Abstract
In the face of war and a global pandemic, the hotel and restaurant industry in Ukraine has been compelled to adapt swiftly to unpredictable changes. This article assesses the efficiency of service, technological, and managerial processes within this sector, employing concepts from Customer Relationship Management (CRM) and customer experience, and operational efficiency. Statistical analysis was used to evaluate efficiency coefficients, focusing on factors like staff engagement, local sourcing, streamlined check-in processes, resource optimization, and dynamic pricing based on demand. The study highlights the shift toward flexible operational management and customer service modeling amidst uncertain conditions. Using the case of Ribas Hotels Group from 2012-2023, the article demonstrates strategies such as cost optimization and dynamic pricing, showcasing how CRM principles aid in building customer loyalty during turbulent times. The research provides valuable insights into the growth sources of gross operating profitability, emphasizing the practical significance of efficient processes in the Ukrainian hotel and restaurant business.
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