Logo_Service & Tourism: Current Challenges_eng

Marketing Hospitality and Tourism Services

Vol. 20 No. 2 (2026)

TRANSFORMING HOSPITALITY SALES AND MARKETING STRATEGIES IN THE DIGITAL ECONOMY: BENEFIT ANALYSIS AND GROWTH PROSPECTS

DOI:
https://doi.org/10.22412/2414-9063-2026-20-2-51-62
Submitted
May 29, 2026
Published
May 13, 2026

Abstract

The article discusses current trends in the development of marketing and sales in the hospitality industry. The relevance of the study is due to the need for hotel enterprises to adapt to digital transformation, changes in consumer behavior, and increased market competition. The aim of the work is to analyze the effectiveness of modern marketing tools and develop recommendations for optimizing the sales policy of hotels. Comparative analysis, statistical data processing, and business process modeling methods were used during the study. The results show that the introduction of personalized strategies based on Big Data and Artificial Intelligence (AI) allows increasing direct bookings by 25–30 % and improving guest loyalty. Special attention is paid to the balance between Online Travel Agencies (OTA) and direct sales channels, as well as reputation management in the digital environment.

References

  1. Список источников
  2. Hayes D. K., Miller A. A. Revenue Management for the Hospitality Industry / D. K. Hayes, A. A. Miller. – ​Wiley, 2021. – ​400 p.
  3. Kandampully J. Service Management: The New Paradigm in Hospitality / J. Kandampully. – ​Springer, 2020. 350 p.
  4. O’Connor P. Electronic Distribution in the Hotel Industry / P. O’Connor // Cornell Hospitality Quarterly. – ​2022, Vol. 63(2). – ​P. 115–130.
  5. Statista Report. Hotel Industry – ​Statistics & Facts. 2024. [Электронный ресурс]. URL: https://www.statista.com/topics/1220/hotel-­industry/ (дата обращения: 10.05.2024).
  6. Xiang Z., Magnini V. P., Fesenmaier D. R. Information Technology and Consumer Behavior in Travel and Tourism: Insights from 20 Years of Research / Z. Xiang, V. P. Magnini, D. R. Fesenmaier // Journal of Retailing and Consumer Services. – ​2021, Vol. 58, – ​102264 р.
  7. Аванесова Г. А. Сервисная деятельность: Учебное пособие / Г. А. Аванесова. – ​М.: Аспект Пресс, 2020. – ​318 с.
  8. Браймер Р. А. Основы управления в индустрии гостеприимства / Р. А. Браймер. – ​М.: Аспект Пресс, 2019. – ​384 с.
  9. Виноградов В. В. Маркетинг в гостиничной индустрии и туризме: российская практика / В. В. Виноградов. – ​М.: Финансы и статистика, 2021. – ​415 с.
  10. ГОСТ Р 50645–2010. Услуги туризма. Классификация гостиниц.
  11. ГОСТ Р 56184–2014. Услуги средств размещения. Общие требования к хостелам.
  12. Гуляев В. Г. Организация туристической деятельности / В. Г. Гуляев. – ​М.: Нолидж, 2020. – ​311 с.
  13. Дурович А. П. Маркетинг в туризме / А. П. Дурович. – ​М.: Новое знание, 2022. – ​315 с.
  14. Ефремова М. В. Основы технологии туристического бизнеса / М. В. Ефремова. – ​М.: Ось‑89, 2021. – ​191 с.
  15. Жукова М. А. Индустрия туризма: менеджмент организации / М. А. Жукова. – ​М.: Финансы и статистика, 2020. – ​197 с.
  16. Зорин И. В. Энциклопедия туризма / И. В. Зорин. – ​М.: Финансы и статистика, 2019. – ​364 с.
  17. Иванова Е. А. Цифровая трансформация индустрии гостеприимства: монография / Е. А. Иванова. – ​СПб.: Изд-во СПбГЭУ, 2022. – ​180 с.
  18. Кабушкин Н. И. Менеджмент гостиниц и ресторанов / Н. И. Кабушкин. – ​М.: Новое знание, 2021. – ​413 с.
  19. Квартальнов В. А. Туризм / В. А. Квартальнов. – ​М.: Финансы и статистика, 2020. – ​335 с.
  20. Котлер Ф. Маркетинг. Гостеприимство. Туризм. / Ф. Котлер Ф., Дж. Боуэн, Дж. Мейкенз. – ​М.: Юнити-­Дана, 2021. – ​1072 с.
  21. Лесер В. Управление гостиничным предприятием / В. Лесер. – ​М.: Альпина Паблишер, 2020. – ​450 с.
  22. Морозов М. А. Маркетинг в туризме и сервисе / М. А. Морозов. – ​М.: Академия, 2022. – ​224 с.
  23. Осадчая Г. И. Маркетинг в туризме и гостиничном хозяйстве / Г. И. Осадчая. – ​М.: КНОРУС, 2021. – ​310 с.
  24. Отчет Oracle Hospitality. The Future of Personalization in Travel. 2023.
  25. Отчет компании STR. Global Hotel Performance Analysis. 2023.
  26. Папирян Г. А. Международные экономические отношения: маркетинг в туризме / Г. А. Папирян. – ​М.: Финансы и статистика, 2019. – ​156 с.
  27. Сенин В. С. Организация международного туризма / В. С. Сенин. – ​М.: Финансы и статистика, 2020. – ​397 с.
  28. Уокер Дж. Введение в гостеприимство / Дж. Уокер. – ​М.: Юнити, 2021. – ​711 с.
  29. Федеральный закон от 27.07.2006 № 152-ФЗ «О персональных данных».
  30. Федоров В. Н. Управление доходами в гостиничном бизнесе (Revenue Management). / В. Н. Федоров. –М.: Инфра-­М, 2023. – ​220 с.
