The Relevance of Co-creation for the Hotel Industry


As the hospitality industry is all about intercommunication with customers, it creates the perfect environment for co-creation. However, until recent years only a few companies made use of this business strategy. The aim of this blog is to provide a basic knowledge of co-creation and its relevance for the hotel industry.

Today’s costumer seek for more input in every part of their experience in a hotel. Co-creation allows a better active involvement from the customer in order to create a valuable rich experience. With the aid of co-creation hotel companies are able to access the depth of customer capabilities, knowledge and assets. The product is an experience itself, therefore, it is of considerable importance that it equalizes with the expectation of the guest (

According to Peelen and Beltman (2013), co-creation is a form of a creative contribution and allows a better active involvement of the customer. Due to the fact that co-creation brings people from different backgrounds interactively together it has a social advantage. With the aid of better customer involvement, businesses create successful products that perfectly fit their target market.

Value co-creation with the customer plays a central role and hence reflects the social advantage of businesses such as Airbnb. Airbnb has discovered that today’s purchasers are networked, more active and informed. The platform ensures that the right customer will match with the right product. Globalisation and outsourcing make it harder for traditional businesses to remain competitive within today’s innovative and digitalised environment. With the aid of co-creation companies shift a business-centric view to empowerment to the consumer themselves and their personal experience. Therefore, hospitality creates the perfect environment for co-creation (

Marriott International, the world’s biggest hotel group, works closely together with co-creation in order to create a unique customer experience. Especially innovative hotel chains such as W Hotels use this form of intercommunication in order to get more meaningful insights of their customers, innovate better, create customer-centric products and of course in order to create band loyalty. The hotel company takes every customer’s suggestion into account in order to create a better customer satisfaction. One frequently form within the co-creation is the suggestion box in every hotel. Especially at the W Hotels those suggestions are always taken into consideration and changes will be replaced accordingly.

Concluding this, in any customer experience involved business, there is no good reason not to use co-creation as a business strategy. Especially in the hotel industry this is essential in order to create a unique customer experience.


Peelen, E. & Beltman, R. (2013). Customer Relationship Management. Harlow, United Kingdom: Pearson Education Limited.

Gamm, G. (2015). Value co-creation in hospitality – a transformational challenge. Retrieved September 20th, 2017, from:

Marriott Travel Brilliantly (2017). Marriott Travel Brilliantly. Retrieved September 20th, 2017, from

One thought on “The Relevance of Co-creation for the Hotel Industry

  1. Carla van den Berg-Brantjes

    Co-creation can indeed be very powerful to businesses. Not only will the products or services better suit customer needs when guests are involved in the designing process, it creates also ‘Ambassadors’ when customers feel there opinion is truly valued and experience that (some of ) their suggestions are implemented.

    Liked by 1 person

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