Hotel complexes offer a considerable number of services that are aimed at satisfying the specific desires of consumers. Today the number of consumers who are not satisfied with the monotony of standard hotels is constantly increasing, and when planning a holiday they pay special attention to the environmental aspects of travel and accommodation, location of the institution and the state of the territory, the type and feature of the building, the comfort and design of the premises. Travelers want the hotels they stay in to participate in eco-activities and programs, as environmental conservation is a priority for many. The article substantiates the feasibility of providing additional services in modern hotels in order to provide competitive advantages in the market of such services. It has been determined that multisensory marketing is required to attract a guest to the hotel, as evidenced by marketing practices and branding theory. In addition, it is confirmed that the establishment has eight mandatory features with a list of services that meet the high standard of hotel: personalized premium service, access to secure storage, free internet access, branded bathrobes, 24-hour room service, luxury furniture and bedding, concierge / maid service, location. Priority directions of development of additional services of the hotel have been determined, since further development of the hospitality industry is practically impossible without the use of modern technologies for attracting clients, at the same time it is the focus on additional services that can become a decisive factor in choosing an accommodation establishment.