The aim of this gradute thesis is to point out the possibility of using guerilla marketing tools in positioning a specialized hotel products. Marketing concept has a leading role in the overall hotel business. The authors describe a guerrilla marketing as creative and unconventional type of marketing, aiming to attract the attention of customers with minimal expenses. Social networks present an advantage which every hotel should use for implementation marketing activities. Hotels can take advantage of social networks for building better relationships with consumers and creating a recognizable brand. An important part of this thesis is the chapter which represents guerrilla marketing for specialized hotel products, in which described applicability of the tools of guerrilla marketing in tourism, and the activities of guerrilla marketing in positioning specialized hotel products. In the emirical research was conducted depth interview sin three locations – Tourist agency „Intours“, hotel „Alkar“ and firm „Jamnica plus d.o.o.“. According to results attitude of usability guerilla marketinga in the promotion is very positive. Most respondents consider that creativity is the most important for the mentioned type of marketing. The biggest deficiency of guerrilla marketing is that is very sensitive, and it is very important to properly identify the target group in order not to hit the negative effect.