CHALLENGES OF MODERNITY AND THEIR INFLUENCE ON THE ACTIVITY OF HOTEL ENTERPRISES OF UKRAINE
Abstract
The article examines the impact of today's challenges in the hospitality industry of Ukraine using the example of the hotel and restaurant industry and tourism. Its development and improvement, creative approaches to the formation of a hotel product, through the implementation of new extraordinary services to increase consumer interest are analyzed. The dependence of the pace of industry development on the economy, social well-being of the population, demand for hotel services, specialization of hotels, their size and location is singled out. The main aspects of hotel operations that have undergone transformation in the course of adaptation and functioning in new realities determined by the two most significant challenges of today, namely COVID-19 and the full-scale invasion of the Russian Federation on the territory of Ukraine, are highlighted. Hotel and restaurant business enterprises have faced new obstacles: a sharp decrease in the number of guests, the cessation of activities of establishments and the complete liquidation of some of them, a decrease in the level of profit, the need to create a safe environment for the work of employees and accommodation, catering for guests. Many institutions have rethought their priorities in their activities: during the period of COVID-19, the main emphasis was on the delivery of ready-made meals and semi-finished products, during the period of a full-scale invasion, many enterprises forgot about commercial benefit and focused on helping people. The hotel business will have to undergo a significant transformation and develop further: put apartment sectors into operation, look for new formats of cooperation with local and foreign partners and investors, use new business technologies. The statistical indicators of hotel activity and their dynamics under normal conditions and under the influence of crises and challenges of today, both for Ukraine and the world as a whole, were studied. An analysis was conducted based on the global practice of hotel operations and recommendations were made for restoring the full functioning of hotel enterprises. To get out of the crisis, the hotel business needs significant support from the state.
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