The research implies that hospitality businesses should consider implementing a combined innovation strategy with services, process, marketing, and organizational in order to increase sales and performance. Especially, they should take look at bundles of innovative initiatives such as new or improved supporting activities for processes combined with new service or sales methods. And this combination should be chosen by a formally planned innovation strategy. Moreover, research results show that there are differences between and within sectoral activities so hospitality managers should carefully choose and combine innovation types not raise the volume of innovation.