THE IMPACT OF MODERN TECHNOLOGIES ON THE DEVELOPMENT OF THE HOTEL AND RESTAURANT BUSINESS: FROM ONLINE BOOKING TO DIGITAL MARKETING

Introduction. Modern technologies play a key role in the development of the hotel and restaurant business, significantly influencing operational processes and customer experience. In the era of digital transformation, such innovations as online booking, real estate management systems, digital marketing and artificial intelligence are becoming an integral part of the strategy of successful companies. These technologies not only increase competitiveness, but also improve the quality of service, contributing to the growth of customer loyalty. However, the introduction of new technologies is associated with a number of challenges, such as high initial costs and the need to ensure cyber security. This article is devoted to the analysis of the impact of modern technologies on the hotel and restaurant business, consideration of current trends and prospects, as well as identification of problems and proposals for solutions to overcome them. The purpose of this article is to investigate the impact of modern technologies on the development of the hotel and restaurant business with an emphasis on the transition from online booking to digital marketing. Materials and methods. The research materials are normative legal acts regulating the use of modern technologies in the hotel and restaurant business; works of domestic and foreign authors investigating the impact of digital technologies on the hotel and restaurant industry; scientific and practical research on the implementation of Internet booking technologies, digital marketing, real estate management systems and artificial intelligence in operations management and customer interaction. In the process of conducting the research, such scientific methods as the analysis of publications on the research topic were used to identify key trends and directions. Synthesis of the received information to form a holistic view of the impact of modern technologies on the hotel and restaurant business. Content analysis of materials presented on the official websites of hotel and restaurant companies, as well as in social networks, in order to assess the current state and prospects for the use of technologies. These methods made it possible to comprehensively investigate the impact of modern technologies on the hotel and restaurant business, identify key problems and offer recommendations for overcoming them.