The era of digital branding in the tourism and hospitality industry

The article presents the result of the author's analysis of the problems and prospects for the development of the digital branding market. The issues of using digital tools in brand communication of tourism and hospitality industry enterprises are investigated. A list of cases of the most promising and interesting experiences of using digital technologies in the management system of global and Russian brands of hotel and tourist enterprises is proposed. The assessment of the existing advantages of digital branding is carried out, as well as the key risks and disadvantages associated with the use of this technology in the practice of modern hotel enterprises are highlighted. The author offers his view on the problem of forming a digital face of hotel enterprises, indicating the most common tools. Reveals a number of practical aspects of their implementation into the existing brand platform.