Marketing research of the real estate market. Current research of the Kaliningrad hotel market Analysis of the hotel services market in the city of Kerch

Crimea - interesting region: on the one hand, it has been one of the main resort areas of the country for more than 100 years, on the other, despite its unique natural advantages (sea, mountains, air, etc.), the hotel real estate market is still in its formation stage . In a word, we can say that in 26 years modern history Crimea was able to reach a new qualitative level.

According to experts from the Diplomat Residence apartment complex, before the political changes in 2014, the number of international and domestic federal hotel operators was extremely small. Over the past 3 years after the referendum, the situation in Crimea, mainly in its southern part, has improved significantly. Many temporary accommodation facilities have passed official certification, and their hotel service is in no way behind world standards.

Current situation, proposal

According to information from the Ministry of Resorts and Tourism of Crimea, a total of 11 new facilities were opened in Crimea in 2016. It is noteworthy that 4 of them operate on an all-inclusive basis (a new trend that is gaining momentum in Crimea). More than half of the openings were in the region Big Yalta. And the total number of collective accommodation facilities is about 770, of which 409 are hotels of various formats, and the rest are sanatoriums, boarding houses, and facilities providing health-improving services.

According to experts of the Diplomat Residence apartment complex, the most popular among tourists is the so-called Southern Coast of Crimea (SC): the cities of Yalta, Alupka, Alushta, Sudak and various adjacent villages. At different periods of time, from 40% to 60% of all tourists coming to Crimea vacation in this zone. It is natural that a significant share of the number of rooms is concentrated here, and also has an average higher price for accommodation compared to other areas of the peninsula.

The small number of hotels managed by international brands is partly due to the peninsula’s low level of international exposure. Thus, at the moment, among those represented in the region, the following networks can be distinguished: Best Western International (most hotels are located in North America) – hotel “Best Western Sevastopol”, Premier hotels and resorts ( Ukrainian network) – Premier Palace Hotel Oreanda in Yalta, Russian network"Atelika" - hotel "Sea Corner".

One of the last to enter Crimea was the international hotel chain Rixos, which took over the management of the Mriya Resort & Spa complex, opened in 2014. In addition to those listed, the most professional hotel facilities include the Palmira Palace, Villa Sofia, Levant, Villa Elena, “Primorsky Park”, “Crimean Breeze”, “Agora”, located in Yalta or near it, as well as Riviera Sunrise Resort & SPA (formerly Radisson Resort & SPA) in Alushta.

The most popular part of the South Coast is the territory of Greater Yalta. The total number of temporary accommodation facilities in this area is currently 113. (excluding mini-hotels and guest houses with a number of rooms less than 15 units), number of rooms - more than 13,000 units. More than 50% of the number of rooms is in health resorts. In terms of the number of facilities, more than half are various hotels. The largest of them (as well as on the entire peninsula) is the Yalta-Intourist hotel complex with a total room capacity of 1,186 units.

Diagram 1. Structure of the number of rooms in Greater Yalta

Diagram 2. Structure of temporary stay facilities (number, pcs.) in Greater Yalta

Source: Residence “Diplomat”

Offer cost

According to experts from the Diplomat Residence apartment complex, the cost of living primarily differs depending on the type of place of temporary stay, the novelty and quality of construction, as well as geographical location. During the high (“hot”) season, which occurs in July-August, the cost of accommodation is usually at its maximum.

Thus, the average cost for a standard double room in the highest quality hotel complexes in Greater Yalta is 12,900 rubles per day. The maximum cost was recorded at the Villa Elena Hotel & Residences - 28,395 rubles / day, and in the Premier Palace Hotel Oreanda and Mriya Resort & Spa complexes - about 17,500 rubles / day. In other hotels, the average room rate is about 5,600 rubles/day. It is interesting to note that the average cost of double accommodation in sanatoriums and boarding houses in this area is comparable - 5,300 rubles / day.

A significant part of the investments in the renovation of existing and construction of new hotel complexes over the past 15 years has come from large Russian companies. At the same time, the scale of investments decreased significantly during the crisis of 2008-2009. On the eve of it, about 15 hotel properties were announced, many of which were subsequently frozen or postponed indefinitely.

