Current hotel scenario: competition, raising and marketing


International hospitality industry – just anything. For a long time, innovation in this area was not, but the arrival of the technology, working on the basis of demand, it has drastically changed. On the & # 39; Airbnb appearance on stage was an indicator of this change, along with the rise of boutiques. Soon, even the traditional chain restaurants have begun to experiment, grow, acquire and, as a consequence, rapidly introduce innovation.

This leads us to the current scenario of hospitality. Although it continues to be a brutal, unyielding and tough competitive industry, the path to success is now a multi-faceted. There is no one formula that applies to all, and the hotel no longer have to subscribe to a hard and fast rule. Technology plays a large role equalizer, giving even the youngest players fighting chance to survive.


Travel sector, tourism and hospitality all over the world are crucial for economic development and job creation. In this economy, where transport becomes more affordable, and the country's borders are blurred, fair to assume that travel and tourism will remain the dominant sector for the near and distant future.

Consider the following statistics:

  • In 2016 travel and tourism contributed to the world economy 7.6 trillion. Dollars and supported 292 million. Jobs.

  • This profit is 10.2 percent of world GDP.

  • 1 in 10 of all jobs can be attributed to the travel and tourism industry.

  • According to 77 percent of the rest to rest was a piece of human costs. For comparison, the remaining 23 percent were corporate and business travel.

  • Domestic travel (72 percent) were higher than international.

  • All contributions to the GDP increased by 3.1% in 2016.

  • By 2027, this sector is likely to be 11.4 per cent of world GDP and will support more than 380 million jobs around the world. Of course, this indicates that the sector will outperform the world economy.

There is no doubt that companies like Airbnb, puzzles compete with hotels in certain market segments. This means that part of the business can add themselves as travelers make more trips (and longer) than those without opportunities. However, it is important that private housing has changed consumers' expectations on a fundamental level, reviewing what and where the hotel is located.


Competition in the hospitality industry with the & # 39 is the result of two aspects:

  • technological adaptation

  • Changing customer profile

technological adaptation

As I have said before, technology negate a level playing field and contribute to various aspects of the industry, including branding, communications and information communication. In particular, three areas

In the coming years it is planned to revise the hospitality industry. Let's look at each of them separately.

Mobile first approach

In emerging markets around the world, 1 billion people are expected to come out on a global scale. Most of them will be customers who feel on your phone all the guests lifecycle. Hotel companies and travel companies have no choice but to invest in mobile and engagement strategy and content of the first mobile phones.

In any case, customers are always looking for the "individual" experience and using innovative mobile technology, such as, AirBnB and Uber, will be key when it comes to brand differentiation and experience. For the convenience of the hotel guests will be required to offer the operation of the reservation, lightning and other meaningful items for all customers traveling on mobile phones.


As Internet access becomes virtually limitless digital natives and nerazhentsav, can connect only increases. In addition, the propagation of the market of connected devices and wear, the hotel must be innovative when it comes to new ways of interaction and communication with the consumer. Tours of the virtual reality, interaction with augmented reality, robotics and AI will use the market and cook it for another travel experience that you can put really.

Machine Learning, big data and analytics

The use of large data makes it possible to create and kuratavats a personal experience for each type of consumer. A lot of marketing campaigns can be easy to use and track, taking into account tangible figures for growth and further optimization.

It also accelerates existing processes, such as customer service, feedback collection, email automation and interaction with customers. In addition, it can also contribute to reducing the scaling and business in accordance with the objectives of the company.

Changing profiles of customers and brand experience

The tourism industry there is a change psihagrafichnaga and demographic profiles of travelers. Along with travelers Gen X, there is a fresh influx of thousands of years, whose expectations and lifestyle set very different standards of performance in the industry.

Currently, the customer experience with the & # 39 is the most dominant brand dyferentsyyataram. It will also lead to customer loyalty, and more targeted, personalized and complex loyalty schemes need referrals and hotels than ever before.

This personalization and differentiation also applies to the types of experiments that you create. The concept of "home from home" refuses gomagenizatsyi luxury, which was tested earlier paradigm.

Now, in order to provide unsurpassed service, the introduction of the hotel in its local climate, as well as to gain experience outside the usual hotel space was an important factor. Millennial demand for organic food and sustainable options creates more vulnerable when it comes to the risks and food safety, which should be monitored by the hotels.

The Travels of Marco also left behind brands, not traveling, pabaluyuchy customers, providing higher level of service. "Amazon", "Starbucks" and "Uber" – it's a few names that adhere to the millennia, and the competition will only intensify when customers begin to expect the same from all the service providers, especially players of the hospitality industry.


This brings us to the last point – the marketing of this user new time. Hotel sale, as well as today, different from other consumer goods. This is because the player has to sell tangible and intangible products. Success then depends more on the marketing of "services", and not simply push consumers to buy what you offer. It is important to create the right brand image that encourages confidence and, especially conversion.

Constant brand identity is also becoming more important as customers have multiple fronts on which they can engage your brand. Your active presence in social media becomes very important as a portal for interaction with customers.

Customers can also explore and evaluate you better through such portals like TripAdvisor and Yelp. Reviews and advice or other influential figures suddenly become very important factors of sales growth. In addition to providing a stable income stream, repeat customers can become property owners.

Using all the tools and technologies that come with digital marketing – is not only the need for an hour, but it is much cheaper and configured on the client's preference. Email marketing and content is now closely associated with SEO and brand visibility across the network. Most of these marketing efforts carefully create, establish and maintain identity and brand image. Constant interaction of customers with the best marketing practices of modern times, as well as providing invaluable experience – something that lifts you up beyond your competition.

At this point, the sector with the & # 39 is extremely profitable and are ready for tremendous growth and favorable for & # 39; in investments. If you are an existing player who does not work very well, or a new player who wants to make a significant focus in this area, compliance with all of these things will give you a significant advantage over your competition.