Hotel’s Adaptation to the Conditions Caused by the Changes in the Business Environment

This study focuses on the adaptation of hotels to changes in the external environment caused by various crises and natural disasters. The main purpose of the work is to study the experience of adapting hotels in St. Petersburg with different star ratings, compare them with each other and analyze whether the measures applied have led to the expected results. A study of the literature in this area has shown that the hotel business is often exposed to various risks, including external ones, which affects its operation, so it is important to understand what hotels are doing in order to stay afloat and develop. In this study, twelve interviews were conducted with hotels of different classes in Saint-Petersburg. This research method helped to collect information about what external factors have had the greatest impact on the operation of hotels in recent years, what measures, both sanitary and marketing, were used by hotels to adapt to these factors, whether the measures taken contributed to a positive result and whether the experience gained contributed to the formation of a strategy for overcoming crisis situations. Also, with the help of content analysis, the information received was structured, analyzed and compared. Using these methods of analysis, different hotel segments were compared with each other, and conclusions were drawn based on the results obtained. Also, answering the research question of this paper: "How do hotels of Saint-Petersburg adjust their measures concerning the external environment changes?", strategies are offered for further development of this topic.