In the conditions of faster and faster changes in the tourist market, all business entities, especially hotels, are exposed to increasing competitive pressure. To improve business and ensure survival in the global tourism market, hotels have recognized the benefits of business association. The most common form of business connections in the hotel industry are hotel chains, which operate under a franchise, taking advantage of a strong market brand and implementing standards prescribed by the brand. The aim of this paper is to theoretically explain and show on a practical example, another form of business association in the hotel industry, marketing consortia. Consortia, unlike hotel chains, enable management independence, connection with hotels in the same or a similar niche, faster positioning on the market and easier access to consumers through a larger number of reservation channels. It is this association that enables them to get closer to the desired consumer faster through a well -known brand, and to ensure a competitive advantage in the global market with lower costs of joint marketing.