In the hospitality industry there has been a shift in focus toward individual needs and customized well-being, which has led to the development of an emotional perspective.

Since companies are placing an increasing emphasis on creating enjoyable and memorable experiences for customers, emotional design and experience design have become two progressive research trends.

- Emotional Design is an approach that emphasizes the importance of eliciting positive emotional responses from users.

- Experience Design is based on a human-centric paradigm that places users needs and desires at the center of the design process.

Instead of focusing on the look and feel, designers are concerned with the quality of people’s experiences and the development of comprehensive solutions informed by multidisciplinary insights.