Hotel company Ilirija d.d. has a long-standing business experience. The problem of research is the rapid change in digital business trends that are difficult to follow due to increasing demands for employee and management education while simultaneously coping with high seasonal oscillations of employees. The main objective of the research is to align the development strategy of the hotel company Ilirija dd with new trends in digital business and to propose the necessary changes in Human Resources Management department. The scientific and professional literature and Internet resources were explored for setting the theoretical-practical framework. For primary research, the usual tools for business analysis of the company's external and internal environment have been used: PESTLE analysis, Porter's five competing forces, stakeholder analysis, selected financial data for past three years and analysis of organizational structure, culture and resources. Sources of information have been business records, internal business documentation and a interviews with managers. The results obtained have been summed up by the SWOT analysis from which the TOWS matrix has been generated to select the right development strategy and propose the necessary changes in human resource management On the basis of the research carried out, we propose continuation of the existing growth strategy by integrating hotel management, camping, nautical, travel and management of destinations, with continuous monitoring and introduction of new digital trends and improvement of promotional activities. For its achievement it is necessary to employ and reduce the fluctuation of quality personnel who possess the necessary digital knowledge. This will be achieved by improving the organisational climate and a better reward system. Better cooperation with the educational sector on drafting and implementation of the qualification framework for digital competences in the hotel and tourism sector could also be helpful.