This paper explored the influence of online hotel advertising on the process of information and hotel booking of the Y generation to propose the most effective online advertising program for hotels. The research subject of this paper is the Y generation and their way of informing during the selection of hotel accommodation. The conducted research established a great influence of online advertising on their decision of hotel accommodation. Primary and secondary data sources were used in the research. Secondary research was conducted using relevant literature whose analysis established that the members of the Y generation used internet resources when collecting information on destination and accommodation, and based on the collected information, decided about booking of accommodation. Primary research was conducted by the case study of selected hotels and by two standardized questionnaires. The results of the conducted research confirmed all conclusions of recent literature analysis. The members of the Y generation mostly use the internet to gather the information on destination and accommodation. Social networks and reviews of other users of services on accommodation have a significant role as well. It was established that 72 per cent of respondents would not book accommodation which did not have any positive review from those who had previously used it. The examples of the hotels showed their willingness to follow trends induced by technological advances and habits of the members of the Y generation as the most dominant consumers.