According to the definition, "a hotel company is a legal entity, which performs catering and hotel business, on the market, in order to make a profit and achieve the set goals." In today's modern tourism market is dominated exclusively by the demands of tourists, and competition between various hotel companies is growing, so it is necessary to create new business strategies of hotel companies based on the concepts of new business models in the hotel industry. Tourism and hospitality combine economic, social, cultural and environmental elements, and their impact on the environment and the economy is very large. Introducing innovation today is a matter of survival, and the time required to innovate is getting shorter. The essence of the innovation process is understanding the wishes and needs of potential guests. New business models in the hotel industry rely on technological aspects and green sustainability. The role of information technology is indispensable today in every segment of business in every economic activity, including tourism and hotel business, and even more than 65% of tourists will choose a hotel that implements a "green policy" and a green business model.