Marketing research of the hotel real estate market of Kerch. Prospects for the hotel services market on the Crimean peninsula

Features and classification of hotels. Standard furnishings and room amenities, types of services offered and room rates. Description of typical problems of the hotel business. Study of opinions of tourists about hotels on the Black Sea coast.

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REAL ESTATE MARKET AND RELATED SEGMENTS

Investors are constantly faced with the task of choosing a market in which to search for investment projects for a profitable investment. And quite often, their choice stops on the real estate market.

A prerequisite for the financial success of investment projects are thorough and justification of the projects.

A team of professionals from different segments of the real estate market of Vesco Consulting, has been successfully carrying out urban and suburban construction, marketing research of the commercial real estate market, the land market on the widest scale of parameters for more than a year, selects and compiles a database of objects for possible investment in real estate in any region of Russia.

The company's specialists provide marketing research in the following areas:

1. Real estate market research

A comprehensive study of the real estate market is always carried out taking into account the goals of the Customer and covers all aspects of the real estate market that are relevant for the implementation of specific investment tasks.

A proven set of specific research methods allows us to conduct real estate market research in terms of its key parameters:

Study of the capacity and volume of the target real estate market;
Study of the development trend of the real estate market (increase / decrease in consumer demand), the main directions of the development of the real estate market, forecast indicators;
Study of the volume of potential consumer demand, demand structure;
Study of the volume of supply, its structure;
Study of the real estate market share of the main players in%;
Study of the price situation in the target market, price segmentation of the real estate market;
Assortment and marketing policies of the main players;
Communication (advertising) policy of the main players;
The innovative potential of the real estate market;
Problem areas of the real estate market and promising areas, etc.

The combination of these and other indicators and their analysis allows us to prepare a comprehensive marketing research of the real estate market, including the main conclusions and recommendations regarding the feasibility of the investment project.

Real Estate Market Research Vesco Consulting, allows you to judge about:

profitability;
payback;
possible risks when implementing a project in a particular segment of the real estate market.

Company Vesco Consulting in the course of such work, she developed her own methodology and principles real estate market research, which allows you to accurately determine what needs to be analyzed and how. As a result, marketing services come down not only to researching the real estate market as a whole, for example, in Moscow or Moscow Region, but to analyzing specific administrative regions or territorial entities that make up the environment of an object and will further determine its activity.

Own development of real estate market research, a huge selection of analytical materials from reputable companies, allow you to get only reliable and high-quality results of marketing research on the real estate market.

In times of ever-changing real estate market conditions, most clients want to conduct research on their own, without resorting to the marketing services of consulting agencies.

In such situations, we are pleased to offer the collection of primary information and the formation of a start-up data pool, on the basis of which employees of the customer company can conduct an independent study of the real estate market.

We are ready to create databases:

residential / suburban / commercial real estate in Moscow and the region and regions of Russia;
developers / developers / contractors and other companies working in the real estate market or in the related field.

3. Real estate market segment review and real estate market research

The first stage of any investment project is a general study of the real estate market - all its segments, taking into account the resources available to the investor. Often, to make a decision about entering a particular market segment, a potential developer is in conditions of limited time resources.

In this case, based on an analysis of the real estate market, we are ready to draw conclusions for the Customer within 3-5 days regarding the history and dynamics of the market development, its current state, supply and demand ratio, price parameters and the investment attractiveness potential of the segment.

Conducting a survey of the real estate market, both research of the residential market and research of the commercial real estate market, depending on the needs of the Customer, identifying the main trends and prospects for the development of the market will allow the investor to get a general idea of \u200b\u200bthe market potential, as well as decide on the feasibility of entering the market.

4. Expert opinions on the real estate market segment

Often, our clients find themselves in a situation where several investors defend different positions regarding a specific project. This may concern the property at the stage of concept development, the creation of a sales department, or at the initial stage - the decision to enter the project.

