Today, the holders of the hotel offer are facing a new and increasing number of challenges: globalization, marketing, fierce competition, market saturation, the complexity of tourists, adaptation to the environment. Each item needs to be provided in the right way to keep the customer satisfied. Due to the above, the importance of tourist services is growing. The modern tourist market requires creativity in promotion, creating new services and focusing on experience and emotion. Effective interaction with clients achieves healthy growth and profit from the service, but also satisfaction and loyalty of clients and employees. Innovation is one of the most important factors that can ensure a company's growth and development. Whether it is innovations that involve the entire tourist system or a small family hotel that will create its first website, the innovations represent an improvement and aspiration to develop in accordance with current tourist trends and the wishes of travelers. Cultural tourism is a movement motivated by the desire to visit cultural attractions (monuments, events, etc.) outside their place of residence. Hotels inspired by culture are a new growing trend in the world and slowly in Croatia (heritage, design and art hotels). Examples of these in Croatia are Hotel Lone, Hotel Bastion, hotel Adriatic, etc. A case study focused on Amadria Park shows the potential of developing the complex in the direction of cultural tourism and focusing on the experience.