Information Technologies as a Factor of Competitiveness in Hotel and Restaurant Enterprises: Analytical Overview of the Ukrainian Market

Topicality. The current stage of the development of the hotel and restaurant business in Ukraine is characterised by the necessity in adaptation to new economic and social conditions, when enterprises of this industry actively search for ways to enhance their competitiveness. Information technologies play a crucial role in this process, as they not only improve customer service, but also optimise internal processes, increase business efficiency and create new opportunities for attracting customers. Implementing of modern IT solutions, such as automation of management processes, digital platforms for booking and integration of customer relationship management systems has become a strategically important factor for the development of the hotel and restaurant business in Ukraine. Aim of the article. Studying of this issue involves an analytical research of the IT influence on the competitiveness of Ukrainian hotel and restaurant enterprises. The main hypothesis is that the integration of innovative information technologies significantly enhances the efficiency of enterprises, facilitates customer interaction and creates additional opportunities for the development in the context of the current economic situation. The study analyses how certain IT tools contribute to improving service, optimising operational costs and creating new business opportunities. Research methods. Different methods are applied to analyse the effectiveness of IT usage in the hotel and restaurant business of Ukraine, including the analysis of scientific publications and literature sources, the study of existing tendencies and empirical research. Successful practices of implementing IT solutions in hospitality establishments are traced, as well as a statistical market analysis is conducted in order to identify key factors affecting the competitiveness of enterprises. Results. The study identifies the main types of IT used in the hotel and restaurant business. Implementing of these technologies enables a significant increase in the competitiveness of enterprises in the market, improves service quality and expands the customer base. The results show that in the Ukrainian hotel and restaurant industry, IT has become a critical tool for adapting to modern challenges and transforming business models. Conclusions and discussion. This research confirms that IT can be an essential factor in enhancing the competitiveness of hotel and restaurant enterprises in Ukraine. They provide effective management, improve customer service, reduce costs and make the business more flexible in its responds to changes in the market situation. Applying modern IT tools promotes the development of new services and business opportunities, and also creates favorable conditions for attracting new customers. To further improve this sector in Ukraine, it is crucial to continue make investments in innovative technologies such as Artificial Intelligence and the Internet of Things, which can further optimise the work of enterprises and increase the efficiency of customer service. The perspectives for further study focus on the search for new innovative approaches and technologies in order to enhance the effectiveness of IT use in the hotel and restaurant business, on the development of new digital tools for management and customer service, and additionally, on the integration of IT with other business processes in order to create competitive advantages.