The objective of the work presented was the determination of the quality of the service provided to the medical tourist as an opportunity for the strengthening of the hotel sector. The quality of the hotel service was determined and medical tourists were selected during their post-treatment stay to assess their level of satisfaction. Analysis of the results showed that the service received by the medical tourist is poor. This behavior corresponds to the business model that the hotel sector has in Barranquilla (oriented to the attention of business tourists). Based on the results of the study, it is suggested that the hotel sector could introduce improvements in its business model through a differentiating value proposition aimed at providing care to the medical tourist, making this an alternative to strengthen competitiveness in the market.