New product development is one of the innovation management sub-processes that provides all the conditions necessary for the successful development of a new product. Product development processes depend on the company, industry, product type and type of innovation. It is necessary to invest time in careful planning and creating a strategy for introducing a new product by coordinating all departments in the company. It is desirable for the company to involve customers in the whole process in order to make the product attractive and stand out in a saturated supply market. The process of developing a new product can be divided into eight main stages. The eight main stages in the decision-making process for new product development include: generating ideas, selecting ideas, developing and testing concepts, developing marketing strategy, business analysis, product development, market testing, and commercialization. This process is a theoretical approach, or starting point if the company decides to develop a new product. It is not necessary to strictly adhere to all stages, but everyone adapts the process to their own needs. Valamar Riviera d.d. has decided to introduce a new brand [PLACES] in its existing portfolio aimed at a completely new segment of guests. The main target group is millennials from the Western European market with higher purchasing power. The emphasis of the new brand is placed on authentic experience, digital nomads, personalization, environmental sustainability and introduction to the Mediterranean lifestyle. The first Valamar hotel under the new lifestyle brand [PLACES] was opened on the island of Hvar under the name HVAR [PLACESHOTEL] by Valamar. Hvar has a rich history, tradition, cultural and natural monuments, lush Mediterranean nature, but also nightlife. The guest thus learns the secret destinations and becomes [PLACES] INSIDER, one of us. Also, the staff has originally designed uniforms and creative profession names. The hotel is designed in a minimalist beach-chic style using natural organic materials and colors. The brand's slogan [PLACES] is "BE ONE WITH THE DESTINATION" which communicates merging with the location as the visitor becomes one with the place, customs and people. This emphasizes that the visitor is not an ordinary guest, but part of the destination. According to the price of the guest's stay, the [PLACES] brand is in the middle of the entire portfolio. In order to unify the service in the hotel and provide maximum ease of stay of guests, the application [PLACES] by Valamar was created. At the beginning of March 2021, a new website was created within the Valamar official website, where the public could read all the information related to the introduction of the [PLACES] brand by Valamar. With the new brand, Valamar definitely stood out among its competitors due to its carefully developed idea and following the latest trends in the hotel industry. Due to the significant success of the hotel on Hvar, the consideration and realization of adding new services and expanding the brand to new destinations has begun. Thus, the [PLACES] hotel in Makarska was opened at the beginning of June 2022 under the name Dalmatia [PLACESHOTEL] by Valamar. Valamar Riviera d.d. has used the theoretical approach of new product development and successfully adapted it to its needs of creating a unique accommodation service.