 5-8% are the costs of catering and 1-3% - for the organization of the sale of drinks. The remaining costs are distributed approximately as follows:

Administrative expenses - 3-4%;
- depreciation deductions - 3-4%;
- maintenance and repair of equipment - 3-4%;
- energy carriers - 34%;
- marketing research and advertising - 2-3%;
- interest on credit - 2-4%;
- payment of insurance premiums - 1-2%;
- all kinds of rent payments - 1-2%;
- fees to management specialists - 2-3%.

Thus, from 17 to 35% of the hotel's income remains on education. And the net income generated after the payment of inevitable payments (taxes) and going to the formation of a reserve capital of comfortable hotels can range from 6 to 13% of the volume of sales of hotel services. Naturally, the spread of this indicator of profitability for different type there will be more hotels.

The material and technical structure of a typical hotel enterprise
A modern tourist complex (full-service hotel) has a significant material and technical base that provides full-service complex, centralized service for tourists, vacationers, and travelers. A large number of components of the material and technical base of a modern hotel testifies to its significance and complexity. A complete list of the entire material and technical base of a particular hotel is contained in its passport, which is, as it were, a reference document. A brief description of the material and technical base is also given there.

Buildings, structures, light, gas and water networks, systems included in the tourist complex (tourist hotel) are combined into the following groups:

1. Administrative buildings.
2. Sleeping (actually hotel) buildings.
3. Buildings of catering establishments (restaurants, canteens, etc.).
4. Buildings of centers of leisure and cultural services (spectacular).
5. Sports facilities.
6. Household buildings.
7. Engineering structures, networks, equipment.
8. Residential buildings (dormitories).

Often, in one building, premises (services) of various functional purposes are combined, and buildings are also blocked by passages, galleries, etc.

The composition of the general passport characteristics of the buildings and structures of the hotel directly involved in serving tourists includes the following indicators: capacity, productivity, dimensions (length, width, height, number of storeys), usable area of ​​​​the premises, basement area, building area, building volume, balance cost, depreciation, residual value, actual value, types and terms of repairs (carried out, planned), repair costs (carried out, planned).

The general characteristics of the building and its condition (new, good, satisfactory) for the building as a whole and for its constituent elements are described using a set of characteristics, starting from the year of construction and ending with a description of the technical condition of the structural elements.

The technical equipment of the hotel buildings includes the following engineering and technical systems: heating (central, stove, electric), water supply (cold, hot), sewerage (internal, external), ventilation (natural, supply, exhaust), air conditioning system, centralized dust removal, garbage chute, linen-wire, elevators and lifts (passenger, freight), radio broadcasting systems (number and location of radio points), television (antennas, TVs), telephone communications, alarm systems (security, fire).

The technical equipment of buildings and structures also includes the following main technical equipment:

Primary fire extinguishing means and means of the fire-fighting automation system;
- gas equipment of local boiler houses, heating furnaces, boilers, gas control installations and points;
   means  of automation,  dispatching,  engineering equipment,  means of communication  and  instrumentation;
- cleaning machines and other electrical equipment (polo
cleaners, vacuum cleaners, vacuum cleaners, washing kits, trolleys
for all purposes, refrigerators, shoe-shine machines,
sales of drinks and cigarettes).

The auxiliary services and premises of the buildings (buildings) of the hotel that directly serve tourists usually include all service:

Luggage storage;
- economic warehouse;
- technical workshops;
points for the provision of personal services (repair and cleaning of shoes, repair and ironing of clothes, urgent laundry and dry cleaning, hairdressing salons);
- cash desks for the sale of transport tickets;
- kiosks (pharmacy, newspaper, souvenir, perfume and haberdashery);
- post office;
- savings bank (bank) and currency exchange office;
- first-aid post and isolation ward;
- rooms for service personnel (on the floors);
- administration rooms;
- points for the provision of various additional and sports and recreational services (billiard room, sauna, tourist office, library, ski storage, rental of sports and cultural equipment, etc.);
- premises or sites for dismantling, packaging, storage (before transportation) and loading of garbage.

