In this paper we have proposed to mention that, with the development of information technologies, including the development of the Internet and issues such as hyper-competition, globalization and corporate social responsibility, traditional marketing approaches are no longer effective. The population's access to education services has increased, which means that people are better prepared, more experienced, more interested in the quality of offered and received services. Thus, consumers are becoming more mature, looking for variety, possibilities of choice, wanting greater communication and personalization of services, varied activities, adventure, authentic, real experiences. The holistic marketing concept considers marketing not as an isolated aspect of business, but as an element that must be integrated into every aspect of the entire business. This is the only way a company can stay relevant and profitable in its business.