The global hotel and accommodation services sector has evolved to include non$-$traditional providers such as Airbnb and Booking.com. This has created a new competition for traditional service providers such as hotels. New opportunities have also emerged for creative start$-$ups that can further develop alternative products with unique value propositions. Design thinkers recognise the critical role of a unique, appealing value proposition as a mechanism for establishing successful start$-$ups or increasing existing market share.