DIGITAL TRANSFORMATIONS AS INNOVATIVE WAY OF DEVELOPMENT IN THE HOSPITALITY INDUSTRY

The increase in the number of enterprises in the hospitality industry puts the issue of increasing competitiveness on the agenda. Digitalization makes it possible to solve the problem of increasing competitiveness comprehensively. However, in the literature, this issue is considered either from the point of view of competitiveness or only the technologies used are considered. The analysis of the literature allowed us to assert that the applied innovations in the hotel business are represented by consumer trends, virtual/augmented reality, smart technologies. The article shows the ways of using a variety of technological innovations to increase competitiveness. The use of various technological innovations allows you to organize a “check-in” service, provide information about the hotel, and perform the functions of a “guest relationship”. In addition, to stimulate the volume of sales of services, manage the revenues of the hotel company and reduce the cost of resource consumption, change the models of human resource management. Along with this, there is an opportunity to offer a variety of novelties that are not presented in other hotels, which increases the attractiveness of the enterprise for the consumer. The use of digital technologies is a costly event. Depending on the tasks and financial capabilities, each company can choose its own option. The difficulties of implementing digital technologies at Russian hotel enterprises are due to economic factors.