Flexible workspaces and remote work in hotel accommodation offer - competitiveness context

ABSTRACT

Purpose - The dynamic globalisation processes and the processes of tourism and hospitality business development put ever increasing challenges before hoteliers. The COVID-19 pandemic has called for hotel guests' new routines and expectations. The combination of work and holiday is taking hold, especially since the pandemic changed work methods which have become more flexible. Remote work has enabled people to travel and conduct their business activities;therefore, a new word explaining this new concept is forged;workspitality (abbreviation of words work + hospitality). The purpose of this paper is to show in what measure hotel companies, given the guests' new routines and expectations, have adapted their offer to their guests' new requirements. By consideration of the tourists' requirements, a new specific trend has been identified, which presumes stays in hotels away from home, with pursuit of business activities. The aim of this paper is to research the hotels' preparedness to offer workspaces as an element of their offer during tourists' stays in the hotels, combining work and leisure activities. Methodology - includes qualitative and quantitative analyses of the potential of affirmation of the new accommodation concept in hotels. The paper analyses aspects which affect the positioning of remote workplaces as a part of hotel offer, given the tourists' new routines and expectations. The research was conducted using a survey questionnaire on a sample of hotel managers of small hotels, medium-sized and large sized hotels. The questionnaire contained Likert scale 1-5 research and open-ended questions which explored in depth the attitudes by combining them coded by statistical methods with qualitative research where the results were obtained via open ended questions. The methodology, supported by creative thinking techniques, included desktop meta research and impacted the formation of conclusions which point to new scientific knowledge. Findings - The research results point towards scientific and practical comprehension of hotel offer organisation and innovativeness. The research results influence the formation of scientific knowledge in the area of hotel offer organisation, as well as on the identification of its key elements. Space organisation and Internet communication technologies - ICT services in hotels, by which remote work with simultaneous use of accommodation services and leisure activities would be enabled for tourists, present a prerequisite for new offers. The findings indicate that this new concept produces higher price levels, affirm new market niches and prolong the tourism season. Contribution - The paper represents a valuable contribution to the comprehension of the organisation and innovation of a competitive hotel offer. The possibility of remote work enables tourists to stay in a hotel on holiday and take advantage of a wide choice of recreational facilities. Remote work has become commonplace for many employees, and it is predicted that it will become more than a passing trend. The goal was to understand changes in the guest hotel accommodation affected by the COVID-19 pandemic and to examine the attitudes and the resulting hotel managers' answers in the segment of organisation of services for remote work. The research results, as well as the acquired knowledge, could influence the perception of the hotel management about the importance of adaptation of the hotel offer to new expectations of hotel guests, and to its organisation. Namely, it could influence the new strategic decisions related to the investments and innovations in accommodation structure design. The contribution is reflected in raising awareness and bridging the gap between theory and practice of innovative accommodation organisation which impacts competitiveness.