Business Inform

13-19

Authors: Zhabynets O. Y.

The article assesses the tendencies and structural changes in the foreign economic activity of the cities of regional significance of the Western region of Ukraine. In particular, the main indicators of foreign economic activity of cities for the period 2012-2017 were analyzed; cities were ranked by the rate of growth of exports, imports and foreign direct investments, as well as the proportion of exports of goods and services in the overall exports of cities, the speed and intensity of structural transformations. Changes in the structure of foreign economic activity of cities and in the level of their import dependence are identified. The problems defining the status of foreign economic activity in the cities of regional significance of the Western region of Ukraine are outlined and the key directions of their solution are suggested. It is determined that the structure of exports of the analyzed cities during 2012–2017 is represented by the prevailing share of commodity exports (on average above 80% in 2012 and above 75% in 2017). Against the background of the growth of exports of services, the share of exports of goods in 2017 decreased slightly, but remained a significant component of export activity. The growth of export volumes in the cities of regional significance of the Western region of Ukraine and the decrease of import dependence of their economies are proved. Significant contribution of the cities of regional significance to increasing the exports of services and reducing the volume of foreign direct investment to the economy of the vast majority of cities of the Western region of Ukraine are justified.

26-36

Authors: Bieliai M. S.

The article analyzes the economic status of the corporate sector of both Ukraine and Europe during the period of the unpredictable global crisis phenomena examplified by the COVID-19 pandemic. The overall impact of coronavirus on corporations, also the problem areas in their operation, adaptability to crisis and perspectives are determined. A number of indicators for estimating the situation are considered, as follows: GDP, level of unemployment, level of profitability, net profit, net profit/loss balance by sector, business activity index, etc. For the analysis, data obtained for 2019 and 1st quarter of 2020 were used – for the most accurate assessment and determination of the dynamics of indicators and the impact of the COVID-19 upon them. Particular attention was paid to the balance of net profit/loss in terms of types of activities. The above mentioned information showed which sectors of the economy suffered the biggest losses, and which, on the contrary, stood in crisis. Speaking of Europe, the analysis of financial and non-financial sectors of the economy was carried out, including: the contribution of components into the growth of net business income and the income from net lending/borrowing. This information showed that the non-financial sector suffered a particularly negative impact, and the net business income of financial corporations was, in turn, quite stable. As of net lending/borrowing, it is identified an increase of demand for credit funds from non-financial corporations and a very minor impact of the coronavirus on the net income of financial corporations. In general, conclusions on the status of Ukrainian corporate sector during the pandemic along with priority directions of development of Ukrainian corporations are formulated. In addition, the mechanism for anti-crisis regulation of the corporate sector in the face of global crisis phenomena on the part of the State, corporations and business associations is elaborated. This mechanism includes measures that will allow to get prepared as much as possible for crisis phenomena and prepare different options for functioning during the crisis in advance.

46-52

Authors: Stadnik L. I., Shevchenko A. O.

The article researches the issue of pursuing the innovative product and price policy based on futures trading. It is specified that under the current conditions of destabilization of the economy, the development and use of efficient forms of financial and economic activity in the sphere of product and price policy is particularly important. It is noted that for countries that implement innovative policies for the development of market economy, futures trading plays an important role in the system of formation of transparent and competitive pricing. It is defined that futures trading is an organized form of trade and acts as a key element of ensuring price equilibrium in the market. It is noted that for successful futures trading its participants cannot avoid mastering the techniques of fundamental and technical analysis of the financial, economic, analytical and exchange activities, studying the risk management issues, etc. Knowledge on this issue can be expanded by no other but consulting companies that will provide qualified assistance in relation to this type of entrepreneurship. Therefore, there is currently a problem regarding the in-depth research of the issues of conducting and providing consulting services for the organization of futures activities as a form of innovative product and price policy. The example of consulting activity in the sphere of futures trading of the exchange broker «Svit Invest» is considered and analyzed. The advantages of using futures trading in the product and price system are determined. Practical proposals on the formation of consulting activities in the system of organization of innovative product and price policy on the basis of futures trading are provided. As a result, it is noted that the use of consulting services in futures trading as an innovative form of economic activity will allow entrepreneurial structures to deepen knowledge on this issue, concentrate resource efforts on the most important tasks of the innovation process and save time and money on additional costs.

60-68

Authors: Pysarenko P. V., Samojlik M. S., Dychenko O. Y., Rudenko O. M.

