Crisis conmiunication is one of the components of public relations that is needed by the organization so that it can successfully deal with the emerging crisis situation and remedy the crisis in the shortest possible time, thus less harming its own image and reputation that it has built for years in the public. The hotel industry in the Republic of Croatia is developing in parallel with the rest of Europe, although it looks to the social assumption that it still builds its main profits from seasonal summer tourism, while the seasonal and post seasonal ones are only slightly increasing. In the fmal work, the author, on the example of case studies, processed crisis communication on the example of Hotel Jadran d.d. from Crikvenica. Rapid and complex changes of characteristics are a crisis situation where rapid response and correct management are expected. In this process, crisis management is important, which, through its procedures, solves this crisis as soon as possible, thereby protecting the reputation and image of the organization for years. Bankruptcy crisis of the Adriatic hotel chain d.d. an example of an unsuccessful management leadership that has led to the stoppage of the majority of hotels owned by them, workers‘ dissatisfaction, negative public comment and other hotel chain members.