Elastyczność planowania w hotelarstwie jako reakcja na zmiany sytuacji rynkowej na przykładzie hoteli ekonomicznych grupy Accor w Polsce
Streszczenie
The article focuses on the issue of strategic planning in the hotel industry in
the context of changes in the market situation. Subjects of the analysis were
hotels of a budget segment on the basis of which the flexibility of the approach
towards to principles of the strategy and its effective adaptation to the changes
of the market situation was examined. A group of budget hotels, which constitutes
nearly the half of Polish hotels on the market and is considered to be the
most resistant to the changes of economic climate, became the main point of
interest.
The paper concentrates on the analysis of the hotels located in Poland and
belonging to the leading hotel operator – Orbis Group managing Accor hotels
including Ibis and Etap budget hotels. The changing principles of the strategy
accepted for Orbis Hotel Group in 2005, modified in 2007 and 2009, were
investigated and a changing strategic approach accepted since 2010 and
currently continued was discussed.
It has been pointed out that one of the basic elements of the market success
of Orbis Group is the flexibility in approach to the principles of the strategy.
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