The main purpose of this paper is to map the current research front on innovation in hotels field based on a bibliometric analysis of 241 papers published in refereed journals indexed to the Scopus database. Applying the bibliographic coupling method and using the VOSviewer software for the construction and visualization of scientific maps of papers, the analysis conducted allows to establish how research has evolved in this area. Based on the findings obtained, it was possible identify and systematize the main areas of this topic: (1) technological innovation, (2) market orientation’ role in promoting innovation, (3) human capital as catalyst for innovation, (4) environmental innovation, (5) performance as an innovation outcome, (6) service innovation, (7) absorptive capacity and holistic innovation, (8) innovation in time of crisis and (9) learning approach as a source for innovation. The evidence demonstrates some shortcomings in the literature, which represent opportunities for further research.