The article analyzes scientific sources, which found digital marketing the most relevant for businesses in any industry nowadays and is used by different types of markets. It was identified that it benefits due to a variety of tools and an interactive format that allows the end user to receive up-to-date resource information, comment, and stakeholder engagement, which has a positive impact on the stakeholder circle. The basic tools of digital marketing are presented, the scheme of graduation of digital marketing using by type and breadth of possibilities is developed. It has been found that digital marketing activities and tools cannot be effectively used in hotel business without further service, especially in the hotel business.