THE HOTEL MARKET OF UKRAINE IN THE CONDITIONS OF WAR AND PROSPECTS OF ITS DEVELOPMENT

Abstract

This article presents the results of a study of the state and development trends of the hospitality industry in Ukraine, taking into account the war and geopolitical instability. Hospitality is an important component of the tourism industry and plays an important role in supporting the country's economy and providing necessary services in difficult times. Hotel enterprises play a key role in providing services to tourists, forming and offering complex hotel services. Despite numerous economic challenges, Ukrainian business demonstrates extraordinary resilience, and the hotel market is no exception. Recently, the hotel business has turned out to be one of the industries that is actively adapting to new conditions. However, the military conflict still has a negative impact on the hotel business in Ukraine. The first months of the full-scale war were the most difficult period for Ukrainian business and, in particular, the service sector. Some regions close to the front may experience difficulties in attracting visitors and investments. The purpose of writing the article is to identify the key trends in the development of the industry, assess the impact of the state of war on the hotel market, consider directions for adaptation and development of the hospitality industry. The need for quick adaptation to changes forces us to offer consumers new ways of business development, the application of innovations and the discovery of new technologies for providing services, new working conditions with compliance with all safety standards and the appropriate quality, requires effective and quick actions from the owners of hotel enterprises in anti-crisis management. The authors consider the impact of the war situation on the hospitality sector and further development prospects. In general, the study emphasizes the need to adapt and implement new strategies to overcome challenges and develop the hospitality industry, these areas, together with other measures, can contribute to the further development of the hotel business in Ukraine and improve the tourist image of the country as a whole.