Integration of the Principles of Inclusivity into the Business Model of the Hotel

This paper explores the integration of inclusive principles into the hotel business model with the aim of improving service quality and expanding the guest audience. Hotel "X" faces the challenge of insufficient accessibility and inclusivity of its infrastructure, which may lead to missed opportunities in attracting new customers, negative feedback from existing and potential clients, and the creation of a negative hotel image. The objectives of the study are to describe the current state and issues of inclusive tourism in Russia by analyzing the current levels of accessibility and adaptability of tourist infrastructure for people with disabilities; to study the experience of successful integration of inclusivity and accessibility principles into hotel operations; to conduct an analysis of the current business model of the Hotel and identify its strengths and weaknesses in terms of inclusivity; to develop specific recommendations for integrating inclusivity principles into the hotel's activities, including changes in services, infrastructure, and staff training; to assess the effectiveness of implementing changes and their impact on key hotel performance indicators. The thesis includes an analysis of statistical data and literary sources related to inclusive tourism, corporate social responsibility in the hospitality and tourism industry. Additionally, a review of practices of several hotel companies in terms of integrating accessibility into their business model was conducted. In the applied part of the study, an analysis of the external environment was carried out by surveying the level of accommodation accessibility in 10 cities in Russia and analyzing the accessibility of the studied hotel through surveys and interviews with the owner. Based on the study results, recommendations were provided to the hotel for integrating inclusivity principles into the business model. The proposed recommendations were followed by calculations of the main expenses for their implementation and an assessment of performance indicators such as room occupancy, average revenue, and return on investment. Overall, the research findings confirm the relevance and importance of integrating inclusivity principles into the hotel business model. Further development of inclusivity strategy may involve expanding adaptive services and catering to the needs of various categories of guests with disabilities.