PANORAMIC TERRACES AS A MODERN SOURCE OF ECONOMIC ATTRACTIVENESS OF A HOTEL ENTERPRISE

Abstract

The study is devoted to a comprehensive analysis of the use of panoramic terraces as an important instrument for increasing the economic efficiency of hotel enterprises. Within the framework of the research, a complex examination of the functional purpose of panoramic terraces in the structure of additional hotel services has been carried out, and their role in forming a positive image of the establishment and attracting new consumer segments has been determined. Special attention is focused on assessing the impact of panoramic terraces on revenue growth, expansion of the service portfolio, enhancement of guest loyalty, and strengthening of the competitive advantages of hotel enterprises in the hospitality market. The research makes it possible to comprehensively evaluate the efficiency of using open and rooftop hotel spaces as a commercial resource, to determine the key organizational, technical, and economic aspects of their operation, as well as to identify the main advantages and potential drawbacks of integrating such facilities into business activities. The study considers the possibilities of using panoramic terraces as locations for catering establishments, recreation areas, event venues, photoshoots, and entertainment programs, which expands the range of offered services and increases the attractiveness of the hotel for different consumer groups. The relevance of the topic is determined by the need for a continuous search for new sources of improving the economic performance of hotel enterprises under conditions of limited financial and spatial resources, demand seasonality, and increasing competition in national and international hospitality markets. Implementation of solutions related to the arrangement and effective use of panoramic terraces contributes to the diversification of the hotel product, improvement of profitability, optimization of available space utilization, and creation of a unique value proposition for guests. This, in turn, has a positive effect on the economic sustainability of hotel enterprises, increases cash flows, strengthens market positions, and raises the overall level of their competitiveness.