Abstract
Based on the conducted research, the article develops an approach to a new hotel format that will ensure the satisfaction of tourists requests. The purpose of the research is to form the concept of a hotel on the segment of the Great Silk Road based on the conducted marketing research. Methodology. The research methodology includes desk studies of secondary information and fi eld studies in the form of a consumer survey. The originality / value of the researchlie s in the fact that the proposed project is reasoned and justified by the results of the research. The new format of the hotel is aimed at creating a range of services that takes into account the needs of tourists. The most effective sales channels and the most significant quality characteristics for the new hotel were selected. The concept of the hotel is more in line with the needs of foreign and domestic tourists who come for educational purposes. Findings. The results of the study showed that there is no hotel on the Great Silk Road segment that offers a wide range of services, is highly comfortable and focused on good service. Recommended online booking systems for this type of hotel: introduction of the Amadeus booking system, application of Internet resources, GDS and third-party websites. When forming a hotel quality policy, it is necessary to take into account such characteristics as a complete set of rooms, security and high speed of service.