Growing competition in the hospitality sector urges accommodation enterprises to align their offerings ever more closely with the changing wishes of travellers. This study investigates how modern customer preferences shape the configuration of hotel services in Uzbekistan and comparable emerging destinations. Drawing on a mixed-methods design that combines guest surveys, structured interviews with hotel managers and service audits of three- to five-star properties, the research identifies the decisive role of personalised experience packages, digital convenience and sustainability credentials in guest satisfaction and revenue performance. Regression analysis shows a statistically significant correlation between the depth of service customisation (β = 0.62; p < 0.01) and average daily rate growth, while qualitative results reveal managerial tactics for rapidly embedding new consumer trends in the service mix. The findings suggest that hotels embracing data-driven preference mapping and agile service design gain a durable competitive edge.

Customer preferences, hotel service design, accommodation enterprises

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