Abstract
<jats:p>The article carries out a comprehensive theoretical and methodological study of the formation of an integrated digital communication system for hospitality industry enterprises as a fundamental tool for crisis management. The focus is on the communicative activity of business entities operating in a highly competitive, customer-oriented business environment. The study assesses the role of crisis communications as a critical tool for risk mitigation, which gains particular importance during periods of global economic instability and social turbulence. It is established that the lack of consistency and weak structuring of communication processes within domestic operational management creates significant institutional barriers to the sustainable development of the industry. This substantiates the feasibility of forming a holistic system of digital communications, viewed not as a set of auxiliary measures but as an integral component of ensuring the functional efficiency of operational management. The author proposes and details a hierarchical model of integrated digital communications based on four conceptual levels. The first level – the technological foundation or infrastructure basis – includes hardware, cloud solutions, and network protocols that create the physical capacity for data transmission. The second level is defined as the operational environment, which acts as a functional mediator and control center, ensuring the algorithmization of service processes. The third and fourth levels encompass marketing integration and strategic reputation capital management. The essence of the concept lies in the high-frequency synchronization of the enterprise's internal operational algorithms with the information and emotional demands of the audience in real time. It is proven that the transition to proactive digital mediation, based on the use of AI monitoring and CRM analytics, allows for the neutralization of threats at the stage of their emergence. The practical significance of the findings lies in the possibility of designing end-to-end digital strategies that transform the operational environment into a strategic asset capable of maintaining the stability of a hospitality enterprise and minimizing reputation losses even during periods of acute uncertainty in the external environment.</jats:p>