СТРАТЕГІЇ АДАПТАЦІЇ ГОТЕЛЬНОГО БІЗНЕСУ В УМОВАХ РИНКОВОЇ НЕСТАБІЛЬНОСТІ

The article is devoted to the analysis of hotel business adaptation strategies in conditions of market instability. Market conditions, in particular economic crises, political changes and global challenges, significantly affect the activities of hotels. Therefore, in order to maintain competitiveness and sustainability in the market, hotel companies must develop and implement effective adaptation strategies that allow them to respond quickly to changes in the external environment. The article discusses the main approaches to the adaptation of the hotel business, among which an important role is played by innovative technologies, changing marketing strategies, optimizing operational processes and personnel management. The authors emphasize the importance of flexibility in management and the ability to quickly respond to changes in demand and consumer behavior. The role of digital tools such as online booking, integration with global sales systems, the use of big data and artificial intelligence to analyze consumer preferences and predict trends is separately considered. The article also identifies specific adaptation strategies for various segments of the hotel market, in particular for luxury, business hotels and budget institutions. It analyzes how changes in the economic situation, socio-cultural trends and foreign economic factors can influence the choice of strategy for each of these segments. Thanks to an integrated approach, the article provides useful recommendations for hotel managers to develop adaptation strategies in conditions of instability, which will contribute to improving the sustainability of the business and ensuring its long-term development