An Informational Comfort as a Component of High-Standard Service in Hotels

The quality of service in a hotel determines the guest’s choice. A guest evaluates the ability of a lodging property to satisfy clients’ needs and meet their expectations not only during his stay but the moment before and after he makes a choice and purchase. Information plays a key role in this process. The hospitality industry is information-intensive, that is why it is important for a hotel not only to offer qualitative services but also organize an exchange of information between the enterprise and its services’ current or potential consumers. By attending to guests’ requests and needs and through forming their expectations, the informational comfort directly influences the guest’s perceptions of hotel services. This comfort is also necessary to inform guests both inside and outside the hotel. The build-up of the informational comfort at all stages of services is a prerequisite for the efficient work of the property, the definition of competitive advantages, and the formation of consumer loyalty. Such comfort is shaped through internal and external information environments. Thanks to the digital economy, the way to communicate information to the consumer has become simpler and less economically costly designing new channels and means of interaction with regular and potential clients. The hotels should develop such an information space that can contribute to more intense consumer perception of service quality.