Classical and modern approaches to understanding the nature and importance of strategy for enterprise development have been generalized. A new approach to understanding the essence and supplement of the category «strategy» content has been suggested. The main accents in scientific concepts on the category «strategy» have been considered: plan, action, process, model, means, tool, principle, position, perspective, approach, reception, program, view, concept, template, standard, direction, course, decision. These accents have been supplemented by the following: vector, landmark, path, leadership, pattern, mechanism, catalyst, means of association, managerial influence, means of control, postulate, basis, basis, and determinant. The conceptual model of enterprise strategy, which is the basis for marketing strategy, has been built.
The new direction of strategic planning has been substantiated. It has been proposed to introduce the category «globalization strategy». The globalization is revealed in such areas as international integration, development of information and communication systems, internationalization, the activities of TNCs and international organizations. It has been substantiated that these areas need to be supplemented with a new vector of «globalization marketing». This is the newest direction of marketing, and is based on the principles of consumers values unification formed in the world, and involves the promotion of goods and services regardless of level (local, regional, national, international, global) taking into account the unified globalized needs of consumers through marketing.
It is substantiated that the hotel is a commercial enterprise, which, on the one hand, is a subject of hotel business, and on the other hand, is an element of socio-economic infrastructure of the city and state, and is designed primarily for temporary accommodation in accordance with national and international standards, also providing additional services (recreation, beauty, SPA, Wellness, sports, business and other events). The hotel acts as a carrier of the brand of the city (state), cultural, informational, tourism and advertising center. The category «hospitality» definition and its main conceptual vectors have been formulated. The expediency of supplementing the classic marketing complex «4 P» with the component «1 G (Globalization)» has been justified.
Trends in the development of the hotel business have been studied. The number of hotels in 2020 was 728 units, which is 252 establishments, or 25.7 %, less than in 2016. The market of hotel services in Ukraine has the following main organizational types of enterprises: international hotel chains, national hotel chains, estates (huts), Wellness and SPA complexes, independent hotels of the middle segment. The diagnosis of the marketing environment has been carried out. It has been identified the advantages and disadvantages of developing international chains for different stakeholders. On the basis of the questionnaire, consumer priorities of choosing hotels have been identified. With the help of cluster analysis, the relevant groups have been formed according to the regional principle and the marketing strategies for the hotel business enterprises of different organizational types have been substantiated.
It has been found that the star classification of hotels is the most popular in Ukraine and in the world. However, the client’s choice of the appropriate hotel is based on many criteria. It is advisable to divide the classification features of hotel enterprises into two groups (organizational and economic, consumer and functional). This allowed forming a generalized globalized strategic marketing profile of hotel business enterprises (GGSMPG) to identify and develop a marketing strategy. The combination of methodological approaches to the creation of GGSMPG and the marketing potential of the regions (MPR) allowed building a matrix «Marketing profile – potential». The position of hotel business enterprises has been determined and appropriate strategies have been formed. The digitalization strategy of hotel enterprises has been offered. For all types of hotels, a digital marketing strategy is appropriate. In addition, each type of hotel business requires a unique direction of digital strategy, which will accentuate the uniqueness of the enterprise and form the consumer’s value of receiving an exceptional hotel service.
Keywords: marketing strategy, hotel, hotel business, globalization, marketing profile, digitalization strategy.
