СТРАТЕГІЇ ІННОВАЦІЙНОГО РОЗВИТКУ В ІНДУСТРІЇ ГОСТИННОСТІ

Innovative technologies in the hotel industry are one of the critical factors in the success of enterprises in this field, implemented at the highest level of hotel management. The primary purpose of innovative technologies is to determine the main directions of scientific, technical and industrial activities in the hotel industry. Furthermore, the development of innovative technologies involves the creation of the necessary conditions for the emergence and development of hotel enterprises aimed at ensuring the competitiveness of services provided following international standards.

The article investigates the essence of innovative activity in the sphere of tourism and directions of developing the innovative activity of tourism. Tourist flows in Ukraine for 2015-2020 are studied. The components of innovation development strategies in the hospitality industry are highlighted. They are identified by the main areas of innovation in the hotel business: energy saving and use of environmentally friendly materials and technologies in the construction, reconstruction and arrangement of hotel facilities; improvement of management systems based on the introduction of organizational innovations and digitization of business processes, development of new products and services, their diversification and mobility. Tools of innovative development are presented. The authors emphasize that the development of tourism in Ukraine directly depends on such sectors of the economy as transport, trade, communications, construction, agriculture, production of consumer goods and tourism. It is noted that recently special attention to marketing innovations has been paid to customer orientation programs. An important element in forming a customer-oriented approach is the creation of regulations and codes of staff work with customers, the code of customer rights and the system of control over compliance. The authors concluded that achieving significant results in competition is possible through an effective hotel policy in terms of its innovative development, which is to expand the range of services, improve service, use advanced innovative technologies and use the latest hotel services.