Marketing in hotel industry involves the market exchange of such a hotel product that will optimally meet the needs and wishes of the guest and bring the expected hotel business results. In order to keep marketing in the hotel industry at the height of its responsibility, it must constantly monitor developments in the tourist market, enter the necessary innovations into the hotel product and adapt the strategy and the placement tactic. Marketing strategies play a major role in the hotel business. The very name "strategy" and "marketing" emphasizes that the strategy should be market-oriented, or guided by the market and the environment in which the company operates. The purpose of the company's business is expressed through the mission, and the company's business goals are set. After the set mission and goals of the company, SWOT analysis is elaborated. SWOT analysis is called an overall valuation of strengths, weaknesses, opportunities and threats of an enterprise. The SWOT analysis is relatively simple and widely applicable because no large resources are needed for its implementation. If properly implemented, SWOT analysis can trigger the marketing strategy design process. There are numerous marketing strategies, and in this paper the greatest attention is focused on the positioning strategy. A case study has taken a concrete example of Hilton Imperial Hotel, explaining how and in what segment it is positioned. Hilton Imperial operates within Hilton Hotels & Resorts, one of the largest hotel brands in the world and the leading Hilton Worldwide brand, and shows the success of Hilton Hotels & Resorts in the full-service hotel segment. In the final part, the most important facts related to the topic of work were presented.