DIGITAL MARKETING TRANSFORMATION IN THE HOTEL BUSINESS AND ITS MODERN TRENDS IN GEORGIA

The modern hotel business is developing against the background of rapid progress (improvement) of digital technologies. Digital resources have a significant impact on practically all operational directions of the hospitality sector. Marketing strategies of hotels in the tourism sector are changing significantly, which is due to changes in consumer behavior, the increased role of digital communication channels, and the multifaceted processes taking place in the platform economy. Under these conditions, traditional methods of service promotion are gradually being replaced by data-based analysis and personalized digital approaches tailored to the individual needs of the user. This paper examines the main stages of marketing transformation against the background of the development of digital technologies for the hotel business, using the example of a country with a developing economy, Georgia. The paper analyzes changes in marketing communication channels, online distribution, pricing systems, and customer engagement mechanisms. Special attention is paid to the role of digital platforms, big data technologies, and artificial intelligence in improving the effectiveness of marketing activities of hotel companies. The empirical base includes statistical data from the Georgian national tourism administration (GNTA), the world bank (WB), and international analytical agencies (Unwto, Statista, OTA, etc.) for 2023–2025. The results of the study show that digitalization is a key factor in increasing the competitiveness of hotel chains, providing personalized service, increasing marketing efficiency, and improving customer experience. In addition, the study reveals a number of important challenges that accompany the digital transformation of the Georgian hotel industry. These include the uneven level of implementation of digital technologies in small and medium-sized hotels, limited financial and technological resources, a shortage of qualified digital skills, and insufficient integration of data management systems. The high level of dependence on online platforms also remains a problem, which reduces direct sales opportunities and increases the share of intermediary costs. Additionally, the protection of users' personal data and cybersecurity issues are becoming increasingly pressing challenges. Thus, despite digital transformation's positive influence, its effective implementation in Georgia, as in other developing economies, requires a systemic approach, technological investments implementation, and human resources development, which finally determines industry long-term competitiveness.