A Strategy for the Development of Hospitality Industry Enterprises in Ukraine under Crisis Conditions

The aim of the article is to define, systematize, and substantiate strategic approaches for the development of hospitality enterprises in Ukraine under crisis conditions. The study conducts an analysis of the current state of the industry, which has suffered significant losses due to infrastructure destruction, decreased tourist flows, reduced investment activity, and increased risks to the safety of guests and staff. Based on a synthesis of scholarly works by domestic and international researchers, as well as statistical data from international organizations, key factors of resilience, adaptability, and competitiveness of hospitality enterprises under wartime and post-wartime challenges have been identified. As a result of the study, a set of development strategies has been formulated, including: the implementation of anti-crisis measures to support operational activities; digital business transformation through process automation, use of online booking systems, and CRM solutions; diversifying services to address new demand segments (long-term stays, MICE services, medical and eco-tourism); implementing Safe Stay UA safety standards and international environmental certifications (Green Key); developing partnerships at both national and international levels to attract investment and exchange expertise. It is argued that adopting these approaches will ensure the preservation and recovery of businesses during wartime, support adaptation to new market realities, and lay the groundwork for Ukraine’s integration into the global tourism sector after the end of hostilities. Future research prospects are linked to developing regionally focused strategies for the hospitality sector, considering local resources and market conditions, as well as creating effective public-private partnership models for the restoration and modernization of damaged infrastructure.