The hotel infrastructure elements located on the land allotted for the tourist complex and the adjacent territory also represent a complex and capacious material and technical base that requires close attention: sidewalks, paths, playgrounds equipped for various recreational activities (children's, sports, dance ), ponds, pools, fountains and other water surfaces, parking lots, green spaces (decorative trees and bushes, gardens and fruit trees, lawns with ornamental trees, bushes, lawns, flower beds, monuments, sculptures, territory fencing, visual agitation, park furniture , cable cars, ski slopes, outdoor lighting).

On the territory of the tourist complex (hotel), in addition to the above facilities, there may be many more engineering structures that provide: a) water supply (artesian wells, water pipes, water pumping stations, water tanks, fire reservoirs); b) heat supply (boiler rooms with fuel storage, heating networks, gas pipelines and gas distribution systems; c) electrical supply (substations, transformer and distribution booths, outdoor lighting network panels); d) telecommunications, communications and signaling; e) sewerage (sewer collector, sewer pumping stations) and waste disposal (garbage bins); f) bank protection structures, fences, etc.; g) garages, parking lots for vehicles, boat stations, marinas, all kinds of beach facilities.

9.5. Marketing concept in the global hotel services market

Hotel product in a market economy. From a business point of view, a hotel is a commercial production that offers its commercial product on the market in the form of a service (a set of services).

A service is a product that is purchased by a customer through exchange transactions, where the purchase does not imply possession, does not take on an objective form, but access to the product and its use at a specific time and place. The service (including hotel) has a number of features.

Basic characteristic feature services as a commodity product, as a result of the production activity of a tourist hotel, is the coincidence of the processes of production, sale of services (by the hotel) and consumption (by the client) in time and space.

In addition to the simultaneity of production and consumption, a service also has a number of characteristic and distinctive (from a material product as a market product) properties (Fig. 9.1).

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Rice. 9.1. Hotel product features

The execution of the service takes place in the hotel, on the territory of the manufacturer with the active participation and interaction of the consumer with the performers, with their direct contact. Therefore, the quality of the hotel product is largely determined by the hotel staff, especially the part of the staff that is in direct contact with the tourist (contact service, front office).

Characteristic features of the hotel product (HP):

Simultaneity of production and consumption;
- Interaction during the purchase of the manufacturer and the consumer on the manufacturer's territory with their direct contact (dependence of the quality of the GP on the hotel staff);
- Immeasurable HP. The service is evaluated only after provision and not always immediately;
- Satisfying the momentary demand of the client; impossibility - production of SOEs for future use, warehousing, storage (loss of potential income from services not rendered on time and of high quality);
- Volatility in demand for GP (seasonal fluctuations) with large - annual fixed costs (not dependent on the number of customers) and relatively low variable costs (depending on customers).

Dependence of GP sales volume:

a) on the internal quality of the GP (level of service, image, convenience
wa, staff culture);
b) from TO and TA, transport, location, marketing decisions, prices, weather, environment, recreational, cultural and historical opportunities of the region, its image, the presence and number of competitors

Service cannot be measured. It can only be evaluated after submission (sometimes after a certain time).

A hotel service cannot be produced for future use, preserved, preserved. The hotel service satisfies the momentary demand of the client. And if it is not provided, then the hotel's potential income is lost and cannot be replenished. Moreover, a service not provided on time can result in future damage to the hotel.

Demand for hotel products (services) is unstable, depends on the time of year, and is subject to seasonal fluctuations. The production of a hotel product requires high material (annual, fixed) costs at significantly lower variable costs. Fixed costs do not depend on the number of customers (guests) served, while variables do.

This requires the involvement of a large additional staff during the season, which often cannot be a patriot of the hotel. He is not interested (to the right extent) in timely and quality service. In addition, the lack of funds for fixed costs reduces the quality of the hotel product.

The sale of a hotel product depends not only on the hotel staff, but also on the internal quality of the hotel product (amenities, comfort, culture, service level, hotel image). Sales largely depend on tour operators and travel agents, marketing decisions (including pricing), on the availability of transport and transport links, on the location of the hotel and the weather, the environment and the recreational, cultural and historical opportunities of the region, on the image of the country, terrain, as well as the presence and number of competitors.

The hotel business and the implementation of the hotel product, therefore, require high professional skills, the art of strategic and operational management, high spiritual culture, the best human qualities and high staff training.

