Globalization and market liberalization have led to the development of internationalization of the market in all areas of modern business, and thus also in the hotel industry. Under strong competition, the company must find the most efficient and profitable way to enter the market, and make important decisions that are influenced by various factors. Some of these factors are: volume of business, company goals, profile, marketing, human and financial potential, marketing knowledge, strength and level of competition, nature of products, corporate image, investment conditions, financial risk, administrative procedures and many others. The role of sales and marketing in the modern business of hotel companies is very important. Some authors state that the function of marketing at the hotel has the task of examining the possibilities and conditions of placement of existing and future services and contracting of sales. Hotel sales are not just the formula for success when the hotel goes bad, but it continuously looks at business to keep it at the same level or become even better. Hotel sales must be on a daily basis, primarily with the booking office and reception desk, as well as with all the other hotel departments. Through the implementation of information technology and the use of state-of-the-art communication media, as well as by the high quality selection and use of human resources in hotels, a significant competitive advantage is ensured. Large hotel chains, through their influence on the global market, try to present their brand-specific products with different strategies, thus securing competitive advantage in today's turbulent business environment. The most important features of hotel chains are a strong brand, globally known, offer specificity, hotel standards, and quality of service.