Using artificial intelligence technologies in the marketing of accommodation facilities

In the context of the digital transformation of the hotel industry, artificial intelligence (AI) technologies are becoming a key tool for enhancing the competitiveness of accommodation establishments. The article examines modern approaches to the application of AI in the marketing activities of hotels, hostels, and other lodging facilities. It analyzes areas such as the personalization of the customer experience, demand forecasting, dynamic pricing, chatbots for guest interaction, and the use of big data analytics for audience segmentation and advertising campaign optimization. Based on a review of foreign and domestic case studies, the advantages of implementing AI solutions are identified, as well as existing barriers – technical, financial, and ethical. It is concluded that the integration of artificial intelligence into accommodation marketing contributes not only to the growth of operational efficiency but also to the formation of sustainable longterm relationships with customers. The research results can be used by hospitality industry practitioners to develop digital transformation strategies and utilize artificial intelligence tools in marketing.