INTEGRATION OF INNOVATIVE TECHNOLOGIES INTO HOTEL AND RESTAURANT MANAGEMENT: STRATEGIC SOLUTIONS FOR ENSURING RESILIENCE IN A TURBULENT ENVIRONMENT

Abstract

The article discusses how new technologies can be strategically integrated into hotel and restaurant management in conditions of increasing market volatility and digital transformation. The novelty of the research rests on the urgent necessity for hotel companies to modernize their technologies as an element of long-term resilience and competitiveness. The purpose is to identify strategic priorities and mechanisms for the effective implementation of innovative tools based on flexibility, customer orientation, and sustainable growth in hotel management. The research tasks include the analysis of current scientific approaches and publications on digital innovation in the industry, systematization of global case studies (e.g., Hilton, Marriott, Henn-na Hotel, AccorHotels), and the development of practical recommendations for Ukrainian businesses. The methodology combines content analysis of recent academic literature, case-study analysis to identify effective digitalization practices, and a comparative synthesis of technologies in terms of their strategic value. It applies structural analysis in mapping the key milestones of implementation and expected results based on the DEAC model of change management. It finds that technologies such as artificial intelligence, big data analytics, automation, and blockchain do not merely optimize operational performance but transform service quality and customer experience. This requires the integration of leadership, and digital capability development with a culture oriented toward innovation. This paper emphasizes the preconditional factor of stakeholder engagement and employee upskilling in attaining success through digital transformation. To finally put it, digital innovation is not an option to be picked by hospitality enterprises if they want stability and growth. Some specific recommendations for hotel and restaurant businesses in Ukraine include phased approaches toward digital adoption, collaborations with local tech startups, and hybrid service models. Future research should focus on the application of digital tools in small and medium-sized enterprises, practically applied, and their economic and organizational effect in the conditions of Ukraine.