In the world of marketing and hotel business, promotion has a significant and ever-growing impact. As one of the fundamental elements of the marketing mix, promotion is without a doubt one of the drivers of hotel sales and occupancy. In this research, the focus is not on the impact of promotion on sales or profits, but rather on the hotel's image. Therefore, the main purpose of this work is to define hotel's promotion and image and show the impact and the extent that promotion has on the hotel's image and which promotion elements have the greatest effect on creating and maintaining a positive hotel image, both generally and at the level of hotels in Split. The theoretical part presents the concept of an integrated hotel product, integrated marketing communication and its elements. The concepts of hotel image and identity are also distinguished, their respective components are presented, as well as the possible theoretical impact of the hotel's image on it's business. Primary research provides answers to the primary questions of this work with the help of a competent sample. The study examines the impact that promotion has on the hotel's image, to what extent and which promotion elements can improve this image, and which ones can potentially worsen it.