The implementation of innovations in collective accommodation facilities regularly faces a number of difficulties and prejudices. Such measurements as solvency, target audience, purpose of the trip, gender and age of guests are determined and laid down at the stage of designing the premises and are actually considered unchangeable. The trends of the last decade have significantly changed the way of consuming services provided in the tourism and hospitality industry. Thus, there is an increase in the number of trips, but with a reduction in the length of stay, there are more and more guests coming on vacation without a vacation, combining entertainment with remote work, and the trend for daily dopamine has significantly reduced the average age of the guest. The new travel format necessitates the formation of an updated tourism product without changing the core infrastructure. The article analyzes the possibilities of adapting successful practices from various industries to improve the competitiveness of tourism and hospitality enterprises. The study is motivated by the need to find innovative approaches to increasing guest satisfaction in the context of growing market competition. The paper provides a comprehensive analysis of modern industry challenges and considers promising customer experience management methods that have proven themselves in other industries. Particular attention is paid to assessing the potential and risks of implementing such innovations as working with big data, zonal targeting, using micro-influencers and tracking systems. The results of the study demonstrate significant potential for cross-industry technology transfer, provided that the specifics of the hospitality industry are considered. The materials of the article are valuable for executives and managers of hospitality enterprises interested in improving the quality of service and achieving a sustainable competitive advantage.