Digital Transformation of the Hotel Business as a Necessary Condition for the Successful Functioning of Hotels

Relevance. The main goal of any business is to extract more profit, which in the realities of the modern information age is achieved to a significant extent through digitalization. Digital business transformation plays a decisive role in optimizing business processes, increasing guest loyalty and competitiveness in a rapidly changing market. It takes traditional approaches to doing business to a whole new level. The shift in the development vector towards digitalization in the hotel sector was significantly influenced by the Covid-19 pandemic, which necessitated the accelerated introduction of the latest IT technologies in the activities of accommodation facilities and brought the industry to a more dynamic stage of development. The growing role of e-commerce in the modern economy has also made adjustments and stimulated the connection of hotels to various digital platforms.
The purpose is to study the priority directions of digital transformation of hotels and assess the feasibility of switching to a digital management system in matters of optimizing business processes, improving the quality of service and achieving high key performance indicators.
Objectives: to determine the role of digitalization of the hotel industry in the modern world; to identify the strategic goals of integrating digital technologies into business processes; to assess the impact of external factors on the development of digital distribution and the introduction of information and communication technologies in the activities of hotels; to determine the competitive advantages of using PMS systems; to consider the possibilities of using artificial intelligence and Big Data technology in the hotel business.
Methodology. In the course of writing the article, the following methods were used: literature analysis, theoretical, monographic, statistical methods and graphic modeling methods.
Results. Theoretical aspects of digitalization in the hospitality sector were studied, the factors stimulating the growth rate of this process were considered. The most popular digitalization products in the industry have been identified.
Conclusions. The article emphasizes the need to follow digital trends in the hospitality industry, which is an important condition for the success of an enterprise both in the domestic and foreign markets.

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