CURRENT TRENDS AND CREATIVE APPROACHES TO INNOVATIVE DEVELOPMENT OF HOSPITALITY INDUSTRY ENTERPRISES IN WORLDWIDE

Abstract

The article considers current trends in innovative development of hospitality industry enterprises in Europe and worldwide, emphasising creative approaches that shape modern operational strategies within hotel and restaurant sectors. The features of innovative development of hospitality industry enterprises were investigated. Trends and creative approaches to the implementation of innovations in the "La Générale" restaurant were identified. The conducted analysis highlights several major trends defining contemporary transformation in the restaurant industry: the growing role of delivery and takeaway services, the promotion of healthy and balanced menus, the proliferation of casual dining concepts combining refined cuisine with quick service, and the accelerated digitalisation and automation of business processes through intelligent technologies. Additionally, the research identifies crucial directions in hotel innovations, such as the use of smart technologies, mobile client interaction, AI-based recognition systems, and environmental certification as markers of sustainable development. There has been a positive trend in investment activity of hotel companies in the global market and a downward trend in investment in new technologies in European restaurant establishments. The example of “La Générale” demonstrates how the integration of digital, environmental, managerial, and cultural innovations fosters operational efficiency, brand differentiation, and competitiveness. Overall, the hospitality sector today evolves under the influence of digitalisation, automation, ecological responsibility, and creativity in service design. Within the restaurant domain, innovations concentrate on health-oriented nutrition and digital service channels, whereas the hotel industry introduces smart and contactless solutions that enhance sustainability and comfort. The outcomes of the study confirm that modern approaches to innovation at “La Générale” ensure the enterprise’s resilience, economic adaptability, and distinct market position.