How choosing a strategy impact on the hotel enterprise potential development?

Hotel business is developing rapidly. As a result, there is a problem of high competition in the hotel services market. To survive in an ever-changing market environment, it is necessary to choose the right strategy to do business effectively. Modern development strategies are effective tools for maintaining the competitiveness of hospitality enterprises, as well as contributing to the rapid development of the hotel business. The strategies discussed in the article are a basic part of strategic management, as well as resource management of a hotel enterprise. The right choice of strategy let the company develop its resource potential, support and satisfy the constantly changing preferences of guests, and follow current hotel trends. The article examines how choosing a strategy affects the hotel enterprise potential development. First of all, it is necessary to consider the evolution of development strategies and the specifics of their application in the hotel business. Secondly, it should be justified that the most popular now is the classification of strategies by type of innovative behavior due to the rapid development and digitalization of the process of providing hotel services. Thirdly, given the long-term nature of the strategy's implementation and the goals clearly formulated for a given period, the chosen strategy will have a significant impact on the developing the potential of the hotel enterprise. Fourth, according to the research results, the use of one of the above strategies according to the type of innovative behavior is justified as the most optimal in the current conditions.