The specifi cs of the company advertising communications in the fi eld of hotel business

In today’s market, where current trends change frequently, the hotel business has to exist within the framework of fi erce competition and constantly changing needs of the target audience. The development and implementation of the most effective advertising communications are becoming the most important tools that allow, through the information noise and the dominance of analogues, not only to attract new customers, but also to build loyalty among existing guests, turning them into regular customers. In the context of economic, geopolitical, cultural and social transformations, due to the large-scale penetration of digital technologies into everyday life, the attention of potential consumers is dispersed. While the struggle for the consumer and the value of his attention has reached an unprecedented level.As a result, the search for new formats and stories that can attract an audience and the development of an omnichannel and entertaining advertising message that is relevant and personalized for segments of the target audience determine in this process a special set of requirements for the development and use in the advertising communications promotion system. The research reveals approaches to the formulation of the category “advertising communication”, defi nes the specifi c characteristics of advertising communication in the hotel business, and reveals the elements and functions, the systematic implementation of which ensures effective communication impact. The practical signifi cance of the study lies in the conclusions and suggestions regarding the transition of accommodation facilities, regardless of their resource provision, to digital promotion.