INNOVATIVE METHODS OF SERVICE IN THE HOTEL AND RESTAURANT INDUSTRY: USAGE OF THE WOW SERVICE

Abstract

The purpose of this publication is to characterize the current state of service provision in the hotel and restaurant industry, as well as clarify the role of wow service in the guest experience. The author's definitions of the terms "service", "wow-service" were proposed in this publication. The study identifies and characterizes the main features and unique differences of "wow services". A service can truly be characterized as "wow" only if it meets the following criteria: it was unexpected for the guest, but well done and individually worked out, created for a specific situation for a specific person; absolutely free; made sincerely, with the aim of making others happy and satisfying the guest. It was established that "wow-service" is able to change the guest's impression and make up for certain shortcomings, if it is used correctly and according to its main features. In order to create services at the "wow" level, the institution must meet a certain level of requirements, among which are the creation of a comfortable atmosphere and fast service, high-quality selection and training of personnel, digitization of monotonous and mechanical work, the spread of solidarity and tolerance towards all living beings, as well as the absence of fear of implementation of interesting new ideas and projects. The novelty of the research consists in the analysis of the modern, fresh and promising phenomenon of "wow service" in the field of service, which will allow to influence not only the competitiveness and profit of businesses in the hotel and restaurant industry, but will also contribute to the development and exchange of cultures, the spread of tolerance and solidarity in society and will help hospitality establishments to become real centers of care, peace and relaxation for people from all over the world.