The specialists of our company offer you to use the third point of view on your project, based on a thorough study of the real estate market. Often, the issues raised in the general discussion allow developers to look at the project from a new perspective.

As a result, the Customer in a short time will receive not only the objective opinion of an expert in the real estate market, but will also be able to confirm or adjust his point view.

Typical technical specifications for real estate market segments:

Business plan for the construction of a hotel in Crimea

Marketing research of hotel business in Crimea

Research and analysis of the hotel market of Crimea

1.1. Research and analysis of the external environment of the Autonomous Republic of Crimea (geography, climate, ecology - in comparison with other world resorts, economics, politics, legal aspects).

1.1.1. Geographical location, climate

1.1.2. Flora and fauna

1.1.3. Alupka

1.1.4. Administrative division

1.1.5. Economy

1.1.6. Politics

1.1.7. Legal aspects

1.2. Analysis of the prospects of the hotel construction project: strengths and weaknesses, opportunities and threats.

Portrait of consumers of services of Crimean hotels (who, how much, where, where, solvency level, what they prefer).

Competitors.

3.1. The attractiveness of the Crimea region in which the object is located.

3.2. Identification of competitors and the strength of their position in the Crimean market.

3.3. Analysis of prices for services of Crimean hotels, health resorts, boarding houses.

3.4. Research / formation of competitive advantages of the future hotel.

3.5. Calculation of the construction and payback of a mini-hotel with rooms of the Standard category.

3.6. The calculation of the construction and payback of a mini-hotel with rooms of the category "Suite" and "Apartment".

4. Preplanned marketing analysis based on a really functioning hotel in the Crimean market.

4.1. Marketing justification for the construction of a mini-hotel in the Crimea.

4.2. The financial and economic activities of a real existing mini-hotel in Crimea.

Strategic planning of the future hotel.

5.1. Hotel concept development.

The formation of the number of rooms of the object.

5.3. Price policy.

Hotel Promotion Policy

Conclusion

1.3. Assessment of current demand for services of Crimean hotels and forecasting demand (based on statistics).

According to the Ministry of Resorts and Tourism of Crimea in the period from 1998-2007. The following dynamics of the number of vacationers in the Crimea was observed.

Picture 1. The dynamics of the number of visitors to rest in the Crimea.

As seen from Fig. 1, demand for holidays in Crimea is growing steadily.

The results of the end of summer 2007 confirm that the current holiday season for Crimea was one of the most successful in recent years. According to the Crimeans themselves, at least two things contributed to this: an increase in the number of boarding houses with more comfortable conditions and the absence of political cataclysms.

In high season, the occupancy rate of hotels reaches 100%. In the off-season, the occupancy rate is growing every year for 2006-2007. amounted to an average of 50-70% in the Crimea.

The increase in demand in the offseason is due to the fact that unique entertainment programs and various leisure activities have begun to appear on the basis of hotels, which has become a good alternative to beach vacations. Conference services and business tourism are developing rapidly at the base of hotels specially equipped for this. More and more corporate clients who prefer to combine work and leisure, choose Crimea for this with its comfortable and mild climate in the cold season.

Many hotels today operate under the motto: “Crimea is a resort year-round”, taking the necessary measures to attract customers who do not like to relax in the sweltering heat in the streets, when the scorching sun makes it difficult to fully enjoy the Crimean nature.

The entertainment industry annually expands its list of offers with new and better services, which ensures the maximum influx of holidaymakers to Crimea in the summer and a significant increase recently in the winter.

An important fact: in 2007 Crimea experienced a tourist boom during the New Year holidays (based on the materials of the Ministry of Resorts and Tourism of Crimea). During the New Year's celebration, the peninsula was visited by more than seventy thousand people, which is twice as much as last year. Places in hotels and boarding houses were bought long before the holidays.

In Soviet times, about 11 million people had a rest in Crimea annually, while health resorts received vacationers year-round. As can be seen from Table 5, with today's growth rates, a similar level will be reached by 2010.

