ADAPTATION OF THE HOTEL BUSINESS DURING THE WAR IN THE CONTEXT OF CURRENT TRENDS (CASES OF IVANO- FRANKIVSK REGION)

Abstract

The article analyzes the state of the hotel industry in Ukraine during the war and outlines the prospects for the development of the industry according to the identified modern global trends.The results of the tourism industry's recovery from the coronavirus have shown that the tourism and hospitality sector recovered very quickly after the crises. The hotel business has withstood the two years of war and continues to develop in regions that were not affected by the war. Moreover, the projects being implemented show signs of modern global hotel trends. The main ones relate to the preference for sustainable technologies in the hotel business, namely, reducing the environmental impact of the hotel industry (use of natural materials in their construction and arrangement; environmentally conscious use of natural resources) and the desire to provide eco-services to its customers, the demand for which is growing. The growth in customer demand for eco-friendly recreation is another global trend that is also taking place in Ukraine. In Ukraine, the energy crisis caused by the war is challenging hoteliers to improve energy efficiency and solve energy problems in the context of limited energy supply. The hotel industry is optimizing hotel areas, adapting hotel facilities to the needs of rehabilitation of the military and civilians, and developing new architectural forms and structures of hotel buildings, including those that take into account the safety needs of guests. Modern hotels are becoming recreation centers, hoteliers are significantly expanding restaurant areas and turning them into multifunctional recreation areas. The article analyzes the market of hotel services for people with limited mobility. The dynamics of the glamping market as a new trend in the hotel business is analyzed, their development in the studied territory is substantiated. Emphasis is placed on the growing role of social networks in the work of hotels, which is also a modern trend in the development of the global hotel business and is characteristic for Ukraine. It is concluded that during a prolonged war, the hotel business of Ukraine will survive and gain a unique experience of survival in conditions of extreme uncertainty, which in today's unstable world is an invaluable example and can be scaled up in other regions of the world.