The influence of digitalization trends on the development of business subjects in the hospitality

摘要

Abstract. Introduction. The article is devoted to an overview of the most relevant trends in the development of digital technologies and analysis of their potential impact on the hospitality sector (HORECA). Purpose. As a result of the analytical and applied research, the five most significant trends were identified and the benefits they provide were highlighted. Agency interfaces to reduce the cost of communicating with customers and expand their user experience. Blockchain offers opportunities to significantly improve the quality and transparency of logistics and procurement. IoT and �smart cities� are changing the overall business environment. Social robots and other cyberphysical systems make it possible to automate the basic work processes of hotels and restaurants. Both the advantages of using innovative technologies by Ukrainian companies and the main obstacles and side effects of their implementation are analyzed. Results. It was concluded that benefiting from promising technological trends is possible only with the transition from the digitalization of individual tasks to the digital transformation of the hospitality. Digital technologies continue to be the main engine for the development of post-industrial society. With all the relative simplicity of the main content of hotel and restaurant services, the hospitality industry, like many other industries, is influenced by a number of technological trends. Conclusions. Summarizing the role of already used and promising digital technologies, they can be described as a qualitative transition from the digitalization of individual business tasks and processes to the digital transformation of the entire business, value chain and the very nature of labor. This means that successful promote digitalization of HORECA enterprises, hoping to benefit from the use of advanced technologies, should not only invest in their acquisition and implementation, but above all develop a concept and business model that could integrate many different digital solutions, link them not only with workflows, but also with the product itself, creating value for the consumer, as well as accordingly change the place and functions of the company's staff.