Features of hotel marketing
The powerful development of the global hotel industry over the past 2-3 decades has led to fierce competition for the markets for the hotel product. In the unfolding struggle for a client (guest, tourist), the marketing strategy of competition began to win in the last decade.

Marketing is a management function that organizes and directs all business activities, assessing and directing the purchasing power of the client to increase demand for services and to promote goods and services to the final consumer.

In this sense, the marketing function is considered not only as one of the sides of entrepreneurial activity, but also as a coordinating structure (concept) of all aspects of the hotel business, that is, the role of marketing is not only to meet demand and organize trade. Marketing takes customer demand as its starting point in the hotel business. It covers all aspects and aspects of the hotel business. Marketing can be called a hospitality philosophy (philosophy of hospitality), based on the point of view that continuous profitability and sustainable development in the market can be achieved by comparing, anticipating and satisfying the needs and desires of the guest.

The peculiarity of hotel marketing follows from the features of the hotel product discussed above, its fixation in time and space. It is impossible to significantly change the number of rooms in a short period of time, save them for future sale, or follow consumers with them. Demand for a hotel product can fluctuate every day, week or season. Hotels can be empty during low demand or overcrowded at the peak of the season.

It is also necessary to take into account the nature of investments in hotel production and the expectation of results from investors - the main donors in the life of hotels. Investments in hotels are usually made in land, buildings and fixed assets. The main part of the capital is invested in the fixed assets of the hotel associated with its long-term activities, increases fixed costs, which must be covered regardless of the volume of activity, whether the hotel product is sold or not, whether it is in season or not. In addition, hotel marketing must take into account factors such as the right or wrong location of the hotel, the optimal capacity depending on the location and target market.

Marketing is primarily concerned with preliminary market research to assess demand, which may include identifying the hotel's market opportunities and niche, location, or selection from alternatives. Marketing can be seen as a long process of market research, product development, product promotion, sales, monitoring and review. They are part of the marketing cycle. Market research is necessary to determine the market segments that are most favorable for a particular hotel and its product, but the main efforts should be focused on promotion and sale of the product (especially when the hotel is lightly loaded) and low recycling in restaurants, bars and back rooms. In addition, it is necessary to determine the characteristics of the proposed hotel product, its quality in relation to the price, the consumer, the requirements and, accordingly, form proposals.

Hotel services are intangible, it is impossible to describe or measure them, as well as to check their quality. Usually they are sold directly or with the help of intermediaries (travel agents), separately or in a tour package. It is known that marketing and sales are not the same thing. Selling focuses on the needs of the seller, while marketing focuses on the needs of the buyer. The selling process is aimed at meeting the needs of the seller (turning his product into money). In turn, marketing is aimed at satisfying the needs of customers with a hotel product in such a way that this product sells itself.

Increasing competition is one of the main reasons for the development of trade (sales) management. The sale of domestic services is a wide field for entrepreneurial hotel activities. There are many opportunities to show attention to guests in restaurants, shops and in the provision of various large and small additional services. Organizational structure sales department depends on the size and location of the hotel, the capabilities and abilities of employees and management policies. Payment for rooms by individual clients is most income, so the trade manager and his staff make a lot of efforts in order to retain regular customers and find new ones, using all possible methods. An employee who is engaged in marketing and sales of services in a hotel must know everything thoroughly about the hotel and its potential customers.

A hotel is a complex economic complex for the production and provision of services (a hotel product).

The hotel product can be classified according to different criteria. From a territorial point of view, it can be international, national, regional. In terms of specialization - for recreation, hobbies, business and sports tourism; for individual, group reception of youth, etc.

A feature of the main hotel product - a hotel room - is its fixedness in time and space. Accommodation services are considered as a specific hotel product that is purchased, and the purchase implies only access to it (a hotel room), and not its possession and use at a certain time and in a certain place.

The service is the result of direct interaction between the contractor and the consumer, as well as the contractor's own activities to meet the needs of the consumer. The main characteristics of hotel services:

• 1. inseparability, which suggests the implementation of production and consumption of services at the same time.
• 2. impossibility of storage (accumulation) of the rendered service. If the service (hotel product) is not sold on a certain day, then the financial results of the hotel will be less.
• 3. intangibility
• 4. seasonal fluctuations in demand
• 5. interdependence (the volume of hotel product sales is influenced by political and socio-economic conditions in the country, marketing decisions, and the level of transport services.

