Экономические науки/ 6. Маркетинг и менеджмент
Ассистент Степанов
Илья Владимирович
Ассистент
кафедры «Туризм», Институт Туризма и Гостеприимства, филиал Российского
Государственного Университета Туризма и Сервиса
Concept-hotels, new view on the
hospitality
Hotel sector of real estate is one of the most
developing segments of real estate market of any country of the world, and
hotel business is one of the most prospect branches of business activity which exists
today.
Each person is a consumer buying definite set of
products and services every day. At the same time he chooses things necessary
to him followed by those reasons known to him alone and he buys spontaneously
and rashly only 10% of his purchases. Choosing product (service) the consumer
gives his preference to those which meet his requirements. Such consumer has
his definite view of producer and its proposals; he has his own opinion about
its superiority in front of other similar products (services). Such consumer’s
view can be formed spontaneously then it is obviously not favorable for the
company. It is better for the company to think about its image beforehand and
to create general belief about prestige of its products (services). It is
achieved by way of development and correct realization of promotion policy for the
products (services) and communicational policy of the company.
Today in Moscow it is observed a positive dynamics of
foreign tourists flow. As a result hotel market is one of the most developing
and at the same time it is not enough studied.
Today on the hotel market of Moscow the demand is
outgrowing supply, buyers over. It is not only as the result of growing demands
in hotel service but also due to decrease of hotel room capacity.
Quantity of rooms in metropolitan hotels has been reducing
first of all due to replanning and reprofiling of acting hotel enterprises and
on the second place due to their closing.
It is very important to note that concept hotels
become popular all over the world. In Moscow rich in cultural and historical
sights we have all conditions to open concept hotels, but this place is not
enough studied by Russian consumers because hotel services consumer is not
well-informed about concept-hotels. Consumer doesn’t know special features and
peculiarities of concept hotels and their range.
New view on the development of hotel business.
Onrush of hotel and restaurant business in connection
with “museum boom” and thirst for new non-standard decisions give work to many
famous western architects. Especially we may observe this thirst from
designers’ creative work naturally included in cultural and artistic context of
the present, even on the level of private ideas and business, which is more
typically expressed in the creation of boutiques, hotels and restaurants.
Owners of “concept” hotel net, victualler, fashion
businessmen, famous modelers and artists together with well-bred and young
designers and architects create unique interior objects.
The main thing is a correct concept with unique and
bright image which becomes a symbol and guarantees recognition of the brand and
guarantee of definite level of prestige.
Concept hotels are the one which attract famous
designers for their creation and the design of each room is unique at that the
design is made by the same person who made interior façade. A popular
design-hotel Delano in Miami, for instance, was projected by Philip Stark. The
place of concept-hotel in Russia is absolutely free; however building of such
hotel is a very courageous project because there are a lot of rich hotels in
Moscow.
Boutique-hotel is a historic building in historic
center of the city, not far from cultural and historic and business sights of
the city; it is inner design in fashion, fusion or hi-tech design.
The aim of creation of boutique-hotels is to let the
guests feel comfortable themselves as they are at home on the one hand but at
that time let them feel that nothing reminds them about home because hotel
should arouse another impression and feelings through the atmosphere, service,
design and something else intangible and unpredictable things specially created
for the guest.
Art-hotels are like theatres or museums. It is
historical or newly-built building in modern style with obligatory styling to
medieval castle or Opera of those past times. Such hotel creates an atmosphere
of tour into the past without losing connection to the present.
Concept art’otel belongs to Dirk Gadeke, a patron and
collector.
Design-hotels are a fantasy of designers. They are
made in modern or hi-tech style; they are built and decorated by one designer
in one style and tendency. They represent an atmosphere of extravagance,
novelty to the guest showing the beauty of designer’s thoughts. The main idea
of design hotels is a masterpiece which is created to be amused and captured by
visitors.
It is not possible to forget such hotels, they are
remembered forever and people return in them several times.
There are not any featureless hotels among them and
they are not the same. Everyone who wants to spend unforgettable weekend in the
place of his dreams, to make a business trip or to go shopping and everyone who
wants something unusual and special can find his design-hotel.
Concept-hotels are not a mere sale of a room, high
quality service and additional services but first of all this is a sale of
definite atmosphere and good spirit. This is a main aim which is in front of
concept-hotels. Concept-hotels create image, corporate culture and they do
their best to be recognizable and simple the same time special and
extraordinary.
Methods of promotion of concept-hotel:
Step 1. Who we are?
Positioning by the main categories: product, optional
services, personnel, image
USP (unique sale proposal) technique
Step 2. Who our potential customers are?
For those, who can estimate original design,
innovative technologies and creativity. The aim of hotel creation plays very
important role. The aim of creation of concept-hotels is to let the guests feel
comfortable themselves as they are at home on the one hand but at that time let
them feel that nothing reminds them about home because hotel should arouse
another impression and feelings through the atmosphere, service, design and
something else intangible and unpredictable things specially created for the
guest. Potential clients of concept-hotels are guests who seek for novelty and
individuality of the hotel, its creativity, peculiarities. These are guests
tired of monotony and uniformity of net hotels; these are guests who like to
live some days in so-called “theatre”. Potential client are creative persons,
designers, photographers, modelers etc.
Step 3. Who our competitors are?
Part of the market, what they propose, how they
positioning themselves. Matrix of weak and strong points in comparison with
competitors.
