The quality of services is a wise and profitable strategy because it not only allows to attract more new customers to tourism but also to work more effectively with existing segments to prevent them from escaping and to be less dependent of price competition. In addition, the high level of service quality allows to avoid additional costs associated with correcting past mistakes. Quality services promote the formation of a certain corporate culture that encourages employees to work at the highest level in order to help identify and reward such initiatives. Investigating the criteria in the hospitality industry allows for the assessment of the qua-lity of the tourist product as an emotional response of the client, which depends on the increase of the requirements and the attitude of the staff in response to the clients. In general, the hospitality industry is directly dependent on the level of its clients' spending as well as on the monetary flow - which is the reason for the company and should be able to attract customers. An important factor in the development of the "smoke-free" industry is estimation of the measures in order to achieve customer loyalty and to encourage cost-of-service purchasing by offering a wide range of food and beverage menus, which is. The objectives of the research are to analyze quality as a strong element in increasing the satisfaction of tourists and to increase the profitability of tourism companies.