RESEARCH OF THE PROCESS OF DEVELOPING A COMPLEX OF MARKETING COMMUNICATIONS OF THE HOTEL

Abstract

The increasing competition in the hotel services market and the development of communication channels for interaction with target audiences determine the relevance of maintaining relations between the hotel and consumers of services. The need to allocate competitive advantages for the formation and establishment of these relations creates the problem of effective formation of a complex of marketing communications. The hotel, which competently combines the elements of a complex of marketing communications, uses the synergetic effect of their application. This contributes to the solution of the strategic goals and objectives of the enterprise, strengthens its image in the hotel services market, forms a loyal base of consumers, increases brand awareness, which, ultimately, has a positive impact on the profitability of the business. The article analyzes the complex of marketing communications of the Mercure Saransk Center hotel. The process of developing a complex of marketing communications in the hotel is considered on the example of a marketing communication campaign on the eve of Valentine's Day in 2021, which allowed us to conclude that specialists have an integrated approach to planning, implementing and analyzing the programs carried out.