Research on the possibility of improving energy efficiency in the hospitality industry

05023


Introduction
The hotel business is an industry that is closely related to the professional provision of services for the location and service of guests in hotels.The objects of the hotel business are accommodation facilities that provide customers with occasional or permanent services for accommodation and temporary accommodation on a paid basis.
The exit of foreign brands, combined with the growth of domestic demand, is a strategic opportunity for Russian hotel chains.In 2022, the Russian hotel market grew by 5.7% compared to 2021 [1].
The number of hotels and other accommodation facilities has exceeded 30 thousand (Figure 1).The number of hotel rooms also showed an increase of 4% compared to the previous year and reached the figure of 1.08 million rooms (Figure 2).The income of collective accommodation facilities in 2022 approached 0.7 trillion rubles.The average annual revenue growth of Russian CSRs over the past six years (CAGR 2017-2022) was +7.1%.In total, over the period of observation, the growth in the industry's turnover amounted to 41%.
The dynamics of the industry were positively affected by the growing demand for domestic tourism and government initiatives to support the hotel business: in July 2022, a zero VAT rate was introduced for hotel services for a period of five years.Considering that in the hotel business the main expenses are staff salaries, and the counter VAT is very small, this has become a serious growth factor.
With a fairly wide variety of accommodation options, the most popular in 2022 was an unstarred city hotel with an average of 35 rooms and a capacity of 88 beds.At the same time, the average visitor to the hotel left a little more than 2.2 thousand rubles a day [4] (Figure 3,4).Despite the growth rates of the industry as a whole, the average annual occupancy of collective accommodation facilities is practically not growing in hotels and other accommodation facilities: in 2022 this figure was 31%, while in 2017 it was 32%.A significant drop in the occupancy of beds in Russian collective accommodation facilities was observed only during the COVID-19 pandemic [6] (Figure 5).The hospitality industry is the unity of all cooperating organizations, each of which performs certain functions aimed at meeting specific consumer needs.Against the backdrop of a rather large number of hotels and other accommodation facilities, the question of building a system for assessing the competitiveness of such facilities becomes relevant.The existing rating and star rating systems for hotels and hotels make it possible to evaluate mainly the largest and most famous objects according to given general characteristics.The proposed system for evaluating competitiveness makes it possible to evaluate hotel facilities primarily from the point of view of the client, to what extent the range of services offered meets their requirements in terms of quality, price and other characteristics.

Materials and Methods
The competitiveness of a hotel service is the ability to effectively and efficiently satisfy the needs of customers, surpassing competitors in the hotel services market in terms of consumer characteristics of the service at minimal cost to satisfy them, while ensuring the commercial success of hospitality industry organizations [7].Competitiveness indicators are a set of criteria for quantifying the level of real estate competitiveness.To assess competitiveness, a system of indicators is used: single, group and integral [8].
A single indicator is the percentage of the values of any technical or economic parameters at which the element of need is theoretically completely satisfied (for example, the ratio of the total to the living area of an apartment) [9].
The group indicator combines individual indicators (for example, in addition to the size of the apartment and the number of rooms, the level of finishing, the location of the house, environmental criteria, the presence of an underground garage, etc. are taken into account) and characterizes the degree of satisfaction of the need as a whole.
The integral indicator -a numerical characteristic of the competitiveness of a real estate object -is expressed by the ratio of the obtained group indicator for given characteristics to the maximum possible [10].
To assess the level of competitiveness of various objects and choose the best of them, we calculate an integral indicator -the coefficient of competitiveness of a real estate object.
The calculation of the competitiveness coefficient consists of several stages, the calculation algorithm is presented below [11].
1. To form a set of characteristics of a real estate object, according to which different objects will be compared with each other.For each client, the set of characteristics will be individual, depending on the preferences and requirements for the property.
2. Fill in the "Client Request" column based on the client's requirements for the property.
3. Select several real estate objects that are most suitable for the client's request and fill in the columns "Characteristics of selected real estate objects" for each of the objects in the table "Characteristics of the competitiveness of real estate".
4. For each characteristic involved in the analysis, put down in the Table "Assessment of the degree of importance and embodiment of the object characteristics " the level of importance for the client in points in the column "Assessment of the degree of importance (I)" using the rating scale from Table 1.
5. For each of the selected objects, assess how each characteristic of the object corresponds to the client's request on a 5-point scale and fill in the columns in the Table "Implementation of the given characteristics (Imp)" 6.The final level of competitiveness (K) for each of the four properties will be calculated based on the data collected in the previous tables using the formula [12]     where C -level of product competitiveness, %; Ii -assessment of the importance of the i-th characteristic of the product, score; Impi -assessment of the implementation of the i-th characteristic of the product, score; maxE -maximum evaluation of the implementation, score; М -number of product characteristics.The most competitive will be the property with the highest value of K, the greater the value of the obtained coefficient K to 100%, the more fully this object satisfies the specified client requests.

Results and Discussion
The competitive advantage of one hotel over another can be assessed when both hotels meet identical guest needs related to related market segments [13][14][15].The needs of a client looking for accommodation to attend business events will differ from those of a client planning to visit city attractions or concerts [16].In this regard, the selection of real estate options and the calculation of their competitiveness should be carried out within the framework of each individual request [17].Examples of requests are presented in Table 2.We will select suitable real estate objects (fig.6-8) in St. Petersburg upon request 3 and calculate their competitiveness [18]:  Characteristics of the selected hotel real estate objects are presented in table 3 in columns 4, 5, 6.For each of the three selected objects, the level of implementation of the specified characteristics was assessed on a 5-point scale and columns 3, 4, 5 were filled in Table 4.
The calculation of the final level of competitiveness (C) for each of the three real estate objects was carried out according to formula 1.According to the results of the calculations, the River Palace object turned out to be the most competitive.A suitable area, the presence of a fitness center, an affordable price for accommodation with breakfast included, a high rating on review sites and the presence of its own loyalty program in total make River Palace the best among the compared hotels.
The undoubted advantages of the approach under consideration include the fact that it allows you to take into account the maximum number of characteristics and choose from a variety of options the most suitable in terms of price and quality for the needs of the client.The disadvantages are that the competitiveness of real estate is assessed primarily in terms of meeting the needs of the buyer and his expectations.Accordingly, the same objects may have a different competitiveness assessment, in one case high, in the other case low, which complicates the application of this approach in the general analytics of options.In addition, if the consumer is considering several types of accommodation, for example, hotels, hostels and apartments, the selection of uniform evaluation factors can be quite laborious.

Conclusion
The hotel industry is represented by various means of accommodation, the most popular formats are hotels, country hotels, apartments and hostels.In general, the industry shows stable growth due to the increase in domestic tourism and the emergence of new areas (educational, medical, ecological tourism).A number of destinations that were previously unpopular faced a greatly increased flow of people, especially in the regions.The key trends in the development of the hotel business are: 1. Demand -an increasing focus of Russian tourists on domestic destinations.

Fig. 2 .
Fig. 2. Number of rooms in hotels and other accommodation facilities in Russia[3]

Fig. 5 .
Fig. 5. Occupancy of collective accommodation facilities, in % of the number of free beds per year

Table 1 .
Scale for assessing the degree of importance of the object characteristics

Table 2 .
-Options for customer requests*

Table 3 .
Characteristics of the hotel real estate competitiveness

Table 4 .
Assessment of the degree of importance and implementation of the object characteristics