SUSTAINABLE DEVELOPMENT OF THE HOTEL BUSINESS IN UKRAINE: INCENTIVES, OBSTACLES, AND BEST PRACTICES

Abstract

The article is devoted to the issue of sustainable development in the hotel business in Ukraine, which has suffered significant losses as a result of the ongoing war. The author provides an overview of the benefits associated with the implementation of sustainable development principles and examines potential areas of work aimed at achieving the corresponding goals. These areas include electricity conservation, water-saving measures, the introduction of energy-efficient heating systems, the establishment of household waste management programs, the greening of hotel buildings, and sustainable logistics solutions. For each area, the article presents examples of current practices already being implemented, which differ in scale, required investment, the necessity of expert involvement, and timeframes for execution. A detailed analysis is conducted on the key obstacles that hinder the application of sustainable development principles in the hotel industry. Among these barriers are financial limitations, a lack of awareness of the issue among hotel owners and management teams, spatial and structural constraints of existing buildings and surrounding territories, insufficient availability of relevant infrastructure, and a shortage of expert knowledge. Additional challenges include the necessity of staff training and appropriate behavioral management, compliance with legislative and certification requirements, the alignment of customer expectations with sustainability strategies, the shortage of necessary environmentally friendly materials, and difficulties related to the disposal of specific types of waste. Methodological challenges are also highlighted, particularly those related to the assessment of results from sustainability initiatives and the dissemination of this information to relevant stakeholders. The article provides a summary of practical recommendations designed to help overcome the identified barriers. The author outlines future directions for scientific research on the sustainable development of the hotel business in Ukraine. It emphasizes the need to continue exploring effective recovery strategies in the post-war period, the development and improvement of statistical reporting mechanisms on hotel sustainability, and the refinement of management models that facilitate the successful implementation of sustainable practices in hospitality enterprises. The author concludes by underlining the strategic importance of integrating sustainability into the broader recovery and modernization processes of Ukraine’s tourism and hospitality sectors.