OPTIMAL HOTEL MANAGEMENT THEORY: ANALYTICAL ASPECT

The article investigates new trends and tasks of management in the hotel industry through the prism of the modern theory of optimal management. The model of an optimal structure formation for the volume of hotel services sale has been presented, which takes into account the proportion of profitability of hotel accommodation sale of the corresponding type in the overall profitability of hotel services sale, which is established in the form of a linear programming task. The implementation of the optimal assortment policy has been corroborated, which will give positive results in the in-depth operational analysis of profitability by hotel room types. It is proved that the pricing policy of hotel properties should be based on determining the equilibrium price i.e. taking into consideration the function of supply and demand on the hospitality market. To determine the equilibrium price formed on the hospitality market, it is suggested to use a "cobweb model", the essence of the model is that suppliers respond to prices with a certain delay ("time lag"). It is substantiated that by determining the equilibrium price of the forecasted period, a hotel enterprise can form a pricing strategy based on the possible supply and demand on the hospitality market in general. In order to implement a rational assortment policy in analyzing the profitability of hotel establishments, it is suggested to use the method of optimal management, grounded on the distribution of the volume of accommodation deals by room types in accordance with the optimal structure at a given vector of the objective. At the same time, it is recommended by the authors to determine the amount of demand for accommodation services in the forecasted period via the Markov chain method. Simulation modeling of hotel enterprises' performance will allow developing managerial decisions that will help to increase the overall profitability of the hospitality business. The authors propose to improve the methodology of analysis within strategic management by integrating conventional analysis methods with less traditional such as multidimensional analysis; investigation of innovational performance; forecasting method, imitation and stochastic modeling of business processes in the hospitality industry.