Cite this article:

Martynova N., Prokopenko A. (2024) Development of competitive marketing strategies for hotel enterprises in the premium segment of Оdesa's hotel services market. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [FOrmuvannja konkurentnyh marketyngovyh strategij gotelnyh pidpryjemstv na rynku gotelnyh poslug Оdesy u premium-segmenti; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 12 (325), pp.115-123.

Abstract

The article highlights the process of developing marketing strategies in the hotel business, which includes five key stages: analytical, goal-setting, strategic, implementation, and control. It examines the specific features of hotel marketing, which involve studying customer needs, creating attractive service packages, and effective communication. The importance of strategic tools such as SWOT analysis, PEST analysis, and Porter’s Five Forces model is emphasized for evaluating enterprise resources and market conditions. The research focuses on modern trends in hotel service marketing, particularly the implementation of digital technologies, service personalization, and the use of blockchain technologies. It is noted that the success of hotels depends on the integration of innovative technologies with an individualized approach to guest service. Using the example of the "Maristella Marine Residence" hotel (Odesa), the competitive advantages of the premium segment, regional market trends, and development prospects are analyzed. A customer-oriented digital-first strategy is proposed, emphasizing the hotel's clear positioning, personalized service, and active use of digital technologies. Measures to improve the hotel's marketing mix have also been developed, and the economic efficiency of the implemented solutions has been evaluated. The findings confirm the competitiveness and potential of the hotel as a leader in the premium segment of the Odesa market.

Keywords

marketing strategy, hotel business, digital marketing, customer orientation, competitiveness, marketing mix.

JEL classification: M310; L830; DOI: https://doi.org/10.32680/2409-9260-2024-12-325-115-123

UD classification: 338.487:339.137.2(477.74)

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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