DIGITALIZATION AS THE MAIN FACTOR OF DEVELOPMENT OF THE HOSPITALITY INDUSTRY IN THE EU COUNTRIES

Abstract

The article considers the main trends in the development of the hospitality industry market in the European Union. The analytical review of scientific sources allowed to single out among them the following: deepening of specialization of hotel and restaurant offers; creation of international hotel and restaurant chains; development of a network of small enterprises; introduction of new computer technologies in the hospitality industry; training of highly qualified personnel. The contradiction between the urgent need for innovation in the hospitality business highlights the problem of introduction of new computer technologies in the hospitality industry and the appropriate training of highly qualified personnel. The main directions of digitalization as the basis of innovations introduced in the hospitality industry are determined: technologies of pattern recognition (face); use of robots, virtual companions, equipment of rooms with «smart» equipment, use of modules such as «Online supermarket tours». The classification of world innovations in the hotel business by types, innovations and significance for the development of the hospitality business is offered. Among the innovations are informational and marketing types. Informational innovations are related to the Cloud Hotel Automation System, the Cloud Hotel Management Service, the Hotel Booking Service, the creation of a WOW-effect for customers, etc. An analysis of the training of specialists for the hotel and restaurant business in European countries that are able to ensure the digitalization of the hospitality business is conducted. The peculiarities of professional training of managers in higher education in Switzerland, which ranks first in the top 10 of best hospitality schools in the world, are considered. Due to the analysis, recommendations are formulated for the training of the specialists of hotel and restaurant business in Ukraine, which focus on quality of practical training of students through long internships in leading hotels in Ukraine and abroad, attracting future professionals to work on innovative projects, creating high-tech learning environments in universities.