The aim of this diploma paper is to discover if integration of hotels into hotel chains and hotel group is for the hotel industry the right direction. The first part defines what a brand is, why is created by companies and how a brand should be managed. Afterwards, brands strategies are identified. The paper describes possible ways of cooperation between hotels and hotel groups and tries to find out if this cooperation is beneficial or not. The last part of the paper is about Carlson Rezidor Hotel Group, Park Inn by Radisson and about hotel Park Inn Prague. The brand Park Inn by Radisson is analyzed on the basis what was discovered in the first part of the paper. The most significant advantages and disadvantages of hotel's cooperation with hotel group are identified. The paper ends with a statement that integration of hotels into hotel chains and hotel groups is very important and is therefore the future of the hotel industry.