HOTEL SECTOR OF POLTAVA IN THE CONTEXT OF ENHANCING THE COMPETITIVENESS OF THE REGIONAL HOSPITALITY BUSINESS

Abstract

The hospitality industry in regional cities increasingly affects local economic development, quality of life, and the attractiveness of destinations for tourism and business travel. Poltava represents a compelling example of a mid-sized urban center where cultural heritage, gastronomic symbolism, and event-driven tourism form a recognizable and competitive identity on the national map. At the same time, the accommodation market here is transforming under the influence of digitalization and evolving customer expectations. The rapid expansion of peer-to-peer rental models and online booking platforms intensifies competition, reshapes pricing strategies, and forces traditional hotels to reconsider their service policies. The purpose of the article is to assess the current condition and development tendencies of Poltava’s accommodation sector based on official statistical data, online market analytics, and indicators of consumer behavior in digital environments. This approach enables a realistic and data-driven interpretation of market resilience, particularly in the context of external shocks and the uneven recovery of domestic tourism. The study emphasizes the structural diversification of supply: alongside mid-range and business-oriented hotels concentrated in the central area, there is a growing segment of short-term rental apartments offering functional flexibility, home-like comfort, and affordability for Ukrainian travelers. The analysis also reveals a number of systemic challenges that limit the capacity of the city to strengthen its hospitality competitiveness. These include disparities in infrastructure modernization, heterogenous service quality, insufficient professional training of personnel, and limited marketing visibility of Poltava as a destination at the national and international levels. At the same time, the research identifies strategic opportunities related to greater stakeholder cooperation, integration of local gastronomic and cultural resources into the guest experience, and implementation of innovative digital tools that support personalized communication with visitors and increase trust in organized accommodation services. Overall, the results underline that Poltava’s hospitality sector is capable of contributing significantly to local economic revitalization, provided that development efforts focus on quality enhancement, sustainability principles, and stronger market positioning. The conclusions presented in the article can be used to improve management decisions and stimulate coordinated actions aimed at unlocking the tourism potential of Poltava, reinforcing its competitiveness, and ensuring the sustainable evolution of the city’s hospitality ecosystem.