Abstract
<jats:p>This article examines innovative business models in tourism and hotel industry entrepreneurship, emerging in the context of digital transformation and changing consumer behavior. Particular attention is paid to the entrepreneurial aspect of industry development, associated with the transition from traditional business models to platform-based, experience-oriented, and sustainable models. Based on an analysis of current trends and scientific approaches, key types of innovative business models in the hospitality industry are systematized, and the factors driving their formation and entrepreneurial advantages are identified. Prospects for the further development of innovative business models as a tool for enhancing the competitiveness and sustainability of entrepreneurial structures in the tourism and hotel industries are substantiated.</jats:p>