HOTEL CHAINS IN UKRAINE: CURRENT STATE AND PERSPECTIVES OF OPERATION

Hotel chains are of great importance for the high-quality functioning hotel services market, as they have established service standards, sufficient financial resources, and widely distributed on world market. In turn, measures needed to increase efficiency their activities. The article examines essence chains, advantages in market services. Methods organizing revealed. Franchise relations most common, which cover approximately 80% all hotels, disadvantages defined. ranking largest is submitted. It that Indian operator OYO leader terms number hotels world, Marriott International rooms sold. main strengths appropriate quality services, a joint advertising policy, uniform availability possibility obtaining consultations network, implementation innovations, support social projects, staff training systems, wide range consumer loyalty programs. problems development Ukraine highlighted: decline activity due COVID-19 pandemic military operations, damage loss customers, disruption supply with power outages, uneven territorial distribution insufficient low level associated infrastructure, interest investors lack guarantees protection investments infrastructure hospitality enterprises, inadequate personnel industry. prospects been determined: introduction innovations (greening activities, digital technologies, marketing crowdsourcing, etc.), diversification personalization increasing safety guests.