Problems of rebranding and renovation of hotels in the Moscow hotel services market

Today, the Russian hotel services market is gradually recovering. Even despite the unprecedented challenge of 2022, when many international hotel chains left Russia, the industry is working and continues to develop. Many hotels have reoriented themselves to the domestic market, the CIS countries, and the market of neighboring countries. The development of the Moscow hotel market, in particular, is characterized by an increase in the number of rooms: 633 rooms have been replenished. One of the events for the successful functioning of the hotel market is rebranding. Rebranding allows finding a new audience, improving internal and external communication flows, and modernizing visual identification. The article examines the main reasons for the rebranding and renovation of the Moscow hotel, using the example of «East-West» 3*. The rebranding of the hotel today is a natural necessity for the «tired» travel product, which helps the hospitality company to stay afloat and make a profit.