In today market, which is saturated with a variety of goods and services, the hotel industry needs to not only provide high-quality basic and additional services, but also effectively communicate their value to its target audience. The hotel sector is a prime example of this, as it has been growing and evolving rapidly in recent years, and as a result, advertising and PR have become crucial for building a reputation and attracting customers. Modern methods of promoting the hotel business are rapidly expanding beyond traditional approaches, taking on new forms as innovations in technology and changing guest preferences require the industry to constantly adapt. With consumers faced with numerous similar options, effective PR communication can be a crucial factor in choosing a accommodation provider. In this article, the authors identify the specifics of promoting hotel services in the modern digital environment and study the current state of advertising and PR activities at the Bogorodskoye Boutique Hotel using strategic management tools (the complex’s service portfolio, M. Porter’s Five Forces of Competition model, and PESTLE analysis). The results obtained allowed to reveal systemic contradictions: the existing promotion strategy is passive. The authors, proposing directions for improving the advertising and PR activities of the Bogorodskoye Boutique Hotel, focus on the use of digital promotion tools, which, despite the special status of the complex, will be able to ensure the popularization of its hotel fund.