Analysis of the Current State of and Trends in the Development of the Hotel Industry in Regions of Ukraine

An analysis of the current state of the hotel industry in regions of Ukraine is carried out, and trends in its development are revealed. It is noted that marketing tools for attracting tourists are underdeveloped in all regions of Ukraine, the information about many types of services in the hotel industry is either insufficient or absent mainly due to the very limited range of services. It is established that the occupancy of hotels in most regions of Ukraine is seasonal (in areas that do not belong to the most popular tourist zones, it is the lowest in summer; while in resort areas, it is the highest in summer and winter). Moreover, as a rule, the occupancy during the year is even more uneven by the days of the week – it decreases on weekends, increasing on weekdays due to people who are on a business trip. It is established that the general trend, identified as a result of the studies carried out for all regions of Ukraine, is to determine the need for innovation and new partnership relations, in particular, among travel agencies and hospitality enterprises, authorities and state self-government bodies, for an effective development of regional infrastructures. This, first of all, should be realized through cooperation mechanisms involving various sources of financing. As a result of the analysis of the current state of and trends in the development of the hotel industry in regions of Ukraine, it is concluded that in recent years the structure and development strategy of enterprises in the hotel industry have changed significantly. Today, it is necessary to improve the quality of services with simultaneous expanding their range, which is justified by the ever-growing demand of consumers due to the requirements of advanced technologies. A significant expansion of the range of accommodation facilities (apartments, villas, holiday homes, country and guest houses, chalets, etc.) will help to better satisfy the demand of various groups of tourists and diversify types of recreation.