MANAGEMENT TRANSFORMATION IN THE UKRAINIAN VACATION SHORT-TERM RENTAL MARKET: LEVERAGING AI TOOLS FOR MARKETING AS A COMPETITIVE ADVANTAGE AND RESOURCE OPTIMIZATION

No Thumbnail Available

Files

Danchak_Management_AI_Marketing.pdf (835.89 KB)

Date

2026

Authors

Danchak, Nestor

Journal Title

Journal ISSN

Volume Title

Publisher

Manuscript

Abstract

The rapidly growing artificial intelligence industry is transforming hospitality operations, with applications spanning automated customer service, content generation, and workflow optimization. While large hotel chains have more resources to adopt enterprise AI solutions, small vacation rental operators managing cabins, cottages, and nature-based properties face critical challenges: dependence on online travel agencies (OTAs) extracting 15-25% commission fees while controlling customer relationships, combined with resource constraints limiting competitive response capabilities. This capstone develops a management framework enabling small Ukrainian vacation rental operators to leverage accessible AI tools for marketing automation, platform independence, and resource optimization. The research employs qualitative methodology: empathy mapping and customer journey analysis. Applying them across nine in-depth interviews with vacation rental guests. Analysis identifies five distinct guest segments (Aesthetic Sensualists, Comfort Planners, Nature Explorers, Festive Socializers, Retreat Seekers) and three universal friction points: insufficient online brand presence, slow communication response times, and content-audience mismatch. The resulting framework integrates four automated components implemented through a phased 12-week roadmap, reducing weekly operator time to 2-3 hours while targeting 30-40% direct booking conversion within six months. While specific AI tools evolve rapidly (ChatGPT, Make.com, and Google Vision AI may be superseded), the framework emphasizes goal-oriented methodology: defining clear key performance indicators (KPIs), validating tool effectiveness against strategic objectives, and continuously adapting technology choices to serve business outcomes rather than pursuing technology for its own sake. This research proposes an actionable framework enabling resource-constrained operators to potentially achieve competitive advantages through strategic AI adoption. The framework design suggests significant time savings and platform independence opportunities.

Description

Keywords

marketing automation, vacation rentals, hospitality management, artificial intelligence, small business strategy, resource optimization, OTA platform independence

Citation

Danchak, N. (2026). MANAGEMENT TRANSFORMATION IN THE UKRAINIAN VACATION SHORT-TERM RENTAL MARKET: LEVERAGING AI TOOLS FOR MARKETING AS A COMPETITIVE ADVANTAGE AND RESOURCE OPTIMIZATION. Kyiv: American University Kyiv. URI: https://er.auk.edu.ua/handle/234907866/176

URI

https://er.auk.edu.ua/handle/234907866/176

Collections

School of Management (capstones)