The goal of this thesis is to analyze the strategy of Hotel Hilton Prague. After introduction of the company there is a brief description of marketing and some specification regarding the service and hotel marketing. In following part I focus on the PEST analysis and SWOT analysis of Hilton Prague. Next chapter is regarding the marketing mix of the hotel, giving a detailed description of all the components.This chapter is followed by market segmentation, customer and competition analysis. Customer research is the last part of this thesis. It is provided with the comments and recommendations for the improvement of the current situation.