Nowadays hotels are using social media marketing in order to attract their guests and engage with them. Since millennial generation is starting their work life, soon enough, they will be the ones with the most money to spend on travelling and accommodation. As a tech-savvy generation, social media marketing is a way to get to them and an opportunity, hotels should pay attention to. This research investigated to what degree are hotels in Dubrovnik region, positioning themselves in terms of attracting millennials, as a growing market. Content analysis was used as a method and it was applied on 37 different hotels. It involved examining their websites and tracking their social media platforms, meaning Instagram, Facebook, YouTube and Twitter, in a two-week period. Results have shown that hotels in Dubrovnik region are not paying much attention to being active on social media and even those that showed certain level of activity, are not publishing content which millennials desire to see, while doing their research. More effort is directed towards hotels’ websites, but these would still require some improvements, when looking at the points which were examined.