HYBRID BUSINESS PROCESSES OF HOTEL MANAGEMENT DURING MARTIAL LAW

The article considers the essence of hybrid business processes of management in the hotel business under martial law in Ukraine, which include a combination of traditional technological operations with modern methods of work, which ensures flexible adaptation to changing environmental conditions. It is emphasized that hybridisation integrates traditional business management processes inherent in the hotel business with the latest ones, which allows optimising the hotel operation, ensuring stability and sustainability of the hotel in times of unpredictable changes. The necessity of using hybrid management business processes has been identified, which has become an important stage in the adaptation of the hotel sector to new realities, the impetus for which was the automation and digitalisation of business processes for booking, registration, payment for services, business processes for energy management, use of additional services, etc. A comparative characterisation of the advantages and limitations of hybrid business processes in the hotel management of Ukraine under martial law is carried out. It is proved that the main advantages of using hybrid business processes of management include: prompt reconfiguration of services to meet current needs, the ability to attract staff for remote or hybrid forms of cooperation, creating prerequisites for the formation of new service formats, reducing operating costs, etc. The main disadvantages include the lack of clear state regulations for the regulation of online services in the hotel sector, the need to frequently update the business model in an unstable market, difficulties with quality control and teamwork coordination, etc. Six main indicators for evaluating the effectiveness of the application of hybrid business processes of hotel management during the period of martial law are allocated: financial efficiency, quality of service and customer satisfaction, operational efficiency, adaptability to external changes, innovation and technological progress, and sustainability and stability. A conclusion has been drawn on the effectiveness of the application of hybrid business processes for managing hotels in Ukraine and Odesa during the period of martial law.