STATISTICS AND COMPONENTS OF THE IMPACT OF CURRENT TRENDS OF NEW TECHNOLOGIES ON THE DEVELOPMENT OF BUSINESS PROCESSES IN THE HOSPITALITY INDUSTRY

The article conducts research on the implementation of innovative technologies in the hospitality sector, which are a key factor in improving the quality of services and the level of competitiveness of hospitality industry enterprises. It was found that the latest technologies provide automation of service processes, increase management efficiency, contribute to digitalization and the creation of a unique customer experience. It is innovative development that becomes the basis for the sustainable functioning of modern hotel and restaurant establishments in the conditions of global competition. An analysis of quantitative changes in Ukrainian hospitality entities is carried out, allowing a deeper assessment of the industry's readiness to introduce innovations, its adaptability to external challenges and ability to transform. It is determined that current trends in the application of innovative technologies in the hospitality sector cover a complex of innovations in the field of food, production automation, information systems, communication services and environmental safety. They are aimed at optimizing business processes, improving the level of service and forming new competitive advantages. It is determined that an important factor in development is the implementation of artificial intelligence systems. Machine learning algorithms are used to manage dynamic pricing, automatically plan hotel occupancy, or optimize menus in restaurants. The use of AI allows not only to reduce costs, but also to form a more flexible service policy. It was concluded that the latest technologies are a key factor in the development of the hospitality industry. They change approaches to organizing business processes, provide a higher level of service, form an environmentally friendly management model, and open up new prospects for individualizing service. The study showed that in the conditions of global competition and the rapid development of scientific and technological progress, only those enterprises that actively implement innovations will be able to maintain competitive positions and ensure stable development. Thus, the latest technologies are not only a tool for increasing efficiency, but also a strategic basis for the future of the hospitality industry.