  31. Чудновский А. Д. Управление индустрией туризма / А. Д. Чудновский. – ​М.: КНОРУС, 2023. – ​436 с.
  32. References
  33. Hayes, D. K., Miller, A. A. (2021). Revenue Management for the Hospitality Industry. New Jersey: Wiley.
  34. Kandampully, J. (2020). Service Management: The New Paradigm in Hospitality. New York: Springer.
  35. O’Connor, P. (2022). Electronic Distribution in the Hotel Industry. Cornell Hospitality Quarterly, 63(2), 115–130.
  36. Statista Report. Hotel Industry – ​Statistics & Facts. 2024. URL: https://www.statista.com/topics/1220/hotel-­industry / (Accessed on May 10, 2024).
  37. Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2021). Information Technology and Consumer Behavior in Travel and Tourism: Insights from 20 Years of Research. Journal of Retailing and Consumer Services, 58, 102264.
  38. Avanesova, G. A. (2020). Servisnaya deyatel`nost` [Service activity]: tutorial. Moscow: Aspect Press. (In Russ.).
  39. Brymer, R. A. (2019). Osnovy` upravleniya v industrii gostepriimstva. [Fundamentals of management in the hospitality industry]. Moscow: Aspect Press. (In Russ.).
  40. Vinogradov, V. V. (2021). Marketing v gostinichnoj industrii i turizme: rossijskaya praktika [Marketing in the hotel industry and tourism: Russian practice]. Moscow: Finance and Statistics. (In Russ.).
  41. GOST R 50645–2010. Uslugi turizma. Klassifikaciya gostinicz [GOST R 50645–2010. Tourism services. Classification of hotels]. (In Russ.).
  42. GOST R 56184–2014. Uslugi sredstv razmeshheniya. Obshhie trebovaniya k xostelam [GOST R 56184–2014. Services of accommodation facilities. General requirements for hostels]. (In Russ.).
  43. Gulyaev, V. G. (2020). Organizaciya turisticheskoj deyatel`nosti. [Organization of tourism activities]. Moscow: Nolidzh. (In Russ.).
  44. Durovich, A. P. (2022). Marketing v turizme [Marketing in tourism]. Moscow: Novoe znanie. (In Russ.).
  45. Efremova, M. V. (2021). Osnovy` texnologii turisticheskogo biznesa [Fundamentals of tourism business technology]. Moscow: Ossia‑89, 191. (In Russ.).
  46. Zhukova, M. A. (2020). Industriya turizma: menedzhment organizacii. [Tourism industry: organization management]. Moscow: Finance and Statistics, 197. (In Russ.).
  47. Zorin, I. V. (2019). E`nciklopediya turizma [Encyclopedia of Tourism]. Moscow: Finance and Statistics. (In Russ.).
  48. Ivanova, E. A. (2022). Cifrovaya transformaciya industrii gostepriimstva [Digital transformation of the hospitality industry]: monograph. St. Petersburg: Publishing House of St. Petersburg State University of Economics, 180. (In Russ.).
  49. Kabushkin, N. I. (2021). Menedzhment gostinicz i restoranov [Hotel and restaurant management]. Moscow: Novoe znanie. (In Russ.).
  50. Kvartalnov, V. A. (2020). Turizm [Tourism]. Moscow: Finance and Statistics. (In Russ.).
  51. Kotler, F., Bowen, J., & Makens, J. (2021). Marketing. Gostepriimstvo. Turizm [Marketing. Hospitality. Tourism]. Moscow: Unity-­Dana. (In Russ.).
  52. Leser, V. (2020). Upravlenie gostinichny`m predpriyatiem [Hotel enterprise management]. Moscow: Alpina Publisher. (In Russ.).
  53. Morozov, M. A. (2022). Marketing v turizme i service [Marketing in tourism and service]. Moscow: Akademiya. (In Russ.).
  54. Osadchaya, G. I. (2021). Marketing v turizme i gostinichnom xozyajstve [Marketing in tourism and the hotel industry]. Moscow: KNORUS. (In Russ.).
  55. Otchet Oracle Hospitality. The Future of Personalization in Travel [Oracle Hospitality Report. The Future of Personalization in Travel]. 2023. (In Russ.).
  56. Otchet kompanii STR. Global Hotel Performance Analysis [Company Report STR. Global Hotel Performance Analysis]. 2023. (In Russ.).
  57. Papiryan, G. A. (2019). Mezhdunarodny`e e`konomicheskie otnosheniya: marketing v turizme [International economic relations: marketing in tourism]. Moscow: Finance and Statistics. (In Russ.).
  58. Senin, V. S. (2020). Organizaciya mezhdunarodnogo turizma [Organization of international tourism]. Moscow: Finance and Statistics. (In Russ.).
  59. Walker, J. (2021). Vvedenie v gostepriimstvo [Introduction to Hospitality]. Moscow: Unity. (In Russ.).
  60. «O personal`ny`x danny`x» [“On Personal Data”]: Federal Law No. 152-FZ dated on July 27, 2006. (In Russ.).
  61. Fedorov, V. N. (2023). Upravlenie doxodami v gostinichnom biznese (Revenue Management) [Revenue management in the hotel business]. Moscow: Infra- M. (In Russ.).
  62. Chudnovsky, A. D. (2023). Upravlenie industriej turizma [Management of the tourism industry]. Moscow: KNORUS. (In Russ.).

Downloads

Download data is not yet available.