HOTEL AND RESTAURANT BUSINESS DIGITALIZATION STRATEGY
Abstract
In today's conditions of rapid development of digital technologies, the hotel and restaurant business is undergoing significant transformations. Digitalization is a key factor in increasing management efficiency, optimizing business processes and improving the quality of customer service. Research on the strategy of digitalization of the hotel and restaurant business is relevant for improving the business models of hospitality industry enterprises and increasing their efficiency in the digital economy. The purpose of the article is to study the strategy of digitalization of the hotel and restaurant business. The article examines the essence of the digitalization strategy of the hotel and restaurant business, highlighting its key aspects: digitized products and processes, smart integration, connected customer, multilateral ecosystem. The main elements of the digitalization strategy are established, which include automation of operations (implementation of hotel management systems, use of POS systems, chatbots and voice assistants), digital marketing and online presence (use of SEO and content marketing, active use of social networks, influencer marketing and cooperation with travel bloggers), service personalization (use of CRM systems, Big Data and artificial intelligence, loyalty programs), mobile technologies and contactless services (mobile applications for booking rooms, online food ordering, contactless payment, electronic keys and QR menus, use of "smart number" technology), implementation of analytics and artificial intelligence. The advantages and obstacles of using the digitalization strategy by hospitality enterprises have been identified. It has been established that as a result of the transformation of the main types of activities, products are improved, personalized solutions are created, and the processes of production, warehousing, transportation, processing and delivery of products are automated. As a result, companies generate additional income and reduce operating costs. It has been found that in the context of digitalization, the business models of hospitality enterprises are undergoing changes to achieve new competitive advantages.
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