Студентка Войтович С.К.
Тернопільський національний економічний університет, Україна
Hotel services demand smoothing in the aspect of
seasonality
One of
the important and dynamic industries
of world economy today is
hospitality industry. This sphere includes hotels, catering
and other establishments that provide tourism services. Many countries pay
significant attention to hotel business as the main component of hospitality industry.
None of the civilized countries can normally function without the proper level of hotel business
development. Existence
of comfortable hotels is not just a consequence of demand development, but also
a growth into the important stimulus
for international relations intensification and Ukrainian integration into a
world community.
The
modern state of national
hotel companies is characterized as
unstable progress
which is stipulated by
the seasonal fluctuations of demand and inability to create supply of a specific product
- hotel service, by a price increase on services and insufficient level of service quality at the low elasticity of demand by price and organizational
conservatism of management process.
Determination of demand seasonality on hotel
services and factors which influence it
allows to estimate correctly
the existing condition of service providing in the separate enterprises of
hotel industry, and also to offer measures on the increase
of hotel rooms’ workload. Because of impossibility to move hotel services supply operatively from one city to another, the different market conjuncture of hotel
services is formed in
different cities and regions. That is why determination of demand seasonality of hotel
sphere in cities and
regions of Ukraine and argumentation of separate hospitality services development
are actual.
Problem
of additional services development, as a factor of increase of demand seasonality on the hospitality
sphere, arises at the current stage of hotel business development in Ukraine. This
process includes formation of assortment policy
of hospitality services, depending on the type of a hotel, appropriate analysis
of these additional services, effective management and providing high-quality
services constantly.
On the
basis of the long-term
investments attracting program and efforts directed on the increase of hotel services demand and obtaining a
possibility to
function during all the year round, the flow of tourists is increased in
different periods of
time that stimulates smoothing of demand on hospitality services in the aspect
of seasonality.
Dislocation of modern hotels doesn’t play a key role, as
they often become a component
of multifunctional complexes, where clients can find everything they need, including
entertainments, not exceeding the bounds of the complex [1:333]. In spite of huge
amount of investments needed for such multifunctional complex realization,
developers believe that they worth it due to synergy effect and income
diversification possibility. For example, a complex with four components can be
observed. During the first 2-3 years of construction developer receives
investment returns from residential real estate. Income from commercial
component is received closer to the construction accomplishment: investments in
trading and office estate property returns within 4-6 years. Because of a
comprehensive interior arrangements necessity, hotel component has the
long-term payback period, approximately 5-7 years [2:6].
The projects of multifunctional complexes have extremely high chances
on success and can take the notable place at the Ukrainian real estate market. As several market elements drive hotel demand, including commercial
individual travelers, corporate groups and tourism, I offer the following
directions how to increase room amount workload, due to forming of such
additional services of hotel:
· Organization of
conferences and providing them on a regional level with all necessary equipment
and space for different amount of participants. This will provide
a workload of the hotel
rooms in working days of a week during months with high business activity;
· Mixed-use hall providing organization of weddings,
banquets, congresses, concerts and other mass events. For example, a summit is held in the first half of a day, and in the evening it is transformed
into banquet hall for the participants of this seminar|workshop|;
· Tourist firm
(operator) that provides weekend tours for one or two days around the region
with placement of tourists in the hotel;
· Sport and health-improving
center with a set of exclusive services that are given for regular visitors with
a discount. Also permanent
clients receive certain services free of charge from time to time;
· Shopping - entertaining
center as a basic element of multifunction complex
which gives additional
entertaining services for the clients
of hotel and shopping opportunity
for any taste.
Hotel
as a component of a multifunctional complex, providing above-mentioned services,
will be able to function successfully throughout the year. Hotels, located in the center of city, are not able to provide such
service-mix. They are usually situated near architectural sights and there is no place for building of a multifunction complex with an adequate parking that occupies up to 10 hectare. Correct
combination of
additional services of hospitality and balanced assortment policy
of the hotel will smooth the demand on hotel services, taking
into consideration seasonal fluctuations. It will especially influence on tourist
infrastructure development of regional centers which
are not tourist or
business destinations.
Література:
1. Холловей Д.К. , Тейлор
Н., Туристический бізнес // К: Знання - 2007, 798 с.
2. Jones Lang Lasalle Inc., Перспективы девелопмента многофункциональных
комплексов в Украине // Исследование рынка недвижимости – 2008, 8 с.