This research proposal investigates the role of innovation and technology in enhancing business performance within the hospitality industry, focusing on a case study of Park Plaza London. The study aims to identify factors associated with innovation and technology, investigate benefits availed by Park Plaza London through their adoption, and assess challenges faced during implementation. The methodology employs a positivism research philosophy, a deductive approach, and a survey research strategy, utilizing descriptive research design and probability sampling with approximately 30 participants. Anticipated findings suggest a better understanding of how companies attract customers through innovation and technology, highlighting customer orientation as a key driver. Challenges in managing technology and innovation, along with potential employee difficulties in adopting new technologies, are also considered. The proposal includes a timeline using a Gantt chart and provides a list of references.