DIGITAL TECHNOLOGIES IN THE HOTEL INDUSTRY: OPPORTUNITIES FOR APPLICATION AND DEVELOPMENT TRENDS

Modern digital technologies are an important driver of competitiveness, operational efficiency, and improved customer service in the hotel industry. The adoption of artificial intelligence, smart technologies, data analytics, and automated management systems is substantially reshaping traditional approaches to organizing hotel operations, delivering services, and managing customer relationships. Digital solutions enable hotels to streamline booking processes, optimize resource management, personalize services, and strengthen their market position. This article aims to analyze the principal opportunities for using digital technologies in the hotel industry and current trends in their development. The study draws on an analysis of the scholarly literature, together with comparative and systems approaches. Particular attention is given to the use of artificial intelligence, mobile technologies, digital marketing, smart hotel systems, and data-driven decision-making.