COVID-19 and its impact on the hotel business

Аннотация

The global pandemic and its consequences have not only stopped the development of the tourism industry, but also delayed the trend and expansion of hotels in Georgia for a long time. The new reality and uncertainty has negatively affected investments in the hotel industry. However, Georgia has the potential to become competitive in the global tourism market. Even in the absence of mass gatherings and tourist flows, the country maintains its attractiveness.

 The study presented below help develop recommendations for the hotels: rethink marketing approaches without reducing hotels’ marketing budget; Against the background of large-scale propaganda in the country, active PR measures should be taken in respect of brand positioning; it is necessary to improve the proposed services and to consider the new regulations and standards of hotel operation; competitive pricing policy should be pursued against the background of increased operating costs; it is necessary to maintain high-quality service and ensure the training of the hotel personnel.