TRENDS IN THE DEVELOPMENT OF VR, AR, AI AND VOICE TECHNOLOGIES IN THE GLOBAL HOTEL BUSINESS AS TOOLS FOR PERSONALIZING SERVICES IN THE HOSPITALITY INDUSTRY

Objective. The objective of the study is to analyze the current state and prospects for the use of advanced technologies, in particular artificial intelligence, virtual and augmented reality, and voice technologies, to increase the efficiency and personalization of services in the global hotel industry. Methods. The research methods are the dialectical method of scientific knowledge, systematization, generalization and decomposition, analysis, synthesis (for analyzing the current state of the global hotel market, assessing the state and prospects for the integration of digital technologies into the hospitality industry), abstract-logical method (to formulate conclusions), graphic and tabular methods (to visualize the research results). Results. The article examines the current state and prospects of integrating digital technologies into the hospitality industry. In the context of stable, albeit complicated by geopolitical factors, growth of the global hospitality market, it reveals the key role of these innovations in ensuring competitiveness and meeting the growing demands of consumers for personalized services. The impact of virtual reality (VR), augmented reality (AR), artificial intelligence (AI), and voice technologies on transforming the customer experience and optimizing hotel operations is analyzed. Research results that confirm the effectiveness of AI in predicting customer needs, automating processes, and increasing profitability are presented. The benefits of voice technologies in enabling contactless and intuitive interactions are highlighted, as well as their potential to improve operational efficiency. The application of VR and AR to create immersive virtual tours, preview destinations and hotel rooms, cultural immersion, staff training, and navigation improvements is analyzed in detail. It is substantiated that these technologies provide an unprecedented level of service personalization, increasing guest loyalty, strengthening the competitive position of companies, and contributing to the sustainable development of the global hospitality industry in the face of constant change and growing consumer expectations.