PROSPECTS OF CO-LIVING FOR COLLECTIVE ACCOMMODATION INSTITUTIONS IN UKRAINE

Abstract

The current changes in the hotel industry of Ukraine are analyzed, in particular at the stages when the industry was not exposed to significant external influences, such as the COVID-19 pandemic and war. Special attention is paid to the changing trends in the work of hotels in Ukraine during the armed aggression, when the structure of clients changed significantly. In particular, due to mobilization, the number of men among guests decreased, and women with children and the elderly came to the fore, which required the adaptation of services by hotels, in particular in the form of special conditions for family accommodation. Diversification of services and orientation towards new target audiences became the main strategies for the hotel business in Ukraine during the war. These steps not only helped hotels survive in difficult conditions, but also created the foundation for their further development. Given the changes in socio-economic conditions, the hotel sector of Ukraine is actively looking for new directions for adaptation and sustainable development in order to meet the requirements of the modern market. The article examines the prospects for the development of coworking for the hotel business in Ukraine, in particular the adaptation of this model to modern market conditions. Factors contributing to the popularization of coworking are analyzed, such as the development of remote work, the growth of costs for traditional housing, and changes in the lifestyle of tourists, in particular digital nomads. The impact of the coworking concept on the financial stability of hotels and their ability to attract new target audiences, such as freelancers, business travelers, and young professionals, is determined. Examples of successful implementation of coworking in international hotels and opportunities for its development in Ukraine are studied, in particular through the use of underutilized hotel spaces and the transformation of premises for long-term residence with coworking elements. The prospects of this format for ensuring sustainable growth and financial stability of Ukrainian hotels in a changing market and socio-economic conditions are determined. The need for new investments in the adaptation and transformation of hotel infrastructure to improve their competitiveness in the international market is taken into account.