This final thesis analyzes the concept of marketing with an emphasis on its history, evolution and influence of digital marketing to the hotel industry. In the introductory part, the basic framework is explained of marketing and its key concepts such as marketing mix, market segmentation, market positioning and marketing research. Chapter on history and present of marketing sheds light on trade networks of ancient civilizations, transformations during the industrial revolution, the beginning of consumerism, and how the marketing framework was gradually formed into what we recognize today. The era of digital marketing, which brought radical changes in the way of communication with consumers. In the segment dedicated to digital marketing, it is investigated how digital marketing and the emergence of the Internet itself became the driving force change, with an emphasis on the emergence of search engines, e-mail marketing, banner advertising and revolution social media. The key part of the work focuses on the implementation of digital marketing in hotel industry. The strategies used by hotels to maximize their presence online, including website optimization, SEO, PPC, social marketing network, email marketing and online reputation management. Also, the work provides an insight into the latest tools and technologies that hotels use to improve their marketing campaigns, such as CRM systems, analytical tools, mobile applications and technologies such as AR, VR, AI and chatbots. After that, the impact of digital marketing practices in the hotel industry is also investigated on revenues and hotel occupancy rates. The final paper ends with a comparison of tourist preferences and behavior today with the period before the advent of digital marketing.