Hospitality industry: foreign experience in applying innovative technologies in the field of sales and marketing

The current state of the tourism and hospitality sector has been seriously influenced by a number of external factors, including the pandemic and long-term restrictions caused by COVID-19 (in some cases, a ban on flights to other countries), as well as the unstable economic and political situation in the world. At the same time, most experts agree that only one positive feature can be identified from all this - the tourism and hospitality sector will now work in a new way. Despite various external restrictions and threats, tourism and hotel business continues to develop in almost all countries. New tourist areas have begun to appear, and travelers are becoming increasingly interested in trips to little-known tourist centers. The year 2023 marked a new stage in the development of the tourism and hospitality sector: the number of travelers has increased, their needs have changed, the boundary between business and tourist trips has practically disappeared, which has led to the emergence of new offers from all market participants. In accordance with dynamically changing market conditions, all participants in the tourism market are forced to adapt to new realities, becoming the initiators of intra-organizational innovation processes. The authors of the article determined the relevance of introducing marketing innovations in the hotel business, considered the importance of innovative marketing in the work of the hotel. The theoretical aspects of the topic of the article are supported by modern examples from practice.