FORMATION OF COMPETITIVE ADVANTAGES IN GLOBAL HOTEL BRANDS IN DEVELOPING MARKETS

Usmanova Nigina Marupovna; Temmoeva Yekaterina; Abdullayev Jasur

Authors

Usmanova Nigina Marupovna PhD, Acting Associate Professor of the Department of “Management”, Samarkand Institute of Economics and Service, Uzbekistan
Temmoeva Yekaterina Student of the Samarkand Institute of Economics and Service, Uzbekistan
Abdullayev Jasur Student of the Samarkand Institute of Economics and Service, Uzbekistan

Keywords:

hotrl industry, competitive advantages, global brands, emerging markets, innovation, digitalization, service quality, strategic management

Abstract

In the context of intensifying global competition and the rapid expansion of emerging markets, the formation of sustainable competitive advantages in international hotel brands has become increasingly important. This article examines the key factors and mechanisms for developing competitive advantages of global hotel chains in emerging markets. Particular attention is paid to business model adaptation, implementation of innovative technologies, service localization, and strategic brand management. Based on the analysis of current trends, the main drivers of competitiveness are identified, including digitalization, service quality, and consideration of cultural characteristics of consumers. The findings of the study can be used to enhance the performance of hotel enterprises and to develop sustainable development strategies in a globalized environment.