This dissertation explores the role of innovation and technology in improving business performance in the hospitality industry, with a focus on Park Plaza London. The study aims to identify the factors associated with innovation and technology that enhance business performance, investigate the benefits of adopting innovation and technology practices, and assess the impact of challenges faced by the industry. The research methodology includes a deductive approach, survey research strategy, and descriptive research design. Anticipated findings include a better understanding of the value of innovation and technology in the era of digitalization, the importance of customer orientation, and the challenges faced by organizations in managing innovation and technology.