In recent years, under conditions of fierce competition, the field of hospitality is a global social and economic phenomenon. Enterprises in this field of business cannot underestimate the impact of the innovative component, the development of which is a significant factor in competitiveness. The article focuses on the study of the role and importance of innovation, its classification, the problems of its application in the hotel industry with emphasis on the application of sensory marketing tools in the development of the innovative marketing mix within the hospitality industry. The study systematizes a list of key factors that affect functioning hotel industry in modern conditions, highlighted the factors that determine the local development of the hotel areas, as well as factors that indirectly affect the size and structure of demand for hotel services. The article provides an analysis of the "seven sensual notes of hospitality", like "sight", "hearing", "smell", "taste", "touch", "intuition", "impression". The authors rely on the "sensual notes" in their consideration of an innovative hotel marketing mix, generalize and systematize the results of studies, practical examples from the experience of the world best hotels. The authors have conducted a comparative analysis of research findings pinpointing the impact of the innovative marketing mix on the performance of hospitality industry enterprises. The practice of introduction, adaptation, and modification of new services in the system is considered marketing of hotel enterprises. The necessity of constant implementation is substantiated innovation in the process of finding a point of differentiation in a highly competitive hotel market service. The approach to the classification of forms and types of innovations is considered and examples of them are given implementation in the hotel business. Listed examples of the use of technological innovations in the practice of leading hotels that determine the modernity of the hotel and its ability to compete. Attention is drawn to the need for hotels to develop services that adapt popular innovations in the social sphere, form partnerships with the local community, present social responsibility of the institution. The most important directions of development are singled out hotel business, which in the long run will have an impact on the development of the domestic hotel market.