Formation of a complex of digital marketing of a hotel enterprise

The article presents a list of recommendations for improving the marketing activities of a hotel company based on the effective use of modern digital marketing tools. Digital marketing is implemented in a virtual environment, which serves as a place for hotel companies to promote a hotel product. In the modern hotel industry, you can see many examples of advertising created specifically within the framework of digital marketing. All customers, potential and existing, are currently very actively using the media, the Internet, mobile phones, booking services. For the convenience of interaction with the client and more effective promotion, modern hotels are actively implementing innovative digital solutions in their work - from using QR codes to obtain information about the hotel to creating 3D advertising. The theoretical and methodological basis of the research was the works of leading scientists in the field of management and marketing, publications in periodicals, normative and methodological materials for the development of a modern marketing complex at the enterprise. In the process of work, methods of observation, comparison, grouping, system analysis, synthesis, induction, deduction, the method of analogies, modeling of the studied processes by description, comparison and comparison were used. These methods allow us to consider the studied processes and phenomena in development, identify contradictions, correlate essential characteristics and forms of their manifestation.