In terms of classification and cost accounting, this enterprise is the most difficult. The hotel enterprise provides accommodation services for tourists for a certain period in the place of their temporary stay. In addition, the hotel provides tourists with meals, as well as sightseeing, entertainment, transport, household (dry cleaning, hairdressing, clothing and footwear repair) and other types of services.

Hotel services, like most services, have a number of features:

• 1. The process of production of hotel services coincides with the process of their consumption in time and space. This results in a lack of work in progress in the hospitality industry, with the possible exception of catering units.
• 2. Hotel services cannot be accumulated and stored, that is, if a service produced today is not sold today, then tomorrow it can no longer be sold. Thus, there can be no “overproduction” of services or “overstocking” of services in a hotel.
• 3. Hotel services are an intangible commodity: they cannot be touched, seen, they can only be described. Hence, there are increased requirements for documenting the services being implemented.
• 4. In the hotel, as in tourism in general, there is a seasonal fluctuation in demand, which requires the development of a special policy for accounting for income and costs in certain periods of the reporting year.

Of particular note is the fact that the production of hotel services is labor-intensive and capital-intensive. According to world statistics, for every 100 rooms in an average hotel, there are from 68 to 75 staff members. These are employees of the reception service, on the floors, catering services, telephone and technical services, management apparatus, garage, additional services, including household services, etc. The costs of an average hotel for the remuneration of service (production) and management personnel are, as a rule, at least 30% of the total costs. In addition, the production of hotel services involves the use of expensive fixed assets. This is the building of the hotel itself and adjacent buildings and structures, a huge amount of furniture in the room stock, restaurant and office furniture, various household appliances, equipment for technical services of the hotel, kitchen equipment, communications equipment, vehicles, household equipment, landscape gardening, etc. Thus, depreciation of fixed assets is a significant part of the costs of a hotel enterprise and ranges from 5 to 8% of their total volume.

The modern image of the hotel industry took shape in the second half of the 20th century. In the 60s and 70s of the last century, cardinal transformations took place in the global hotel business. If in the late XIX - early XX century. Since the hotel was an individual and more often a family institution, a modern hotel is a complex economic enterprise that performs a variety of production, economic, and management functions.

1950s - industrialization and large-scale market segmentation of the hotel industry. During this period, one of the alternative marketing strategies in the hotel industry was applied. The essence of this innovative approach was to develop a network of roadside accommodation facilities, or motels, under the brand name of the Holiday Inn corporation. This approach has contributed to the emergence of two main segments of the offer, or type of product, in the hotel industry:

The first type is a hotel as a product of the business center of the city, intended mainly for business tourists;

The second type is the motel, which provides an out-of-town hotel product designed to serve the self-traveling tourist and family holiday market.

The golden age of the hotel industry is considered to be the 60-80s of the XX century.

During this period, there is a process of rapid construction of new hotels around the world - both in America and in Europe, Asia and Australia. The large-scale expansion of the capacity of the global hospitality industry is being driven by the general economic recovery as well as the dynamically growing demand for products and services from the hospitality industry.

In the 90s of the XX century. rapid growth is replaced by a recession, after which, from the beginning of the XXI century. the period of relative stabilization of the hotel business begins.

In the current conditions, hotel enterprises operate in a very tough competitive environment. Competition in the hotel services market is intensifying under the influence of such factors as the development of acquisition and consolidation strategies; entry of new companies into the market; application of progressive marketing strategies for market segmentation.

In our country, the development of the hotel industry should be considered starting from the Soviet period.

The hotel industry in the USSR was one of the branches of the service sector. Especially rapidly it begins to develop in the post-war period. By 1980, the hotel industry of the USSR consisted of about 7,000 enterprises, and their one-time capacity exceeded 700,000 beds. During this period, large hotel complexes were created, hotels, motels, campsites were built, and entire resort areas were formed. Departmental hotels, boarding houses, motels, campsites and tourist camps are being intensively built. The development of the hotel base is stimulated by the expansion of domestic tourism in the country and the growing needs of the population in sanatorium and resort services. In the 1960s and 1970s, sanatorium and resort business began to develop actively in Georgia, Ukraine, regions of Siberia and the Far East.

