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Abstract
Hotel guest emotions and design opportunities in relation to Moment –Of -Truth are the basis of this study. The three-level model of proactiveemotional design for hotels is proposed to clarify the need of educating and training students especially on relationships between hotel actual offerings, design updating and emphasis , guest emotions and guest perception, with theoretical basis on a coactions of knowledge in emotional design, experience design, and hospitality. This paper also outlines a design research study that aims to exploreopportunities,hotel policies,sources that evoke guest emotions, uncover concerns and meanings from the travellers’perspective, and identify proposed design of opportunities which will lead to potential innovations in both tangible elements and intangible processes for conversion of simple guest to a LOYAL guest. For the purpose of this study, an analytical approach based on appraisal theory in psychology is also introduced for examining hotel policies and staff efforts to enhance the guest’s emotional experiences and extracting relevant insights for design.