LOYALTY PROGRAMS AS A TOOL FOR THE DEVELOPMENT OF ESG PRACTICES AT HOSPITALITY ENTERPRISES IN A MARKET TRANSFORMATION SITUATION

Abstract

The article is devoted to the consideration of the importance of developing loyalty programs as a tool for the development of ESG practices at a hospitality enterprise. The authors focus on the study of factors of economic instability and market volatility and note that hospitality enterprises are forced to look for new ways to attract and retain customers in order to stand out from competitors and ensure their sustainability and growth. Special attention is paid to the principles of ESG as an integral part of modern business. It is concluded that the integration of ESG practices allows enterprises to increase their attractiveness to investors, improve their reputation and reduce the risks associated with climate change and social problems.