For 2006, according to the Ministry of Resorts and Tourism, the main partner of the republic in the field of foreign tourism, as before, is Russia, its share is 80.7% in 2005, 76.0% in 2006.

The ratio of the main accommodation bases in the Crimea and South Coast

Figure 2The ratio of the main accommodation bases in Crimea and South Coast

The main criteria for assessing the competitiveness of Crimean accommodation bases are: price, infrastructure, quality of service and the presence of a maximum list of additional services.

The tourism market of Crimea is mainly represented by the following accommodation bases:

Sanatorium - medical institution for treatment and rest.

Boarding house at - An enterprise with a simple standard and a limited range of services.

Hotel - Located in the city center or city limits. It offers a fairly wide range of services.

The ratio of accommodation bases by price categories in Crimea and South Coast

Figure 3 The ratio of accommodation bases by price categories in Crimea and South Coast

“Unorganized” tourists and businessmen, the number of which is increasing by 10-15% annually, prefer small hotels with a sense of comfort, home warmth, more favorable prices for accommodation and an individual approach to guests.

Formalization of the information received in the final product in the form of creating a concept for the future hotel facility is of a strategic nature for the success of the project. Therefore, already at the pre-design stage, it is necessary to work with the emotions and imagination of a particular consumer in order for the infrastructure of the object to be focused on its worldview. We need to create an infrastructure that allows us to generate cash flows year-round.

Calculation of the construction and payback of a mini-hotel

Comparative analysis of economic indicatorsthree options for organizing the work of the mini-hotel.

Economic indicators	Option 1	Option 2	Option 3
Profitability, cu
Payback, years
Profitability(profitability) capital%

Conclusion: It is possible to achieve the maximum economic effect of the hotel’s work only by selecting the optimal ratio of standard, luxury and apartment rooms, forming a list of services, creating a demanded infrastructure.All of the above is the next step in this work to develop a common concept and development strategy for the future hotel.

Conclusion

As can be seen from the study of the hotel business in the Crimea, the demand for holidays in the Crimea is growing every year. The annual increase in vacationers according to the Ministry of Resorts and Tourism of Crimea is 12-15%. The forecast for the end of 2007 is about 7.5 million people. Unfortunately, state statistics do not provide the most reliable data on this issue, because the calculations use information on the number of tickets sold for buses, rail, air transport arriving in Crimea. And this means that people who come to Crimea by personal cars, cruise ships (a large influx of foreigners), without a ticket (in a conductor’s compartment is a frequent occurrence in Ukraine) and other routes are not kept. According to unofficial data, the annual increase in vacationers in the Crimea is more than 25%.

The growing demand for accommodation services in the Crimea gives a powerful impetus to the development of the hospitality industry. This is especially true for the market segment of mini-hotels. Small private hotels provide comfortable accommodation at affordable prices and, most importantly, an individual approach and care for each client. Despite the huge number of offers of cheap housing located in apartment buildings and the private sector, more and more vacationers prefer to stay in comfortable hotels, where they can count on an integrated approach in organizing leisure and recreation for adults and children. Particular preference is always given to hotels as close to the sea as possible, with clean and comfortable beaches.

The services of the hospitality industry are aimed at satisfying the needs of clients in leisure, and this means in receiving, first of all, positive emotions and impressions, memories of which I will cheer up on workdays. Therefore, starting from the design stage of the hotel, it is important to provide all the possibilities to satisfy precisely these needs. In this regard, this study provides information on the merits of the Crimean peninsula, its natural features that allow you to create competitive tourist products. The unique concept of the hotel, competently developed and implemented, will eventually create a successful enterprise with optimally selected rooms, price, attractive infrastructure and the necessary range of services. Qualified, attentive and caring staff will help you to appreciate the quality of service and comfort, and this is a guarantee that many guests will become regular customers of the hotel.

Analysis of the hotel services market is the first thing to do when starting the formation of a business idea and planning for entry into this market. However, marketing research of the hotel services market is not a one-time procedure. It must be repeated regularly in order to track changes in the market situation, select marketing strategies, monitor competitors and maintain your business at the highest level.

