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The Hidden Language of the Hotel Industry. The tourism industry, which is one of the most competitive and unstable industries, depends heavily on what we may call a ‘hidden language’. According to our approach, the ‘hidden language’ of the hotel industry refers to the elements of communication which are not necessarily tangible to clients but which are enormously influential in selling a tourism product. Since the pressure to sell the products and services is stronger in this business, the article looks at devices and instruments through which the communication between the hoteliers and the potential customers can be achieved and improved through the use of ‘hidden language’ devices. Amongst the discussed devices advertising devices avail of the most efficient resources to inform potential customers about the hotel and make the whole package attractive. The presentation of the instruments and their characteristics is instrumental for highlighting how they affect the customer and how they should be used.

Keywords: communication, intangible, advertising, publicity, public relations, marketing, national and international notoriety.