Keywords
hospitality
hotel chain
hotel brand
brand positioning
rating
Ukraine
How to Cite
Abstract
The purpose of the article is to analyze the peculiarities of the functioning of global hotel chains and the positioning of international hotel brands on the Ukraine’s hospitality market. Such basic concepts as “hotel chain” and “hotel brand” are clarified. The top10 most valuable hotel brands in 2022 are presented, the rating of which was led by Hilton with a brand value of more than 12 billion dollars. In addition, in the top 10 Strongest Hotel Brand of 2022, Hilton became the third strongest brand in the world. And the India brand Taj Hotels is recognized as the strongest – with Brand Strength Index (BSI) of 88.9 out of 100, with AAA ratings for customer familiarity, employee satisfaction, corporate reputation, and world-class customer service. It has been investigated that branded accommodation facilities of eight international hotel chains operate in Ukraine. Thus, based on the results of the data analysis of the websites of Radisson Hotel Group, Hyatt Hotels Corporation, InterContinental Hotels Group, Accor Group, Hilton Worldwide, Wyndham Hotels & Resorts, BWH Hotel Group, Marriott International, the peculiarities of the positioning of hotel brands in the market of Ukraine have been highlighted. The information is grouped according to the main criteria: hotel chain, brand, name, location and category of the hotel, number of rooms, ratings on Booking and TripAdvisor. Radisson Hotel Group and Accor Group are the most represented international hotel chains in Ukraine. Based on the study of the geography of the spread of international hotel chains in Ukraine, the unevenness of the spatial placement of chain hotels has been established. The largest number of hotels belonging to global hotel chains is represented in Kyiv (14 hotels), Lviv (4 hotels), Odesa (2 hotels), as well as one hotel in the Bukovel ski resort. It has been investigated that 16 hotel brands are successfully positioned on the Ukrainian market: Park Inn by Radisson, Radisson Blu, Radisson, Hyatt Regency, IHG Hotels & Resorts, Holiday Inn, Ibis, Ibis Styles, Fairmont, Mercure, MGallery, Adagio, Hilton Hotels & Resorts, Ramadа by Wyndham, Best Western Plus, Design Hotels.
References
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The annual report on the most valuable and strongest hotel brands. Available at: https://brandirectory.com/download-report/brand-finance-hotels-50-2022-preview.pdf
Wyndham Hotels & Resorts. Available at: https://www.wyndhamhotels.com/en