Abstract
The rapid development of the tourism market and socio-economic instability contribute to changes in traditional business models in the field of tourism and hospitality, aiming to support the competitiveness of companies and the complementarity of their activities to the needs of the relevant audience. Modern capabilities of information systems and digitalization allow for a significant increase in business efficiency, which requires appropriate adaptation of business models. The study focuses on the analysis of the areas of upgrading the hotel business to modern socio-economic challenges to achieve sustainable development of companies and expansion of the client audience. The research methodology included analytical-synthetic methods, comparison, statistical modeling of the behavior of hotel service consumers, generalization, and specification. The article examines the main areas of adaptation based on innovations, including the digitalization of services (personalization of advertising, targeting, electronic reservations, etc.), the formation of unique individual offers, as well as an integrated approach based on artificial intelligence technologies. The main adaptive marketing strategies in the hospitality sector are highlighted, including contextual advertising, content marketing, personalized offers and targeted advertising on social platforms. The study proves that innovative business models in the hotel sector should focus on offering new service products and personalization, as well as integrating the latest methods of promotion and implementation of services, which, in synergy, will allow increasing the profitability index and expanding the client audience. The article substantiates the need for institutional support for the development of small businesses and startups in the hospitality sector, which includes stimulating innovative development of regions and implementing public-private partnership projects. It is obvious that the potential of innovative digital technologies requires special attention for implementation within the framework of the smart hospitality concept to achieve more effective and sustainable development of companies.
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