Innovation is regarded to be one of the main factors of the competitiveness of enterprises. This paper is aimed at showing the road leading to creation of product innovation in service industry illustrated by a tour operator. The article consists of three parts, introduction and conclusions. In the first part methodology is presented. The second part describes product innovation in enterprises acting as tour operators. In the most comprehensive third part the author presents two models to achieve product innovation. The author applies the deduction method, the questionnaire survey method and the Delphi method. The results of the research done by the author and the constructed models could be used by tour operators and also by other services to create product innovation.