Development of hotel brand and its positioning on the market is crucial for hotel management and making sure that hotel is segmentated on the market. Hotels that represent the brand,in fact have a greater and positive impact on the whole hospitality industry because they represent intangible added value to the property. Brand is a symbol and a trademark which represent trust and bespoke service to guests. Brands have developed a recognizable name and have easier task of reaching out to new customers in different industries. Guest have become more and more involved in a process and have deep understanding of their needs so, luxury hotels have shifted focus on guests needs and preferences. Subject of this final thesis is to showcase how can one brand grow within hospitality industry and have a positive impact on the whole industry to set itself as a leader in the market through the example of the Bvlgari hotel and Resort in Dubai as one-of-its kind in the world and hospitality industry. Bvlgari hotels represent a positive example of fair business which is,in fact, customer-orientated and provide guests with unique experience with every stay. Those experiences account to development of positive experiences and feelings towards luxury hotel brands.