Analysis tasks

The tasks of researching the hotel services market depend on the time of the study. Initial market analysis poses the following tasks for the researcher:

Assessment of the current market situation that the company wants to enter.
Studying the target audience.
Assessment of the level of competition.
Identification of market development potential.

Having defined these indicators, you will be able to understand what is currently lacking in the market, which business has the potential and can quickly pay off.

In repeated studies, the tasks depend on the objectives of the study. For example, an assessment of the feasibility of offering a new service or entering the market of a particular region. The analysis should be aimed at obtaining the most complete information about the market as a whole and the problem under study in particular.

Types and stages of research

Depending on the tasks facing the researcher, there are several types of analysis

Study of the key components of the hotel market - market participants, suppliers, customers, etc.
Analysis of the company's potential in the market and its market share.
Study of market trends.
General assessment of the economic situation.
Analysis of market saturation and assessment of the feasibility of introducing new services.
Predicting market dynamics for the short or long term.
A study of competition and the performance of competing companies.
Assessment of customer satisfaction with the services received.

For a successful study, it is necessary not only to obtain reliable and accurate information, it is also important to analyze them correctly and draw conclusions that will be useful to the company in its work.

All research of the hotel services market takes place in several stages:

Identify the problem and determine the purpose of the analysis.
Setting goals to achieve the goal.
The choice of sources and methods of obtaining information.
Collection and research of secondary information.
Primary data collection.
Processing and analysis of the information received.
Formation of conclusions and ways of their use in business activities.

The main thing is to correctly determine the purpose of the study. It depends on what the sources of information will be, in what ways it should be obtained, and what conclusions to look for in it.

Receiving the information

Having defined the purpose and objectives of the analysis, you can proceed to the second important stage - the collection of information for analysis. Information can be obtained in different ways, but all sources are divided into three main categories:

Own sources of the company.
Observations
Marketing research of the hotel services market.

The information itself, in turn, is divided into two classes: primary and secondary.

Primary information is data that is obtained specifically to solve a problem. It is collected during the course of the study. In this case, data collection is focused on solving specific research objectives. Such information, as a rule, is fairly reliable, but collecting it takes time and investment. Therefore, in some cases it is allowed to use another class of information - secondary.

Secondary information is the data that was collected for other previous studies. It has advantages in terms of receipt - you do not need to spend time receiving it, and the costs are usually much lower or completely absent. Some studies with secondary information need to be acquired, others exist in the public domain, for example, state statistics, etc.

Secondary information can be obtained from internal or external sources. Internal sources belong to the company itself, it can be:

Sales reports, financial and other reports.
Book reviews and suggestions.
Profiles of visitors to the hotel.
Contracts with partners, suppliers, customers.
Statistics on the loading of hotels, settlements with travel agencies, etc.

External sources of secondary information can be:

Publications of government agencies, tourism organizations, etc.
Yearbooks with statistics.
Commercial research.
Special studies in the hotel business.
Exhibitions, forums, etc.
Internet sites, forums, etc.

Primary Information Collection

Primary information is of greatest importance for market analysis. There are three main ways to obtain it:

Observations
Polls and interviews.
Panel studies.

Observation is the easiest method. It is a study of customer behavior in a real environment. Observation can be carried out in special conditions or by the field method. To research the hotel market, field research will be considered to be conducted directly at the hotel.

Surveys can be structured or conducted in free form. They can be conducted by telephone, mail or in person. Personal interviews can also be conducted face-to-face or in a group.

Panel marketing research is a periodic survey of a group of people in order to find out their opinions on a particular issue. When conducting such studies, it is important to formulate the questions in such a way that they arouse interest of the respondent and provoke the most truthful answers from him.

Having collected all the necessary information, we can draw conclusions about the state of the hotel market, the prospects for the market as a whole and the company in it. Accurate analysis allows you to conduct business more efficiently and achieve maximum profit growth.