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

Canonical-URL: https://hoteltech.news/digest/guests-co-create-experiences-ehl
Text-Version: https://hoteltech.news/digest/guests-co-create-experiences-ehl.txt
Markdown-Version: https://hoteltech.news/digest/guests-co-create-experiences-ehl.md
Language: en
Published: 2026-08-31T13:31:56.027Z
Modified: 2026-08-31T14:04:11.681Z
Author: Joan Sanz
Topics: Guest Experience
Summary: Dr Maggie Chen (EHL) says guests crave authenticity and connection in an AI-saturated world. The hotel's job is shifting from serving to co-creating.

## Article

**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](https://www.hospitalitynet.org/opinion/4134157/why-guests-no-longer-just-want-to-be-served-dr-maggie-chen-on-the-future-of-immersive-experiences)).

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.

## Sources

- Hospitality Net: https://www.hospitalitynet.org/opinion/4134157/why-guests-no-longer-just-want-to-be-served-dr-maggie-chen-on-the-future-of-immersive-experiences

## Citation

Guests don't want service anymore. They want co-created experiences. Hotel Tech News. 2026-08-31. https://hoteltech.news/digest/guests-co-create-experiences-ehl