The main purpose of this doctoral thesis is to theoretically and empirically show that optimization of hotel rate policy and Revenue Management through hotel sales strategies has become a very complex task. Choosing a clear positioning strategy along with technology development in the form of hotel software solutions as well as online sales channels completely determine business policy in terms of rate mapping according to rooms availability. The use of information and communication technology in hotel business has fundamentally changed how modern hotel business works. The influence of the Internet has completely upgraded the former concept of sales and marketing, business organization as well as booking processes which have become completely dependent on online guests who take over the reservations of former travel agencies. Distribution channels are now reduced to online and offline sales channels. Today, everything is happening right now, and the synchronization of booking processes through cost and revenue management using information and communication technology has become the biggest challenge for hotel owners, as managing rate policies and real-time pricing enable more efficient business performance. As contemporary world trends show that steady growth in online sales has become reality, one of the goals was to prove that investment in online businessis one of the most important formulas for successful hotel business in Croatia (both in the Adriatic or continental Croatia) and in the world. As the crown of this doctoral thesis, the author offered a business model that in real-time allows a synchronized process of rate distribution with reservation processes. The synchronization of the rate distribution processes with reservation processes depend on a large number of stochastic dynamic variables that need to be considered and matched in real time, which is not yet feasible with the use of existing software solutions. Also, the scientific contribution is reflected in a comprehensive research on the aspects of the modernization of sales strategies and information and communication technology conducted by the author, in which 130 hotels in Croatia participated and whose results represent the real state of the ICT development of the Croatian hotel industry. In terms of exponential growth of online sales in total hotel sales, investing in information and communication technology and the use of online sales channels are necessary not only for more successful business but also for survival of the hotel in today's market share. This doctoral thesis aims to highlight the importance of applying and modernizing the latest software solutions in hotel industry. Sales strategies have a direct impact on the forecasts and each change in rates must take into account the impact that this change will have on the forecasts. When planning a strategy for setting a rate policy or revenue management action plans, every responsible person must know when the guests start to book rooms and how this year's booking behaves in relation to the same period last year, or what is this year's result of the booking compared to planned, budgeted figures. In order to deeply analyze the current booking and observe the "black dates" it is necessary to observe and analyze the default period by days. Most commonly, data are analyzed by the hotel by sales channel, by months. It is necessary to always keep an eye on setting up a right rate strategy, especially for an online channel, where hotels should look at the impact of rate competition. BAR (Best Available Rate) rate strategy is part of revenue management that is useful in hotel sales strategies as it guarantees that the guest is offered the lowest rate for each night of stay distributed on the Internet. It is important to understand the perception of the guest according to BAR strategy because the rate policy can be changed several times a day, and the customer always gets the same service for different rate. Therefore, managers need to think about guest perceptions to better manage their rates and at the end to keep revenue at satisfactory levels. Revenue Managers should not offer excessive rate disproportion to ensure that guests have a positive opinion of rates and rate policy, as the rate setting strategy may have a large rate difference for the same service or room, depending on available capacity for the same day. Hotels should pay attention to the implementation of the BAR rate strategy both on their own and on the web sites of all OTA partners with whom they have contracted not to endanger busines with the partners they are committed to by rate parity contracts. The simplest explanation of rate parity is to maintain consistent rates for the same room across all online distribution channels, regardless of the amount of commissions. Each OTA partner requires rate parity and violation of this contractual policy may result in the hotel being penalized if there is a lower rate somewhere on the Internet. Through new technologies, such as social media (Facebook, Twitter, Instagram, blogs and reviews ...), guests have the ability to share information, search for a destination by rating and leave comments on the quality of the service at the destination or individual hotel. Therefore, today's guests have cards in their hands because of negative comments on social networks which may well harm the reputation of the hotel. All IT specialists as well as hotel staff aim to reduce their manual entry, either from reservation processes or rate changes online, focusing on real-time changes. It is important for the hotel's staff to have updated rates, the exact status of the capacity up to the room types. This connection is called ARI (Availability, Rates, and Inventory). If the ARI connection is not well set up and synchronized to the maximum as current technology allows, there is a risk of overbookings as well as rate parity violations. Online trends consist of last minute reservations. Regardless of all the Revenue Management tools used by hotels today, the insecurity of the bookings,regardless of online sales growth, has never been higher because OTA partners dictate rules where cancellation policies are reduced to 24 hours before guest arrival, reservations are no longer guaranteed with credit cards. In the past, weather forecast did not affect the bookings as rooms were not booked last minute and cancelation policies were very strict. Bad weather forecasts result in massive cancelations and that is why it is important to try to strengthen the allotment, group and MICE sales channels to reduce the risks. Revenue Management Software Solutions are systems that help Revenue Management departments make decisions based on detailed cost, competition, ARI analysis and tips to get the best possible business results. One of the goals of the doctoral dissertation was to prove to hospitality experts as well as to the scientific public that it is necessary to constantly monitor market demands and to evaluate which investments must be made in order to maintain market competitiveness and, if possible, improve one. The main goal of this doctoral thesis is to create authors concept - model, which would solve the problem of insufficient synchronization of online hotel sales channels with hotel property management systems on a scientific and practical level. The synchronization of hotel reservation process through rate and revenue management model consists of five modules that allow a two-way connection, communication from the hotel to the guest and vice versa, a smooth flow from ARI connection on one side; and guest’s reservations confirmation on the other side. With the offered model of online rate distribution and reservation process synchronization in real time, the most significant scientific contributions to this doctoral thesis are: a) the research carried out by the author, which includes the largest hotel chains in Croatia, through 130 hotels, which clearly shows the state of information and communication technology of the hotel; b) T-test results showing statistically significant differences for all observed claims within the subsegment of the individual sales channel compared to foreign and domestic brands; c) Proving to hoteliers as experts as well as to the scientific public that it is necessary to keep up to date with the new requirements of a modern hotel business trends through the development of information and communication technology in order to maintain market competitiveness. In a detailed research in the context of ICT application in the online rate distribution, the author has suggested steps that hoteliers should look through when implementing or using technology solutions in the effort to increase Revenue per Available Room (RevPAR) to influence the level of profitability. Choosing business strategies based on the entire process of designing and setting up a synchronized model of hotel reservation processes and rate distribution is a huge challenge for hotel owners in terms of synchronizing Property Management Systems and online rate distribution in real-time.