The paper aims to identify the main quality strategies applied in the accommodation units and discover the opinions, attitudes and perceptions of Romanian tourists regarding the quality strategies and sustainability measures applied in the Hotel Industry. In order to achieve the purpose of the paper, the authors combined an exploratory analysis with a qualitative market research based on a semi-directive in-depth interview. The exploratory analysis aimed to identify the quality strategies and sustainability measures implemented in the Romanian Hotel Industry in recent years. Following this analysis the results show that the most used quality strategies in the hospitality industry are: quality diversification strategy; continuous improvement strategy; quality differentiation strategy and quality certification strategy. The paper shows that sustainability is an important factor for the future of the Hotel Industry, but not all hotels have the resources to implement this concept. An unexpected result of qualitative research shows that most of the interviewed tourists (64.29%) stated that they do not know the concept of quality management. Further, the research results show that although many of the interviewed tourists have heard about sustainability and consider it important, they do not know this concept very well. The majority of respondents (73.81%) defined sustainability as a method of rationally using resources so that they can be used for as long as possible. In the end, based on the results of the paper, the authors recommend that the authorities, as well as the accommodation units, become more involved in the adoption of appropriate sustainable development measures that support the local community and protect the environment. At the same time, actions are needed to educate tourists about the concept of sustainability.