Due to the constant development of new technology and changes in the market, hoteliers are forced to constantly innovate and invest in new and existing products or services. With changes in market demand hoteliers are forced to increase their quality of products or services. Due to high competitiveness, tourists have high expectations, interests and attitudes and expect their needs to be met. Hotel and tourism companies must constantly watch for innovations in the market and the offer itself in order to meet the wishes and needs of their guests and to attract new ones and thus increase profits.Hotel companies are most often advertised through websites, social networks and other promotional channels, which makes it easier for tourists to choose because they have access to all the information, photos and the availability of the facilities.This paper presents a selected example of Valamar Riviera, Poreč. It is a hotel and tourism company that has implemented an innovation in the tourism market in the Republic of Croatia. Due to the global epidemic COVID-19 and reduced tourist travel, they have implemented projects that want to protect their employees and guests and want guests to feel safer.