INNOVATIVE TECHNOLOGIES IN THE HOSPITALITY INDUSTRY AS A KEY FACTOR IN SECTOR DEVELOPMENT

Abstract

The article examines the role of innovative technologies in the development of the hospitality industry amid the digital transformation of the economy. The relevance of the research topic is determined by the rapid spread of digital technologies, the intensification of global competition in the hotel and restaurant services market, changes in consumer behavior, and the need to enhance the competitiveness of hospitality enterprises, which have accelerated the implementation of contactless services, online communications, and automated management systems. The study aims to substantiate the role of innovative technologies in the development of the hospitality industry and to identify the specific features of the digital transformation of hospitality enterprises. To achieve this goal, the article primarily examines the peculiarities of the traditional model of hospitality industry development prior to the onset of active digital transformation. It was determined that the traditional model was characterized by high dependence on the human factor, low automation,  fragmented information flows, and limited opportunities for analytical support of management processes. The advantages, disadvantages, and prerequisites for the digital transformation of the traditional hospitality industry development model were identified. It was substantiated that the implementation of digital platforms, automated management systems, artificial intelligence, the Internet of Things, robotics, virtual reality technologies, cloud solutions, and predictive analytics contributes to increasing the efficiency of hospitality enterprises, optimizing resource utilization, personalizing services, and forming a new digital ecosystem of the industry. The study of digital transformation processes identified several problems and risks, including high costs of implementing innovations, insufficient digital literacy among personnel, difficulties integrating new technologies into enterprises’ existing infrastructure, and intensified cyber threats. The issues of protecting customers’ personal data, ensuring information security, and implementing comprehensive cybersecurity systems in accordance with international standards were considered. In general, based on the results of the conducted study, it was concluded that innovative technologies currently represent a strategic factor in the development of the hospitality industry, as they ensure the modernization of business processes, increase the adaptability of enterprises to crisis conditions, contribute to the formation of competitive advantages, and create prerequisites for the sustainable development of the industry within the digital economy.