DIAGNOSTICS OF THE EFFECTIVENESS OF CURRENT STRATEGIES AND METHODS OF ANTI-CRISIS MANAGEMENT OF HOTEL ENTERPRISES

Abstract

The article provides diagnostics of the effectiveness of current strategies and methods of anti-crisis management of Ukrainian hotel enterprises in the context of the COVID-19 pandemic and military aggression. The current state of functioning of Ukrainian hotel enterprises in the context of deep economic and security crises is analyzed, which has significantly transformed the structure of demand, the geography of tourist flows and the conditions of economic activity. It was found that the 2020 pandemic caused a sharp reduction in demand for hotel services and the need for a prompt response to mobility restrictions, while the full-scale military invasion led to the suspension of the activities of a significant part of hotel enterprises, the destruction of infrastructure and the redistribution of hotel activity in favor of the relatively safe western regions of Ukraine. The activities of international and national hotel operators operating in the Ukrainian market are reviewed, including Radisson, Hilton, InterContinental, Accor, Wyndham, as well as Ukrainian operators Optima Hotels & Resorts, Ribas Hotels Group and Premier Hotels and Resorts. The main strategic and tactical directions of anti-crisis management are identified, which include the relocation of hotel operations to safer regions, reconstruction of facilities with increased security, optimization of costs and staffing, development of new formats of hotel services, implementation of flexible pricing, activation of digital channels of promotion and online booking. Special attention is paid to income diversification, development of partner programs, micro-investment in hotel real estate and implementation of educational and personnel initiatives, in particular, the creation of digital platforms for personnel training. The study proved that the effectiveness of anti-crisis management in the hotel industry largely depends on the ability of enterprises to quickly adapt management strategies to conditions of high uncertainty, diversify sources of income, use digital technologies and expand the range of additional services. It was established that small and medium-sized hotel enterprises are more flexible to crisis transformations, which have a higher operational ability to implement adaptive management solutions. The conclusions were drawn that the use of situational, proactive and adaptive methods of anti-crisis management contributes to the preservation of the operational activities of hotel enterprises, minimizing losses and creating prerequisites for the gradual recovery of the hotel industry of Ukraine.