The aim of this study is to explore dimensions of creativity in hostels managerial practices taking the example of St. Petersburg. Within the study 72 semi-structured interviews were conducted with owners and employees of hostels during October-November 2012. The findings of the study identify four main managerial activities as key elements of creativity in hostels. They are: targeted recruitment, segmentation of customers, organization of space, and organization of communications both with internal and external stakeholders.