Publicação
The new landscape: Exploring the impact of major hotel chains' investment in private properties on the decision-making process
| Resumo: | This study explores the impact of major hotel chains' investments in private properties, particularly those resembling Airbnb-style accommodations, on consumer decisionmaking processes, brand loyalty, and financial performance. Following the disruption of traditional hospitality models by sharing economy platforms such as Airbnb, hotel chains have begun acquiring and managing properties that provide individualized, localized experiences. Through a mixed-methods approach combining qualitative data from interviews and quantitative surveys, the study reveals that consumers prefer these hotelowned Airbnb-style accommodations due to the confidence, security, and brand reputation associated with established hotel chains. However, the allure of unique experiences and the influence of online reviews are also pivotal in consumer choices. The findings suggest that by appealing to a variety of consumer interests and taking market share away from independent Airbnb hosts, these such strategic investments can enhance hotel chains' financial performance. However, there are difficulties in incorporating these properties into traditional hotel portfolios, particularly in balancing personalized offerings with consistent quality standards. This study contributes to our knowledge of how hotel chains can innovate in a competitive, evolving industry, by providing insights for shaping investment strategies, customer engagement, and long-term growth. |
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| Autores principais: | Rodrigues, Constança Miguel Dinis |
| Assunto: | Hotel chains Airbnb-style accommodations Economia partilhada - Sharing economy Consumer decision making Fidelidade à marca -- Brand loyalty Financial performance Online reviews Cadeias hoteleiras Acomodações Airbnb Tomada de decisão do consumidor Desempenho financeiro Indústria hoteleira -- hotel industry Avaliações online |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This study explores the impact of major hotel chains' investments in private properties, particularly those resembling Airbnb-style accommodations, on consumer decisionmaking processes, brand loyalty, and financial performance. Following the disruption of traditional hospitality models by sharing economy platforms such as Airbnb, hotel chains have begun acquiring and managing properties that provide individualized, localized experiences. Through a mixed-methods approach combining qualitative data from interviews and quantitative surveys, the study reveals that consumers prefer these hotelowned Airbnb-style accommodations due to the confidence, security, and brand reputation associated with established hotel chains. However, the allure of unique experiences and the influence of online reviews are also pivotal in consumer choices. The findings suggest that by appealing to a variety of consumer interests and taking market share away from independent Airbnb hosts, these such strategic investments can enhance hotel chains' financial performance. However, there are difficulties in incorporating these properties into traditional hotel portfolios, particularly in balancing personalized offerings with consistent quality standards. This study contributes to our knowledge of how hotel chains can innovate in a competitive, evolving industry, by providing insights for shaping investment strategies, customer engagement, and long-term growth. |
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