This has joined demand more demanding and informed and with very different profiles between segments (Varela, F.J.; Thompson, E.; Y Rosch, E. 2004). Having driven the tourism industry to carry out differentiation strategies through the use of marketing, because it is one of the main factors influencing the competitiveness of the tourism sector (Blankenburg, D.; Johanson, J. 1997). The hotel industry is important for its contribution to job creation and the indirect effects it has on the environment. The presence of a hotel in a certain area can promote the development of complementary tourist activities, improve the welfare of residents in the tourist areas of influence, and revitalize a number of economic activities, without the figure of the hotel could disappear.