In this article, we will explore innovation management in such an important sector as tourism, focusing specifically on the hotel industry. Within the hotel industry, innovation has been a major focus for some years now, moving away from the popular phrase that traditionally circulates by word of mouth, “This has always been done this way.” Proof of this is that highly important organizations in the sector such as ITH (Hotel Technology Institute in Spanish) are holding highly interesting events such as the one held in 2020: “Balance between technology and investment, common sense and people, key in ITH Hotel Virtual Innovation Lab”. Because the current situation in the sector is changing, both for the hotelier and the customer, it is essential to be able to compare what has been studied so far with the current reality. In the past, guests would go to a hotel and find things they didn’t have at home: a larger TV, a better mattress, a jacuzzi… this meant that innovation took a backseat to customer attraction. Nowadays, it’s difficult to surprise guests with such basic items that they normally have at home that are just as good or better, so innovation has taken center stage and gained significant importance. We could say without fear of being wrong that today the hotel sector is one of the most interested in innovation in all its aspects (technological, marketing and processes) without a doubt. That’s why we consider it important to conduct a study and see if the reality of the sector is surpassing the academic studies conducted on it. To contrast this reality, it is important to obtain information directly from the most relevant players in the sector and conduct as many interviews as possible.