Shapes of Tourism Employment

1Disruption and the Strategy of Hotel Groups

1.1. The hotel market: multinational companies and new players

Societal changes characterized by individuation, access to tourism for certain social classes in emerging countries, aging populations and improved living conditions, coupled with the economic importance of tourism (10.4% of world GDP in 2018) and the digital and low cost revolution [CLE 14, VIO 16], increase the complexity and interdependence [BAR 15] of the tourism system.

The hotel business covers a highly diversified demand, in terms of comfort and budget, from the economic range to the luxury offer, including the intermediate ranges, but also in terms of experience, through the offer of distinct accommodation concepts. New entrants have redefined the fundamentals of the sector. The hotel industry was surprised by the disruptive nature of new market entrants such as Airbnb.

Due to increased competition, the pace of technological change and changes in consumer tastes, innovation is more than ever a condition for the survival of historically established firms [NIE 15]. In addition to innovating, these companies must now protect themselves against the arrival of disruptors, which can, for some, endanger their sustainability. Being disruptive is not about improving the value, price or speed of an existing offer [WIA 16].

Disruption is “a process by which a small company with limited resources is able to compete with established companies […] . To be in a disruptive position, ...