From the very beginning of the Internet development, the tourism industry has proven to be an essential market for the implementation of new information and communication technologies. With the introduction of new technologies, a wider market has become available and tourist services became more accessible to the masses, which has also brought numerous benefits to the hospitality business. With the implementation of new technologies, managers reach more potential customers with lower marketing costs and lower commission costs. From the 1950s to the present day, the ways of online buying or booking tourism services have progressed qualitatively and quantitatively. With the introduction of online travel agencies in the tourism market, as well as their accommodation and other tourist services booking systems, this process is further simplified for the user. Users can evaluate the accommodation through various elements depending on what they consider important. Although in its beginnings this type of accommodation booking did not play a large part in the total bookings, according to the findings of this research we can see that today over 90% of users search for accommodation online. This research examined the elements crucial to making a booking decision. Simplified access to information gives guests the security, which was previously provided by the travel agency, as well as the experiences of other guests posted on online booking platforms. Although the results of the research showed that the guests find the location, price and reviews of the accommodation more important than some other elements, the guest still wants a complete product and it's not enough for the accommodation to have only the right price or location, but all elements should be optimally represented. Recommendations for future research on this topic are outlined at the end of the paper.