The primary purpose of introducing and maintaining a quality system is to organize business efficiently and to increase its activity. The entire organization must be informed about the quality system and participate in its application actively, depending on the type of the job and responsibility. Based on the requirements of the norm, the company needs to bring strategic documents in order to express its commitment (mission, vision, policy, strategy and goals), define and describe basic and management processes, establish organization and mechanism for system management and its permanent improvement. The concept of quality is a fundamental determinant of business performance and development and a key condition for survival in a competitive market. The tourist destination becomes an important factor in the tourist experience, and guests' attitudes about the elements of the destination indicate the advantages and weaknesses of the tourist offer. Defining quality in tourism implies a continuous monitoring of market trends, so there is a need for constant comparison with the best competitors in the tourist market. Hotel standards and business performance are closely connected because they make the basic comparative size or norm when evaluating personnel, property, business results and performance of the hotel. Standard and quality are not a goal, they are way to the goal, and the goal is to keep the hotel's business going. The application of standards in hotels is related to the names of big hotels that have established the hotel industry. The hotel brand represents a trademark of a particular company or hotel chain. The goal of marketing is to increase the value of the brand and increase profits by making it possible to satisfy the travel needs of guests at a higher quality level. Valamar Riviera d.d. is the largest tourist company in Croatia.Valamar Riviera d.d. operates within the group of Valamar, the largest tourist group in Croatia. The name Valamar was born as a blending of words vala - a word in Croatian dialect meaning bay; and mar, a Latin word recognized in many languages, meaning the sea.