For the hospitality industry, innovation is the oxygen that keeps concepts fresh and which attracts new customers, as well as encourages repeat customers. Although innovation requires creative thinking, coming up with a new idea is only the first step in ensuring successful service innovations. To detail the elements of service innovation and to determine ways to support successful innovations, the Cornell Center for Hospitality Research invited service industry leaders and Cornell faculty members to examine the issues surrounding service innovation. The resulting Service Innovation Roundtable brought in not only hospitality industry leaders, but also representatives from other service industries that have incorporated service innovations into their business models.