“silk road” international university of tourism and cultural heritage

2.7.
Growing competition - The hotel industry is a constantly developing business. Travel and tourism are growing rapidly every year. Travelers are always looking for the perfect accommodation. Due to the very high demand for housing, competition in this business is also high. In places of mass congestion of tourists, you can see hotels in every locality. High competition is a serious problem in this sector. In order to make a high profit, new or existing competitors can significantly reduce tariffs or provide more amenities, services or amenities, or significantly expand, improve or introduce new opportunities in the markets. Hotels everywhere indicate that their community is crowded; there are too many available hotel rooms compared to the guests who want to rent them. The resulting competition, which often involves lowering prices in an attempt to provide more value to guests, increases the profits generated. A sharp drop in the occupancy rate as a result of the global economic downturn and fierce competition between hotel operators in a shrinking market have led to a sharp decline in rents for hotel rooms around the world. Competition in Europe has led to low occupancy, and as a result, the average cost of a room has fallen by almost 30 percent in all major holiday markets. Rooms are now sold not only cheaper, but also complete with packages of services such as breakfast, airport transfer or a day trip[ CITATION Opp17 \l 1033 ].
2.8.
Lack of innovations and complex marketing technologies - As technology improves day by day, hotels have many opportunities to capture their market space online. But in keeping with a recent survey conducted in 2016, almost 70% of hotels round the world still adhere to the old marketing practices. because of poor marketing efforts, sales and brand awareness suffer to a really large extent. the present trend means hotels are gradually switching to online travel agency marketing (OTA) and hotel management software to ease the workload and increase the return on investment. "Hotels have to effectively use online technologies like digital marketing and social media promotion to draw in their potential customers," says Ramesh Devangodi, owner of a preferred Indian restaurant in Edmonton (Alberta, Canada). Customers choose hotels and other hotel services for a spread of reasons. From location to amenities and benefits, companies must ensure they supply what buyers are trying to find. The role of marketers is to work out what factors make customers choose a specific hotel service, and this needs extensive research. By rebuke current and former guests, staring at customer reviews on websites, analyzing industry data and far more, marketing specialists will learn what distinguishes the hotel service, still as how it may be improved. If potential customers don't comprehend any service, they can't purchase it. That's where brand awareness comes in. Marketers ensure that information about hotels, resorts and restaurants is straightforward to search out and up-to-date. they will do that by buying advertising space on the relevant travel sites, creating a beautiful website and collaborating with other uncompetitive hotel services within the same market. to make sure a high level of repeat business, good customer relationships are vital. Regular customers usually not only promote the service through word of mouth and social networks, but also create a stable income base. a method to create relationships is thru customer loyalty programs that reward customers who regularly use a specific hospitality service[ CITATION Bha12 \l 1033 ].