Elastyczność planowania w hotelarstwie jako reakcja na zmiany sytuacji rynkowej na przykładzie hoteli ekonomicznych grupy Accor w Polsce

Abstract

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.