Evolution of hospitality concepts: from standards to personalization

Methods. The main method used in the study is a system analysis to study the connections between individual aspects of hotel business management and development, as well as a comparative analysis to determine the features of innovative approaches in various hotel establishments in Ukraine. In addition, case study elements were used, which allowed using the example of successful hotels to identify key innovation trends and mechanisms for their implementation. Results. Modern concepts of hotel development as strategic tools for ensuring competitiveness and adaptation to market changes are examined in the research. It is emphasized that modern hotel business focuses on personalization of service, integration of technologies and implementation of environmental practices that meet the requirements of sustainable development. The evolution of hotel service in Ukraine is analyzed, starting from a standardized approach to a modern innovative and customer-oriented model. Particular attention is paid to the use of digital solutions and automation that facilitate operational processes and increase convenience for guests. Examples of successful Ukrainian hotels demonstrate how local and international trends affect the level of development of the hospitality industry. Novelty of the study lies in identifying key innovative components that most effectively contribute to the development of the hotel business. For the first time, the work developed a model for the integration of digital technologies, such as IoT and CRM systems, with elements of environmental management for the Ukrainian market. The emphasis is also placed on analyzing the impact of modern socio-cultural trends on the concept of hotel development, including local adaptation through cultural elements in design and services. Practical value lies in the possibility of using the proposed recommendations by hotel owners and managers to improve business processes, increase competitiveness and create unique customer experiences. In particular, methods for implementing automated service management systems and mechanisms for adapting to environmental standards can be integrated into both new and already operating hotel facilities.