Other attempts to report consumer co-creation, for example in financial services (Auh et al., 2007), have taken a quantitative approach using information from customers. Our research methodology centres on the producer and is qualitative in nature given the need for in-depth empirical information in order to understand producer’s activities around co-creation. Our hotel survey reports on two key themes; first the extent of co-creation with customers and, secondly, the detailed processes involved in this process.