Issue: № 4, 2026
Doi: https://doi.org/10.37634/efp.2026.4.12
Introduction. Customer communication plays a crucial role in the management system of hospitality enterprises, especially under wartime conditions characterized by instability, security risks, and rapidly changing client needs. Modern digital technologies enable the integration of multiple communication channels into a unified system, ensuring continuous interaction with guests. Despite extensive research on personnel management, digitalization, CRM systems, and innovation in hospitality, insufficient attention has been given to omnichannel communication as a comprehensive crisis-adapted model. The purpose of the paper is to improve the customer interaction system in hospitality enterprises through the development and implementation of an omnichannel communication model adapted to wartime conditions. Results. The paper confirms that implementing an omnichannel communication system ensures consistent, personalized, and timely interaction with customers throughout all stages of service delivery. The proposed model integrates booking platforms, email, telephone communication, messengers, social media, mobile applications, and chatbots into a unified interface. Special emphasis is placed on real-time communication, cross-channel analytics, brand consistency, and adaptive service scenarios during crisis situations. The integration of CRM technologies and digital tools enhances operational efficiency, reduces staff workload, and ensures rapid response to customer inquiries. Additionally, the use of business presentation technologies strengthens brand positioning and supports internal staff training. Conclusion. The implementation of an omnichannel communication model is a strategically important direction for hospitality enterprises operating in wartime conditions. It ensures uninterrupted customer contact, improves service quality, enhances operational flexibility, and supports crisis adaptation. As a result, enterprises increase competitiveness, strengthen customer loyalty, and maintain stable market positions despite ongoing external challenges.
Keywords : communication, hospitality, management, digitalization, business presentation, clients, war
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