The publication is aimed at developing conceptual principles of cluster policy of providing resource and ecological security (RES) in the region taking into account the innovative, infrastructure and entrepreneurial potential of the region aimed at the development of ecologically oriented enterprises and eco-business. On the basis of the carried out SWOT-analysis of the factors of functioning of the management system of the RES, the article defines the necessity of introduction of a cluster model of interconnection of the subjects of the RES management system in terms of attracting and using resources available in the relevant territory to increase the efficiency of ecologically oriented enterprises, increase the competitiveness of the region and provide the RES. A methodical approach to substantiation of cluster formation and development in the regional economy to provide the RES of the region is proposed. Taking into account the existing relationships between the entities in the RES management system, a generalizing model of cluster creation in the region’s RES system is formed. And this model can be implemented for two cases: 1) creation of clusters of disclosure of innovative and investment potential of secondary material and energy resources in the region or 2) ecologically oriented production clusters, the formation of which is determined by the production specificity of regions that have the most closed technological cycle of raw materials and energy management. Thus, the developed authors’ model of the cluster can be modified depending on the specific objectives and tasks of the RES system taking into account the regional specifics. It is determined that the regional cluster in the system of provision of RES has a number of competitive advantages, which are determined by the following factors: consolidation of the efforts directed to the end result, for which all cluster participants operate; both saving and rational use of all types of resources consumed by the production enterprises of the cluster; optimization of transport support on the basis of logistical approaches, the efficiency of which increases significantly within the cluster formation; possibility of wide access to innovative ideas, progressive technologies, etc., which stimulates innovative activity of cluster participants; lack of rigid management vertical, which is characteristic of centralized management, which creates a certain freedom to choose managerial decisions, activates entrepreneurial activity. Thus, as a result of clustering a favorable entrepreneurial environment is formed in the system of provision of RES, the activity of economic entities of all forms of ownership is growing, the innovative and investment processes are accelerated, efficient economic models of production development are created.

75-83

Authors: Kozin O. Y.

The article is aimed at studying the current status of road transport complexes of regions in terms of formation of an effective system of their economic security. The current status of road transport complexes of regions is analyzed; tendencies in the development of freight and passenger transportation in the regional context are identified. Two main problematic directions of development of road transport in Ukraine are allocated: 1) status and compliance with the European road infrastructure standards; 2) updating rolling stock as a base for development of automotive services and improving their quality. The approach to the assessment of the status of economic security, based on the allocation of two functional components of road transport complexes is substantiated, which will allow to comprehensively assess the status of economic security and direct the actions of regional authorities to overcome exactly the direction at which the most critical indicators for the status of economic security can be observed. The indicators that provide an opportunity to evaluate the level of economic security according to production and infrastructure components are proposed. The assessment of the status of economic security of regional road transport complexes in 2018 was conducted. As a result of the study is identified that only two regions of Ukraine currently have sufficient level of economic security – Dnipropetrovsk and Zakarpattya regions. At the same time, while displaying a poor condition of infrastructure component Dnipropetrovsk region has sufficient level according to the production component, Zakarpattya region is characterized by sufficient indicators on both components. The status of economic security of road transport complexes in other regions in 2018 was medium or low. Prospects for further research in this direction are the development of approaches to forecasting the status of economic security and development on the basis of the obtained results of effective measures to counteract threats arising in the process of operation.

88-95

Authors: Kyzym M. O., Bielikova N. V., Bekker M. L.

The article is concerned with generalization of modern practice of development of regional development strategies in Ukraine and substantiation of the advantages of implementing a problem-oriented approach to the process of strategizing the socio-economic development of regions of Ukraine. The methodological principles of implementation of problem-oriented approach in the process of strategizing the socio-economic development of regions of Ukraine for identification of problems and problematic situations of regional development and determination of strategic and operational goals on this basis are researched. The results of the study showed that the regions of Ukraine regulate socio-economic development using the regional development strategies; as of 2020, all regions of Ukraine have developed strategies for socio-economic development for the period up to 2027. Analysis of these documents showed that the process of identifying the problems of socio-economic and ecological development of region requires improvement, since there is currently no clear identification of problems in the existent strategies. Despite the lack of a clear list of regional development problems, all strategies contain a system of strategic and operational goals, but not all regions specify the indicators of their achievement. Also, not all of the analyzed regional development strategies contain substantiation for defining goals based on the analysis of the problems of socio-economic and ecological development of region. Prospect for further research is to improve the methodological principles of identification of problems of socio-economic and ecological development and implement them into the practice of developing regional strategies.

