engleski

International hotels chains and the importance of adaptation to the local area

The global hotel industry is characterized by major international hotel chains whose key feature is constant expansion into new markets. One of the key factors in positioning hotels is architecture and design. While local independent hotels are mostly adapted to the area they operate in, majority of internationals hotels provide the same aesthetic, whatever the location. When expanding business on a global level, focus on recognising local features and authenticity became very important in the last years. As the hotel is the first place tourists come when traveling to a new destination, it becomes increasingly important that it reflects local culture as well. The paper uses desk research to explore the importance of adaptation of international hotel chains to the local area and provide examples of such hotels. Although international hotels rarely fully adapt to the local area, examples in this paper show hotels that successfully customized some elements of their brand, according to the market and demand, but also to the destination they operate in.

international hotel chains ; branded hotels ; local adaptation ; localization ; customization ; sustainable development

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