More than half (57%) of five-star country hotels in Russia are outdated and fall 5-10 years behind the trends of the international tourism industry. Analysts of the Atlas consultancy firm, which researched 70 domestic and foreign hotels in the luxury category, came to this conclusion. “socialbites.ca” got acquainted with the results of the study.
Experts compared the identified global trends with how operating facilities in the Moscow, Yaroslavl, Vladimir and Tver regions position themselves.
Experts identified six basic needs of the modern tourist: technology, authentic experience associated with immersion in local colours, relaxation with spiritual practices as well as environmental friendliness, unique design and architecture, personalized service.
43% of the country hotels in the high price segment examined meet only 1-2 of the above needs. Most often it is environmental friendliness, unique design and architecture, personalized service.
“Russian hotel complexes still rely on proximity to nature and luxury service. As our compatriots develop a new need for conceptual objects that promise new experiences rather than entertainment and immersion in a special atmosphere, “Atlas consulting firm’s founder and CEO, Alexandra Sytnikova commented.
Analysts emphasized that there are no hotels outside the city today in the Russian market, whose concept is based on trends such as technological efficiency and original experience. In world practice, technology in the hotel industry includes, for example, VR tours of the hotel complex and its surroundings, or smart room management systems that allow guests to control accommodation conditions, from lighting to temperature, using a smartphone. For Russian travelers, these opportunities are not yet available.
Hotels whose concepts are associated with authentic experiences and impressions of contact with local culture are also not represented in the surveyed regions.
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