Keywords
franchising
integration
development strategy
international tourism
How to Cite
Abstract
The article examines key strategies for expanding the hotel business, including franchising, horizontal and vertical integration. The relevance of the research topic is due to dynamic changes in the hospitality industry, growing competition, and the need to adapt the hotel business to the conditions of globalization, digitalization, and post-pandemic recovery. In the context of transformations in the global tourism market, the issue of choosing an effective strategy for expanding the hotel business is of particular importance for ensuring sustainable growth, increasing competitiveness, and investment attractiveness of hotel enterprises. The problem is posed by an insufficiently complete understanding of the advantages, limitations, and practical consequences of applying various expansion strategies – franchising, horizontal, and vertical integration – in the conditions of the modern hotel market, in particular in countries with unstable economies, such as Ukraine. The purpose of the study is to substantiate the feasibility of using certain models of expanding the hotel business depending on the internal resources of the enterprise, market conditions, and strategic goals. Theoretical approaches to understanding franchising and integration strategies have been systematized. An inter-industry comparative analysis of the effectiveness of the application of these strategies in the hotel business has been conducted. Recommendations have been formulated for national hoteliers on choosing the optimal expansion model, taking into account the economic and institutional conditions in Ukraine. Franchising is the most flexible and least capital-intensive expansion tool, especially relevant for small and medium-sized enterprises. Horizontal integration allows you to strengthen market positions, while vertical integration provides full control over the value chain, but requires significant investments and organizational maturity. The results of the study can be used in the development of strategic plans for the development of hotel companies, as well as in the formation of state policy to support the tourism industry.
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