INNOVATIVE MOBILE APPLICATIONS AS A MEANS OF HOTEL SERVICE IN THE CONDITIONS OF DIGITALIZATION

Abstract

The article examines the role of mobile applications in promoting hotel services in the context of digitalization. Mobile applications are changing the promotion of hotels in the digital age, analyzing their role in attracting guests, simplifying booking and providing personalized services, as well as discussing current trends and startups in the hotel and restaurant sector. Research shows that mobile applications are becoming a key innovative tool that improves the tourist experience and increases the competitiveness of hotels, especially in the context of active digitalization of the hospitality market. It is determined that digital technologies provide personalization of offers, interactive interaction with guests. The modules of the mobile application that are included in the hotel operating system are analyzed, this will allow achieving the following strategic goals for hotels, namely: personalization of the hotel experience; optimization of operational processes in the hotel; digitalization of services in the hotel. The feasibility of implementing a mobile application in a hotel in the Odessa region is substantiated. Since this provides all possible prospects in the future, namely automation processes in management, rapid sales of services, attracting new guests, prestige of the institution to the appropriate level, competitiveness, loyalty program, etc. It is noted that the introduction of the latest technologies contributes to the optimization of business processes, reducing costs, increasing guest satisfaction and forming a positive image of hospitality enterprises in the context of global competition. Such studies emphasize the importance of mobile solutions for hotels in order to remain competitive and meet the expectations of modern, technologically savvy travelers. It is concluded that the promotion of mobile applications in the context of digitalization is a key factor in the sustainable development of premium segment hotels and the formation of a positive image of destinations in the international market. Recommendations are provided for the implementation of a mobile application for other hotel enterprises in the Odessa region, taking into account all the advantages and prospects.