This report explores the concept of innovation in the hospitality industry, focusing on Hilton. It discusses the different sources of innovation, the importance of innovation for business performance, and the way innovation contributes to business strategy and performance. It also examines the factors driving innovation in the hospitality industry and the advantages and disadvantages of these factors. Additionally, it explores the range of innovative concepts and approaches used by Hilton and evaluates their success. Finally, it presents a pitch for an innovative concept used by Hilton in terms of its potential and feasibility.