Vestnik 7 2020. indd

particular importance is the preservation of regular 
customers and their purchasing, emotional and be-
havioral loyalty.
The work of hotel management with its guests, 
aimed at turning them into adherents of the brand by 
FigureA— Cancellations of reservations by region 
of the Russian Federation in August 2020A[5]

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Региональные аспекты развития индустрии гостеприимства
using not too costly steps, is an eff ective anti-crisis 
measure. For example, Marriott quickly responded 
to the trend of transferring employees to a remote 
pandemic format by announcing the launch of the 
Day Pass, Stay Pass, and Play Pass off ers as part of 
the Marriott Bonvoy loyalty program. This proposal, 
of course, is a response to the need of a modern per-
son working remotely to delineate the boundaries 
between personal life and career.
In a crisis, hoteliers are looking for non-standard 
solutions that will make money from booking rooms. 
Many hotels have signifi cantly reduced prices for ac-
commodation and accommodation. Among potential 
customers who are ready to book a room for a long 
period of time may be citizens who have returned from 
a foreign trip and are now required to withstand the 
self-isolation regime. The demand for these services 
is low, but such measures are taken not for income, 
but to stay afl oat in times of crisis and cover part of 
the operating costs [6].
The most important element of customer loyalty 
formation in modern conditions is the demonstration 
of the hotel’s compliance with the standards of dis-
infection and prevention of coronavirus infection. We 
believe that the service market will not soon abandon 
the procedures and protocols for ensuring the sanitary 
safety of guests and staff . Currently, methodological 
recommendations for the prevention of new corona-
virus infection have been developed and are in force 
in institutions that carry out activities to provide 
places for temporary residence (hotels and other ac-
commodation facilities) [7]. All accommodation fa-
cilities shall comply with the prescribed rules.
One of the current activities of the hospitality 
enterprise in the context of the crisis may be the in-
troduction of the concept of interaction with the con-
sumer, aimed at jointly creating the value of the prod-
uct and services. For the consumer, value is 
manifested in unique experience and value for the 
companyA— in expanding knowledge about the client. 
Based on new knowledge, it can form and create a 
unique market off ering [8].
Currently, business needs approaches that can not 
only mitigate the negative consequences of the crisis, 
but also use its opportunities for the operation of the 
enterprise in the post-crisis period. Obviously, the pan-
demic has changed the consumer behavior of custom-
ers and will probably still correct it. Hospitality enter-
prises will have to form new business models, expand 
the range of employee responsibilities, change ap-
proaches to the implementation and supply of services, 
look for new market segments and create current off ers.