I recently visited Dubai and was amazed at the remarkable lengths mankind has been able to achieve to overcome problems. They have been able to reclaim the sea and build hotels on manmade islands (The Palms), Build the tallest building in the world (Burj Khalifa) and create a whole city from the desert including the worlds largest indoor ski slope.
However even though mankind is able to overcome these obstacles, what actually encourages people to visits these places? In the first instance it is salience and brand reputation, however as more and more people continually Innovate and copy each other what are the defining factors? How long do you have the tallest building, the biggest hotel, and the newest shopping mall? In this fast paced world even the most lavish Innovation will only have advantage for a number of months.
So in the end, Innovation may get you noticed however if you want to retain your custom its all about the Customer experience.