Analysing the Effectiveness of Digital Marketing Strategies to Support the Hospitality Industry in Times of Crisis

Abstract

The study's relevance lies in the need to adapt the hotel business of Ukraine to the conditions of complex crisis phenomena, in particular, the military aggression of Russia. These factors have caused significant losses in the hospitality sector, reduced tourist activity, and limited tradpossibilityting possibilities. In such circumstances, digital marketing strategies are becoming vital for ensuring stability, attracting customers and maintaining customer loyalty, which is especially important for Ukrainian hotels trying to maintain their market position during the crisis and adapt to new realities.

The study's purpose is to analyse the crisis's impact on the hotel business in Ukraine and assess the effectiveness of digital marketing strategies in these conditions.

The study used methods such as analyzing and synthesizing literature on digital marketing, an analytical approach to studying the practices of Ukrainian hotel companies, and a comparative analysis of the effectiveness of various digital tools (SEO, contextual advertising, social media, reputation management, etc.). Data on the activities of Ukrainian hotels and international experience were used to assess the effectiveness of digital strategies.

The study results show that the Ukrainian hotel industry has faced significant challenges due to crises such as the pandemic and war, leading to a shrinking market and losing customers. However, using digital marketing tools, such as SEO, PPC, social media and crisis communications, has helped maintain regular customers' loyalty and attract new customers through optimised online channels. At the same time, the study showed that using only one approach is not enough to reflect all aspects of digital marketing in a crisis fully. Using a multi-component strategy that includes various tools and constant monitoring of external changes is necessary.

The article concludes that the hotel business in Ukraine requires an integrated approach to applying digital marketing strategies, which can help overcome the crisis's negative impact.