Hotel design is clearly a key attribute for a successful hotel, but the extent has not been the subject of much academic research. Gillespie and Morrison noted the paucity of academic research investigating the relationship of hotel product design and style elements with systems of market communication. They concluded that there is a need to reinforce the argument for a better understanding of the entire language of design and style in hotels, as elite hoteliers seek to maximise return on investment. Using the strategy map, this paper provides a conceptual framework to show how a customer-oriented hotel aesthetics approach could enhance shareholder value.