Abstract
Globalization has a profound effect on the structures of many spheres with all its dimensions. Therefore, various progressive trends affect the modern trends of our life. Current and future trends can be considered by factors such as emergency situations (pandemic, etc.), technology (Industry 4.0, etc.), the phenomenon of sustainable development (environmentally friendly practices, etc.). In this context, the hospitality and catering industry attracts attention both with its new trends and the prospects of digital transformation in the future innovative development. Modern HoReCa business requires the implementation of various aspects of sustainability, innovation and new approaches in communication with consumers, as well as the implementation of new trends, which are caused by both the Covid-19 pandemic and the consequences of Russia's military aggression in Ukraine. For the business of the service industry, it is very important to know both yourself and your customers, and in the current period to be aware of the dynamics of the future market. In 2023, the hospitality industry is taking bold steps, including in Ukraine, where possible. The top trends show that business owners want and are finding innovative ways to improve the guest experience inside and outside the establishment. Businesses should develop strategies in this direction with the awareness of their strengths and weaknesses. In order to identify the strategies that will shape the service industry in 2023 and the following years, Internet research and forecasting by leading businessmen are carried out and analyzed. And even HoReCa enterprises are not in the first ranks of “the fourth great upheaval in production”, and the entire economy of Ukraine is now directed to military defense against the enemy, that time is not far when it will reach the same level with others in innovative development. In this context, this investigation is aimed at holistical assessment of trends and forecasts in the hospitality and catering industry, contribution to the literature and offering suggestions to relevant stakeholders.
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