The paper explores the role of marketing in hotel industry in promoting cultural and traditional values in hotel industry. The need for carrying out this research stems from the fact that modern society has been deprived of its traditional and cultural values, and tourism is one of the channels for successful revitalization of the same. Culture and tradition represent sources of differentiation in hotel offer and contribute to the revitalization of regional cultural values primarily through the cooperation of hotels with traditional craftsmen and family farms. Primary and secondary data sources were used in the research. The secondary sources were books, articles, web pages and other sources related to the chosen research topic. The primary data were collected through a case study through structured interviews and by observing the cultural and traditional elements of the offer while staying at the hotel and via the hotel's web site. The results of the research suggest that tourists are motivated to visit the hotel because of the cultural and traditional elements of the offer, but the degree of motivation with culture differs with business and leisure tourists. The role of marketing in promoting cultural and traditional values is significantly more pronounced in the example of a chosen German hotel where cultural identity is the core value pervading the entire marketing sphere. An example of a Croatian hotel shows that the cultural and traditional potentials for the development of tourism have not been fully utilized. A proposal to improve the elements of the hotel's marketing mix in Croatia with the aim of promoting the cultural and traditional values of Croatia has been made based on research results.