The growth of the hotel industry is in line with the growth of the tourism sector. Based on the number of guests at star hotels, DKI Jakarta, West Java and Bali are still the strongest magnets for investors. Meanwhile, the hotel growth especially in certain areas with a high level of tourist visits, resulting in increasingly fierce of hotel business competition. The hotel was built to meet tourist accommodation needs. However, the aggressiveness of hoteliers seems to be out of sync with data on hotel occupancy rates in Indonesia. Overall, the number of tourists from both foreign and domestic tourists experienced a significant increase. The right business strategy is needed for hospitality companies in West Java in dealing with the phenomena and competition that exists in order to improve the image of the hotel so that it will attract more tourists. Based on the background, the purpose of this research is draw a conceptual framework to test the hypothesis that collaboration strategy and competitive strategy affect the image of star hotels in West Java. The research is conducted by a literature review. Based on the literature review, it is concluded that collaboration strategy and competitive strategy affect hotel image.