The paper is devoted to the issues of forming and maintaining a positive image of the hospitality industry enterprises. The key factors influencing consumers' perception of the image are considered, including the quality of service, comfort of living, professionalism of staff and the use of modern technologies. Special attention is paid to the role of social media and digitalization of customer communications, as well as the importance of the company's internal culture and employee motivation. The authors identify management strategies aimed at strengthening customer loyalty and increasing image recognition. They emphasize the need for a systematic analysis of the market and competitors, and timely response to changes in consumer preferences and industry trends. The practical significance of the study is to provide hotel managers with recommendations on improving the quality of service and developing corporate standards. The article is intended for a wide range of readers interested in the problems of marketing and management in the hotel business.