THE IMPACT OF THE ENVIRONMENTAL INSTABILITY ON ONLINE DISTRIBUTIONS IN THE HOTEL SERVICES MARKET

Abstract

Background. The problem of sales in the hotel business in recent years has become particularly relevant, including due to the active development of Internet opportunities in the formation of effective distribution channels in the hotel services market. The article presents the results of a study of the impact of macro environment instability on the online distribution of hotel companies operating in the Russian market. Materials and methods. The systematic approach became the methodological basis of the study. To collect primary data on changes in the systems of distribution channels of hotel enterprises, a survey method was used. The survey was conducted among hoteliers in March 2022, when many foreign online travel agents (OTA) suspended their activities in the Russian Federation. Methods of economic analysis were used to study the profitability of distribution channels for hotel services. Results. The results of a comparative analysis of the profitability of various distribution channels, as well as the results of a survey of representatives of the management of hotel enterprises, together with a study of the dynamics of the development of the tourism and hotel industry, allowed the authors to draw a number of conclusions about the impact of the instability of the external environment on the online distribution of hotel enterprises in the Russian Federation. Conclusions. The results of the study can be used by middle and senior managers of hotel enterprises in the reorganization of existing systems of distribution channels for hotel services.

Keywords

• domestic tourism
• tourism market
• hotel business
• distribution channels
• online sales
• online travel agencies (ота)