EXPERIENCE OF CREATING STRATEGIC ALLIANCES IN THE HOTEL BUSINESS

Abstract

The article is devoted to the creation of strategic alliances in the hotel business, identifying criteria for classification in the category of "strategic alliance", identifying the advantages and disadvantages of such associations and research of the largest strategic alliances in the hotel business. An analysis of the available sources on the definition of "strategic alliance" has shown that there is no single correct interpretation, but the most common approach is to treat the strategic alliance as a form of cooperation between economic entities. In this case, the main features of the strategic alliance include the existence of a long-term agreement between the parties (formal, with or without the formation of a legal entity, or informal); the number of participants can be two or more; attraction of any types of property; participants can be both partners and competitors (both potential and actual); participants may be representatives from one or more countries; preservation of legal independence and economic independence; focus on the implementation of certain common strategic goals related to the mission of each of the participants, strengthening competitive advantages, increasing market activity, commercialization of results; based on a partial combination of efforts and resources, the right of control in the part provided for in the agreement, the division of benefits derived from the interaction; more effective sharing of specific and / or scarce assets; separation of all types of risks, including strategic, coordination of strategic management and planning with the possibility of changing the initial conditions. The analysis identified four main types of alliances in the hotel business. Examples of strategic alliances are given: "The Leading Hotels of the World", "Historic Hotels of America", "Small Luxury Hotels of the World", "Historic Hotels of Europe", "Best Eastern Hotels", "The Small Leading Hotels of the World", "Luxury Alliance", "The Leading SPAs of the World", "Global Hotel Alliance", "Alliance City" and "Alliance Resorts" from Reikartz Hotel Group and others. The top 10 strategic alliances of the hotel business include associations from the United States, France, Britain, Spain and the UAE.