Portrait of a consumer of a hotel product: a look through the prism of time.
The article focuses on the need to personalize the service of the hotel business based on the theory of generations. It is known that each generation has a set of preferred requirements, which is key for them. However, the topic of personalization of service through the theory of generations simultaneously in relation to consumers of hotel services and in the personnel management system is poorly studied at the moment. All this determines the need for the authors of the study to continue this direction. The article puts forward and confirms proposals on the impact of a personalized approach to service on improving the level of hospitality and expanding the target audience through the application of the "theory of generations". To build a competent marketing policy, it is necessary to know your target audience and apply appropriate motivation factors. Knowing its target audience allows the hotel, firstly, to take into account its needs, and, secondly, predicting the behavior of the guest when choosing a hotel and during his stay at the hotel, to correctly develop a communication strategy. The theory of generations suggests where to start communicating and influencing people of different ages. The article presents such parameters as generation "GI", "silent generation", "generation X", "generation "Z", "generation "Y", "millennial generation", the generation of "baby boomers", the generation of "MeMeMe".