This ebook provides a forum for scholars to contribute to our understanding of innovation in hospitality and tourism industries. Research gaps still persist and innovation research has primarily focused on products and paid relatively less attention to intangibles. Invisible innovation, service innovation in emerging markets, and co-innovation are some areas that deserve further investigation. Brand collaborations (competing in different industries) and their co-innovation also requires additional investigation. Each of the chapters contributes important insights into the understanding of service innovations, and the findings provide a solid base for subsequent research in relevant topics.