GLOBAL TRENDS IN THE DEVELOPMENT OF THE HOTEL AND RESTAURANT BUSINESS

Abstract

The growing demand for innovative formats of establishments, the introduction of automation and digital technologies, the orientation of visitors to the quality of service, environmental friendliness and uniqueness of the experience require enterprises in the hotel and restaurant business to take into account new realities. Research into the development trends of the hotel and restaurant business is relevant due to rapid changes in the market environment, the impact of global challenges and the need for enterprises to adapt to new conditions. The article is devoted to a comprehensive analysis of key global trends in the development of the hotel and restaurant business. The research base is represented by an array of studies conducted by Food On Demand, Guestcentric, KPMG, Swiss Education Group, Technomic Inc. The content of global trends in the development of the hotel and restaurant business is characterized in the following areas: technological innovations (mobile registration, voice control of rooms, chatbots with AI, virtual tours), sustainability and environmental friendliness (use of environmentally friendly practices), personalization of service, development of global and local gastronomy (farm-to-table concept, fusion cuisine), virtual tours and storytelling in social networks of influencers and travel bloggers, wellness vacations (spa services, fitness programs, digital detox, plant-based menu), authentic local experience and cultural immersion (culinary master classes, excursions and art events), a new level of luxury, combining work and leisure, innovative hotel bars (craft cocktails, signature mocktails, use of secondary raw materials). Ways have been established for enterprises to familiarize themselves with trends in the development of the hotel and restaurant business, namely: industry publications, blogs, conferences, exhibitions, seminars, webinars; professional associations; social networks. Successful enterprises develop technologies, environmental practices, and a personalized approach, which allows them to remain competitive and meet the expectations of modern consumers. Analysis of global trends will identify prospects for the development of the industry, help increase its competitiveness, and ensure stable growth in the long term.