This chapter explores the growing significance of deep fake technology in hospitality marketing, evaluating its capacity to either embrace or resist the ways by which hotels, resorts, and travel businesses interact with their clientele. Deepfakes, driven by artificial intelligence, may generate realistic and digitally manipulated photos, videos, and sounds. While new technologies provide possibilities for customised and immersive marketing strategies, like virtual tours and celebrity endorsements, they also raise considerable ethical concerns about authenticity and consumer trust. The current study will focus on critical questions experienced by hotel managers, such as whether deepfakes should be used to enhance digital experiences or whether they should be resisted to protect the industry's commitment to authenticity. The chapter will examine the advantages of employing deepfakes in hospitality marketing, the dangers associated with misleading consumers, and the management of ethical concerns. This chapter seeks to provide hospitality professionals with a roadmap for managing emerging technologies through a combination of industry examples, case studies, and expert viewpoints.