Marketing aspects of hybrid hospitality
The modern hospitality industry is undergoing a fundamental transformation driven by both macroeconomic shifts and a deep evolution of consumer behavior patterns in the context of the emerging experience economy. Traditional formats of guest interaction based solely on the provision of accommodation services are no longer meeting the demands of the time, giving way to more complex, multifunctional concepts. In this regard, the phenomenon of hybrid hospitality, which represents the integration of various functions and formats into a single space offering opportunities for living, productive work, quality leisure, and active socialization, is becoming particularly relevant. This article presents the results of an empirical and theoretical study of the marketing aspects of hybrid hospitality as an innovative business model. Unlike existing works, the authors not only systematize theoretical approaches but also propose an original three-level model of consumer behavior («Roles – Scenarios – Values»), verified through in-depth interviews and occupancy analysis of two hybrid properties in the cities of Orenburg and St. Petersburg. For the first time, the contribution of coworking areas to hotel profitability (up to +22% in the off-season) is quantitatively substantiated, and three guest profiles are identified (professionally oriented guest, balance-oriented guest, socially oriented guest). A matrix for selecting a marketing strategy depending on the type of location and the share of external users has been developed and tested. The practical significance of the obtained results is confirmed by specific key performance indicators and an implementation algorithm for hoteliers and is also determined by the possibility of their use by developers and marketers in developing concepts for new properties, as well as in the process of forming effective strategies for promoting hybrid hospitality properties on the market.
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