Marketing aspects of differentiated service for guests in the hotel

Personal attitude to the consumer has always been one of the foundations of the hospitality industry. However, digitalization, the pandemic and the hotel industry development have thrown new challenges to the industry, stimulating it to modernize its approach to guest service, providing a wow effect when creating experiences. If earlier requests were relatively the same, there was one approach to all guests, now this does not work, and an individual nature of the proposals is needed. Today, there is a need to move away from traditional sales to building “relationships” with guests. In the process of work, a set of methods, models and theories were used, such as: Alderfer-Maslow's motivation theory, consumer behavior model, Abel's model. Initial research has shown that in practice hotels face a reluctance to provide personalized service to the guest, although the number of such travelers is growing rapidly. The article shows modern marketing approaches for differentiated guest service in a hotel, develops an algorithm for implementing a full-fledged individual approach, presents the three-dimensional Abel system and the ERG theory in the context of an individual hotel product.