The tourism industry keeps on growing, especially in the hospitality sector. The study’s objective is to examine how service excellence along with hotel performance is affected by innovation speed, innovation capability, and marketing capability in the hospitality sector, with a particular emphasis on the mediating function of brand communication capability. Previous studies have shown that relationships between these variables, however, are not exactly the same way as this research. Data was collected using a quantitative research methodology by sending electronic questionnaires to respondents from different parts of Indonesia via Google Forms. The collected data was subsequently analyzed using the Smart-PLS 4.1.0.8 software. The findings show speed of innovation, innovation capability and marketing capability influences service excellence and hotel performance with brand communication as the mediating variable. This study contributes for the advancement of marketing strategies for hotels, enabling them to enhance their competitiveness and performance in an increasingly competitive hospitality landscape.