THE GLOBAL HOSPITALITY INDUSTRY DEVELOPMENT IMPERATIVES

Abstract

The hospitality industry is currently undergoing profound transformation under the influence of global challenges, including digitalization, environmental threats, changing consumer expectations, globalisation and the consequences of the COVID-19 pandemic. The article reveals the meaning of the concept of ‘imperative’ as a categori-cal requirement that determines the strategic guidelines for the development of the industry. It examines the imperatives that are key to the industry’s adaptation to new realities: digital transformation using artificial intelligence, the Internet of Things, and big data; environmental sustainability, including energy efficiency, paperless technologies, and waste reduction; increased hygiene and safety requirements; personalisation of services based on CRM systems and behav-ioural analytics; intercultural competence in the context of globalisation. Particular attention is paid to the role of mo-bile technologies, online reputation, human capital development, legal support, and crisis management. It has been proven that the successful implementation of these imperatives is only possible with strategic planning, investment in innovation, digital literacy of staff, and the formation of an adaptive organisational culture. The authors emphasise that combining technological progress with human values creates the basis for sustainable development and competitive-ness. This approach not only allows for maintaining efficiency in the post-pandemic era, but also ensures the long-term viability of the hospitality industry in conditions of global turbulence, establishing it as a flexible, innovative, and val-ue-oriented system. It has been determined that the prospects for further research are related to a deeper analysis of the mechanisms for integrating innovative technologies into operational processes, assessing the effectiveness of imple-menting imperatives in various segments of the hospitality industry, and developing adaptive management strategies in the context of unpredictable crisis changes and a dynamic global environment.