Analyzing the problem of the role of impression marketing in the provision of tourist services and hotel products in the context of the transformation of socio-economic systems, it was revealed that the concept of the impression economy at the beginning of the XXI century strengthens its position, manifesting itself in the limitlessness of postmodern hedonism among modern consumers of the service sector. This article provides recommendations and presents best practices for implementing an impression marketing strategy at tourism and hospitality enterprises. Strengthening the concept of the impression economy is a definite reaction to changing conditions in the service economy.