The use of co-creation within the luxury accommodation experience - myth or reality?

Co-creation has generated interest since its inception, which is believed to have coincided with the introduction and mass use of the Internet. There are many definitions for co-creation but, in essence, it is an active interaction between a company and a customer to create value, and this value is centred in the customer's experience. It has been suggested that co-creation is just a buzzword or a fad, but this paper highlights that if co-creation is used to its full potential it can give a company a competitive advantage. Eighty-one participants were interviewed in six luxury properties within New Zealand using an interpretivist case-study methodology. There was consensus among managers, employees and guests that the luxury accommodation experience is materialised through a process of co-creation, involving managers, employees and guests. Encouraging more co-creation to take place can have a positive effect on how the luxury accommodation experience is created.