This research aims to study the impact of innovative orientation on improving the financial performance of hotels in the times of crises. The field study was applied to a random sample of employees in some five-star hotels in Sharm El Sheikh City. The study relied on the deductive approach and the statistical method in collecting and analyzing the field data. The results showed a strong impact of innovative orientation on the financial performance of hotels in the times of crises. The study recommends hotel establishments in Egypt to adopt the innovative orientation in order to improve the performance especially in the times of crises.