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INTRODUCTION
1. Urgency of the topic
In terms of practice, the market for accommodation business in Vietnam is
increasingly competitive. In recent years, many large corporations in the hotel industry such
as Hilton, Intercontinental, Marriott, etc. continue to target the Hanoi market in particular
and Vietnam in general. At the same time, many famous domestic corporations such as FLC,
VinGroup, Mount Than also constantly upgrade and expand branches.
The entry of leading companies, along with the way of management, operation, and
professional service has created competition among enterprises in the hotel industry which
demand to change the operation method to improve service quality, increase their position,
attract customers, and build customer loyalty. On the other hand, scientific and technical
progress especially 4.0 technology, is applied in all fields, and the hotel is no exception.
Domestic or international tourists tend to search for hotels, prices, and services, etc. on the
internet for their trip before deciding which enterprise chose to provide their services. Social
networks, online travel agencies, and websites are all bridges between customers and the
hotel.
In the period from 2015 to 2019, along with the upward development of Vietnam's
hotel business, the number of tourist accommodation establishments in Hanoi increased
rapidly. In 2015, the number of accommodation establishments in Hanoi was 2,871
accounting for about 9%, and 45,769 rooms accounted for about 10% compared to the whole
country. In 2019, the total number of accommodation establishments in the city is 3,546,
increasing by 1.24 times compared to 2015. The number of accommodation establishments
in the area accounts for a high rate compared to the whole country reached 15.2%. Many 5-
star hotels have come into operation such as JW Marriott Hotel, Lotte Center, Grand Plaza,
InterContinental Westlake, etc. In addition, the demand, tastes, and quality requirements of
customers are getting higher with more choices. Many hotel projects in Hanoi that have been
built or are nearing completion have faced stiffer competition. At the same time, under the
impact of the Covid-19 pandemic, the Hanoi tourism industry in general and the hotel
service business, in particular, were seriously affected by the decrease in international and
domestic tourism demand.
From this reality, what do hotel managers need to do to satisfy customers, and at the