Marketing strategies of hotel business enterprises in the conditions of crisis phenomena

The subject of the study is the marketing strategies of hotel business enterprises in times ofcrisis phenomena.The purpose of the study is to determine the most effective marketing strategies of hotel businessenterprises in times of crisis phenomena.Research methods. The article uses the dialectical method of scientific knowledge, the method ofanalysis and synthesis, the comparative method, and the method of data generalization.Results of the work. The article identifies the most effective marketing strategies of hotel businessenterprises in times of crisis phenomena. Based on specific strategies, it is proven that determiningthe most effective marketing strategies for hotel business enterprises in times of crisis phenomenarequires adaptation to changing market conditions and consumer needsConclusions. In times of crisis phenomena, such as economic recessions, natural disasters, orpandemics, hotel business enterprises face numerous challenges. Effective marketing strategiesbecome important for survival and adaptation. Firstly, it is important to rethink the target audience,focusing on local customers and new market segments. This is the development of special offers forfamilies, business cities or medical professionals. Secondly, hotels need to intensify online marketing.The use of social networks and digital advertising makes it possible to attract new customers andmaintain the involvement of existing ones. Thirdly, adapting services to the needs of customers in thenew conditions is important. For example, the introduction of flexible booking conditions, contactlessservice and an emphasis on safety can increase consumer confidence. Thus, effective marketingmanagement in crisis conditions is the key to the success of the hotel business.