The study is devoted to the investigation of the communication policy of hotel industry enterprises, the features of using advertising, and ways to improve its effectiveness in modern conditions. The purpose of the study is to consider the areas of improving the efficiency of hotel management in Ukraine. The study is based on the following general scientific methods: analysis and synthesis, systematisation, and generalisation. The main goals of enterprise management through communication policy are defined, which include: improving consumer relations during the exchange of information; ensuring effective exchange between subjects and objects of management; creating information flows for information exchange between individual employees, groups of coordination of their tasks and actions; regulating and rationalising information flows. The paper proves that for enterprise management, the communication aspects of the operation of hotel enterprises are not sufficiently adapted to this field of activity. The concept of “communication policy” was considered, including the structure of advertising and communication tools for promoting hotel services. The study presents the goals of the communication policy of effective management of the hotel industry in Ukraine and analyses the electronic pages of a number of hotel enterprises in Ukraine. This paper can be used to investigate and improve the management system in the hotel industry. The findings can be used by researchers to conduct further study, and also by managers working in the hotel industry to improve the workflow and the level of their own knowledge