Good location and designer interiors of a hotel are very important, but today it can be too little to successfully differentiate a hotel. Gaining competitive advantage is a continuous process and a strategy of actions which enables the hotels which apply it to exceed the average. What is that strategy? It is being guest-centric, getting to know your guests and viewing the environment from their perspective: from the preliminary concept of a trip until their check out. What do they expect, what frustrates them, what doubts do they have? It is the focus on guests needs which should form the base for marketing strategies of modern hotel businesses.