103-114

Authors: Tashcheiev Y. V., Voitko S. V., Trofymenko O. O., Riepkin O. O., Kudria T. S.

The article defines the main prerequisites and analyzes trends in the use of hydrogen technologies taking into account energy potential and ecological features of hydrogen. The main technologies of hydrogen production are considered, the prospects and disadvantages of their use are determined. The capital expenditures and the cost of hydrogen in different ways of obtaining it are analyzed. The comparison of distributed and centralized production routes is carried out. The principles of alkaline, REM and SOE electrolyses are analyzed. On the basis of analysis, systematization and generalization of the studies of numerous scholars, the potential possibility of transition to hydrogen economy is analyzed. As a result of the study on the electrolysis of different technological types, a comparative analysis is carried out in the form of a matrix of advantages and disadvantages. The main factors that affect the cost of «green» hydrogen are defined as follows: energy potential of renewable sources; cost of basic and auxiliary equipment; availability and cost of water resource; cost of land plots for placing basic and auxiliary equipment; operating costs. The predictive values of the technological and economic indicators of the «green» hydrogen production are presented, in particular: capital expenditures, operating costs, system efficiency, etc. Research of the adopted strategies for the development of hydrogen economy in developed countries allows to conclude that hydrogen use is a promising low-carbon solution in the energy sector. It is identified that hydrogen production is advisable to carry out in close conjunction with renewable energetics, which will enable to obtain economic and environmental effects. Prospect for further research in this direction is the development of a strategy for transition to hydrogen technologies of Ukraine on the basis of economic and mathematical modeling.

125-133

Authors: Tarashevskyi M. М.

The purpose of the article is to analyze the status of risk management in transport enterprises of Ukraine. It is identified that the biggest risks in the activities of transport companies in Ukraine are associated with economic crisis phenomena, high inflation, currency fluctuations, corruption, political instability, hostilities in the east, imperfect taxation and customs clearance, bureaucracy, limited access to finance. resources, unprofitability, significant level of wear of vehicles and infrastructure, low investment attractiveness and insufficient level of innovation. The negative impact of the covid-19 pandemic on the status of risk management and performance of transport companies, which leads to market reorientation, the growing role of e-commerce and transport logistics, needs to be considered separately. It is determined that the indicators of cargo turnover in Ukraine and the volume of transported goods for 2000–2019 are reduced for almost all modes of transport. The number of operating transport companies and the number of staff involved are unstable. Due to the consequences of the crisis phenomena in 2016, the largest number of transport companies was liquidated. Negative factors are a decrease in passenger traffic, a high level of losses of transport enterprises, an increase in the number of accidents on transport, in particular the transport of dangerous goods. The risk management system in transport companies indicates the need to develop an effective mechanism that would help in the current circumstances, challenges and modern requirements to achieve better results and avoid serious problems and situations. There is an objective need to build a risk management and internal control system through enhanced procurement monitoring, implementation of tender policy, management of contracts and the policy of selection with verification of business partners at all stages of fundraising.

140-145

Authors: Dziuba M. O.

The article is aimed at researching both the world and the domestic experience of the use of outsourcing in the national economy in general and at the enterprises of agricultural business in particular. The development of outsourcing relations in the world, the role of outsourcing in the development of the world economy is considered. Outsourcing relations in the agriculture of the Netherlands, UK, Poland and Japan are analyzed. Special emphasis is placed on the analysis of advantages and risks of outsourcing, selection of outsourcers to perform certain functions of the enterprise. It is believed that companies that use only internal capabilities instead of external (outsourcing) are less oriented towards innovation and cannot take advantage of opportunities to develop new value-added products. The narrowly specialized outsourcers can contribute much more to creating added value with lower costs than any integrated enterprise. On the basis of the carried out researches, it is concluded that the expected benefits of outsourcing can include such as: cost savings; reduction of investment costs; supply of fresh capital; transfer of the permanent cost to the variable cost; improved quality level of products and services; improving the adaptability of the enterprise; access to modern technologies; focus on the company’s key activities and solving problems related to existing functions. Numerous studies carried out abroad show that outsourcing brings a technological effect that can become an important means of economic growth in the country. In particular, China’s example proves that there is a strong positive correlation between the level of development of outsourcing and production output volumes, trade volumes, employment of the population and the level of innovation. The reasons for low level of implementation and development of outsourcing at domestic vertically integrated enterprises of agrarian business are identified.

