ANALYSIS OF EUROPEAN EXPERIENCE WITH THE "GREEN DEAL" AND ECO-CERTIFICATION IN HOSPITALITY AS A MODEL FOR UKRAINE

This research analyzes the transformation of the global hospitality industry towards sustainable development under the influence of the European Green Deal. The author emphasizes that the hospitality sector is one of the most resource-intensive in the world, requiring a fundamental shift from a traditional linear model to a circular economy to ensure long-term viability and competitiveness. The study examines in detail three interconnected components of the European approach: strategic policy (specifically the EU Tourism Transition Pathway), circular economy principles, and practical voluntary eco-certification tools such as Green Key and the EU Ecolabel. These mechanisms allow not only for a significant reduction in operational costs through efficient resource use but also for building market trust by providing consumers with official guarantees of the low environmental impact of services.Particular attention is paid to the challenges Ukraine faces on its path to European integration, especially the systemic deficit of knowledge and expertise in environmental management. As an effective solution, the author presents the "GREEN-HOST" educational project, which serves as a structured model for adapting European experience through the implementation of three innovative training courses dedicated to eco-certification, energy efficiency, and strategic management in the context of the circular economy. The study concludes that the successful integration of the Ukrainian hospitality sector into the single European market is impossible without fundamental investment in human capital. A systemic change in the educational paradigm and the training of a new generation of specialists will allow Ukraine not only to copy standards but also to become a full participant in the European space of sustainable development.