Crises are a constant of human history even in today's times when we are recording great progress in our modern society. Right now, we are living in a world affected by a crisis caused by the COVID-19 pandemic, which affects all aspects of life and it mostly reflects on the economy especially the tourism and hospitality field. It is difficult to give an answer to the question as to how can we save the world from such a crisis, especially because the theory is not especially clear on these kinds of events, but a market analysis must certainly be conducted adequately, as we must try to strive to alleviate consequences of this crisis. The most important role here is that of crisis management which confronts numerous theoretical and practical problems because of insufficiently defined and ambiguous terms around the concept of crises. In addition, crisis management often requires critical decisions to be made in conditions of instability. Lack of information, time, and large amount of stress usually cause attachment to centralization, but this also is not a long-term solution. The most important elements on the way out of a crisis are calmness, stability, and proactivity of crisis management that will direct the hotel company on ways to get out of a crisis with minimal detrimental consequences. It is also very important to direct communication to the public in an appropriate manner before, during, and after the crisis, because only in this way can we prevent a repeat of the crisis of the same intensity.