The authors, who teach creativity workshops to hospitality industry executives all over the world, interviewed 70 of the most successful hotel executives and restaurateurs in the business. Based on this study and using the subjects' own words, it provides techniques for generating creative hospitality product and marketing ideas. Explores how, in the hospitality industry, creativity on the part of managers and entrepreneurs leads to financial success as well as a greater sense of personal fulfillment and can ``make the world a better place to stay.''