Digitalization as a driver of development of hotel business enterprises.

Hotel promotion on the Internet is an important way to present your business to the general public, to inform about your existence on the market, about the advantages and, probably, the most important thing is to find your client. The starting point for introducing guests to the accommodation facility is the official website and subsequently its constant optimization and promotion in search engines. Right away or a little later, which depends on the plans and goals of business owners, it is necessary to connect advertising in search engines, set up contextual advertising, launch pages in social networks, send e-mail, register in travel aggregators and much more. Each of the methods has its own positive and negative characteristics that should be taken into account when optimizing digital channels. Because, betting on the use of several digital channels and marking the presence on the Internet where buyers are constantly located - in search engines, on their favorite sites, on social networks and focus on those that should bring the planned result. The article discusses modern digital tools that can help hotel companies improve the efficiency of promotion. The authors identify the main trends in changing the behavior of the population under the influence of external and internal factors of the development of the hotel business, identify the leading digital technologies in the hotel business, and present their hierarchy. The article also substantiates the use of digital technologies in the promotion of accommodation facilities and shows the effectiveness of the introduction of key digital tools in the activities of hospitality industry enterprises. It is concluded that when selecting certain technologies, it is necessary to accurately determine the goals that will be promoted by the implementation of digital technology, to explore your target audience, the market of competitors.