This study attempts to explore customer satisfaction associated with innovative services in airlines and hotels from a tourist perspective. The number of tourists has doubled in recent years. Tourists engage in more activities, the main ones being long-distance air travel and usage of the hotel for food and stay. As a result, airlines and hotels have become one of the essential contributors in determining customer satisfaction. Today's customer wants to explore and enjoy innovative services apart from their needs. By examining various services provided by airlines and hotels, this study can analyse innovative services. However, innovative services in these sectors have not yet reviewed comprehensively, the method used in this conceptual work based on literature reviews. The proposed hypotheses indicate that innovative airline services may have a significant relationship with customer satisfaction and enhance tourism; innovative hotel services may have a moderating relationship on customer satisfaction and enhance tourism. The study also presented innovative service ideas that could strengthen the tourism sector in the future. © 2020 by Advance Scientific Research.