However, the issue of quality remains a weak link in the development of the hotel business of that period. As a rule, the level of service quality and category of rooms did not meet international standards in the field of tourist accommodation facilities. To solve this serious problem, large hotel complexes are being introduced. The hotel industry in Moscow is developing especially. Its rise, in particular, was caused by the preparations for the XXII Summer Olympic Games in Moscow in 1980.

During this period, 25 operating hotels of the Moscow City Executive Committee were overhauled and updated, the hotels of the State Committee for Tourism and other departments were thoroughly reconstructed. In the post-Soviet period - since 1991, a rather difficult and painful stage begins in the domestic hotel business.

In accordance with the General Plan for the Development of the City of Moscow for the period up to 2020, it is planned to build new hotels, as well as reconstruct existing ones with the number of rooms and places of accommodation for the period up to 2005 - about 6500 rooms (10 thousand beds) and 5590 rooms (9500 places) respectively mainly in the central part of the city. Categories of newly built hotels are determined in accordance with the predicted flows of tourists and guests. In this regard, priority is given to the construction of middle-class hotels, including small ones, in order to fully meet the needs for accommodation facilities for citizens arriving in the capital for business and tourist purposes.

Hotel service, its specificity and constituent elements. The specificity of the hotel service is determined by the features and technologies of guest service. The technological process of providing hotel services includes:

Meeting the guest at the entrance to the hotel;

Registration, paperwork and guest accommodation;

Room service;

Service in the provision of catering services;

Meeting cultural needs, sports, health and fitness services;

Registration of departure, seeing off at departure.

A service cannot have a ready-made, finished form; it is formed during the service with close interaction between the performer and the consumer.

Hotel service is an organized interaction between the guest and the hotel staff, continuously affecting the guest throughout its duration. This product only exists during the guest's stay. The hotel service in each case is individual.

All noted features determine the specifics of marketing services (4 H characteristics).

To reduce service variability, professional industry standards and service standards are being developed.

Service standards are a set of mandatory customer service rules that are designed to guarantee the established level of quality in all operations.

The non-permanence of the hotel service means that measures must be taken to equalize supply and demand. Among these measures:

Establishing differentiated prices;

Applying discounts;

Increasing the speed of service;

Combination of staff functions.

Organization of marketing research. Marketing research in the field of hotel services is the systematic collection, reflection and analysis of data on the problems associated with the marketing of services. Such research is carried out by neutral organizations, business firms or their agencies to solve marketing problems. In addition, this is a complex concept that includes all types of research activities related to the marketing management of hotel services.

When conducting marketing research, a scientific approach must be observed. It must be based on objectivity, accuracy and thoroughness.

A hotel's decision to engage in market research does not mean that it has to be complex and expensive, such as test marketing, and regional surveys of consumer attitudes towards the services offered by the hotel. You can achieve your goals by analyzing your own service sales data.

Marketing research in the hotel business comes down to three main areas: a) assessment of own resources or collection of data on economic activity; b) analysis of competition; c) market research.

Hotel business characterized (implemented) by the following quantitative indicators:

♦ absolute and relative sales volumes for the past, current and expected period;

♦ description of hotel services;

♦ costs and profits;

♦ cost of labor force, raw materials;

♦ personnel, organization of work and management structure.

Competition analysis is, firstly, identifying the groups of customers (profitable) served by competitors, secondly, identifying the advantages of your hotel over competitors and, thirdly, identifying the weaknesses of the marketing strategy pursued by the commercial department.

Competition analysis is carried out every quarter. To successfully compete in the hotel services market, the hotel needs to know its rivals in person. The prices for the offered services, sales volumes, quality of service are compared.

Market analysis is only part of the overall marketing research. Conventionally, market research can be considered key.

Experts from different fields of knowledge take part in marketing research, and the research itself is expensive. But hotels and hospitality corporations, seeking to master the market as quickly as possible, are not afraid of costs, as competitors take countermeasures to keep a rival out of the market.

Segmentation of the hotel services market. With the help of segmentation, certain types (market segments) are selected from the total number of consumers. Market segmentation comes from the fact that each customer has individual needs, and together they form a broad market, but the elements of the marketing mix are defined in accordance with different market segments.

With a huge variety of segments of the hotel market, the main segments are still those identified by the age of consumers. These include:

Youth consumers;

middle-aged consumers;

Consumers of the "third age".

