The article is devoted to the study of the system of personalized service in the field of hospitality as its competitive advantage in terms of quality in the conditions of functioning in the modern market. The specifics of competition and the transformation of consumer demand in the area under study are considered, and a positive impact of the service model on the efficiency on the business is highlighted. It is shown that the best results are achieved through a model of customer data personalization that is different from competitors and its use in a well-thought-out strategy. At the same time, an effective personalized service system requires continuous investment to maintain and grow valuable data, including with the use of AI and ML.

Highlights

• The article is devoted to the study of the system of personalized service in the field of hospitality as its competitive advantage in terms of quality in the conditions of functioning in the modern market.
• The specifics of competition and the transformation of consumer demand in the area under study are considered, and a positive impact of the service model on the efficiency on the business is highlighted.
• It is shown that the best results are achieved through a model of customer data personalization that is different from competitors and its use in a well-thought-out strategy.