No abstract

International hotel chains have been present in the Montenegrin market for the past 13 years, but their influence on hospitality industry, as a branch, has only been strong in the last five years. The first hotel, which belongs to a hotel chain, came in 2004 by opening the Iberostar Bellevue Hotel in Becici. Today, there are eight branded hotels in Montenegro. The purpose of the research in this paper will be the contemporary trends in hospitality industry and their impact on the Montenegrin market. Research results suggest that although the share of branded hotels is small, the brand's strength makes them dominant on the market and allows them the position of the demand generator and partially the offer creator. Furthermore, new trends have brought changes in the quality of service, application of standards, the creation of hotel products, sales and other essential issues for the hotel operation. A special review was given to the Ramada Hotel Podgorica, whose appearance on the capital city market strengthened and facilitated the opening of new branded hotels, such as Hilton Podgorica and Center Ville Hotel. Also, Ramada's business analysis has helped significantly in highlighting the contribution of this and other branded hotels to the establishment of a modern hotel business in Montenegro.

The purpose of this article is to review the different influences of franchised hotels and independent hotels on tourist arrivals, length of stay, overnights, and generating markets of tourists to highlight differences between these two business concepts. The data for this study were obtained by MONSTAT, the Montenegrin statistical office, and combined with author calculations. Data are arranged in time series from 2009 to 2018. The analysis reveals significant differences between the influence of franchised hotels and independent hotels in terms of increased tourist arrivals, generating markets, length of stay, and consequently overnights. The findings of this study may support decision-makers in tourism to develop better strategies and action plans that are specifically important in small markets where a lack of space is evident.

No abstract

No abstract