Level of Adaptation of Marketing Strategies of International Hotel Chains on Host Markets, Exemplified by Accor Group and Marriott International in Kazakhstan and Spain

Going international is a logical step of a hotel chain, willing to increase its business performance. Despite the existing research on the standardization-adaptation dilemma of hotel chains, which began in the last century, there still remains a gap in understanding the specific adaptation mechanisms and factors influencing the level of adaptation of marketing strategies of international hotel chains in diverse markets. This thesis aims to bridge this gap by providing in-depth insights into the adaptation processes of Accor Group and Marriott International in Kazakhstan and Spain, highlighting the influence of different cultural, economic, and consumer behavior factors on marketing strategies. The first chapter consisted of theoretical analysis of previous research, where we found out the importance of applying adaptation practices by international hotel chains. The second part provided the practical analysis, particularly focusing on how global hotel chains such as Marriott International and Accor Group adapt their strategies to cater to diverse markets like Kazakhstan and Spain. The induction approach applied in the third chapter has allowed us to consolidate these observations and answer the research question. We identified the higher degree of adaptation in the developing market of Kazakhstan, which has the greater geographic, cultural and economic distance with the hotel chains’ home countries. We also found out the difference in the level of adaptation between the hotels of different segments.