Marketing plays a key role in the success of a hotel. It provides the foundation for promoting the accommodation facility, enabling you to surpass competitors and create a positive impression on guests. This article highlights modern approaches to developing hotel marketing strategies. An analysis of statistical data showed that the Russian hotel market demonstrated stable growth indicators after the crisis period in 2025. The market has become more mature, technologically advanced and competitive. Domestic tourism continues to grow, which is having a positive impact on the hotel industry, with the first signs of renewed international interest emerging. The development of digital technologies is prompting hotels to adopt modern marketing strategies alongside traditional ones to attract and retain guests. Hotel owners can attract the attention of travellers and increase the number of bookings by introducing innovative marketing strategies, such as optimising for mobile devices, personalising guest service and collaborating with influencers. It is important to note that the focus should be on creating a holistic, engaging and memorable experience that will resonate with potential guests.