The purpose of this study was to provide the marketing strategic of successful brand extension through parent brand attachment on attitudes toward brand extension and loyalty in hotel industry. For this study, it was selected consumer who used Lotte hotel brand as the research objects. As the results, Fist, ‘concern’ of parent brand attachment had influences on brand attitude however ‘love’ did not have effect on it. Second, ‘concern’ of parent brand attachment on brand loyalty had the most significant influence, also ‘love’ had positive influence. Third, brand attitudes had effected on brand loyalty. The results show was that the more in brand of maintaining friendly emotional brand attachment to consumers to being able to be more positively brand attitude and loyalty. Moreover emotional brand attachment can afford to higher satisfaction and positive word of mouth, highly purchasing intention to consumers. Therefore hotel managements need to maintain friendly brand attachment between consumers and brand sustainedly.