Сучасні підходи до організації готельно-ресторанного бізнесу

Abstract. Introduction. The hotel and restaurant business is one of the main components of the service sector. Given the importance of the hotel and restaurant business as an important component of the country's economic development, the topicality of the topic of the article determines the search for approaches to the organization of this type of business. Purpose. The purpose of the article is to reveal modern approaches to the organization of the hotel and restaurant business. Results. It was determined that many factors affect the hotel and restaurant business in Ukraine and the world, including political stability, corruption, the quality and availability of training for hotel and restaurant specialists, and the level of professionalism of the staff. It was found that the key task in the hotel and restaurant business is the correct organization of supply services. It has been established that one of the most important issues for the effective functioning of hotel and restaurant business entities is the availability of the appropriate material, technical and financial base. It was found that the development of the hotel and restaurant business is directly influenced by the image of the establishment, which creates a positive perception of the hotel or restaurant in the eyes of customers. It was determined that one of the modern approaches to the organization of the hotel and restaurant business is to increase the competitiveness of activities in the service market through social networks and one's own page. It has been established that the approach to the organization of the hotel and restaurant business, which is based on the application of information (digital) technologies, allows you to manage all the processes that take place in the activity. Innovative technologies that play a special role in the organization of the hotel and restaurant business in today's conditions are highlighted, such as: innovative energy management, predictive and innovative service, smart reserved parking space, room key, infrared scanner, contactless payment system, web chat -bots, voice control, Tech Lounges and digital conference rooms, automated property management systems, virtual and augmented reality. Conclusions. It was determined that the further development of the organization of the hotel and restaurant business includes not only analysis, but also planning and forecasting of activities for the future at the appropriate stages, starting with the analysis of the internal and external environment and the determination of the general strategy of the activity.