AbstractThe 21st century is the human society as well as the personalized society. Any consumption including tourism consumption has formed a personalized orientation. This is in accord with the trend of development of human society and show the value orientation of social progress. Standardized service in the hotel has been widely challenged. Personalized services has played an increasingly important role in meeting the various special and complex needs of guests, improving the hotel’s operation benefits and competitiveness. This paper is based on the relevant documents of the personalized service to research, and then elaborates personalized service’s definition, content, the relations to standardized service, necessity and so on. Next, the paper analyzes in detail Chinese hotel’s development present situation, and gives some views and advices to solve the remaining problems of personalized service of our country. Finally, give some typical cases to further discussion and analysis. Thus, hope to provide a basis and reference for our hotels’ personalized service and promote it better development.Key Words ：Hotel service, Personalized service, Standardized service, Issue， Strategy目 录中文摘要...........................................................................................................................1Abstract............................................................................................................................21.讨论背景和讨论意义....................................................................................................11.1 酒店业实施个性化服务的背景.................................................................................11.1.1 近年酒店业服务理念的变革........................................................................................
