The first part of the work defines the concept of innovation as the implementation of a new product or improvement of an existing product or service. Innovation has become necessary in today's business operations, especially in tourism. The rapid development of technology, people are more and more educated and technologically aware, the availability of similar products and services have influenced innovation to become one of the most important elements in the business of the company. The main drivers of innovation in tourism are: tourist, technological change, touroperators and competition. Hotels must constantly monitor the market and develop their products and services to attract guests. Some of the innovations in the hotel industry are: wifi, online check in, smart room. We distinguish several types of innovations: technological, non – technological, new age innovations and sustainable eco – innovations. Internet, the development of mobile or wireless telephony, accessibility for people with disabilities, multimedia, are just some of the technological innovations that have a strong impact on tourism. Non – technological innovations are based on organizational and managerial innovations. Some of the most important new age innovations are robotics or contactless payment. We put the emphasis on sustainable eco – innovation because of the growing enviromental awarness of people, care for the enviroment and the use of renewable energy sources. Sustainable tourism should ensure optimal use of natural resources, respect the socio – cultural authenticity of the destination, and ensure sustainable and long – term economic activities. In the last part of the work, on the example of the hotel „ Valamar Collection Dubrovnik President “ we described the application of flexkeeping innovation and its impact on hotel operations.