INTERNET MARKETING TOOLS IN THE SYSTEM OF A HOTEL ENTERPRISE PROMOTION

In recent years of economic, political and social changes in the world, it has become clear that the existence of any business without a presence in the online space reduces the effectiveness of its activities several times. Consumers search for information about hotel services mainly through online resources. Obtaining competitive advantages and stable positioning on the market is possible only through the systematic use of Internet marketing tools. The article defines a list of the main tools of Internet marketing for hotel enterprises, the peculiarities of their use are considered: search engine optimization, complex development of the website and its promotion, positioning in social networks, content marketing, web analytics. The importance of the analytical tools use for evaluating the effectiveness of the different marketing activities application in the promotion system is substantiated. Offered internet marketing tools that should be tracked with post click and view analysis. The system of Internet marketing performance indicators is considered in the form of a sales funnel, which covers four stages of work with the target audience: attracting the audience to third-party advertising platforms; involving them in working with the company's website; converting visitors into buyers; retention to increase repeat sales. All indicators are presented in the form of quantitative, qualitative and estimated economic indicators. It is noted that the adjustment of the online promotion program and its tools should be carried out based on the analysis of statistical data of their effectiveness use. It is worth monitoring the dynamics of both statistical indicators that are automatically calculated by web analytics systems and economic indicators that allow you to evaluate the effectiveness of advertising costs and the conversion of your visitors. Therefore, the construction of an organic and effective system of a hotel enterprise promotion is possible under the condition of comprehensive and systematic use of Internet marketing tools.