Competitors of concept-hotels in Russian market of
hotel service for the present time are five stars and deluxe hotels.
Concept-hotels don’t compete between themselves because they have just started
to enter Russian market. There are only two boutique-hotels in Moscow.
Nowadays label “boutique” is often used as a marketing
tick. Such companies as Hotels and Starwood holidays and Canadian group Germen
are directed to the broad
Segment of De luxe Hotels combines the top of hotel
hierarchy amounting to not more then 200 hotels all over the world. Such hotels
are situated in the very center of the biggest capitals due to their
advantages. The level of service and prices in such hotels are the highest.
Boutique-hotels are actually the same class with De
luxe hotels but they are oriented on special type of accommodation and service.
Boutique-hotels are situated in historical buildings and they have short
quantity of rooms. The main clients of such hotels are wealthy people who like
intimate atmosphere. The main differences of boutique-hotels are a minimum of
public zones, high quality rooms, exclusive interiors, small elite restaurants
and individual service.
Art-hotels offer the same set of services of the same
quality as De luxe hotels but they are oriented to narrow segment of market.
Design-hotels differ from the other hotels by their
extravagancy and novelty. They propose the same set of services that De luxe
hotels. Prices and level of service are elite.
Full service five stars hotels (Luxure Hotels) are the
one with vividly expressed commercial style of business. They are oriented
basically on the individual business tourists. They are situated in the center
of the big cities close to business centers.
Full service four stars hotels (Upscale Hotels). This
category is characterized by reduced set of service in comparison with five
stars hotels. Hotels of this segment are demanded by business tourists who
don’t need the whole set of service rendered by luxe class.
Hotels of reduced types or four stars hotels with
catering (Midscale Hotel with F&B) are the most widespread type of hotels
in the world. They propose reduced restaurant possibilities. Business service
namely fax and Xerox are available only in reception and accommodation service
department. Administration can reduce room prices due to this economy on hotel
infrastructure.
Limited Service Hotels (Bed and Breakfast Inns, Garny
hotel) are four stars hotels with limited service propose spacious rooms with
sufficient furniture but without gluts of full service hotels.
Economic three stars hotels are similar to the
previous category. There are no restaurants in such hotels and the only food to
be proposed to the guests is continental breakfast in the hall.
Budget hotels differ from economic three stars hotels
by room dimensions. They are smaller. Besides they have a reduced set of
outfit. Owners of such hotels are concentrated on overnight stay of their
tourists but not on their food. It helps to reduce room price to 30% in
comparison with full service hotels. These hotels are chosen by business tourists
with limited budget and young travelers.
Apart-hotels of long-term stay (Extended-Stay Hotels).
This segment is actively develops in Europe although apart-hotels are typically
“American product”. These are rooms of apartment type. They have separated
bedroom and living-room and kitchen. Administrative part and service rooms with
reception desk and dining-hall are traditionally situated in the other
building. Hotels of this category are destined for tourists living more then
ten days in them.
Motels on highway are simple module one or two- floor
buildings situated in the outskirts of city. They usually have up to 400
places. They have TV-sets and choppers with fresh drinks.
Hostels are cheap hotels which offer beds in
comfortable and spacious rooms. They are destined mainly for low-budget
tourists main parts of which are young people.
Image and philosophy of the hotel is composed of
furniture, accessories then this image is visualized and specified.
This is the most low-budget and simple methods because
it is easier to find historical building with definite mythology and restore it
then to build a new one. Building in the center of Moscow is forbidden then
this variant is the most appropriate in this case.
It is easy to find a historical building in Moscow;
there are a lot of them in any cultural and historical centers of any country.
Undue care of them leads to their fall into decay and they crumble with age.
Opening of a boutique-hotel in one of such buildings
can help keep its form without any changes in city panorama. This way was
chosen when they opened the first boutique-hotel in Russia “Golden Apple”;
former house of Chekhov situated on Malaya Dmitrovka Street close to Lenkom
theatre, Pushkinskiy cinema, Historical museum was reconstructed for the hotel.
There are a lot of manorial estates in Moscow; they
survived in the fire of 1812, in Revolution 1917 and finally in World War II;
they started to destroy in course of time.
This category of memorials need to be reconstructed
most of all that’s why it is necessary to study the idea of restoring “Manorial
nests of Moscow”. Manorial estates of XVII-XVIII were built in one of two
styles Empire or wooden Empire. One of the most vivid samples of this kind is
house of Rasumovskies (addres: Kazakova street, house 18-20). This house is to
be reconstructed because it is the best one to open a concept-hotel in it.
Литература:
1.
Джанджугазова Е.А.
Философия отелей, или новые концептуальные решения в гостиничном бизнесе.
Сборник материалов международной научно-практической конференции. Туризм:
подготовка кадров, проблемы и перспективы развития. Издательство «Прометей» 2006г.
2.
Степанов И.В. «Музейный
бум, или мода на бутик-отели» сборник материалов «Проблемы развития внутреннего
туризма в центральной России: образование, менеджмент, планирование» 3-ей
региональной научно-практической конференции, ЯГПУ им. Ушинского, Ярославль
2008.
3.
Рольф Йенсен «Общество
мечты», СПб, 2004
4.
Т. Веблен «Теория
праздного класса»
5.
Материалы сайта www.gaomockwa.ru
6.
Материалы сайта www.RBK.ru