MARKETING INNOVATIONS IN THE HOTEL BUSINESS

Abstract

Innovation in modern conditions is widely seen as a profitable use of inventions in the form of ideas, new products, services, production, finance, organizational, technological and socio-economic solutions of a commercial nature. That is, this category is inherent in human intelligence and industrial practice, and is an activity in which: phenomena are formed and new products and services are formed, which are commercialized into economic activity; objects of the material sphere, created by man, are improved; methods, means, forms of organizational, economic, social and legal character are developed. Among the existing innovations an important place is occupied by marketing innovations. Competition and many other market demands have stimulated the hotel business's need to implement marketing innovations. The importance of their use is also due to changing needs and requirements of consumers. Modern hotel management should focus on continuous improvement of services, marketing forms and methods. As part of the improvement of the marketing policy of the hotel business, innovative methods should be developed to eliminate its shortcomings and help increase its competitiveness. The competition in the market of hotel services is growing every year, so it is not enough to provide guests with a comfortable and well-equipped room. You need to surprise, persuade and even win. All this means the use of non-standard approaches and methods and hospitality - a new look at the marketing mix. It is important and necessary to critically rethink the importance of some elements of the hospitality marketing complex, such as: product, price, sales channels, promotion, staff, physical proof of service, processes, planning and positioning. The aim of the study is to introduce marketing innovations in the hotel business aimed at meeting the needs of society. To properly and effectively build a hotel business, you need to know how to use marketing tools for your business. The methods of theoretical and empirical research were used in writing the article. The result is the introduction of marketing innovations that help create a brand that develops the hotel business and brings significant profits. The practical significance of the research results is the introduction of the concept of innovative marketing in the hotel business.