INNOVATIVE TECHNOLOGIES AND THEIR ROLE IN ENSURING THE COMPETITIVENESS OF HOTEL ENTERPRISES

Abstract

In today's conditions of rapid technological development and increasing competition in the hotel business, enterprises are forced to look for new approaches to increase their competitiveness. The introduction of innovative technologies has become one of the main factors that allow hotel enterprises not only to maintain their market position, but also to increase the efficiency of operational activities, improve the quality of service and attract new customers. However, despite the high potential of innovations, their integration into the activities of hotel enterprises is often accompanied by a number of problems and challenges. The need to study the role of innovative technologies in ensuring the competitiveness of the hotel business is relevant, since these technologies can become a key factor in creating a unique competitive advantage in the market. The article examines the role of innovative technologies in ensuring the competitiveness of hotel enterprises, in particular their impact on management efficiency, service quality and optimization of internal processes. In today's conditions of global competition and rapid technological development, the hotel business is faced with the need to implement the latest solutions to maintain its position in the market. One of the key areas is the digitalization of management processes, which increases management efficiency and reduces costs. Considerable attention is paid to the use of artificial intelligence and the Internet of Things to automate processes, personalize services and optimize energy consumption. Artificial intelligence allows hotels to analyze customer needs, offer personalized solutions, and improve customer experience. The Internet of Things provides automated management of various aspects of service, increasing management efficiency and security. Mobile applications are also an important tool for interacting with customers, allowing them to quickly book rooms, order services, and leave feedback. However, despite the advantages, the implementation of innovations faces certain challenges, such as high costs and the need for staff training.