MODERN TRENDS OF INNOVATION IN THE HOTEL INDUSTRY

Abstract

The article is devoted to the study of modern trends in innovative development in the hotel industry, which determine the transformation of the industry in the context of global technological, social and economic changes. The article analyzes the key areas of innovation, including technological, environmental, managerial and service aspects, and assesses their impact on increasing the competitiveness of hotel enterprises. Technological innovations, such as automation systems, artificial intelligence, Internet of Things technologies and cloud platforms, ensure the digitalization of operational processes, contributing to the optimization of management and personalization of customer services. Artificial intelligence is used to predict guest behavior and create customized offers, while smart systems in rooms improve comfort and energy efficiency. Environmental innovations, such as the introduction of energy-efficient technologies, renewable energy sources and waste management practices, meet growing sustainability requirements, reduce operating costs and attract environmentally conscious customers. Management innovations, such as flexible organizational structures, analytical tools and cloud-based coordination systems, optimize internal processes, improve decision-making and facilitate adaptation to changing market conditions. Service innovations, including virtual and augmented reality technologies, as well as personalized loyalty programs, create a unique customer experience, which is a decisive factor in the competitive struggle. The article emphasizes that the comprehensive implementation of innovations allows hotel companies not only to meet modern market requirements, but also to create strategic advantages by reducing costs, increasing customer loyalty and expanding market presence. At the same time, the author emphasizes the challenges associated with high initial costs, technical integration, and the need to constantly monitor consumer trends. The prospects for the development of the industry are associated with the integration of innovations into holistic strategies that take into account economic, environmental and social aspects. The article emphasizes the importance of hotel companies adapting to new technological and social realities to ensure sustainable growth and competitiveness in the long term.