Geographic information systems (GIS) have emerged as a valuable technology for marketing management. Its relevance emanates from the distinct importance of establishment location in hospitality and restaurant industries, the continued availability and depth of geospatial data continuously generated by the consumer and generating maps as visual elements. Assuming that strategies involving group-level customer customization are optimal, this paper aims to understand how geographical location is related to certain hotel and marketing variables. After reviewing the relevant literature on the use of GIS in the hospitality and restaurant industries, spatial and hotspot analyses of the hotel sector in Madrid are carried out to identify spatial clusters of hotels and to determine what can explain the possible agglomeration of hotels in certain areas.