Marketing is a social management process by which individuals and groups get what they need and want by creating and sharing products and values with others, while also taking into account the goals of individuals and organizations. The main task of the business function of the hotel company's marketing could be related to the basic indicators that show the dynamics of growth for a certain period of time, such as increasing the number of tourist arrivals and overnight stays, and the financial aspect of business; increase revenue and profit. The successful marketing function is focused on the active participation of the hotel company in the tourism market, in the segment of content adaptation, high flexibility but also the preservation of identity that is built through reputation, recognizability to loyalty. This defines activities aimed at positioning the hotel product in the domain of success. The permanent goal of the hotel business is the satisfaction of guests, for the realization of which the organizational structure of the hotel company is most responsible. This is where part of the answer to the question of the importance of staff in the hotel and tourism industry in general is contained. Only with an adequate workforce can the target level of service and guest satisfaction be achieved. The importance of the role of marketing management in a hotel company is shown on the example of the hotel company “Hotel Hilton Imperial Dubrovnik”.