ПРОБЛЕМИ ФОРМУВАННЯ КОМПЛЕКСНОЇ ПРОПОЗИЦІЇ ДЛЯ БІЗНЕС-КЛІЄНТІВ У ГОТЕЛІ

The article investigates the problems of forming a comprehensive value proposition for business clients in the hotel industry under conditions of intensified competition and transformation of consumer behavior. The strategic importance of the corporate segment is substantiated, as business clients generate stable revenues, ensure high occupancy rates during low tourist seasons, and significantly influence the reputation and long-term competitiveness of hotel enterprises. Particular attention is paid to the behavioral characteristics of corporate consumers, taking into account social stratification factors that determine their expectations regarding service quality, level of comfort, infrastructure, and personalization. The study identifies key tools for attracting and retaining business clients, including personalized service, flexible pricing policies, loyalty programs, early check-in and late check-out options, PR activities, and the development of the MICE (Meetings, Incentives, Conferences, Events) segment. The requirements of corporate customers for conference facilities, technical equipment, catering formats, and operational efficiency in booking management are systematized. It is proved that rapid response to requests, the ability to modify reservations in real time, and the provision of integrated service packages are critical success factors in cooperation with this segment. The role of digital communication channels, feedback systems, and customer data analysis in building long-term relationships with business clients is emphasized. The study highlights the importance of customer-oriented management based on an individualized approach, premium service standards, and the creation of exclusive offers that enhance loyalty and emotional attachment to the brand. It is concluded that the effective formation of a comprehensive offer for corporate clients requires the integration of marketing, communication, pricing, and service management tools, as well as the development of business infrastructure and MICE capabilities. Such an approach contributes to sustainable revenue growth, strengthening market positions, and ensuring the long-term development of hotel enterprises.