154-160

Authors: Shvets O. V.

All the strata of the population, both the State and the interstate institutions are interested in solving structural problems of employment and unemployment, reforming the labor market and its segmentation, eliminating illegal migration and reducing the share of the informal economy. Therefore, it is no coincidence that many scholars consider the causes and problems of global changes in the structure of employment as a factor in the transformation of modern national and international labor markets. Finding ways to create favorable conditions for the optimal functioning of the single labor market is now one of the main problems in the practice of both the interstate and the supranational institutions. The article finds that the problematic aspect of the effective functioning of the youth labor market is the imbalance between labor supply and demand. Factors influencing the labor market of the region’s youth have been identified, and young people are structured into groups according to their characteristics (by age, place of residence, by areas of activity, etc.). The structural distribution of youth by economic activity has been carried out. The basic factors of the competitiveness of youth are formed; the general causes of youth unemployment in the labor market of the region are defined; problems with unemployment statistics in Ukraine, which do not allow to objectively assess the realities of its level are determined. The main directions of solving the problem of youth unemployment in the country are substantiated. The study of theoretical approaches to the regulation of the regional labor market of young people allowed to make certain generalizations. The specificity of the regulation of the youth labor market as an object of the State regulation is due to the characteristics of the young workforce: lack of work experience, professional immaturity, mobility, social dynamism, innovativeness, etc. Factors influencing the state of the youth labor market are determined: demographic, economic, social and labor, educational, institutional, etc.

171-177

Authors: Davydov D. S., Riabovol D. A., Kramarenko A. О., Kvitka A. V.

At the present stage of the development of the digital economy especially relevant are the technologies that are universal in nature and will be able to change the business processes of modern Internet companies. One of such directions is cloud solutions that allow, among other things, faster access to the necessary information, minimizing the locally occupied memory, by shifting basic information operations to remote capacities, while accelerating many processes and making the expensive infrastructure unnecessary. However, it is worth noting the existence of a number of restrictions related to insufficient awareness of companies as to new solutions, as well as their link to existing solutions, which makes it quite difficult for them to fulfill transition to new, more efficient cloud-based instruments. The authors analyze the key factors of both positive and negative nature, which in some way or another influence the decision-making by digital companies on the beginning of active application of this complex of new technologies. A substantiation for the feasibility of such innovations is provided. The main trends of digital economy development and the process of digitalization with integration of traditional industries therein are considered. The main advantages and contradictions of implementation of the cloud technologies on a wide basis are shown. The relationship between the growth of quantity of information in the digital economy and the need to create effective mechanisms for processing and storing it based on the Public Cloud technologies is specified. The peculiarities of the API-first business model of companies that are actively developing in the face of growing global volume of information are considered. Examples of the positive effect of using cloud computing technologies in the digital product creation are presented and the industry’s major players are listed. The importance of government initiatives for implementing innovations is noted. Actual directions of increasing the potential of using cloud technologies in business are identified.

184-189

Authors: Melnyk K. P.

The article substantiates the priority of agricultural development in Ukraine to ensure its national security in terms of food, economic, ecological, and at present – energy security. In the context of the creation of new territorial associations, industry clusters, the owners of large agricultural enterprises need qualitatively new reliable information, which can be provided only through audit. The article is aimed at defining the role and objectives of the audit in the conditions of agricultural reform in Ukraine. An audit system has been developed, the application of which at agricultural enterprises and in new territorial associations will ensure fulfillment of tasks of audit and implementation of opportunities. The proposed system provides for identification of the impact of audit subjects on the previous and current activities of the unit of economic management, as well as its plans and prognoses through the implementation of audit opportunities. In order to plan the development of agriculture, of particular importance be the use of audit opportunities to substantiate the prospective (prognostic) values of indicators of functioning of individual economic entities, but also industrial and administrative clusters of certain territories and the sector in general. In the context of agricultural reform in Ukraine, the role of audit is determined by the information needs of different groups of users of information both regarding the functioning of the industry as a whole and regarding the activities of individual enterprises. Prospects for further research on the implementation and development of the audit institute in terms of new territorial associations are to study and develop the system of information needs of users from the point of growing confidence in the quality of information.

