Implementation of European Experience in the Activities of Modern Domestic Enterprises of the Hospitality Industry

Abstract

In the context of strengthening the European integration of Ukraine, it is relevant to study the practice of functioning of the enterprises in the field of hospitality in European countries in order to form recommendations for the implementation of similar experience in domestic enterprises. The purpose of the academic paper lies in analysing the European experience of enterprises in the field of hospitality, with the aim of its implementation in the activities of domestic companies. The methodology of the research is based on the case method for the experimental study of innovative practices of the two largest hotel chains in Europe: Motel One Group and B&B Hotels. The results demonstrate a combination of concepts of customer orientation by virtue of personalized products and customer experience, with a focus on unique modern design as a key competitive advantage. Hotel chains focus on the low price segment and increase dynamically due to the advantages as follows: unique design, organic food, concentration on the main needs of customers. The activities of the hotel network correspond to the trends of the European and global market. The theoretical value of the research lies in the fact that the analysis of the cases proves that in order to implement the paradigm of “unforgettable experience”, the enterprises of the hospitality industry can concentrate on one of the parameters: entertainment, aesthetics, escapism, education. At the same time, it is possible to indirectly provide an “unforgettable experience” for customers through staff recommendations (routes, events, places of interest).