The emerging number and forms in digital touchpoints and service moments challenge the tourism service providers to empathise with the customer. Empathy is a reaction and reflection to customer's expectations, emotions, and experiences. Thus, empathy is a beneficial element in recognising the customer’s needs for the digital service. The contents of a hospitable and empathetic online service encounter challenge the tourism service providers in each digital customer journey, touchpoint, and service moment by focusing on the customer’s desires for the digital service.