196-202

Authors: Rakhman M. S., Yevtushenko V. A., Sypalo D. A.

The article is aimed at analyzing the state of insurance activity of Ukraine, identifying problems and finding ways to eliminate them by means of statistical research (analysis of the structure and dynamics of the insurance market; determination of seasonal fluctuations; computation of the forecast for 2020-2021) and elaborating recommendations for improvement of insurance activity in Ukraine. The relevance of this topic lies in the importance of the insurance market for the security and development of the country’s economy at all its levels. An important issue in this aspect is ensuring an efficient interaction between the political, social, economic and international spheres. Economically, insurance activity ensures the demand of people in protection by providing an insurance service (certificate of insurance). Insurance takes effect in the form of conditions and types that subjects must choose and perform. The overall meaning of the insurance market is to meet the needs of insurance protection. The article is concerned with researching the nature, position and level of development of insurance activity in Ukraine. An analysis of insurance market indicators is carried out and a forecast is made in order to allocate the prospects and problems of development of this sphere of activity in Ukraine. Insurance is a means of security provision and is used in all spheres and links of life: the State, population, business, etc. The possibility of insurance allowed to create preconditions for reducing the negative impact of certain contingencies, starting with a natural disaster and up to insurance of financial transactions. The main problem of insurance in Ukraine is its insufficient development, which interferes with its participation in the improvement of the economic state of the country.

210-216

Authors: Zalutska K. Y.

The article is aimed at developing a scientific-methodical approach to the formation of actively adaptive synergistic strategic set, which will ensure the cyclicity of the process of diversification and integration development of machine-building enterprise in conditions of neotechnolgic reproduction. The necessity of obtaining a synergistic effect at each level of management of machine-building enterprise in the process of diversification and integration development through interpenetration of the results of performance of its business units is substantiated. A technological map of conformity and mutual consistence of the synergistic effect with strategies has been formed according to the hierarchy of management. On the basis of the technological map, the scientific-methodical approach to the formation of an actively adaptive synergistic strategic set of management of diversification and integration development of machine-building enterprise is proposed, the implementation of which (with the help of a tactical business set of management innovations) will ensure the achievement of the general goal of enterprise development and create additional effect necessary for its effective functioning in the conditions of neotechnological reproduction. The components of the structure of the synergistic strategic set of management of diversification and integration development of machine-building enterprise are characterized.

223-230

Authors: Peryt I. О.

The article is aimed at examining the factors of influence of the external and internal environment on the household incomes from business activities in the context of direct and indirect business management, as well as the development of their classification types according to criteria and groups. The methodological basis of the work comprise theoretical conclusions and generalization of economic science and scientific works on the study of factors of influence on business. The publication uses the logical, comparative and complex approaches, as well as the methods of empirical research, comparison and comprehensive analysis. In the course of research the author analyzed and structured the most significant scientific developments concerning the views on the essence and types of factors of influence on the income of private entrepreneurs, providing his own interpretation of the main factors of influence on business income. The factors of influence on business management are proposed to group as the factors of direct management influence and factors of independent influence, within which external and internal, extensive and intensive subgroups are allocated. In the first group at the second level of detailing are additionally determined the production and the non-production subgroups. Also, groups of factors are suggested to be classified on the basis of the degree of manageability, regularity and consequences of influence on business. Also emphasized is the necessity to analyze the factors of influence on business of households in terms of taking into account the interests of the business owner and the degree of the owner’s participation in the management of the related activity. The scientific value of the research is to direct the results of scientific work to find an up-to-date understanding of the essence and classification of factors of influence on the business activity of households, which will allow businesses to be flexible towards changes, increase profitability and financial results, and as a result – to ensure the progressiveness of the domestic economy.

237-245

Authors: Chmil H. L., Dzhhutashvili N. M.

