The aim of this paper "The importance of proactive sales in hotels on selected examples" is to show in what way and how marketing and sales in the hotel industry works, and to explain and elaborate the concept of proactive sales as one of the main reasons for the successful operation of the sales department, which ultimately results in the successful operation of the entire hotel company. The hotel industry is one of the most developed industries in the most countries of the world and tourism is globally and one of the largest industries in the world. Starting from such holders of tourist offer in the hotel industry and tourism in general, it should be mentioned that the tourism product is combination of a number of different products and services incorporated in a single product which is characterized by features that meet the needs of the customer. Based on constant changes in the hotel market, it is necessary to create new business strategies and concept of operations to manage their objectives related to capacity sales, brand building and, ultimately, higher revenues. Marketing used to be a purely business function, but today it represents a philosophy, a way of thinking and structuring business. In order to function properly it must be guided by the optimal combination of the marketing mix, along with the implementation of marketing functions. When considering marketing as a process of communication in the market, we should not forget to mention its promotional role, which is of great importance for future clients. With marketing trying to encourage customers in meeting their needs with the purchase to and provide them with real value in certain segments. Customers choose the products that best meet their needs in exchange for the money they are willing to pay.The research of the work before the conclusion consists of a survey research and analysis of the obtained results. The research tried to check the satisfaction of event agencies with the process of proactive sales by the hotel sales department and the general opinion on the importance of a proactive approach to the business process.