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The development of technology has brought the use of the Internet to the forefront of both tourism businesses and consumers / visitors both globally and in our country. The use of the Internet and applications such as Social Media Marketing have had a huge impact on the tourism industry. Technology has now promoted online content as a major source of travel information, transcending all traditional forms of information and marketing. The user has an active role and co-ordinates the production and distribution of online information. Social networking is a modern means of communicating hotels with existing and new customers to increase their competitive advantage. Everyone is talking about smart tourism, smart travellers and Internet of Things (IoT). This thesis deals with the issue of the use of Social Media Marketing in the Hotel Sector and its impact. The research methodology is initially based on a bibliographic review to give a detailed overview of the concept of tourism, tourism marketing, social networking and its use in tourism. Then the case study selected the survey with a representative sample of Pieria hotel consumers / visitors about how they are utilizing their websites and social networking tools to research and market the hotel product. The first chapter lists some of the key theoretical features and concepts of tourism such as the tourism product, life cycle, supply and demand, and online developments in tourism with the Internet, and the Web. The second chapter presents Tourism Marketing, the conceptual approach of Marketing and Services Marketing, as well as their purpose, strategic planning with the Marketing mix and social media marketing approaches the objectives, advantages and disadvantages of. The third chapter introduces social networking tools, outlines their key features and how to use them with their pros and cons. Social media advertising is approached in relation to the hotel industry, and the most popular social media tools are presented. The fourth chapter analyzes the research methodology followed by the research objectives, the sampling procedure and the method of data collection as well as the method of questionnaire construction. Consumer trends were then explored regarding the use of Social Media Marketing tools and the use of social media in their decision to seek information and purchase tourist services. Finally, the results of the research are presented, the statistical analysis of the results is made, and the corresponding conclusions are drawn.