Business planning is of great importance for every company because it gives a clear vision of where we see the company in the future and how we should base our business, and at the same time provides information about where it is at all times. 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, a SWOT analysis is developed. SWOT analysis is called the overall evaluation of the strengths, weaknesses, opportunities and threats of the company. SWOT analysis is relatively simple and widely applicable because its implementation does not require large resources. If conducted correctly, SWOT analysis can initiate the process of shaping a marketing strategy. After well-defined goals and strategies and the planning process itself, the company can see its advantages and disadvantages over competitors. The analysis of the business of the mentioned hotel company showed that it went through several different business cycles - periods of worse and better business, which resulted in attaching more importance to the planning function. Today, the company generates higher revenues thanks to investing in additional supply and following trends. The company has great opportunities for further positive business due to the fact that great importance is attached to the function of planning and monitoring the realization of set goals and there is great potential for the development of the tourist destination of the city of Dubrovnik.