Customer experience is becoming important as the basis (necessary condition) of increasing competitive advantages in the hotel and restaurant industry. In the latest conditions, customers are becoming more demanding and discerning of the hotel’s service product, resulting in the complicated task of managing the customer experience. Therefore, research on the client experience value formation along with the applied instrumentarium of its efficient management in the conditions of digitalization is relevant. The article is aimed at developing a scientific-practical instrumentarium for management of customer experience in the hotel and restaurant industry in the context of digitalization of the economy. The problems of digitalization of customer experience management in the hotel and restaurant industry are researched and a scientific-practical instrumentarium has been developed, which is able to ensure an increased efficiency of the management process. The closed cycle of customer experience value formation is identified as the following sequence: strengthening competitive advantages; increasing customer satisfaction; formation of loyalty; commitment to the hotel and advocacy; attracting new customers. The structural-logical sequence of customer experience management in hotel and restaurant facilities, which integrates the research, analytical and managerial activities into a single range of actions of management personnel, is focused on improving the customer experience. It is emphasized that the formation of strategic alternatives is determined by the style of the client experience management (proactive, reactive) and is provided by a set of relevant methods, in particular: cool-hunting, trend-watching, forsyth researches, benchmarking, design thinking. Digital channels of interaction with customers are researched; an aggregate of 29 enterprises of the hotel and restaurant industry were formed, including 14 3-star hotels and 15 4-star hotels located in Kyiv and Kyiv region. A point estimate of the degree of application of digital channels of interaction with customers is provided and it is identified that the leading channel for promoting hotel and restaurant services in the conditions of digitalization remains the official website of the facility, and feedback from customers – representation in TripAdvisor and the work of public pages of the hospitality industry facilities in social networks.

251-259

Authors: Bradulov P. O., Ordynskyi V. I.

The article is concerned with the problem of using Internet tools in order to achieve marketing goals. The main directions of use of Internet marketing tools by B2B sector enterprises are researched. The status of application of Internet marketing tools on the B2B market in Ukraine is considered. The features of the use of Internet marketing tools are defined together with the main strategic and tactical steps for the development of Internet marketing in companies in the B2B market. The approbation of recommended tools was carried out at the «Lifecell» LLC. The peculiarities of organization of Internet marketing at enterprises of the B2B sector are disclosed. Using the analysis, the dependence between the number of clients of the enterprise and the number of visitors to the website is determined by means of both organic and advertising search. The main directions of use of Internet marketing tools in the IT enterprises are researched. The specifics of building-up an Internet marketing system in this sphere of business is disclosed in accordance with the specifics of the IT product and the stage of deciding on the purchase which is relevant for the consumer. The research proves that the organization of marketing communications on the Internet using a system approach increases the efficiency of marketing activities of companies due to the synergistic effect arising from the interaction of elements of the built-up system. The main tools of marketing communications on the Internet are considered and their place in the Internet marketing system of the enterprise is considered. It is determined that it is important to use all the possibilities of the Internet to build an effective communication system. It is determined that the use of Internet marketing tools by the companies in IT sphere has its own specifics, which distinguishes it from other spheres of business.

266-277

Authors: Budnikevich I. M., Blahun I. I., Krupenna I. A., Bokuchava V. B.

The article discusses the essence and directions of application of marketing innovations in the communication policy of hotel enterprises. Directions of application of marketing innovations by domestic and foreign hoteliers are closer defined; attention is focused on the importance of innovations in the promotion of a hotel and its services. The practice of leading market actors on the use of tools of «partisan» marketing in their communications with target audiences is generalized. It is noted that marketing innovations must be agreed with the concept of hotel promotion, they must be systematic and be produced constantly. A scheme of implementation of promotions, which are aimed at producing the WOW effect in hotel marketing, is described. The necessity and relevance of the use of digital technologies in the strategies of promotion by the hotel business actors is substantiated; directions of application of digital marketing technologies in the domestic hotel business are defined. It is specified that the transformation of the directions of competitive struggle of hotel enterprises for the attention of the audience has led to the redistribution of advertising budgets in favor of additional marketing tricks – site content, professional shooting, 360-degree video, bright interactive promotional developments, review work, planned SEO, administration of pages in social networks, PR events, contextual promotion. The emphasis is placed on the importance of developing functional landings that will attract attention to a particular service, get more applications, increase the conversion of website and collect a database of contact data for future work. It is determined that marketing innovations are implemented in the direction of personalization, individual marketing experience of the client, development of a CRM-system. The role of messengers and chatbots with artificial intelligence as new channels of attraction of guests to hotel enterprises is considered. The authors pay attention to a number of interesting marketing programs, which include marketing innovations aimed at addressing the challenges for hospitality enterprises caused by pandemics and quarantine measures. It is noted that such programs are developed by marketing firms and industry professionals not only to help hotels, but also to create attractive offers for guests.