TENDENCIES FOR THE DEVELOPMENT OF HOTELS IN UKRAINE UNDER CRISIS SITUATIONS

Any economic crisis leads to increased risks, increased competition and deterioration of the financial position of many hospitality businesses. A weak hotel management system, inadequate customer relationships, and revenue management often trigger the crisis of the hotel business. The adverse economic environment is forcing hotel managers to revise their development strategy, namely, to optimize their operations by reducing costs and using marketing tools. Those enterprises that manage to reduce costs without losing the quality of the services provided are in the most demand and competitive in a crisis. Improving the quality of the hotel offer to the level of international standards, expanding markets and training specialists in accordance with the requirements of world standards is indispensable to ensure the development of tourism in the context of deepening relations between Ukraine and the European Union. The development strategy of the industry requires state financial support in the main areas: attracting tourists to selected target markets; bringing national standards, safety standards, quality of goods and services in line with international requirements. In the article, the authors form their own point of view on the efficiency of functioning of the hotel enterprise in a crisis. The authors study the main trends in the development of the hotel business; analyze the hotel business in Ukraine based on statistics and expert opinions. The methods of management of the hotel enterprise during the crisis are presented. The authors have developed a three-level model of functioning of hotel enterprises in Ukraine in times of crisis, which will help to improve the financial situation for managers and managers of hotel enterprises in times of crisis.