The article examines the traditional and modern understanding of the concept of marketing. The proposed author's interpretation of marketing in hospitality industry establishments based on the proposed modern features of marketing formation in hospitality enterprises, including: guest orientation, relationship building, value creation and communication. Marketing has been identified as one of the critical factors for the success of the hospitality industry as the industry is highly competitive and marketing strategies play a key role in attracting and retaining guests. The main components of the marketing complex for establishments in the hospitality industry have been studied. Practically analyzed components of the marketing mix: product (service), price, promotion, place, people, process and physical evidence. Hospitality products and services can be defined as any offering that an establishment provides to its guests, including accommodation, food and beverage, entertainment and other amenities. Pricing strategies in the hospitality industry involve pricing products and services that are competitive, profitable and attractive to guests. In the hospitality industry, effective promotion can help increase brand awareness, attract new guests and retain existing guests. By understanding the strengths and weaknesses of different channels and optimizing their distribution strategy, establishments can effectively attract large numbers of guests and ensure long-term growth and profitability. The "human" component of marketing in the hospitality industry is critical in providing exceptional quality guest service. The "process" component of marketing in the hospitality industry is characterized by the implementation of operational and service processes related to providing guests with hospitality products and services. The physical evidence of the hospitality industry covers everything from the design and layout of the hotel or restaurant to the decor and furnishings. It is substantiated that the successful application of the components of the marketing complex in the institutions of the hospitality industry is vital for creating a successful marketing strategy, solving problems and using opportunities.