The Impact of One Unique Accommodation Unit on a Hospitality Business
Safonova, Katrina (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051713049
https://urn.fi/URN:NBN:fi:amk-2024051713049
Tiivistelmä
Accommodation businesses all over the world aim to attract and retain customers, but it becomes harder and harder due to the competitive nature of the hospitality industry. The fluctuating number of tourists and higher demand are some of the problems that businesses are facing. A creative solution to gain a competitive advantage could be building a unique accommodation unit such as a room or a guest house. Thus, this thesis aims to explore “How does the presence of one unique accommodation unit affect the hospitality business’s overall performance in the industry?”.
To answer the main research question, 5 themes were chosen and explored: guest experience and feedback, brand image, marketing, demand, and servicescape. 5 accommodation businesses in Finland, Latvia, and Maldives, that have one unique accommodation unit were chosen for this research. Each unit is different from other accommodation options at the same property. The units are unique because of the design and the story behind the creation of it.
The literature search for the theoretical framework of this thesis was extensive to define concepts and discuss data collected to give justification and a foundation for this thesis. The triangulation method was applied to get a broader understanding of the subject. The content analysis conducted from February 2024 – March 2024, of guest reviews and Instagram posts and interviews with professionals employed by the researched hotels were combined to get different perspectives and an objective conclusion.
The main findings were that unique accommodation units had a positive contribution to the hospitality businesses’ overall performance in the industry. Unique accommodation units help gain brand recognition and media attention, despite in most cases not having a specific marketing strategy. Influencer marketing was found to be a successful technique to attract new guests. A rare or one-of-a-kind design is the most valued quality of each unit. Most units share traits such as price fairness for the experience provided, great view, spaciousness, and special perks, like a bathtub. Additionally, it was concluded that quality of bed/s, service, and cleanliness were important factors that could affect their stay.
Memorable experiences are what guests crave and are willing to pay for. Each business aimed to create an incredible servicescape that would be enjoyed by guests and even the mid-scale accommodation businesses can provide exclusive experiences. Additionally, it was concluded that if a luxury accommodation business has the budget to create a one-of-a-kind accommodation with a wow effect, it would bring media attention and interest potential guests in the brand as a whole.
To answer the main research question, 5 themes were chosen and explored: guest experience and feedback, brand image, marketing, demand, and servicescape. 5 accommodation businesses in Finland, Latvia, and Maldives, that have one unique accommodation unit were chosen for this research. Each unit is different from other accommodation options at the same property. The units are unique because of the design and the story behind the creation of it.
The literature search for the theoretical framework of this thesis was extensive to define concepts and discuss data collected to give justification and a foundation for this thesis. The triangulation method was applied to get a broader understanding of the subject. The content analysis conducted from February 2024 – March 2024, of guest reviews and Instagram posts and interviews with professionals employed by the researched hotels were combined to get different perspectives and an objective conclusion.
The main findings were that unique accommodation units had a positive contribution to the hospitality businesses’ overall performance in the industry. Unique accommodation units help gain brand recognition and media attention, despite in most cases not having a specific marketing strategy. Influencer marketing was found to be a successful technique to attract new guests. A rare or one-of-a-kind design is the most valued quality of each unit. Most units share traits such as price fairness for the experience provided, great view, spaciousness, and special perks, like a bathtub. Additionally, it was concluded that quality of bed/s, service, and cleanliness were important factors that could affect their stay.
Memorable experiences are what guests crave and are willing to pay for. Each business aimed to create an incredible servicescape that would be enjoyed by guests and even the mid-scale accommodation businesses can provide exclusive experiences. Additionally, it was concluded that if a luxury accommodation business has the budget to create a one-of-a-kind accommodation with a wow effect, it would bring media attention and interest potential guests in the brand as a whole.