Synergy of marketing communications, information technologies and competence-based approach as a factor of managing the loyalty of customers of a hotel enterprise

The article deals with the actual task of managing the loyalty of the consumer of hotel services in the conditions of turbulence in the hotel business. The novelty of the proposed solutions lies in the synergy achieved by the use of a complex of marketing communications, information technology and personnel management, as well as non-traditional and innovative technologies to retain customers and maintain the volume of hotel services, which ultimately will influence the level of customer loyalty of hotel enterprises. It is proposed to use artificial intelligence technologies for the provision of services, a competency-based approach for the formation and development of personnel, marketing communications, including those based on information technology, to provide hotel enterprises with strategic superiority in the hospitality services market.