Let us briefly characterize these important segments. Youth segment unites people under 30 years old, this segment is characterized by high activity, the desire for communication, knowledge, the availability of free time (holidays). This group prefers inexpensive accommodation facilities, minimal comfort, evening rest in bars, casinos, and discos.

For the second segment - middle age (30-50 years), characterized by the predominance of family tourism. This factor requires the inclusion of entertainment for children in the rest (playgrounds, game libraries, swimming pools, etc.).

Middle-aged people make high demands on the comfort and convenience of hotels, meaningful excursion programs, including familiarization with objects in accordance with their professional interests.

Consumers "third age"(over 50 years old) are largely interested in comfort and attention from the staff of the hotel enterprise, in some cases they need qualified medical care, medical examination, medical and dietary nutrition. This segment, as a rule, is interested in a calm, comfortable environment.

It is advisable to carry out segmentation and income level consumers. Based on a combination of two features (income level and education level), four segments of the hotel services market can be distinguished.

TO first segment include people with an average or even relatively low income. The main purpose of their trip is to rest on the sea, while the choice of vacation spot is mainly determined by the price level. This segment of the tourist market is not characterized by the desire for a sharp change in impressions. On the contrary, they are attracted by an environment that does not require a change of habits. This applies to both accommodation and food, which should be focused on international cuisine. This category of tourists does not have large funds, is sensitive to the prices of services and at the same time is extremely demanding on their quality. The main principle is to get everything in full for your money. Staying in low-class hotels, they at the same time show a very great interest in various kinds of entertainment, nightclubs, bars, discos.

Co. second segment The hotel services market includes persons with an income level above the average. These tourists most often have higher education, sometimes specialized secondary. The main purpose of travel for them is recreation combined with cognitive interest.

Third segment form high-income individuals. Having mostly higher education, they are interested in educational trips, striving for a change of impressions. There are two age categories: middle and third age. While third-agers travel in groups, middle-aged people prefer individual trips or trips in small groups of friends and acquaintances.

Fourth segment are highly educated people who are interested in studying the nature, culture, way of life, mores and customs of other peoples. It is formed by people of different age categories and with different income levels, but they are ready to spend significant funds on travel, often at the expense of savings.

The selected segments should be analyzed to identify the most suitable hotel enterprises for them. This approach is characterized to identify target segments, on the basis of which the company intends to build its activities.

The target market is the most suitable or profitable group of segments (or one segment) for the tourism or hospitality enterprise, to which marketing activities are directed.

The definition of the target market is an assessment of the attractiveness of each market segment and the choice of one or more segments to enter them with your product.

The choice of the target market should be given serious attention, since the efficiency of all subsequent activities of the enterprise largely depends on this.

Determination of the target market segment includes the following steps:

1) determination of the potential of the market segment;

2) assessment of the availability and materiality of the segment;

3) analysis of opportunities for development of the market segment.

Market segment potential characterized by its quantitative parameters, i.e. capacity. The segment must be initially large enough to cover the costs associated with implementation and work on the market, and make a profit. In addition, it should have prospects for further growth.

An analysis of the opportunities for developing a market segment involves:

risk assessment;

Identification of the positions of the main competitors;

Determination of the possible reaction of competitors to the emergence of a new enterprise;

Forecasting potential sales and profits.

Based on the activities carried out, a final conclusion is made about the choice of a particular segment as a target.

Product strategy of the hotel enterprise. For effective economic activity in the market, hotel enterprises must have a well-thought-out product strategy. A well-designed product and effective channels for promoting it in the tourism and hotel services market enable hospitality industry enterprises to occupy their niche in the market and receive predictable income.

A product strategy is a set of marketing decisions and actions aimed at creating products with specified consumer properties that are able to meet customer needs.

The product strategy of the enterprise is developed for the future and provides for the solution of fundamental tasks:

Optimization of the structure of the range of products and services offered;

Development and implementation of new products.

The very process of forming the product strategy of a hotel enterprise can be conditionally represented by the following blocks:

1) development of a basic level of hotel products;

2) development of a complex of additional services;

3) formation of a package of hotel services;

4) development of novelty hotel products;

5) development of specialized hotel products;

6) development of hotel products at the intersection of the industry.