Interaction of hotels with short-term rental platforms and the impact on pricing and positioning strategies

Abstract

The digital transformation of the tourism services market has led to the rapid spread of online intermediaries in the accommodation sector, significantly affecting the competitive environment of the hospitality industry. Traditional accommodation establishments currently operate in conditions of increased intersegment competition, greater requirements for price transparency, and heightened consumer sensitivity to the cost-to-consumer-value ratio of services, underscoring the need for scientific understanding of transformation processes that affect the formation of tariff policy and market identification by enterprises.

The purpose of the study is to determine the features of the mutual influence of traditional accommodation establishments and digital rental services on the parameters of competitive behavior, and to substantiate the transformation of approaches to the formation of tariff policy and market identification in conditions of market hybridization. The study uses comparative analysis, generalization of scientific approaches, structural and logical analysis, and elements of institutional and competitive analysis to identify patterns of interaction among different accommodation formats in the digital environment.

It is established that the spread of short-term rental platforms intensifies price competition and establishes new guidelines for tariff flexibility for traditional accommodation establishments, stimulating the introduction of dynamic pricing and situational tariff adjustments based on demand. It is substantiated that, in conditions of increased price transparency, hotels adapt competitively not only through changes in price parameters but also by strengthening non-price components of consumer value, such as service differentiation, branding, the creation of a unique customer experience, and more precise segmentation of demand. It is proven that the combination of price and non-price instruments becomes a key factor in maintaining competitive positions in a hybrid accommodation environment.

It is substantiated that the effectiveness of competitive strategies of traditional accommodation establishments in conditions of the active development of short-term rental platforms is determined by their ability to integrate digital channels of interaction with consumers and to coordinate tariff solutions with the chosen market positioning model. The results obtained can be used to improve strategic and marketing decisions of hospitality industry enterprises in the face of growing digital competition.