Keywords
corporate segment
B2B marketing
customer acquisition
business tourism
hospitality industry
loyalty programs
hotel management
sales management
hotel competitiveness
How to Cite
Abstract
The article is devoted to the analysis of the mechanisms of forming a steady of corporate client flow in the hospitality industry. In conditions of high competition and transformation of the business tourism structure, traditional approaches to attracting the B2B segment are losing their former effectiveness. The article examines modern marketing and management strategies used by domestic and foreign hotels to work with the corporate sector. As part of the work, the systematization of the key factors of choosing accommodation facilities by corporate customers was carried out, as well as the potential for implementing digital tools and loyalty programs was assessed. Basing on the collected data, the author formulates the practical recommendations for optimizing the hotel commercial activities aimed at maximizing occupancy and increasing profitability during the low season. The research subject is strategic approaches and tools for attracting corporate clients (B2B segment) into the practice of the hotel industry enterprises. The aim is to identify effective management and marketing strategies for interacting with corporate customers and develop a set of measures to integrate them into the hotel operations. The research is based on methods of systematic, comparative and statistical analysis, as well as expert surveys of heads of sales departments in the leading hotel chains. The result of the study is to determine the priority criteria for choosing accommodation facilities by corporate counterparties. Such criteria as tariff policy flexibility, the technology-enabled booking processes and the level of service play a key role. It has been proven that the diversification of attraction channels and the personalization of B2B offers directly affect the long-term stability of the hotel financial performance. The conclusions formulated in the article and the proposed algorithm for optimizing interaction with business flows can be used by hotel management to increase the competitiveness of the enterprise and build sustainable partnerships with the corporate sector.
References
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