|The hotels can embrace the new segment of tourists with their expectations, needs and motives as a challenge for innovation. In tourism, the analysis of needs should be focused both on customers needs and also unmet environmental needs and social issues. Using knowledge about the customers needs, and these unmet needs hotels can explore this opportunity to change the competitive playing field, for example, by introducing entirely new customer offerings, developing new processes or creating new market segments directly aimed at fulfilling these needs or a social issue. The firms who will better understand and adequately respond to the needs of their customers as well as their social responsibilities will likely to reap rewards of improved competitive positions.
Innovations are new idea, device or process. Innovations are the application of better solutions that meet new requirements, inarticulated needs or existing market needs. It is proficient through more effective products, processes, services, technologies, or new ideas that are readily available to markets, governments and society. Innovations are something original and novel, as a significant, new that breaks into the market or society.