Service design in the hospitality industry

The hospitality industry is rightfully considered one of the largest producers of impressions, and the personal experience of clients in this area determines the success of enterprises in the market. Despite the relative increase in the quality of service, the expected perception of value by clients is not observed, which is due to the ineffective offer of services, the low ability of enterprises to adapt to changing conditions, the fragmentation of the developed improvements in the field of service provision, as well as low differentiation of the services provided from existing competitive offers. Therefore, recently the importance of service- design has increased, which, based on customer focus, flexible response to changing needs, innovation, creativity and joint creativity, ensures the creation of new value propositions that contribute to the formation of a unique and memorable customer experience. The article builds a conceptual basis for service- design based on a combination of business- thinking and design- thinking, ensuring the formation of new value for the consumer – the client of services. The combination of the two approaches allows us to consider the visible value zone, directly related to the provision of the service and the formation of a positive customer experience, and the invisible value zone, covering the business processes that support this service, which ultimately contributes to the development of value propositions that are optimal for both customers and the business itself. The presented characteristics of service- design, such as joint value creation, innovation and the human factor, allow us to give a holistic view of the importance and necessity of using service- design by enterprises in the hotel industry.