This article covers the analysis of the influence of the pandemic on the development of hospitality facilities in St. Petersburg, determination of their development trends, identification of needs of Generation Z as a growing segment of hotel services consumers, consideration of the essence of the notion “environmental awareness” in the hospitality industry, mechanisms of its formation in Generation Z and practical approaches to eco-projects implementation in the industry.

The article presents the features of innovation in the hotel industry as an integral component of the development of tourism services, maintaining competitiveness in the hospitality sector, as well as the impact of innovation as a factor in building the potential of the hotel industry and entering a new market. The specificity and problems of the innovation strategy of the hotel enterprise are considered.