Hotel chains entering the Macedonian market

Abstract

Hotel industry is characterized as one of the oldest, diverse, innovative, and important industries around the world. Given the low entry barriers for global markets, it is also highly attractive, and its greatest growth happens on international level. Hotel chains are the leaders in hotel industry using franchise, managerial contract, strategic alliances, mergers and acquisitions, and joint venture, as an expansion strategies. The main goal of this article is to evaluate the entry and presence of international hotel chains on the Macedonian market, their contribution and effect. Even though young, the hotel market in Macedonia is with stable potential for growth and development, and with low entry barriers.