Hotel revenues under economic instability: adaptation strategies

Introduction. Economic instability significantly affects the functioning of the hotel industry, leading to decreased demand, reduced revenues, and the need for adaptation to new conditions. Key threats include inflation, currency fluctuations, political instability, and global pandemics, compelling hotels to seek effective strategies to ensure financial resilience. Purpose of the study. The purpose of this article is to analyse the impact of economic instability on hotel revenues and to identify effective adaptation strategies that can enhance the financial stability and competitiveness of hotels during periods of crisis. Research methodology. The study applies methods of analysing current trends in the hotel market, examining the practical experience of Ukrainian and foreign hotels, conducting a comparative analysis of adaptation strategies, and generalizing statistical data on the financial performance of the hotel industry during crises. Research results. The key factors contributing to the decline in hotel revenues under conditions of economic instability have been identified. The effectiveness of adaptation strategies such as service diversification (development of the corporate segment, SPA services), implementation of flexible pricing policies (dynamic pricing, loyalty programs), and optimization of operational costs (process automation, energy efficiency, and optimization of personnel costs) has been substantiated. It is confirmed that applying these approaches supports revenue growth and enhances hotel resilience even during deep crises.