In tourism, design and architecture have always had the significant role, especially in the hotel industry, where they have become one of the most important factors in hotel positioning in more and more sated market. No matter is it just the hotel or the hotel interior, which in time has become an unavoidable touristic attraction, it is obvious that architecture is a significant factor in hotel positioning. The significance is becoming bigger nowadays, when tourism products have to be different, the competition is too intense, the basic hotel services are not enough anymore, and the location is not the only precondition for the hotel uniqueness. This is just one of the reasons why, in the present, the cooperation between tourism workers, designers and architects has become so intense, because the quality visual identity of touristic products is the major precondition for business success.