Innovative approaches to personnel management in the tourism and hospitality industry in a new normality

The article examines the features of the work of enterprises in the tourism and hospitality industry in the context of the new normalcy. It is shown that the COVID-19 pandemic has radically changed the tourism and hotel industry, dramatically reducing tourist flows and hotel occupancy, which has led to the need to rethink the entire paradigm of service enterprises management, including in the field of personnel management. Along with the observance of sanitary and epidemiological norms and restrictions that have complicated the work of the personnel of service enterprises, digitalization has had a great influence on the change in business processes in the tourism and hospitality industry. Tourism and hospitality industry personnel must acquire the digital competencies required to fulfill their functional responsibilities. The pandemic has accelerated the adoption of digital technologies in the tourism and hospitality industries. The anticrisis optimization of the costs of service enterprises was primarily aimed at reducing staff, but a number of enterprises made a strategically correct decision in the face of reduced workload and the release of part of the working time to train staff in new professional competencies right at the workplace. Improving the quality of professional training of personnel of tourist and hotel enterprises directly affects its competitiveness.