What Would Happen if Companies Like Google or Amazon Ran a Hospitality Business?

Laura Zizka | August 23, 2019

Creating authentic and captivating experiences is crucial for the competitiveness of hospitality businesses because it can increase value for consumers ([1]; [6]). Experiences are, by definition, co-created in hospitality, meaning they result from “the joint creation of value by the company and the customer” ([7]), regardless whether in high-touch or high-tech contexts ([3]). Today, exploiting technology for enabling and managing these experiences has become commonplace in many industries, but experts who can co-create through technology to produce authentic and captivating experiences in the hospitality industry are desperately lacking. ...