Innovations in the hotel and restaurant business of the European Union countries

Abstract

The article examines the features and trends of innovation development in the hotel and restaurant business of the European Union (EU). The hospitality sector (HoReCa) plays a significant role in the EU economy, generating about 8% of total employment and making a significant contribution to GDP. In the face of global challenges such as digital transformation, climate change and post-pandemic recovery, innovation has become a key factor in supporting competitiveness and ensuring sustainable growth. The aim of the study is to systematize modern approaches to the implementation of innovations in the hotel and restaurant business of the EU countries and identify trends that determine the development of the hospitality industry in the 21st century. The methodological basis includes content analysis, comparative analysis and case studies based on statistical data. The results of the study show that innovation activities in the EU hospitality sector cover technological (artificial intelligence, Internet of Things, automation systems), environmental (energy efficiency, waste reduction), organizational (digital HR, agile management) and marketing (AR/VR, personalization) innovations. Regional analysis shows that Northern Europe leads in eco-innovation, Western Europe in digitalization, Southern Europe in cultural and experiential innovation, and Central and Eastern Europe in hybrid solutions based on startups. Innovation processes in the EU hospitality industry are multi-layered, combining technological progress with sustainability and social responsibility. Despite existing barriers, such as uneven digitalization and the shortage of qualified personnel, the innovation potential of the HoReCa sector remains one of the key drivers of European competitiveness.