The hospitality industry is a complex, comprehensive type of professional activity of people whose efforts are aimed at satisfying the diverse needs of guests – not only tourists, but also representatives of business, the public, culture, sports, scientists, as well as local residents. The full-scale Russian invasion has had a negative impact on all aspects of life in the country, but despite the difficulties and challenges faced by Ukrainians, the hospitality industry continues to develop. The hotel business is implementing a clear plan for reorganization during the full-scale Russian invasion, in particular – security, partnership, marketing, service, innovation, played an important role in ensuring compliance with market requirements and maintaining competitiveness. The hospitality industry is an important sector of the Ukrainian economy, which is already experiencing its rebirth. When it comes to a hotel, behind many secondary details – prestige, number of stars, sophistication of the restaurant and others, we often forget the main thing, the function that each one should embody: to create a pleasant, relaxed atmosphere and tell a story. However, martial law in Ukraine has made its own adjustments to entrepreneurs working in the field of tourism and the hotel business, in order to reformat and adapt to the realities of today. The main problems that arose during the military conflict for the hotel sector are: a decrease in tourist demand, war creates an unstable and dangerous situation, which leads to a decrease in tourist demand; restricted access in the war zone; deterioration of infrastructure, damage to buildings and communications can significantly complicate their functioning4; negative perception abroad, making it difficult to attract new customers, and also led to the cancellation or postponement of previously planned trips; difficulties in providing necessary resources, including electricity, water supply and food, due to supply disruptions and increased security costs. The challenges and obstacles that Ukrainian hotel enterprises faced during the military operations prompted reorganization and changes in business strategies. The reorganization of the hospitality industry under martial law is analyzed using the example of the !FEST hotel.
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