Contemporary Challenges of Independent Hotels Automation on the Way to Achieving Competitiveness: Focus on the Hotel Services Market of the Black Sea Coast

The relevance of the topic depends on the fact that due to the increasing influence of innovative processes, one of the main tools for ensuring competitiveness of independent hotels is the automation of business processes in the hotel management system. In this context, the purpose of this study is to identify possible problems of integrated automation of independent hotels using the example of the Black Sea coast hotel market and develop the recommendations for their overcoming. The research conducted by the authors revealed the main trends in the use of PMS by hotels on the Black Sea coast in the Russian Federation which clearly reflect the situation on the market of independent hotels in the region. The authors prove the necessity and provide methodology for the competent adoption of the complex automation system into the hotel’s operation. Results of the study suggested by the authors are of the practical value for the independent hotels aiming to increase the income, retain the market share and ensure competitive and progressive development of enterprise in conditions of dynamic transformation of the external environment.