This paper deals with the topic of brand repositioning with the example of the Haludovo Hotel Malinska Plc. The paper provides an analysis of the hotel company from its rise and flourishing until the period of stagnation and decline. Hotel city Haludovo is the most prominent investment of the HTP Brodokomerc Rijeka in the period from 1945 to 1990. Haludovo fully met the criteria of the hotel resort. It is dislocated from the city bustle, and therefore could provide a wide range of guests' requests. Haludovo of that time can be described as a place of high-quality tourist offer, as well as exemplary hospitality. The results of the qualitative research are presented with the help of in-depth interviews, the aim of which was to find out the views and opinions of influential individuals about the hotel city of Haludovo in the past, as well as opportunities for its re-development in the future. An example of best practice is presented, along with a proposal for repositioning the brand itself as well as proposing new content, at the same location as the original complex. At the end of the paper, concluding considerations and recommendations are made.