To be successful in turbulent, uncertain, and complex times, every leadership needs fresh, solid, and long-term approaches for creating lasting values. New technologies are constantly evolving and new organizational cultures, values and standards are being formed, keeping up with which is the real challenge. In small, medium and large hotel companies, regardless of market orientation and size, it is crucial to educate, encourage and guide people at all organizational levels. Simply put, today the future can be overcome only by creating a solid organizational foundation. Quality organizational strategic foundations can be recognized by what the organization is doing, is striving to do, and what it wants to become in the future. It is important to offer answers to existential questions such as who we are as an organization and where we can see ourselves in the future. This tends to create a unique and common organizational language which will meaningfully connect all stakeholders of the organization, provide a foothold to the efforts, work significance, clear guidelines and support in understanding the environment. In the hotel industry of the Republic of Croatia, as in all other industries in the world, strategic orientation must be the starting point of every strategy, tactics, action and goal. Business leaders must be aware of the power of vision and the mission and give a clear view of the present and the ideal future, which they will interpret through strategy: an imaginary depiction of the achievable future through strategic orientation and other actions by which the ideal future can be attained. The role of vision and mission is primarily to create an acceptable environment and meaning that will, like a beacon, guide and unite the efforts of all members of the organization. This will build a transformative organizational culture that supports long-term change and achieves an ideal future for everyone.