MODERN DEVELOPMENT AND MANAGEMENT SYSTEM IN NATIONAL HOTEL CHAINS

Abstract

The article examines the key aspects of the functioning and development of national hotel chains under conditions of market volatility, increasing competition, and transformation of consumer behavior. Particular attention is paid to the factors that shape the value of hotel services, which is formed both from the perspective of guests and within the internal environment of hotel enterprises. The study substantiates the role of standardization and unification of service quality as a fundamental basis for ensuring service stability, strengthening brand identity, and increasing customer trust in national hotel chains. Special emphasis is placed on the concept of value creation in hotel services, which is interpreted as a комплекс phenomenon encompassing safety, customer orientation, service stability, brand recognition, scalability through centralized management, local adaptation to regional market specifics, as well as social and environmental responsibility. These components are considered as interrelated elements that collectively determine the competitiveness and sustainability of national hotel chains. The article provides a characterization of national hotel chains operating in the domestic market, highlighting their scale, room capacity, and strategic orientation. It is argued that the development of such chains contributes to the formation of a unified management ecosystem, enabling hotels to benefit from shared standards, centralized marketing, unified booking systems, and operational synergies. In addition, the paper substantiates the feasibility of implementing an outsourcing management policy by national hotel chains. Management outsourcing is viewed as an effective tool for increasing the operational efficiency and investment attractiveness of individual hotels through their integration into the network’s ecosystem, including access to brand identity, quality standards, revenue management systems, and centralized procurement and logistics. The article also analyzes current HR management trends in the hotel industry, focusing on emotional engagement of personnel, motivation through gamification, the use of microlearning and digital learning platforms, and the role of hotel chains as “personnel incubators” that facilitate professional development, reduce staff turnover, and strengthen employer branding. It is concluded that the comprehensive implementation of modern management approaches enhances the adaptability, resilience, and long-term competitiveness of national hotel chains in a turbulent business environment.