In today’s time of technology development, the world has become one big global village. With the development of technology, there has been the development of new media that have become a powerful tool in the business world. If the development of new media and all new opportunities are not followed in the rate, the competition quickly takes over a part of the market. One of the most popular media today belongs to the new media, namely: Facebook, Instagram and Twitter. Various opportunities on these social networks, such as paid ads, today greatly help in finding clients and achieving business success. The Hilton brand is also aware of this. We can replace their ads anywhere, on Instagram, Facebook, Twitter, etc. They can also find their services on platforms like Booking.com, Avigo, etc. With SEO optimization, they are allowed to always appear in the first place on Google search engines. Hilton hotels are recognized as an example of a global luxury hotel with various services for their clients. From the earliest beginnings, their vision was to be in trend and provide their clients with the best. Their pre-designed business strategy, especially through new media, offers quality and very simple, easy to remember content, which is the key to creating a relationship of connection and communication with consumers. The process of creating a relationship with its customers and a quality offer that satisfies those consumers, is a way to build a loyalty relationship between the brand and consumers, which positions a particular business entity in the market and becomes recognizable. In other words, the Hilton brand exploits the potential of new media and thus only strengthens its place in the market. This paper will show the role of new media in the branding of the hotel "Hilton & Resorts"