After the peninsula joined Russia in 2014, not only Ukrainian investors, but also Ukrainian tourists left the hotel market. Thus, there was an almost complete reorientation of the tourist flow to visitors from other regions of Russia. Initially, this led to a decrease in the number of tourist flows, but then the numbers recovered. If in 2015 the number of tourists was about 4.6 million people, then in 2016 it had already grown to 5.6 million people. (of which 46.5% vacationed on the South Coast). With increasing share Russian tourists There is also an increase in demand for collective accommodation facilities.

Development of new facilities

The biggest discovery over the past three years has been the commissioning of a five-star hotel complex Mriya Resort & Spa in August 2014. The project was initiated by Sberbank, and its architectural development was carried out by the English bureau of Norman Foster. This project of reconstruction of the territory of the former boarding house "Mriya" is significant not only for South Bank, but also for the whole of Crimea. It was possible to attract the Turkish hotel operator Rixos, which had previously collaborated with Sberbank, to manage the facility.

According to specialists from the Diplomat Residence, among other openings recently in the Greater Yalta area, it should be noted the new buildings of the Yalta-Intourist and Palmira Palace hotels, commissioned in 2015, as well as new hotel“Atlantis” together with a water park in 2015, and the art hotel “Azor” in Livadia in 2016.
Among the promising projects, the Yalta Plaza apartment complex under construction, located in the center of Yalta, should be noted. The estimated completion date for construction is the 2nd quarter of 2017.

Another potential site could be an investment recreational town in Koreiz, where the administration is preparing for privatization of three nearby state sanatoriums: Dulber, Ai-Petri and Miskhor. Also at the investment forum in Sochi this year, it became known that the structures of entrepreneur Igor Chaika are planning to implement a new hotel complex in Crimea - on a vacant plot or on the basis of an existing facility. The second option is quite logical in current realities, because most of plots of interest from an investment point of view have already been developed.

Development prospects

Speaking about the prospects for the development of the hotel market in the region, we should start, first of all, with the main factors limiting it. One of the key problems at the moment is transport accessibility. As such, there is no railway connection - it is possible to get to Anapa or Krasnodar, then using the “Single Ticket” via ferry crossing. The same route for those traveling by personal transport.

Scheduled opening in 2019 Kerch Bridge will be a key milestone in the development of Crimea, which will greatly facilitate the route to its resorts. In addition to this, the construction of the Tavrida highway from of this bridge to Sevastopol will also improve the transport logistics of the peninsula. Another important stage of development transport accessibility are work on the expansion and reconstruction of airport terminals in Simferopol, as well as in the future, consideration of the possibility of launching airports in the cities of Sevastopol and Kerch (operated until 2008). All these measures will increase the flow of visitors to the peninsula, the potential of which, according to various estimates, is at the level of 8-10 million people per year.

It is also worth noting that the state of the infrastructure, which a significant number of sanatoriums and hotels face, has not yet been fully restored. To solve this problem, as in any large-scale development project, coordinated work of both government agencies and private investors is necessary. In particular, to work through these tasks, the program “Socio-economic development of the Republic of Crimea and the city of Sevastopol until 2020” was created.

It involves the identification of five tourist and recreational clusters (Evpatoria, Saki, Leninsky district, Chernomorsky district, Koktebel), within which it is planned to create infrastructure facilities necessary for the tourism industry. According to this program, 22.5 billion rubles have been allocated from the federal budget for their financing.

At the same time, it is planned to allocate investment sites in all clusters to attract private investment in the construction of infrastructure tourist facilities. According to available information, 22 investment projects are currently being implemented for a total amount of 15.8 billion rubles. In total, in 2016, about one hundred investment applications were considered for a total amount of about 80 billion rubles. (about half of the applications were in the South Coast region). And during the year, 21 agreements were signed in the field of resort and tourism development for 15.6 billion rubles.

Tatyana Mazaeva, director of the sales department of the Diplomat Residence, notes: “Implementation of large-scale government programs support for the tourism industry is usually long-term. What could be done in the current situation (for example, increasing the throughput of the airport and ferry crossings) has already been done. However, in the future, any significant changes in the hotel market are possible only after the completion of major infrastructure programs (such as the construction of the Kerch Bridge). In current realities, each project must be weighed from various angles and its concept must be carefully worked out.”

In a word, Crimea with its natural resource, unique and inimitable climate, as well as rich history, is one of the most promising resort areas in Russia, and even throughout of Eastern Europe. And in the future, with a competent, systematic approach, its potential will be realized in the coming years.

