First step in deciding weather to innovate service program of the hotel management company is to compare the position of the existing service assortment to competition's, as well as the identification of the needs and demands of the potential customer of service user. Second step is to find out what is expected from the innovation, how it will be used and how often it will be utilized. Factors influencing innovation success are good strategies, informational systems, skilled and responsible personnel and adequate application. Marketing strategies play the special role. Marketing strategy for its goal has to find the best way for resource allocation, and together with marketing mix combination enables fulfillment of the marketing goals, hence to satisfy demands and needs of the service users. Apart from price, quality in modern environment became key factor for market success in hotel management industry. Innovation, apart from assortment improvement, can be achieved by improving the quality of the service. Marketing and innovations have to be two main determinants of the market oriented hotel management corporation, based on which the company will ensure market and technological validity.