The hotel industry is one of the key branches of the hospitality industry, and is connected to various other industries, which makes it economically one of the most important hosplitality branches. Its importance also comes from the volume and segmentation of the market in which it is located, one of which are hotel chains. The aim of this paper was to show the hotel industry of domestic and foreign groups, which are identified as hotel chains and international franchises. As the main players in the market, the first part of the paper identified foreign hotel chains and franchises. Various methods were used in the paper, the main ones being the analysis of existing hotel chains and the case study of Art'otel Zagreb. Art'otel is at the center of this work, where the focus is on the business and specifics of the hotel. A detailed analysis showed that Art'otel is an extremely specific type of hotel, according to the concept it represents. Namely, in Croatia, as well as in the international hotel industry, there is no hotel chain that is branded as an art hotel in a hotel chain. The term art hotel, as a newer term in hotel industry, represents a type of hotel that uses art in its interior and exterior. At the end of the paper, the reasons for choosing the hotel were analyzed, with the help of a questionnaire filled out by hotel guests.