Transportation difficulties

The development of transport accessibility of Crimea is one of the main tasks. Along with the existing water and road connections (Kerch crossing) and air (Simferopol airport), it is planned to open the Kerch Bridge by 2019 and launch the Tavrida federal highway by 2018.

Railway communication is a constructor from a trip to Krasnodar or Anapa, and then using the “Single Ticket” (the “Single Ticket” includes: transfer to the port "Kavkaz", ferry crossing, subsequent bus ride through the territory of Crimea - to Simferopol).

There is no railway connection with other cities of Russia and Ukraine.

Support for the authorities

The development of tourism in the Republic of Crimea is supported by the Russian government through targeted programs with a focus on the integrated development of tourist territories of the Republic of Crimea, the creation of tourism products, methodological support and training, as well as marketing and image policy, in particular through the program “Socio-economic development of the Republic of Crimea and the city of Sevastopol until 2020”.

Who is going to Crimea

Today people go to Crimea for cultural, educational, children's recreation, for active and sanatorium-resort spending time, and of course on eventful occasions.

After the annexation of the Republic of Crimea to Russia in 2014, there was a reorientation of the tourist flow, and now the main tourists are Russian citizens (86%).

The number of tourists in 2014 decreased by 2 times, but already in 2015 there was an increase in tourist flow by more than 2 times. At the end of July 2016, Crimea was visited by 2.672 million tourists, which is 26.2% higher than the same figure in 2015.

According to forecasts, about 5.1 million tourists will visit Crimea in 2016. More than half of vacationers are accommodated in the “private” sector.

In general, the “capacity” of Crimea ranges from 8 to 10 million tourists per year.

Portrait of the main consumer of tourism services in Crimea: these are solvent tourists of the economy and comfort segments, interested in medical, recreational, sea and cultural-educational tours in Crimea. About 30% of them arrive in their own cars.

On average, they travel for 11 days; they prefer to see 3-4 tourist destinations in Crimea during this period.

The main tourist flow consists of residents of Moscow and St. Petersburg, followed by guests from Yekaterinburg, Rostov-on-Don, and Perm. Residents of Crimea, in particular Simferopol, also come to the coast for weekends in the off-season. Residents of Ukraine make up no more than 10% of the tourist flow. The flow from Moscow and St. Petersburg, according to hoteliers, is about 60%.

Seasonality of the peninsula

The demand of Crimea has a pronounced seasonality with peaks in the period June-August, which is a reflection of the seasonality of travel of recreational tourists and natural features region (for example, the warmth of the sea and air). Demand also increases during the New Year and May holidays. For business tourists coming on a business trip and for MICE tourism, interest in Crimea is typical during the off-season, but it is still too small.

Some collective accommodation facilities in Crimea are closed during the period low season and operate from early May to mid-September - this is about 37% of the total supply of accommodation on the peninsula.

The average occupancy of hospitality facilities operating all year round ranges from 38% to 57% per year, the category of departmental sanatoriums shows the best results - 68-82% of occupancy. The average occupancy of sanatoriums and hotels throughout the Republic of Crimea by July 2016 was 74%.

Who is stronger: south, west or east

Since the beginning of the year, 40% of all tourists arriving in Crimea have vacationed at the resorts of the Southern Coast of Crimea, West coast Crimea – 39%, on East Coast Crimea – 17.5%, in other regions – 3.5%.

Hotel offer and future prospects

Where to live

Large hotel facilities in the Republic of Crimea, to which Russian tourists are accustomed, with a capacity of more than 50 rooms, are located on the most popular resorts(South Coast, Feodosia region, Kerch, Sudak, Saki). These are 127 objects with a total capacity of 20,355 rooms. The specified volume includes: hotels (56 objects), sanatoriums (36 objects), boarding houses (34 objects), recreation center (1 object).

The room capacity is 40,710 people excluding additional beds.

There are no hotels managed by international brands on the territory of the Republic of Crimea. After the annexation of the Republic of Crimea to Russia in 2014, all international hotel companies left the market.

As an alternative to the hotel accommodation format, about 6,000 apartments, 1,300 rooms and 3,300 houses are offered on the market. Crimea is rich in recreational opportunities for campers, including an actively developing offer of car camping. The most famous campsite Chaban-Kale is located near Cape Agira.

How much is Crimea by weight?

Crimea has been actively attracting Russian tourists to its beaches for the third season. The popularity of the resorts on the southern coast of Crimea, the affordability of prices, as well as the active development of infrastructure in general – this is what brings tourists back here again and attracts new ones.

