The key factors driving changes in hotel services are increased competition in the market, new customer habits and expectations, and technological advances. Customers now expect higher quality, personalized service and want hotels to constantly offer innovative new services. Hotels must focus on customer requests, think digitally to quickly satisfy customers, and constantly provide added value through creative and exclusive offerings to exceed customer expectations and increase loyalty. Creativity, exclusivity, speed, customer focus, personalized service, and digital strategies now represent the new success factors for hotels.