INTEGRATION OF INNOVATIVE TECHNOLOGIES INTO MARKETING STRATEGIES OF HOTEL INDUSTRY COMPANIES

Abstract

The study is devoted to the analysis of the development of the hotel industry amid the active introduction of modern technologies that ensure competitiveness and increase the efficiency of marketing strategies. The purpose of the work is to establish the impact of innovative technologies such as VR (virtual reality), AR (augmented reality), voice search, chatbots, artificial intelligence (AI), and Metaverse on the marketing strategies of hotel businesses, determining their role in achieving competitive advantages and the optimization of operations and improvement of client experience. The scientific novelty of the study lies in a comprehensive analysis of the synergistic combination of traditional marketing approaches with advanced technological solutions. For the first time, the values of VR and AR are substantiated to increase guests' confidence in the booking process, create a presence effect, and stimulate the emotional interaction of customers with the brand. It is proven that AI chatbots significantly change communication models in the hotel business, reducing the burden on staff and providing a high level of personalization of services. The prospects for the use of Metaverse to integrate physical and digital space in the hotel environment are explored, which helps to increase brand awareness and expand the customer audience. The results obtained are of considerable practical value for the hotel business, since they contribute to the development of effective strategies for the integration of the latest technologies into marketing processes. The introduction of voice search allows businesses to simplify customer access to information and optimize the booking process. The use of AI tools, such as ChatGPT, opens up opportunities to create high-quality personalized content, which increases the efficiency of communication through social platforms, emails, and blogs. It has been proven that automated systems and robotic technologies not only optimize operating costs but also help to increase the consistency and quality of guest service. The work has carried out a comprehensive analysis of the interaction between traditional and innovative marketing strategies in the hotel industry, which allowed for the development of a model of synergistic combination of classical and technological approaches in marketing management. The authors have systematized modern technological solutions and evaluated their potential for the long-term development of the hotel business. The authors propose the concept of integrating VR, AR, AI, and Metaverse into marketing processes, which allows for providing a high level of personalization of services, increasing the competitiveness of businesses, and creating a unique client experience.