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The development of information technologies has a positive impact both on the business entities themselves (the opportunity to quickly get acquainted with new products in their field of business, to contact contractors, authorities, to place all the necessary documentation), and on their customers (the opportunity to get a visual impression of the produced goods / works and services provided and to get acquainted with the feedback of those who have already experienced these goods / works / services). Any reputation for a business entity in the conditions of widespread dissemination and use of information technologies becomes online reputation simply by posting relevant materials about its business activities on the Internet on the relevant portals. In connection with the COVID-19 pandemic, there are new objective and subjective conditions in which hoteliers will have to act, and according to which an online reputation will be built, in which the position of "customer care" will take the main place in comparison with the positions that determine the necessary requirements for the provision of hotel services.