The topic of this paper is the marketing differentiation of the tourist product, which consists of smaller products and services from different industries that are marketed with the aim of meeting the needs of customers belonging to the tourist market. The tourism product is complex and quite different due to the market it belongs to, where physical attributes are less prominent due to their intangibility and where human influence is greater, such as creating an image and benefits for tourists. Products stand out from the market through the method of differentiation, which works according to the approach of developing consumer awareness that the promoted product is different from competing products, and the main goal of the strategy is to achieve a competitive advantage by focusing on differentiating the product from competitors through various methods. It can be differentiated according to the approach to the selection of a special segment of customers, which modifies products and business elements according to their motives. There are many segments and thus we easily have access to the market or several of them at once, where it stands out most in the hotel industry.