CURRENT TRENDS IN THE DESIGN OF VISUAL IDENTITY FOR HOTELS IN MOUNTAIN AREAS

Abstract

The article presents a thorough study of current trends in the identity of hotels located in mountainous regions, focusing on the harmonious combination of local authenticity, ecological aesthetics, and digital innovations. The topic is relevant due to the growing need to adapt hotel branding to the conditions of globalization, digital transformations, and increased demand for unique tourism products that combine comfort, sustainability, and cultural expressiveness. The study identified the main challenges of visual positioning for modern hotels. Identity is seen as a system of visual and content techniques that create an emotional and communicative image of hotels, capable of simultaneously presenting the cultural characteristics of the region and meeting the demands of the modern digital environment. Based on an analysis of global and local trends, it was found that the visual communication of hotels in mountainous areas has undergone transformations due to the growing attention to sustainable development and cultural identity. Among the key trends are art decor, emotional branding, eco-minimalism, digital identity, and ethnic stylization. It has been proven that each of them creates the basis for the formation of the corresponding hotel concept (postel, art hostel, eco-lodge, and smart hotel). Visual identity acts not only as a visual element but also as an emotional bridge between the customer and the brand, forming a holistic perception of the space and concept of the hotel. The prospects for the development of hotel identity in mountain regions in the direction of sustainable design, preservation and promotion of cultural heritage, and integration of local crafts into the modern visual language of the brand are outlined. It has been proven that the synthesis of traditional elements with digital technologies contributes to the formation of a new identity aesthetic aimed at finding universality, flexibility, and brand recognition in the context of digitalization and globalization. The study found that the design of modern identity for hotels in mountainous areas is becoming increasingly important for enhancing the competitiveness of tourist facilities, strengthening local identity, and reinforcing emotional connections with customers.