Hotel reservation services play a key role in the realization of successful hotel sales strategies. Advanced technologies such as artificial intelligence (AI) provide additional opportunities for personalizing offers and communicating with guests. The use of AI algorithms enables the analysis of data on guest behavior and the provision of individually tailored recommendations and offers. A personalized approach to booking services not only increases the likelihood of booking, but also improves the overall customer experience. The aim of the thesis is to analyze the perspectives of reservation services in the hotel industry with special emphasis on their contribution to the improvement of hotel sales. The purpose of the thesis is to contribute to the development of strategies for hotel managers and relevant stakeholders in the hotel industry in order to make better use of reservation services in order to improve hotel sales. Segmentation of guests and adaptation of marketing strategies according to their preferences are becoming increasingly important aspects of hotel sales. Effective segmentation allows hotels to target specific market segments and deliver relevant marketing messages, resulting in higher levels of guest engagement and greater success of marketing campaigns. Hotel sales through reservation services require continuous innovation, following trends and adapting to changes in the market. Hotels that manage to implement these strategies and take advantage of reservation services have the opportunity to achieve competitive advantage and long-term success in the hotel industry market.