Guests don't want service anymore. They want co-created experiences

JSBy Joan SanzCurated by Joan Sanz. · August 31, 2026 · Follow on LinkedIn

Voice reading · ~1 min

Guests don't want service anymore. They want co-created experiences · AI-generated illustration · hoteltech.news

Dr Maggie Chen, from EHL's hospitality faculty, has a clear thesis: guests no longer just want to be served. They want to co-create their stay. The craving, she argues, is for authenticity and human connection in an AI-saturated world (fuente).

That's a subtle shift with big operational consequences. If the guest is a co-creator, the hotel's job is less about delivering a scripted experience and more about enabling moments where the guest's own choices and interactions shape the outcome. Think cooking classes with the chef, not just a tasting menu. Or a reception that remembers your preferences, but also invites you to tweak the itinerary in real time.

My read: this is where AI becomes a quiet multiplier. It can handle the predictability, so staff have time to improvise around the human moments. The hotel that gets this balance right doesn't just upgrade satisfaction, it builds loyalty on something deeper than points.

For hoteliers, the practical takeaway is simple: ask what your guest can contribute to their own stay. You might be surprised how much they want to.

Quick questions

What does co-created experience mean in a hotel?

It means the guest actively shapes their stay, for example choosing ingredients for dinner, customizing their itinerary, or influencing the vibe. The hotel enables, not just delivers.

Why do guests want co-creation now?

Dr Maggie Chen argues that in an AI-saturated world, people crave authenticity and human connection. They want to be participants, not passive consumers.

Does AI replace the human touch in hotels?

No. AI can handle predictable tasks, which frees staff to improvise and create unique, human moments that guests remember.

How can a hotel start implementing co-creation?

Start small: offer guests options to customize their experience, involve them in activities, and encourage feedback that shapes services. It's about shifting the mindset from service to partnership.

What is the business benefit of co-created experiences?

Deeper guest engagement and loyalty. When guests co-create, they feel ownership, which often translates into stronger emotional connection and return visits.

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