Інноваційні стратегії готельних підприємств. Інтелект ХХІ.

Abstract

Hotel business development is not possible without innovation. The modern nature of the activity of hotel business involves progressive processes and changes. The degree of entrepreneurship determines the direction and prospects of its development. The hotel market offers a lot of innovations and, accordingly, in this context the question concerning the motivational mechanism of creative or self-serving aspects arises. In the context of the competitive market the hotel business is characterized by an intensification of the innovation process. The development and application of new technologies enables a more efficient usage of resources, increases the effectiveness of the hotel enterprise work, allows to create new or occupy existing market segments, increases the level of competitiveness, etc. In order to introduce innovations into the hotel business, it is essential to improve the principles of the strategic planning process of the innovative strategy. The main types of innovative strategies in the hotel business are: to take into account all modern needs of consumers of hotel services; to create favorable conditions for attracting investments for the construction of new or the renovation of old hotels; to increase the attractiveness and accessibility of hotel services; to provide competitive advantages to the hotel business, etc. Innovative strategies of hotel enterprises will contribute to the development of the innovative potential of the hotel business enterprise; will be the factor in the emergence of the international hotel operators in the Ukrainian market as well as the instrument for survival and promotion of the hotel business. The introduction of innovations will predict the innovative activity of the hotel business, which, in its turn, will increase the competitiveness of the institution in general and the hotel services in particular. The real need to use innovative strategies in the hotel business is dictated by modern requirements. The indicated strategies will combine innovative technologies for providing hotel services, marketing tools of communication with the target audience, promotion of the hotel brand as well as the hotel management system, etc. Each innovative strategy must be consistent with the general hotel development strategy and anticipate the readiness of the market to accept innovations. The innovative approach of the hotel enterprise is reduced not only to the usage of innovations in its activity, but to the application of a set of innovative strategies.