Prospects for the development of the hotel industry in the Russian Federation and features of the formation of competitive advantages in this sector

The traditional classification of competitive advantages according to the criterion of belonging to a certain competitive strategy of M. Porter has not only advantages, but also disadvantages. It does not explain the sources of competitive advantage. An alternative classification proposed by the author explores both the sources and methods of forming these advantages. It is based on the components of the marketing complex. Analysis of the role of the hotel industry in the modern market of the Russian Federation revealed the prospects of development. Despite the fact that the dynamics of investments in this sphere has both positive and negative leaps, the general trend is positive, and the industry as a whole is interesting to study. The author analyzed the specifics of the formation of competitive sources in the hotel industry as in the service sector. The most promising and effective source of competitive advantage was identified - personification. The company Marriott International, investigated by the author, is a leading player in the market, however, there is a need for continuous improvement to maintain existing positions. The author presented a strategy of personification and diversification in accordance with the wishes of the consumer. After the calculations, it was revealed that all three proposed alternatives are profitable, which is why the introduction of such a system will not only not cause losses, but also bring profit.