CHALLENGES AND OPPORTUNITIES ON THE HOSPITALITY INDUSTRY IN THE COLLECTING’S CONDITIONS THE SPREAD OF COVID‑19

The article is devoted to the study of the main opportunities of the hospitality industry as a component of the tourist services market in the face of the challenge of the spread of coronavirus infection and taking into account the existing trends, respectively, prevailing in the economic environment. The author examines the features of the problems of the functioning of enterprises in the hospitality industry in the current conditions of market uncertainty associated with the consequences of countering the spread of coronavirus infection in the world. The article notes the peculiarity of the formation of a new portrait of a consumer of hotel services, taking into account modern requirements for ensuring the safety of stay in an accommodation establishment. The presented study identifies the opportunities and prospects for the development and implementation of digital technologies in the hospitality industry. The analysis of the world experience of the functioning of the leading hotel chains in the conditions of the coronavirus crisis was carried out and it was found that the pandemic contributes to the active use of advanced information and communication technologies. The article notes that automation of service processes in order to ensure sanitary safety standards using artificial intelligence technologies, integrated guest applications and contactless service have become unconditional trends of the past year, which will take on new forms and development this year. In order to highlight the practical use of existing digital development opportunities, the author analyzed the world experience of individual hotels and hotel chains in terms of attracting customers and serving guests. In particular, the experience of «A-One Hotels Group» (Thailand), «Park Lane Hong Kong» (Hong Kong), «Fairmont Singapore» (Singapore), «Novotel Sydney Brighton Beach» (Australia), «Bijou Hotel & Resort» (Switzerland), «Palladium Hotel Group» (Spain), etc. Based on the analysis, the author identified three key trends that open up new opportunities for the hospitality industry in 2021, namely: service automation using artificial intelligence (which will allow free up hotel staff to work on other tasks, eliminate language barriers in service), contactless service (which will allow guests to stay safe, minimizing contact with the staff), cloud solutions (which will be especially in demand for eco-hotels, glamping sites and country houses that are now actively popularized).