The first step to apply design thinking to hospitality service is to define your challenge or opportunity. You need to have a clear and specific goal that guides your process and motivates your team. For example, you might want to increase customer loyalty, enhance customer satisfaction, attract new segments, or launch a new service. The next step is to conduct research and empathize with your customers. You need to collect qualitative and quantitative data that reveal their behaviors, motivations, needs, and expectations. You can use methods such as interviews, surveys, observations, or personas to gain insights and empathy. The third step is to analyze and synthesize your findings and define the problem. You need to identify the main themes, patterns, and gaps that emerge from your data and articulate them in a concise and actionable way. You can use tools such as affinity diagrams, journey maps, or problem statements to organize and communicate your insights. The fourth step is to generate and select ideas that address the problem. You need to use divergent and convergent thinking to explore and evaluate a variety of possible solutions. You can use techniques such as brainstorming, mind mapping, or SCAMPER to stimulate your creativity and innovation. The fifth step is to prototype and test your ideas with your customers. You need to create low-fidelity and high-fidelity prototypes that illustrate the key features and benefits of your solutions and elicit feedback from your customers. You can use formats such as sketches, storyboards, mock-ups, or pilots to demonstrate and experiment with your prototypes.