Studies on innovation in hotels deserve special attention because these companies are considered sine qua non for the operationalization of the tourism sector. However, there is still a lack of research (particularly qualitative) on this subject in destinations where tourism flow has increased, as is the case of Aveiro. This article therefore aims to show the concept of innovation from the perspective of hotel directors of this city, showing, more precisely, the concept, importance and implementation of innovations in the last three years. An interview script with open questions was used. The sample, chosen by convenience, was comprised of four directors, indicated by the “snowball” technique. For the data analysis, content analysis was used. It was observed that the creation and/or improvement of services are mainly the result of suggestions or ideas from employees, partnerships, information about requirements obtained from clients, pressure from authorities, and participation in events. They are also influenced by environmental factors. The innovations cited, which are basically represented by small changes (improvements) and infrastructure repairs, are considered by the directors as something positive, and there is a concern to implement them constantly. This research enabled the collection of important information, to be considered in the process of measuring innovation in hotels.