The cost of a vacation for two adults and one child when choosing a 3* hotel with 3 meals a day for 14 days will cost an average of 140,500 rubles in August, 4* - 180,000 rubles, 5* - 370,700 rubles. The average vacation time is 8-15 days; there are almost no tourists coming for 2-3 days.

Price difference in hotels resort Crimea varies greatly depending on the season, the price for high August exceeds low March or October by almost 70-100%. Thus, hotel accommodation at the beginning of the season starts from 2,200 rubles per room per night with breakfast in a 3-star hotel.

At the same time, accommodation in apartments and rooms is sold on hostel terms from 450 rubles per day per person, even in high season.

"All inclusive" in Crimea

Crimean hotels are leaders in the Russian resort market in offering hotels in the All-Inclusive format. In each of the resorts, tourists have the opportunity to choose this familiar type of holiday - about 70% of hotels offer full board or all inclusive services. Additionally, Crimean hotels have introduced a Day Pass service (day stay) - it allows you to use the entire hotel infrastructure without checking into it.

Openings 2015-2016

• Ethnocenter "Slavic Village" in Bakhchasaray (formerly called "Native Village") (2016)
• Cinema park "Viking" on the road from Simferopol to Alushta (2016)
• Club hotel LEXX in Koktebel (2015)
• New buildings of the Yalta-Intourist Hotel (2015)
• New rooms in resort hotel"Palmyra Palace" in Yalta (2015)
• Hotel and water park "Atlantis" in Yalta
• The second stage of attractions in Evpatoria in the water park "Banana Republic" (2015)
• Art hotel "Azor" in Livadia, operating on an all-inclusive basis (2016)

Declared hotel properties

Factors influencing the increase/decrease in tourism demand

• Construction of a bridge across the Kerch Strait.
• Expansion and reconstruction of passenger terminals at Simferopol airport.
• Launch of the airport in Sevastopol.
• Opening tourist destinations: Türkiye and Egypt. Fluctuations in the dollar and euro exchange rates.
• The work of the Ministry of Resorts and Tourism of Crimea to create a positive image of the region.
• There are restrictions for certain categories of Russian citizens on traveling outside the country.
• Conflict territory: non-recognition of Crimea and the presence of sanctions from outside European countries.
• Absence of international companies on the market (including banks, hotel operators).
• Flexibility of tour operators.
• Development of entertainment infrastructure.
• Prices for accommodation/food/entertainment are lower compared to resorts in the Krasnodar region.
• Subsidized transportation organized by the Russian government.
• Increasing ferry crossing capacity.
• Liberalization visa regime with a number of European countries (Bulgaria, Greece).

To always stay up to date with news and events in the hotel industry, as well as follow the updates on

REAL ESTATE MARKET AND RELATED SEGMENTS

Investors are constantly faced with the task of choosing a market in which to search for investment projects for a profitable investment. And quite often their choice stops at the real estate market.

An indispensable condition for the financial success of investment projects is thorough and justified projects.

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1. Conducting marketing research on the real estate market

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• Research of the capacity and volume of the target real estate market;
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• Study of the volume of potential consumer demand, structure of demand;
• Study of the volume of the proposal, its structure;
• Research of the real estate market share of the main players in %;
• Research of the price situation in the target market, price segmentation of the real estate market;
• Assortment and sales policy of the main players;
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Real estate market research conducted by Vesco Consulting, allows us to judge:

• profitability;
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Company Vesco Consulting In the course of carrying out similar work, she developed her own methodology and principles real estate market research, allowing you to determine exactly what needs to be analyzed and how. As a result, marketing services come down not just to the study of the real estate market as a whole, for example in Moscow or the Moscow region, but to the analysis of specific administrative districts or territorial entities that make up the environment of the object and will further determine its activities.

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3. Overview of the real estate market segment and real estate market research

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In this case, based on an analysis of the real estate market, we are ready to formulate conclusions for the Customer within 3-5 days regarding the history and dynamics of market development, its current state, the relationship between supply and demand, price parameters and the potential for investment attractiveness of the segment.

Conducting a survey study of the real estate market, both residential market research and commercial real estate market research, depending on the Customer’s needs, identifying the main trends and prospects for market development will allow the investor to get a general idea of ​​the market’s potential, as well as make a decision on the advisability of entering the market.

