The main purpose of this final work is to point to the importance of family hotel business in tourism business and the proper and successful marketing management of the same. Hotel development has developed gradually in Croatia over the years with a slowdown in growth. Today, hotel accommodation and its value for money represent the most significant attraction of the destination, with the hotels of heritage being increasingly emphasized as a form of accommodation offer for a specifically specified consumer market. Nevertheless, the biggest obstacle to the development of hotel business is the lack of adequate categorization of accommodation, especially the hotel's special standard, more precisely, family hotels. As part of the successful development of family hotels, it is necessary to implement marketing activities in the business through which the product is distributed and positioned in the market while further implementation of marketing policy, especially for a specific product such as hotel accommodation and experience, meets the complex demands of the market while achieving profit in business by implementing a defined pricing policy. Marketing splet is expanded to include three additional elements, more precisely, people, business processes and the physical environment. Hotel Vestibul is an example of a family hotel that, by implementing a focused differentiation strategy, successfully manages the marketing elements of marketing. Mentioned heritage hotel meets the demands of demand while pursuing pricing policy and market analysis, and a quality service emphasizing an individualized approach retains the competitive position of market leaders in small family heritage hotels with problems affecting the entire tourism and hotel market, with regard to the shortness of seasonality and the difficult market by advancing the private.