In today's competitive environment reinforced by intense technological progress and frequent innovations, it is very challenging to stand out on the market. One of the prerequisites for achieving success on the market is market segmentation as a basis for future positioning according to selected target consumer segments. Services represent a growing segment of the economy, so the need for quality market analysis is evident. The above is especially present in the tourism and catering segment, where it is possible to see the growth of offers from new business entities, from hotels, apartments and other accommodation units, as well as the opening of new restaurants and catering establishments. Considering the diversity of needs and desires among consumers, there is a need to group consumers into appropriate groups and adjust the offer to individual selected target segments of consumers by offering an adequate combination of products and services. In order to achieve the final satisfaction and future loyalty of consumers, a continuous approach to market research and segmentation is needed, as well as orientation and dedication to the selected target group of consumers. The paper presents selected examples of successful segmentation and positioning in the hotel industry. The aim of this paper is to define segmentation and show the way in which it is necessary to segment the market in order to achieve a successful outcome. Segmentation is shown on the example of the hotel industry, that is, on the example of hotels and the way they are segmented in relation to the competition.