TERRITORIAL ORGANIZATION OF INTERNATIONAL HOTEL CHAINS IN UKRAINE AND THE STRATEGY OF THEIRS DEVELOPMENT ON THE EXAMPLE OF HILTON WORLDWIDE

Abstract

The article considered the constructive and geographical aspects of the development of international hotel chains in Ukraine with an emphasis on the strategic prospects of strengthening the presence of Hilton Worldwide in the hospitality industry of Ukraine. The hotel chain is a form of association of hotel companies to ensure economic efficiency and competitiveness in the market through quality services. A brief digression into the company’s history was made. The principles and fundamental standards of Hilton Worldwide were outlined. The geography of Hilton’s establishments at the beginning of 2019 numbered 6,100 hotels and was represented in 114 countries. The Hilton hotel chain ranks fourth in the world among international hotel chains in terms of number of rooms and fifth in number of hotels. Hilton Worldwide Holdings Inc. operates as a holding company and provides services through subsidiaries. The article describes the 17 well-known Hilton brands. This company entered the national market of Ukraine with the appearance of the Hilton Kyiv hotel in the capital. Today Hilton Kyiv is one of the leaders in the hotel market of Kyiv and Ukraine as a whole. Hilton Kyiv provides guests with the necessary conditions for business trips and comfortable rest, providing quality service. Based on the SWOT analysis, the most appropriate type of Hilton Worldwide strategy in the current competitive environment of Ukraine has been identified. However, competition takes place not only at the level of individual hotels, but also at the level of international hotel chains. Some of them have ambitious plans to expand their presence in the Ukrainian market. This fact has complicated the competitive environment. And this factor should be taken into account when developing a strategy for the development of the Hilton chain in Ukraine. We offer a strategy to expand the Hilton chain in Ukraine by effusion as a result of bringing such brands to the hotel business market: Canopy by Hilton, Signia by Hilton, Hilton Garden Inn, Home2 Suites By Hilton, Motto by Hilton. Proposals were also made for a set of strategies to ensure the competitiveness and sustainability of Hilton Kyiv.