THE IMPACT OF BIG DATA ON MARKETING AND ADVERTISING IN THE HOTEL INDUSTRY

Abstract The article examines the influence of Big Data technologies on marketing strategies of the hotel industry. The main methods of collecting and analyzing large volumes of data, their application to improve customer service and increase loyalty are considered. Special attention is paid to the analysis of practical cases of Big Data implementation in the hotel business, and the main challenges faced by Ukrainian hotels when implementing these technologies are identified. The prospects for the development of the hotel industry thanks to the use of big data processing technologies have been determined.