Adjustment of Marketing Strategies for Traditional Hotels in the Context of the Sharing Economy
Year: 2024
Type: article
Abstract: This study examines the adjustment of marketing strategies for traditional hotels in the context of the sharing economy. With the rise of shared accommodation platforms like Airbnb, traditional hotels face significant challenges. Through analyzing the impact of the sharing economy on the hotel industry, the research finds that traditional hotels need to make strategic adjustments in multiple aspects. Digital transformation has become key, with hotels needing to utilize big data analytics and artificial intelligence technologies to provide personalized services. Market share redistribution has prompted hotels to reposition themselves and adopt dynamic pricing strategies. In terms of service model innovation, hotels are moving towards the concept of a “home away from home”, integrating local culture, and providing unique experiences. The incorporation of sustainability concepts, including green hotel practices and community engagement, has become an important means of differentiation. The study also emphasizes the importance of employee welfare and development. This research provides theoretical basis and practical guidance for the hotel industry’s transformation in the sharing economy era, pointing out that only through continuous innovation and adaptation to market changes can traditional hotels maintain competitiveness and achieve sustainable development in the sharing economy environment.
Author: Xingrui Luo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405594803