Innovation and creativity are issues that are commonly used from the perspective of the manufacturing industry, though they are as much needed in the services industries for effective and efficient results. Innovations in general may be the profitable market introduction of new products and services, improved production techniques or processes or a better or more efficient way of applying marketing, communication and management strategies or a new way of implementing organizational applications. Service industry differs from the manufacturing industry in many aspects like being intangible, no storage possibility, consumption and reduction at the same time and place, being highly perishable etc. but still innovation theories can also be used to describe changes in services and tourism industry. The study focuses on innovation applications in tourism industry by analyzing successful case studies. Innovation success factors were examined and common issues were found which are provided as suggestions to improve the performance of tourism establishments by means of process innovation. In addition, tourism innovation cases as a result of trends are taken into consideration, since tourism is a very dynamic and flexible industry which is very vulnerable to changes in the environment.