4. Expert opinions on the real estate market segment

Often our clients find themselves in a situation where several investors defend different positions regarding a specific project. This may apply to a property at the stage of developing a concept, creating a sales department, or at the initial stage - making a decision to enter the project.

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Typical technical specifications for real estate market segments:

Market analysis hotel services– this is the first thing that should be done when starting to form a business idea and planning to enter this market. However, marketing research of the hotel services market is not a one-time procedure. It must be repeated regularly to monitor changes in the market situation, select marketing strategies, monitor competitors and maintain your business at the highest level.

Analysis tasks

The objectives of hotel services market research depend on the time the research is conducted. Primary market analysis poses the following tasks to the researcher:

• Assessing the current situation in the market the company wants to enter.
• Studying the target audience.
• Assessing the level of competition.
• Determining market development potential.

By determining these indicators, you will be able to understand what is currently missing in the market, which business has potential and can quickly pay off.

In iterative research, the tasks depend on what the objectives of the study are. For example, assessing the feasibility of a proposal new service or entering the market of a particular region. The analysis should be aimed at obtaining the most complete information about the market in general and the problem under study in particular.

Types and stages of research

Depending on the tasks facing the researcher, there are several types of analysis

• Research of key components of the hotel market - market participants, suppliers, clients, etc.
• Analysis of the company's potential in the market and its market share.
• Research of trends in market development.
• General assessment of the economic situation.
• Analysis of market saturation and assessment of the feasibility of introducing new services.
• Forecasting market dynamics for the short or long term.
• Research of competition and the work of competing companies.
• Assessing customer satisfaction with the services received.

For successful study, it is necessary not only to obtain reliable and accurate information, it is also important to correctly analyze it and draw conclusions that will be useful to the company in its work.

The entire study of the hotel services market takes place in several stages:

• Identifying the problem and defining the purpose of the analysis.
• Setting goals to achieve the goal.
• Selection of sources and methods of obtaining information.
• Collection and research of secondary information.
• Collection of primary data.
• Processing and analysis of received information.
• Formation of conclusions and ways of using them in business activities.

The main thing is to correctly determine the purpose of the study. It depends on this what the sources of information will be, what ways to obtain it and what conclusions to look for in it.

Receiving the information

Having decided on the purpose and objectives of the analysis, you can move on to the second important stage - collecting information for analysis. There are different ways to obtain information, but all sources fall into three main categories:

• Company's own sources.
• Observations.
• Marketing research of the hotel services market.

The information itself, in turn, is divided into two classes: primary and secondary.

Primary information is data that is obtained specifically to solve a problem. It is collected during the course of the study. At the same time, data collection is focused on solving specific research goals. Such information is usually quite reliable, but collecting it requires time and investment. Therefore, in some cases, it is allowed to use another class of information – secondary.

Secondary information is that data that was collected for other previously conducted studies. It has advantages in terms of receipt - you do not need to waste time getting it, and the costs are usually much lower or non-existent. Some studies with secondary information must be purchased, others are freely available, for example, government statistics, etc.

Secondary information can be obtained from internal or external sources. Internal sources belong to the company itself, these can be:

• Sales department reports, financial and other reports.
• Books of reviews and suggestions.
• Questionnaires of hotel visitors.
• Agreements with partners, suppliers, clients.
• Statistics on hotel occupancy, settlements with travel agencies, etc.

External sources of secondary information can be:

• Publications of government agencies, tourism organizations, etc.
• Yearbooks with statistical data.
• Commercial research.
• Special studies on the hotel business.
• Exhibitions, forums, etc.
• Internet sites, forums, etc.

Collection of primary information

Primary information is of greatest importance for market analysis. There are three main ways to obtain it:

• Observations.
• Surveys and interviews.
• Panel studies.

Observation is the simplest method. It consists of studying customer behavior in a real environment. Observation can be carried out in special conditions or by field method. For hotel market research, field research will be considered to be conducted directly at the hotel.

Surveys can be structured or free-form. They can be conducted by telephone, by mail or in person. Personal interviews can also be conducted one-on-one or in a group.

Panel marketing research involves periodically conducting surveys of a group of people to find out their opinions on a particular issue. When conducting such research, it is important to formulate questions in such a way that they arouse interest in the respondent and elicit the most truthful answers from him.

Having collected all the necessary information, you can draw conclusions about the state of the hotel market, the prospects of the market as a whole and the company in it. Accurate analysis allows you to conduct business more efficiently and achieve maximum profit growth.