THE SIGNIFICANCE OF INNOVATIONS IN THE DEVELOPMENT OF THE HOTEL INDUSTRY IN THE REGIONS OF UKRAINE
Abstract
The article analyzes the state and prospects for the development of the hotel industry in the regions of Ukraine in modern conditions. The main influencing factors on the introduction of innovations in the hotel industry have been determined. It has been proven that the implementation of modern hospitality trends significantly increases the efficiency of hotel operations, the level of comfort and satisfaction of guests (mobile applications for reservations, automated hotel management systems, digital room keys, etc.). The main problems of the introduction of innovations in the hotel economy of the regions of Ukraine, which arose due to the military aggression of Russia, are systematized. The war led to economic instability and a decrease in financial opportunities, hotels feel a lack of funds for investments in new technologies or innovative projects. In Ukraine, the tourist flow has decreased significantly, especially in the most affected regions. Limited access to the latest technologies or highly qualified specialists can make it difficult to implement technological innovations. The war in Ukraine significantly affects the psychological state of people, including both hotel staff and potential guests. New rules of conduct in the regions of Ukraine prevent the implementation of a number of innovations or require additional efforts to comply with them.
It has been proven that the hospitality industry in the regions of Ukraine is going through difficult times, but it is developing against all obstacles. To a greater extent, hotel occupancy is observed in hotels in Transcarpathia, Lviv, Ivano-Frankivsk, Lutsk, and Rivne. In Ukraine, even during the war, the planned profit reduction in hotels, for example, in Bukovel or Ivano-Frankivsk region, is no more than 15-20%. In order to strengthen the competitiveness of hotels and the formation of quality hotel services, it is advisable to implement modern trends and innovations of the hospitality industry. Innovative activity in the hotel industry is aimed at creating and implementing innovations. The main types of innovations in the hotel industry include: technological, environmental, management, marketing innovations, as well as innovations in the field of hospitality, safety and hygiene.
It was determined that in order to strengthen the competitiveness of hotels and the formation of quality hotel services, it is advisable to introduce modern trends and innovations of the hospitality industry. Ecological hotels, which emphasize sustainable development, the use of energy-efficient technologies, waste management and other environmental initiatives, have been identified as a promising direction for the implementation of innovations in the development of the hotel industry in the regions of Ukraine. The feasibility of developing glamping as an ecological form of tourism has been proven, because it is based on the landscape and natural environment. When the war ends with the victory of Ukraine, the hospitality industry will begin to recover at a rapid pace. Every foreigner will have the honor to visit Ukraine and experience its indomitability and color. A full recovery of the hotel services market is predicted within 2-3 years after the victory and the creation of a favorable investment climate.
