The Crucial Indicators of the Client Orientation of Small Urban Hotels in the Russian Federation

The modern hospitality industry in small-town hotels is characterized by a fairly high level of competition. For clients, choosing a specific location is complicated by the fact that often the level of service provided does not match the description provided by the hotel, and the price is too high. The flow of customers is quite large, which allows some hotels not to value the opinion of the guests, as they are replaced by others. At the same time, many hotels are interested in the loyalty of each guest, respectively, they practice a customer-oriented approach in their work. The aim of the work was to identify and systematize key indicators of customer orientation, easily identified by guests, using the example of small urban hotels. According to the results of the study, 9 enlarged groups of indicators have been identified and presented in the form of a diagram, which correspond to four levels of customer orientation of hotels. The results of the study can be used to optimize the management of hospitality enterprises.