The Covid-19 outbreak has caused profound implications for companies operating in the so-called “high-touch industry”, where the experiential aspect plays a key role. To adjust to the new reality, new social forms that focus on value co-creation approach are needed (Ratten, 2020). This requires a more effective use of entrepreneurial passion aimed at alleviating social uncertainty due to the crisis by underlining the value derived from collaboration and shared practices (Bacq et al. 2020). This means to put attention on innovation and entrepreneurship that includes social value co-creation, in a logic of stakeholders’ engagement. Accordingly, the purpose of this study is to investigate on the ways to incorporate more social value co-creation and entrepreneurial approach to crisis management in hospitality industry during, but above all, after the Covid-19 pandemic. Social value co-creation is especially important for the hospitality industry because the survival and growth of hotels largely depend on creating and offering unique and tailored experiences for their customers. In this light, hotels that focus on social value co-creation and customer experience outperform competitors and report higher revenues (Roy et al. 2018). To reach the purpose of this research, this work proposes a conceptual framework based on the value co-creation behaviour and its main components. The study reveals how a critical situation such as the current pandemic leads hospitality companies to search for novel solutions taking into consideration the eco-system in which they play, focusing particular attention on the social value co-creation processes. The contributions of this study are twofold. As for the theoretical side, this study provides a conceptual framework based on social value co-creation and social entrepreneurship to put in evidence the need for stakeholders’ collaboration and collective action by integrating social purposes into daily activities carried out in the hospitality industry. Furthermore, it lays the foundations on finding the correct evaluation for new concepts of marketing in the hospitality industry to increase perceptions of future experiential intentions in a post Covid-19 world. From a practical point of view, this study will benefit marketers in the hospitality industry and provide them with an opportunity to understand how to create an environment that makes customers feel like social value co-creators of the overall tourist experience.