Tourism is one of financially the most important economic activities in the Republic of Croatia. The total contribution of tourism to GDP in 2017 was 19,6% and in 2018 19,8% which means it keeps increasing (hrturizam.hr, 2020). Accordingly, a continuous increase of tourist arrivals and overnight stays is being recorded both at the country level and at the level of Dubrovnik, who as a destination earns the highest total tourism revenue (www.htz.hr, 1.6.2020.). In a parallel with the change of guest profiles who are getting more informed and educated, appears a greater need to truly experience a destination which is visited. In order to get closer to the life of local people, to experience tradition and gastronomy of a destination during holiday, guests started choosing private accommodation more and more often. In the structure of accommodation capacities in Dubrovnik, the private accommodation prevails. The turnover of the private accommodation facilities in 2019 dominated, which is accompanied by data which says that 41,6% of arrivals and 48,8% of overnight stays were made in this kind of accommodation (www.htz.hr, 1.6.2020.). Because of that, private accommodation services and their quality became one of the most important factors in shaping a tourism product and the image of the destination. Service sales are complex because they consist of more factors which have an influence on the ultimate pleasure of guests, so in this case, it is not enough just to „hand over the keys“. Due to increasing requirements of demand and pronounced importance of quality of private accommodation because of dominance on the market, this final paper is focused on the research of quality of private accommodation in Dubrovnik settlement, while using SERVQUAL model of measuring quality. SERVQUAL model is based on a comparison of guest reviews about their expectations before arrival and reviews after arrival and usage of private accommodation thus making a conclusion on quality.